Brand Your Practice Podcast

And all right, so before we jump in,

a couple housekeeping things.

Let me jump into this.

All right, so this...

This webinar is brought to

you and presented by TheraSAS.

TheraSAS is a powerful

intake CRM for therapists.

So if you're tired of using

Google Sheets or you have

all your information around

client leads where they're

on Gmail or text messages

over on a different

platform and things are

scattered out and confused

and you wish you could have

a simple way like this

visual pipeline right here

to be able to organize client leads,

and to centralize your

communications with them

and use some automation to

cut down on a lot of those

extra repetitive tasks,

go to therasas.com and check it out.

We'll be also referencing

Therasas in the webinar as

well because Therasas is a

great software to be able

to support your sales

funnel and your sales and

marketing efforts.

The other announcement I

want to let people know

about is we have a group

practice scaling summit.

So look, I mean,

many of the practice owners

who are going to be on this

chat or this webinar,

they and you didn't get

business training at all in

your graduate program.

So this scaling summit is

really focused around marketing,

operations and finances.

It's going to help you

become a better business owner.

And we got some amazing speakers lined up,

especially around how to

work with clinical directors.

I'm gonna be talking about

personal branding.

Nate Hendricks from

Navigator Bookkeeping is

gonna be talking on profitable,

motivating pay structures.

Whitney Owens is gonna be

improving clinician retention.

So please take a look at that.

That's practicescalingsummit.com.

And that's gonna be coming up in May.

So get your tickets now.

All right, so quick introduction.

Chris was a massage

therapist now turned digital marketer.

And we're really excited to

have him on this webinar series.

So I'm gonna turn it over to you, Chris.

I'm gonna start sharing your

screen right now.

There it is.

How do I sound?

Am I clear?

Yeah, you sound great.

Awesome.

Well, thank you so much, Brent,

for the intro.

And thank you so much to

everybody who's tuned in.

I really hope this provides

a lot of value to you.

So we have a lot to cover.

So let's jump right in.

So we're calling this from

clicks to clients.

This is a marketing

masterclass for scaling

your practice in twenty twenty five.

and so why should you attend

this webinar well there's

two main reasons one is

that you're feeling stuck

so if you have been in a

situation where you've been

trying a variety of

strategies nothing has

really seemed to help move

the needle help generate

more qualified leads that

turn into clients then

we're going to talk about a

lot of actionable steps

that you can take to get

things going for you and

i'm also going to share a

lot of what we've done what um what

I have experienced

personally for our clients

that have worked really

well for them to expand

their local visibility so

that they can get more clients.

And the other reason would

be that you're ready to thrive.

So things are working well,

but you want to grow from a

solo practitioner to a

group practice or you want

to scale your group

practice and you want to

talk about a proven

framework that helps you to

achieve those goals.

So what are some common challenges?

Number one is low visibility.

If you do not show up on

Google search results or

more and more as time

passes on AI platforms like ChatGPT,

it's very hard for people

even right within your

local community to discover

you and then reach out to

make contact with you.

So the result of low

visibility is that you have

low website traffic.

So it's just not drawing in

the visitors that you need

to then bring them into

your ecosystem and convert

them to form fills and

booked consultation so that

you have an opportunity to

actually engage with them

and move forward with the

client relationship.

Another problem that a lot

of websites have is that

they're generating traffic,

but they're not generating consultations.

So there's a variety of

reasons why a website might not convert.

And we're going to go over

that stage as well.

And finally, high client churn.

So if there's confusion

about how to deliver

lasting value in a way that

aligns with your ethical goals,

this is not about tricking

people to stay longer.

It's about providing ways

that you can amplify your care,

other service options, perhaps groups,

intensives, et cetera,

information products so

that you can provide a real

value to clients and

ultimately increase the

lifetime value of them and

also provide more effective

care for them.

So this is what I call the client journey.

This is a funnel.

This is a funnel that we all exist within.

This is a funnel that I

exist within for my agency

and my clients.

And this specific funnel

that I put together right

here is the five most

important steps that

therapists go through when

they're essentially taking

complete strangers

into their world their

website their ecosystem and

then turning them into

clients hopefully for a

long time to have a

meaningful relationship and

we're going to go through

each of these stages and

i'm going to provide some

information and actionable

insight into how to

optimize those different

stages of the funnel and

some platforms that can help you to do so

So a bit about me.

I'm Chris Morin.

I run an agency called Moonraker.ai.

We are an SEO agency focused

on therapists and wellness providers.

As Brent mentioned,

I've been a massage

therapist for about twenty two years,

so I've met a ton of

wellness providers that

struggle with the exact

same challenges of growing

their own practices,

just like therapists.

and i have about nineteen

years of marketing

experience i first started

back in the olden times

when it was like the wild

west and oh my gosh it was

so different and it's like

the good old days and

things have changed so much

but uh you know we've been

learning a lot as time

passed and i first started

managing my family business

we have a manufacturing

facility and we just closed

last year at over eight

million in sales so

best year yet and uh

everything yeah everything

that i learned there is you

know translatable to the

wellness industry it's just

you know different language

and different specific

details and i'm going to

get into everything that

we've learned here in just

a minute so that's all good

but why should you care

about what i have to say i

just wanted to show you very briefly

This is information that's

pulled from real client accounts.

It's showing the results

from the past six months

compared to the previous period,

the six months prior to that.

So this is a solo therapist.

Organic traffic increased

from one point one seven

thousand to one point five four thousand.

So about another three

hundred clicks on top of

what they were getting before.

This client also showed up in ChatGPT.

So a lot of people are thinking, well,

Google is obsolete because

everybody's using platforms like ChatGPT,

et cetera.

At the end of the day,

whether it's Google's

algorithm or the algorithm

that powers ChatGPT or

whatever comes next,

there's always going to be

some determination about

who provides the most

unique and relevant value

when you're searching for

information or services.

At the end of the day,

it's all kind of the same thing.

And it's really good to see

that in this case, somebody,

it was actually another

clinician in New York State

searching for information

about accelerated resolution therapy.

And then my client from

California showed up in chat GPT results.

So very cool to see that it

does translate over already.

Right.

That's SEO at work, right?

Because the learning module,

like the chat GPT is

learning essentially from

Google's rankings and algorithms,

you know, who they could trust.

Yeah, Google, Bing,

which is Microsoft search

engine news agencies like AP News,

Reuters and other news networks.

And so it's pulling all that

information from similar

sources that Google is using.

And so it's going to translate over.

And regardless of whether

it's ChatGPT or some other platform,

the similar practices apply.

Right.

This is a small group practice.

Past six months,

we increased traffic from

just over a thousand to one

thirteen hundred.

So about another three

hundred clicks and also a

large group practice.

This is a practice in the Bay Area,

almost tripled their

traffic from one hundred

twenty seven K to three

hundred sixty six K. So, you know,

this I wanted to show you

this to help you understand

that when it comes to

traffic generation and especially SEO,

it can apply to a single

therapist all the way up to

a practice with one hundred people.

Oh,

and also EMDR training programs as well.

So this is a training program online.

So another great testimonial here,

big jump in traffic.

And so I wanted to shift

over to some big thoughts.

And these might be

controversial thoughts for some people,

because what I found about

therapists and wellness

providers is that generally speaking,

these are deeply

compassionate people that

want to be of service to humanity.

the the controversial

thought that i wanted to

propose is that charging

what feels right for you is

an act of self-love and

it's actually a service to

your clients and i believe

the clients prefer to work

with a therapist who's

grounded in their value

versus one who

subconsciously carries

scarcity into sessions

And so the idea of charging

what you think you're worth,

it relies on a steady

stream of new leads that

you can connect with so

that you can be more

selective about working

with people that will pay

your rates or working with

people that align with with

who you are as a person so

that you can have more of

those ideal client relationships.

And this creates a space for

clients to really invest in themselves.

And also, along with that,

practice growth is a sign

of your expanding impact.

So it's not just about financial success.

It's about reaching more

clients and making a positive impact.

And when things are going in

the right direction,

the side effect is

financial security as well.

And most therapists, not all,

but most therapists will

need more than word of mouth to grow.

And I want to state very

clearly that referrals are

one of the most valuable

forms of new leads.

And I'm going to talk about

a way to systematize that

so you can get more

effective and consistent referrals.

But relying solely on word

of mouth may limit your growth potential.

So having a more

strategic and diversified approach,

including referrals plus SEO,

possibly paid ads.

And I'll talk about the

specific use cases of paid

ads because it's not for everybody.

Having a variety of

different tactics will

ensure that you have consistent growth.

So let's get into it.

This is stage one of the client journey.

So traffic generation,

how do we take people that

are out there in the world

that are searching for

something related to your

services and then help them

find you so that you can

bring them into your website?

So quite simply,

the reason you should care

about traffic gen is

because the more people

that you can bring to your

website and your Google listing,

the more chance you have to

generate client inquiries,

booked consultations,

and ultimately grow your practice.

And from our experience

working with clients,

the most effective traffic

gen methods are SEO,

which is organic traffic,

and I will get into more

details momentarily, PPC,

which is paid ads,

and also referral outreach.

And I wanted to put a specific note.

It's not posting on social media,

and I'll explain why in just a minute.

so how do we analyze i have

a quick antidote to that i

have uh yeah i'm not

running the campaign ads

the social media but i have

a client that wanted to do

it so they they're working

with a company that

specializes in it and they

have a very robust setup

and they've been running

for the last couple months

and i haven't checked in in

the last week but they've

gotten like eighty new

leads but none of them have converted

Interesting.

So but I think to your point,

why SEO and PPC may be more

effective because people

are going to the Internet

to solve a problem or look

for a service that might be

near them where social media people are,

you know,

they want to be entertained or

not think about their problems.

So for for local practices,

business practice,

it may not be like if

you're looking to get leads out of it.

Uh, and traffic, maybe traffic could be it,

but the quality of leads is

I have found in social

media campaigns to be a lot lower.

And that's just one example.

I I've done, you know, Facebook ads before,

and it's just,

we just stopped because it just wasn't,

you know, the ROI on it.

Was it there?

So I wanted to stop.

Absolutely.

Kind of note.

No, it's a good point.

And the difference from what

we can see is intent

because people go on Google

or nowadays ChatGPT, et cetera,

because they have intent.

When people are on social media,

they might be browsing,

they might fit the target audience,

but if they don't need your

services right now,

then it doesn't really make a difference.

i guess the question i like

to ask is if your toilet

breaks are you going to go

on google or are you going

to go on facebook and

that's the same thing as as

people looking for a

therapist they're going to

go on google and they're

going to search therapist

near me emdr therapy town

name etc whatever happens

to be that they're looking

for and when they see those

results pop up they're

going to choose somebody

and and the goal is that

they're going to reach out

and make contact if that's

the service that they're

looking for and so even a well-conducted

ad campaign on social media,

they're much colder leads

that need to be nurtured.

They're not ready to make a

decision right now.

And so I'll get into some of

those nuances in just a bit.

But to shift over to just a

bit more detail.

So SEO is all about organic search.

This is

when people search for something on Google,

like as I mentioned before,

like therapists near me,

this is beyond the paid ads

at the top when they see

the actual search results.

And so the goal of SEO is to

help you show up as high as

possible in search results,

especially throughout your local area,

because proximity has a

huge effect on local search results.

And it's easy to show up

first if somebody is

searching from right outside your door,

But the game here, so to speak,

is that we're trying to

convince Google to show you

in the number one spot,

even though you're much

further away and there's

another office right down

the street from them.

And the reason that they

would do that is because

based on all the signals

that you're sending,

google determines well you

just seem like that much

better of an option for

this potential client we're

going to send them further

away because we think

they'll be better served by

you and that's what seo is

in the service of to expand

your your visibility

through the widest area

possible around your office

location or if it's a

national campaign etc just

to try to get you the most

visibility possible

Paid advertising, PPC,

that's specifically Google ads.

Pay-per-click is what PPC stands for.

I'm lumping in social media ads here.

It's semantically different,

but for the sake of this conversation,

this is times where you're

paying a budget to a

platform to show up in the

number one spot and you

don't really need to work

to get there in the organic

way like with SEO.

And they're really amazing for driving.

Yeah, sorry to interrupt.

Go ahead, finish your thought.

I was just going to say that

they're really amazing when

they're managed by an expert team.

They're great at driving

immediate traffic to a

website or a landing page,

but there's some specific

details about when they're

appropriate for practice to utilize them.

Yeah,

I would say if you're looking to

invest in Google Ads,

you're going to want to

hire a team because Google is – I mean,

you know this, Chris.

It is wonky.

Google Ads has just got crazy weird,

and they try to extract a

lot of money from mom-and-pop businesses,

and their platform is confusing.

So you really want an expert

in there to help you

control that budget and those keywords.

Chris, one quick question.

I've noticed this in the

last two months as I've set

up some of my own campaigns

for a couple of practices.

Have you been getting hit

with like when someone like you want,

you have a keyword like

therapist near me.

Have you been getting hit

with like personalized

health care warnings and

new accounts or anything like that?

That has definitely been an

issue where the guidelines

are becoming more and more strict.

And it's hard to say exactly why.

It could be because of

certain terminology that's

listed on a website.

It might be misinterpreted

by Google's algorithms to

be more of a protected medical term.

And there's legitimate good

reasons for that.

They don't want just anybody

to run ads on like, you know,

pharmaceutical products for

example well that's a big

that's a different category

but just for mental health

that they've their ai bots

have been scraping like and

so my new accounts like it's just

i'm getting hit left and

right i'm like but my old

accounts they've been

grandfathered in so it's

really it's very

inconsistent and so um i

think it's important for

people to know like google

ads is even changing and so

working working with

somebody to kind of

navigate that um but it's

getting more and more hard

for with google ads for

practice owners and new

accounts these days because

their own restrictions in it so

Yeah, there's more and more restrictions.

As Brent mentioned,

the platform is a beast.

It's very challenging to navigate.

It's very complicated.

It requires a lot more daily

and weekly maintenance and

optimization than SEO,

which is longer term

patterns that we're looking at.

And the thing is that,

as you mentioned about how

they're trying to hit these

smaller businesses,

they give recommendations

all the time about how to

quote unquote optimize your budget.

It's a money game.

Don't do it.

Asking Google how much you

should spend in your budget

is like asking your drug

dealer how many drugs you

should buy from them.

It is a terrible idea.

They don't want to kill you,

but they will do everything

they can to take as much

money from you as they can.

all right nice metaphor

there hey real quick can i

we have a we have a

question here from angelica

does google take into

account the google reviews

of the business and

determine how high a

website ranks and this is

going to be for organic search

absolutely yeah especially

for local this is more this

is going to affect your

google listing more than

your website and the to be

honest one of the biggest

reasons that i think that

clients should have a

google listing if they if

it's appropriate for them

if you are a local practice

is that it's a repository

for google reviews and it

we're in such a limited

category here because of

the ethical dilemma about

review generation for therapists

And so this is what I'm

about to say is technically

against Google's terms of service.

But so is SEO, actually,

even though millions of people do it.

But I would at least

encourage you to reach out to friends,

family,

If you have a team,

make sure all your

therapists put a review on

your own listing,

get your professional network involved.

And while they're at it,

it would be great if they said,

so-and-so is a great insert

modality here in town name.

You know what I mean?

Like Brent is a great EMDR

therapist in Roseville, California.

And if you're in the area

and you're looking for that,

you should reach out.

That's a perfect review

because it mentioned some

additional keywords that we wanna target.

And at the end of the day,

Google doesn't really care

how you're affiliated,

like these people are not

lying and they can speak to

your character.

So I'll leave that up to you

to decide if that's ethical to pursue,

but it's just such a

minefield to consider

soliciting reviews from

clients or past clients.

So at the very least,

that's a good way to go about it.

And if clients do happen to

leave you a review,

then responding to the

review in a way that, you know,

your gene appropriate,

Yeah.

Thank you for the review.

Don't even say their name.

Thanks so much for the review.

Don't even mention that

they're a client or that

they even had services.

Just say thanks for the review.

And I'll say somebody leaves it.

Yeah.

Terms of service and stuff.

They don't even follow their

own terms of service.

So it's, and, and,

and I'll say one more thing

and I'll let Chris go back to it.

It's good to have a handful

of Google reviews because

it just takes one person to

leave you a one star.

And then you,

now you have a one star

review and that's all you have.

And people make purchasing

decisions based on reviews.

So anyways, I'll turn it back over.

Good question.

Thank you.

And if you have more positive reviews,

it will protect against the

negative impact of a one-star review.

And you want to stay at

least above a four point oh

average rating,

because if you get into the

high threes or below,

that's in like active

demotion territory where

Google will steer people away from you.

And it's very unfair,

but that's just the way that it is.

So reviews, great.

It's challenging to get them,

but if you can, absolutely do it.

Moving on, referral outreach.

So this is what I mentioned before.

These are incredible leads

when they come from other professionals.

And this is a way that we

can systematize the

creation of new referral

partners so that you can

get more of those high quality leads.

And if you have a great

handful and a great network of partners,

then you might not even

need to do any other marketing.

It can be that powerful if

you really maximize that

potential channel.

And the reason that I wanted to state

no social media posting is because the

let me say it a few ways

people that crush it on

social media i've talked to

so many of them they say

this is like a part-time or

full-time job they are very

familiar like comfortable

being on camera um they

post all the time and even

still there's no guarantee

that you're going to grow a

following of people and

even if you do have a

following there's no

guarantee that they're

going to turn into a

clientele that said social

media is a great platform to use

to support a referral

outreach practice so it's

not just cold emails you're

also hitting them up on

linkedin or instagram or

wherever these people you

want to connect with happen

to exist so and also all

the facebook groups and

referral groups and all

that stuff it can be really

great to build

relationships but as a

direct source of clientele not so much

So let's jump into SEO best practices.

So again,

I want to be clear that this is a

very superficial overview

of what's going on,

but I want you to see these

parts that you understand

what a holistic SEO

practice actually looks like.

So there's some foundational stuff.

I like to consider this more

like month one, month two stuff.

And then there's the ongoing

blog and content creation,

which can roll on

indefinitely and continue

to help you increase your rankings.

We always want to start with

the technical stuff.

And I consider this kind of

low hanging fruit.

Like even the best built

website is going to have hundreds,

if not thousands of little holes.

I consider these like little

opportunities to rank better.

And these are the things

that transcend just like

the title of a page and the description.

things like the schema in the background.

It's like the matrix telling

Google what the page is about.

And these links didn't have

a title or the image

doesn't have alt text.

And you multiply it by

thirty pages and now you

have a thousand little issues.

And if you can plug those holes,

then that's going to help

Google understand your

alignment much more clearly.

And it's also going to

demonstrate to these Google

bots that are crawling your

website that this is a

properly designed website.

that has been done properly

and it provides a lot of

value to users that visit here.

And so making sure that that

technical stuff gets dealt

with in the beginning

creates a strong foundation

that a content creation

strategy can build upon.

And in addition to that,

other foundational stuff,

speed and security.

I want to make a specific

note that this is

mostly geared towards WordPress sites.

Squarespace is pretty good out of the box.

Wix struggles with poor speed optimization,

especially for mobile.

I don't want to scare

anybody that has a Wix site.

If you're going to redo it anyway, great.

If you have Wix,

don't change everything

because I said this.

But we use WordPress if we can,

just because it's a lot

easier to optimize it for

speed and security.

Because if you think about it,

Google wants to send people

to websites that are fast loading, secure,

not broken,

and that provide unique and

relevant value for what

they're searching for.

And so we want to make sure

that we can take care of

that and make it as fast

and secure as possible.

And in addition to that,

another foundational piece

is page optimization.

And what I mean by this is,

let's say your practice

offers five different modalities.

We have EMDR, CBT, DBT, ART,

and something else.

You want each of those

modalities to have a separate page.

We don't want to have one

service page that just

talks about all of them.

If you have one of those pages,

it's like an overview, that's great,

but have a separate page for each.

And the point of this is

that when you have like your EMDR page,

that is all that the page is about.

And so when Google is

looking for pages to filter into

the search results for

somebody that's typing in

emdr therapist near me if

they see a page with ten

different services on it

they're like well emdr is

on there but it's not that

prominent so i don't really

know if that's appropriate

to put in these search

results but if it's just an

emdr page the likelihood of

them at least considering

to put it in search results

is much higher in addition

to the service specific

pages you may consider

making separate pages for

the issues that people face

that you're working with

Because when we think about

the strategy that people

use when they're searching,

it's some combination of a location,

a modality,

if they know what they want to

use to work on their problems,

and the issues that they're facing.

So anxiety therapy, EMDR therapists,

therapist in town name,

all of those types of things.

And so it's not a bad idea

to also have pages about

the specific issues that

you help people with.

and in addition to that we

love to see a distinct

location page so this

transcends the contact page

that has the address listed

down by the form and it

just has like a little

google maps plug-in or it's

in the footer and that's it

like we want to have a

full-fledged page that

talks about your location

and what we found is that

that's the best formula for

google to really fully comprehend

who you are what you do and

where you do it and so the

having all those pages

together not only is that

going to reinforce the

organic search results when

people are looking for that

stuff but it seems to

really help the local

listing as well especially

when the local listing is

connected to that location

page not just your home page

so this is really the

foundational stuff and if

you have a google listing a

lot of folks don't have

them it's very very hard to

get them nowadays because

google is requesting video

verification from what i

heard just last week it's

something that changed in

the last week or two they

actually need physical signage now

So that you can show like,

here is my building.

Here is the sign of our practice.

Here is me entering the building.

I have a receipt with our

practice name on it.

So they're becoming very,

very strict about setting

up new Google listings or as they call it,

Google business profiles.

Yeah.

And it just, sorry to interrupt.

It just like, it just depends.

Sometimes you can get

verified right away and

it's not a problem.

Sometimes they just send you the postcard,

you verify the pin, you're good.

Sometimes they want the video listing,

sometimes they want more.

Google's a hot mess and the

Google business is even hotter of a mess.

So it just depends,

but you need one because

the local search map pack,

the Google business profile

where those live,

it's almost some of the last

bastion of hope for local

business owners because of

all the money coming in and

cannibalizing SEO for therapy.

And so Alma better help, you know,

they are never going to

have rank like three of

their pages up at the top

two to three of their pages

for a keyword.

And it's, can I just say this?

I'll say this one thing.

And this is how they do it.

One, it's content, so you know this,

Chris.

But the other one is they

like to give you a badge

you can put on your website.

That badge is just a

backlink to their website.

And Google views a lot of

what they call domain

authority on how many

backlinks going to the website.

So if you have a psychology today approved,

whatever,

I say just get rid of it because

it doesn't really do

anything for the user.

It's like most people don't

even know what psychology today is.

It doesn't really lend you an authority.

but it's just like another

like SEO play for them to

completely dominate local

listings and SEO.

So that's my,

that's my type of psychology today.

yeah yeah all these little

badges and stuff if they

are connected back to the

main website then they're

definitely an awesome

little sdo boost for that

parent site so you can

imagine there's probably

hundreds of thousands of

sites that whether they

realize it or not are back

linking to psych today and

other platforms like that

be like oh these two pages

are actually really similar

for location searches so

we're just going to show

one they end up showing two

or three so yeah so having

a local listing

if you can get one which you

know you should always try

to get one if you can is

extremely important because

the way that at least fifty

percent probably more like

seventy five percent of

potential clients are

searching for you is on

their mobile device they're

probably laying in bed it's

two in the morning and

they're like my life is and

that's when they do a

search therapist near me

emdr town name couples therapy etc and so

Everybody's done these searches.

You know,

if you're looking for restaurants

or something,

you see the map and you see

usually three listings.

Sometimes there's an ad in there as well.

And then there's a button

that says more places.

And that is a very hard

click for a lot of people to make.

So those top three listings

get well over fifty percent of traffic.

And so we really want to get

you featured in the top three.

And as I said before,

it's really easy to rank in a high spot

if someone is right outside

your door but the goal here

with seo is to rank in the

top three over the widest

area possible and that's

what all of these different

pieces up here are all

about this is what we

create content for this is why we put

posts and images and

questions and answers on

the google listing as well

it's kind of like the

google listing version of

blog posts and things like

that all of this is sending

recurring signals to google

here's what we do here's

what we talk about we are

experts in this we have

experience in this look we

have testimonials we have

reviews we have all these

things we have authority from other

sites that are pointing to

us you should put us at the

top because we're going to

be the best source of this

service for for people that

are searching for it and so

a few other things that we

want to include in seo so

directory listings

management this is an

interesting one because um

these are the yelps and

trip advisors of the world

your google listing is

undoubtedly the most

important directory site that you have

And there's probably fifty

or sixty others that are

also quite important, like Apple Maps,

Bing Maps, Dun & Bradstreet, etc.

And as they all crawl

and pull information from

various websites to

reinforce their own databases,

there's inconsistencies in

how they gather information.

So a phone number will be wrong,

or it's obsolete and they pulled old data,

or the address has a number

sign that's missing and it

was featured on Google.

And then Google goes and

crawls all of this in their ubiquity

and they see these inconsistencies,

and it degrades the

reputability of your practice.

And so we want to make sure

that that information, name, address,

phone number, at the very least,

is completely,

perfectly consistent in all

of these very important directories.

And that's another

foundational piece that we

want to take care of,

because it can really have

a pretty powerful effect on

your local rankings, especially.

And I mentioned this funny term down here,

data aggregators.

These are other companies

and their services to push

that same business

information out to hundreds

and thousands of other

smaller directory sites and

other platforms like voice

search and in-car

navigation for your BMW and

places like that.

So if you want to get your

information featured there,

it really needs to be

pushed through these different channels.

So can I can I say a couple

of things on this real quick?

Yelp.

It's okay if you don't have

a Yelp listing.

I think Yelp,

I am a capitalist through and through.

If there's one company that

would go out of business

and I would be fine with it,

it would be Yelp.

They do reviews and it's terrible.

So if you don't have a Yelp,

don't even get one.

It's okay.

It's just a hot, I don't like it.

Apple's making a big push into their maps.

They pull from Yelp,

but they're starting to do

their own thing because

they want to take on Google.

So if I was to focus,

if you just could have a couple,

I'd have an Apple location

through their maps.

Bing is good.

And Google at the least to

have those three to get started.

And then you can build out from there,

maybe using a data

aggregator like Chris mentioned.

So my two cents.

Absolutely.

And honestly,

I don't even think we mess with Yelp.

I just put it there as an

example so people knew the

kind of sites we're talking about.

These are the Yelps and

TripAdvisors of the world.

Yep, that's right.

So onto the final big pillar of SEO,

this is the one that I

think most people are most familiar with.

It's blog content and backlink creation.

And the way that we do blogs

is we do long form content,

two to three thousand words.

The theory of how to produce

good content is to

Let's say you're in midtown Manhattan.

There are going to be

several dozen other

practices that are probably

outranking you at any given

time for specific keywords

that you want to show up for.

So the theory is research

these other sites that are

ranking at the top.

and research the pages that

have content related to

what it is that we're about

to write about let's see

what kind of insights and

and information we can

glean from them that google

is rewarding with good

rankings and then let's

craft an even more

comprehensive and holistic

article that transcends the

top ranking pages to send

the strongest signals to

google that we are the ones

that know the most about

this thing and do that over

and over and over again at

least once a week in

perpetuity or at least until

you get to the point where

your practice is fully

saturated and you're good to go and

This is the core of what we

do because all of this

other stuff is really important.

And this alone could have a

huge effect and get you

where you need to go.

But this is really what we

do month after month with our clients.

We're creating long form

blog content that's keyword optimized,

that lives on the website.

And then backlinks in this

sense are essentially like

blog content that lives on other sites.

We call them guest posts,

press releases could qualify.

The point of all this type

of information is

to generate a link that is

pointing back to your website,

either to the home page or

specific service pages that

you want to rank better.

And so if you can imagine,

there's sites like Yahoo.

They have all these content silos,

Yahoo Finance, Yahoo Health and Wellness,

et cetera.

And there's these journalists.

And I'm using that term kind

of lightly here.

And they are soliciting

content from brands and

practices and other

websites in the world.

They're saying, hey,

we need a new article about

EMDR for the Yahoo Health section.

And then folks like us will

come out and say, hey,

we have Brent Stutzman here.

We have an article about

EMDR and here's his headshot.

Here's his LinkedIn and his bio.

We'd love for you to

consider this article for placement.

And about five percent of

the time they will they

will actually approve a placement.

And then you just secured an

article on one of these

other high authority,

high traffic websites with

the point being that you

have a powerful link that's

coming back to your site.

The idea of that is it's

kind of like the Internet's

way of vouching for you.

Google will crawl all of

this and navigate these links and see,

well,

if Yahoo thinks that this other site

is legitimate enough to

link to it directly,

then perhaps this other

site deserves to be ranking

better and get more traffic as well.

And that's the whole idea of a backlink.

In the past,

the sheer number was a lot

more important than what

we've observed now.

It used to be like,

get thousands of these

things and you'll just, you know,

crush your competitors based

on just sheer volume.

But nowadays it's more about relevance.

It should be in the niche

that you're focused on.

So when we're doing this,

it's always health and wellness websites,

and it should be from sites

that have high authority

and good traffic.

And so a lower number of good quality,

think quality over quantity for this.

And when you have blog

content plus backlinks from

guest posts and things like that,

that's the core strategy that

It's nothing particularly novel,

but it still works to this day.

And that's like the real

driving factor behind

increasing your organic

rankings on Google.

So what are some tools that

we use to analyze this?

These are the two most important ones,

Google Search Console and

your Google Business Profile itself.

So Google Search Console,

let me open this up over here.

I'm not gonna go into a huge

deep dive because that

could take a whole hour all by itself,

but let's just use an example here.

One of the ones that I showed you

This is just showing us like

what's going on.

One of the most important

features is that we can

compare the previous period

to the period before that.

We can see numbers like in

the last six months,

there was one point six two

thousand versus the previous period.

OK, what we're doing is working.

The average position has come down.

That's great.

It's trending in the right direction.

We can look down here at the

actual search terms that

people use that brought

them to your website.

We can click to the pages

and we can see the pages

that are getting more traffic.

And this helps to inform our strategy.

Are the strategy that we're

using actually effective in

driving traffic for the

types of search terms that

we want to attract traffic for?

And so that's a very,

very quick crash course for

Google Search Console.

There's a lot there to it.

But the other one is your

Google business profile.

So if you were to.

Hey, Chris, sorry to interrupt.

No, no, I'm curious.

How did you get that?

Go back to the search console.

How did you get that Google

dropdown on underneath performance?

They see that performance

you had on the left hand side,

Google search and then discover.

Discover?

Yeah.

That's interesting.

Discover,

it's something that we don't

really focus on that much

because the likelihood of

showing up in the Discover

feature is very obscure.

There's not a lot of information about it.

And I don't remember exactly

which platform that's on,

but I think it's often

built into a lot of

smartphones where it's like,

if you just go to Google

and not just navigating on

your browser to google.com,

Sometimes they have like

Google features built into

search and it's like, hey,

what's some new stuff that's going on?

And it's it's kind of strange,

to be honest.

I don't really.

What above that the search

Google search results.

I don't see that on my search console.

And I was like, that's interesting.

Yeah.

That's interesting,

because this should be in here.

Maybe it's just because

performance was it was just

nested below that.

Because that's that's

definitely like that.

That's the core feature that

we use on Search Console

because it will really.

I am saying that,

but the discover on that scene here.

So OK, interesting.

All right, I'm sure you're.

And you're not always going

to see Discover.

If you have never popped up in Discover,

then that won't even be there.

And so you can see with this client,

it's like one day they got

five clicks from Discover

and then it never happened again.

It just happened to be a few weeks ago.

But it's not a guaranteed thing.

You're going to have

impressions and clicks for

content that you're

creating in the same way.

Another important thing to note about, um,

I was going to say,

like everyone watching,

if you don't have search console, uh,

signed up and on your website,

it's just a piece of code

that you put on your website.

Um,

It's going to be really

important for you to be able to do that.

So you can kind of see totally free,

totally free, totally free.

One important note about

Search Console is that this

is only considering traffic

that comes from Google

search results and goes to your website.

It's not tracking the

navigation of somebody from

the first page they land on

through the rest of the

pages that they visit.

that's really what google

analytics is about as well

as some other things but

this is the point of search

console is to really show

you the implications of

your content and in this

case an seo strategy and

how it's actually affecting

things and moving things forward

Another important thing to note,

this tool right here, URL inspection.

If you're concerned that one

of your pages isn't even

showing up on Google,

you can drop the keyword or

the URL in there.

So we use my site, for example,

if I just built like a new

page here and I want to

make sure that it's being

indexed by Google,

which means that it's

available to show up in search results.

Well, first,

I have to actually go to my property.

i would just drop the url in

here and tap it and let's

see is it actually indexed

in google yes it is so it

is ready to be shown in

search results if it wasn't

let's say i just like put

in a new url because i

built that page yesterday

oh it's not in google i'm

going to tap request

indexing now it's going to

prompt google to recrawl

the website and actually

index that page so that it

can actually go live and

there's situations where

clients they've been

running their own content

for months they're like i'm

not showing up for

neurofeedback it's like the

core of what we do our

website's

neurofeedbackcenter.com but this

page gets no traffic and

then we just went in here

and we're like it's not

even indexed by google i don't know why

But that was a simple fix

and once it was indexed,

they started to generate

traffic very quickly

because it was perfect

alignment for that term.

This is a nice one just to double-check.

If you're concerned that

your main service pages are

not showing up or you just

built out some new pages,

make sure that they're

actually indexed by Google, please.

That's a little bit about Search Console.

So moving over to the business profile,

this is related to the local listing.

And so just to use another example,

the formatting here,

like the user interface is atrocious.

It's very busy and confusing.

Most importantly here is the

performance spot right there.

This shows us information, calls,

directions this is when

people search to see how

long it would take to get

to you kind of a proxy for

their interest website

clicks things like that and

another really important

component is right here the

searches breakdown similar

to search console this will

show you the terms that

people searched for that

brought them to your local listing,

most likely on their mobile device.

So it's just another way to see,

are we showing up for the

things that we should?

Are the most important

keywords related to our

services and modalities

actually driving people to our listing?

And if they're not,

then what can we do to change that?

We do EMDR.

None of the results in here show EMDR.

What do we do?

Well,

we should probably make more content

about EMDR.

and put posts on the Google

listing about EMDR.

There's this whole section down here.

These are all posts.

A lot of people don't even

know that this is a feature,

but this is just another

place that we can drop

information and then put a

link that goes over to the website.

And even if people don't see it,

Google sees it.

So we can put posts,

we can put questions and answers.

A lot of people don't

realize that you can ask a

question to your own

business and then go answer it.

And again,

it's just another repository of

keywords and information

that helps Google

understand you're an active

business promoting specific things.

That's really helpful, man.

Thank you.

And that's why, again,

you need to have a Google

business profile,

at least just for those analytics.

Totally.

So let's let's move along.

So PPC,

the other big the other big traffic

generator.

There's a there's a caveat here.

The the we have to look at

cost efficiency of PPC

versus your actual growth goals.

Like, for example,

if you're a solo practitioner,

you just want to get five

more clients per week.

Then PPC managed by an

expert team is probably not

the right solution for you

because either you're going

to blow up in two months

and then you're going to

shut down the services and

then you're going to sink

back down and you're going

to do kind of like a yo-yoing thing.

or you're gonna get what you want,

but you're gonna pay even

more for the services and

it's just not gonna be worth it.

And so what we see is that

PPC is most appropriate for

solo practitioners that are

in a high net worth area

where competition is very fierce,

like the Bay area.

Like if you can charge three

to four hundred dollars a

session or more,

and you can you can net you

know fifteen to twenty k a

month as a single

practitioner then yeah ppc

is probably a decent idea

that you should consider if

you're a group practice

there's other reasons that

you can consider this even

even more so because you

might be able to absorb

more clientele more quickly

or scale your practice with

more associates more

quickly what i'm what i'm

suggesting is that you

should aim to earn at least

two X or three X more per

month than what you're

going to be spending on a campaign,

if not more,

because otherwise then it's

just the costs associated

just don't really justify that method.

And again,

this is the kind of thing where

there's a lot of complexity

to effective management.

I'll show you on the next

page just a little overview

of what is involved in an

effective PPC campaign.

It takes a lot of oversight, daily,

weekly updates, optimizations,

split testing, et cetera.

it takes a smart experienced

person to manage these

properly like i do ppc i

don't do sorry i do seo i

do not do ppc because i'm

bad at it my agency partner

mike does ppc because he's

managed like a quarter

billion on these platforms

and he's a genius and so

it's just it's nothing that

i touch because i'm gonna

break something but he's

amazing at it so i leave

that to him we do seo

And I just want to be clear

that if there's anybody

listening that has succeeded with PPC,

that's awesome.

It's not that you can't.

It's just that I've heard so

many people that spent a

lot of money and got zero

results and just got very

frustrated and it didn't

really move the needle for them at all.

So consider this strongly

before you jump right in.

And a bit about why PPC is so complicated,

because you have to

structure and set up a

campaign properly on a very

on user-friendly platform.

We need to optimize ad copy.

If we're talking about social ads,

there's also a creative

component like images and videos.

We need to get a lot of

keyword and audience

targeting details dialed in,

like who is the target audience?

Where are they located?

What are the things that

they're searching for?

maybe we want to direct them

to a landing page and the

differentiation of a

landing page from a website

a landing page is a very

very streamlined single

page probably that you can

barely even scroll it's

just there and it has one

clear call to action like

book a call or fill out our

form and so ppc really

shines when you have like a

highly optimized landing

page to send people to

The conversion tracking and

analytics is also rather

cumbersome because it

involves setting up some custom events,

as we call it, on Google Analytics.

And then just the ongoing testing,

split testing of copy,

different keyword groups

and different target audiences.

All of that stuff takes a

lot of oversight and it

needs to be done systematically.

You just can't throw

spaghetti at the wall with

PPC and expect to make a lot of money.

And as I mentioned before,

the last thing you want to

do is do like a

performance max campaign by

google it's like the only

maximum performance is how

much money they can take

from you so it's just it's

not a good idea to take

their suggestions you

really need to have

somebody that knows what

they're doing to maximize

the effectiveness of this

that said if you're going

to do it obviously you

can't run a campaign

without google ads this is

what it looks like we don't

run any ads through our

account hence why it's

zeroed out and also you

want to have google

analytics set up as well and analytics is

in my opinion most useful

for seeing how people

navigate from the first

page that they visit on

your website throughout the

rest of the site but in

this case when it pertains

to ads it's about setting

up those custom events to

see when did somebody

perform the call to action

that we asked them to when

did they book that

consultation call when did

they fill out the the contact form and

There's simple things like, oh,

they showed up at a thank you page.

The only way they could get

there is if they filled out a form.

And then there's other more

complicated things that

because of the structure of

a website or the technology

used to build it,

you need some people that

know what they're doing to

set up custom tracking and analytics.

So again,

it's not the nicest platform to navigate.

It's definitely not very user-friendly.

So this is more like hard mode.

compared to SEO, which is, you know,

most people understand the

concept of writing a good

and unique and valuable

blog posts that people can

read and understand

something about what they do.

Nice.

let's move on this one is

really fun for me because

um i love referral outreach

it's probably i'm pretty

sure it's why i'm on this

webinar because i think i

just reached out to brent

and said hey i'm a guy that

does a thing and it aligns

with what you do and maybe

we should talk about this

stuff and it was just a

cold email and the idea of

systematizing referral outreach is

taking this incredibly

valuable source of very

warm leads and just

increasing the

opportunities that you have

to connect with more of

these types of partnerships.

And so what it involves is

coming up with specific

objectives like who are the

kinds of referral sources

or health care providers or

organizations that you

would want to partner with?

coming up with a messaging

campaign like then the

format is so simple it's

like hey so and so i read

your piece of content about

blank and i really loved it

here's why and the reason

that i mentioned that to

you is because i do this

other thing that relates to

it and i'd love to talk to

you sometime about a

potential collaboration you

know are you interested and

it doesn't really need to

be super complicated

We also want to know where

are the potential partners located?

What are their specialties?

We want to start to build

out an actual list and

start to populate it with information,

emails, social media platforms,

if you can find those about them,

because we want to hit

people as many places as

possible to get their attention.

similar to what i mentioned

about a landing page for

paid ads you may consider

creating a page

specifically for potential

partners because if you

think about it the services

you provide to your direct

clients are slightly

different than the service

that you would provide to a

partner it's it's similar

but you're basically saying

to them we can help support

the effectiveness of what

you're providing to your

clients because we're going to help you

know carry on the healing in

our own way and so it's a

slight language adjustment

but it does benefit if you

have like a partner

specific page you don't

need one but it helps again

there's tracking and

analytics i want to keep

this as simple as possible

just think like okay i had

a goal to send ten emails

this week i did and i got

two responses and i tracked

that for the last eight weeks and

Of the, you know,

sixteen responses that we got,

two of them turned into

Zoom calls and I have one

referral partner.

Awesome.

Now we know that eight

percent of the time you're

going to get somebody that

wants to work with you and collaborate.

And just like anything that

we're talking about,

you can continue to split tasks,

like change the language in the

emails that you're sending

out and just refine certain

elements of the strategy to

improve the likelihood that

people are going to connect

with you and just a note

about the the idea of

sending an email that is

customized for each person

do not send ten thousand

emails that are identical

to everybody because we all

get them and we all hate

them and they all end up in

spam and you will destroy

your email deliverability

and you will never show up

in anybody's inbox ever again

And so again,

this is really more about

quality over quantity.

Even if you don't read the

thing or you didn't watch the video,

make it really,

really sound like you did

and help somebody

understand that you

recognize the value in the

content that they share

that you're commenting on,

because that's really what it is.

When I reached out to Brent,

I didn't need to pretend because

I love that platform.

CRMs are so important.

The EHRs don't do a good job

of tracking prospects.

And this was an absolute

need in this space.

And I was so happy to see

somebody that actually did that.

So we had a ton to talk

about right off the bat.

Yeah, well,

if you have a CRM like therapists,

if you needed to send things at scale,

which I've done,

you can personalize it

because it can grab the

person's name inside the

CRM and then say hello,

and it grabs their first name.

And that's customized to each person.

each person you're sending it to.

So you can do some things at scale,

but personalization is

going to be really important.

You can even add their name

in the subject line and the

CRM will grab that.

Hey, this email is for you, Chris,

you know, or hey, this email is for you,

Brent, and send it at scale that way.

So it can be done,

but I do think the one-to-one research,

just start with doing one-to-one.

I think that's going to be important.

Yeah.

Yeah.

Yeah.

So at the simplest level,

the two platforms that I

love to use for referral

outreach are Google Sheets

because you need a place to

a repository for all this information.

And I wanted to just show underneath the

behind the curtain here

where is it so i literally

have a spreadsheet that i

have used to collect every

b to b therapist resource

known to humanity and we

also track a bunch of

groups and you know we just

carried this over to this

new spreadsheet but there's

columns for you know social

media places and how many

times did we contact them

in different platforms and

this is going to get built out very soon

So that's the kind of thing.

It doesn't need to be super complicated,

but it's just you need to

have a list of people to go

through so that you can run

through your strategy.

And let's say you take like, you know,

half a day on the weekend

to collect a whole list of

potential partnerships.

And then every day you just

dedicate yourself to doing five emails.

And by the end of the week,

you just sent thirty five messages out.

And this tool right here,

now to brent's point

therisass will be awesome

at automating the follow-up

process but if you just are

using gmail right now i

love a platform called

superhuman it's what i use

for mail it's basically a

platform that is using your

gmail account but it has a

whole bunch of additional

features that you know

keyword combinations to save time and

The reason I put it here is

because there's a really

cool feature for follow up reminders.

So I just hit like control

shift H and it's like, hey,

remind me and then I can

tell it when I want it to bug me.

And so let's say I send out an email like,

hey, potential partnership.

and I ask it to remind me in a week,

it will bring this message

that I sent and drop it

back in my inbox and remind

me that I wanted to see it again.

So then I can just reply to it and say,

hey, any thoughts?

And then remind me again in a week.

So it's like a very lightweight CRM,

and it can get you a lot of value.

But like the magic happens

in the follow up,

because just like so many things in life,

it doesn't work out the first time.

Continue to try.

I forgot where I heard it.

But a long time ago, somebody said,

continue to follow up until

they yell at you to please

never speak to them again

and then follow up one more time.

Maybe you don't take it to that extent.

But I've had a lot of

situations where I followed

up with someone like seven, eight times.

And finally, they responded and said, oh,

my gosh,

the last three months have been crazy.

We moved.

I just had a child.

I'm so glad that you stuck

with it because I'm really

interested in this.

I just was completely overwhelmed.

And so don't stop before the

magic happens.

Awesome.

So.

That was a ton about traffic generation.

We already went through an hour.

I don't know if you wanted

to cap it at any specific time, Brent,

or if you want to keep

rolling because I got more here.

Let's see.

Website conversions.

Let's see.

Remind me of how many are on

this slide deck.

Are you going through the whole funnel?

There's five stages to the funnel.

We don't need to hit everything.

This is a fun one because

it's not super long.

And there's a lot of like

cool graphics that I think

people might find some value.

If you worked on those graphics, let's get,

let's get through the web.

And again, be recorded.

So you guys can go back and

look at it later and we can

go a little over an hour or two.

That's fine.

Cool.

Yeah.

So you've dialed in your

traffic generation,

strangers are finding you

in the internet and they're

coming to your website.

And so the point of

converting more of them is

so that you have more

opportunities to respond to

form fills or more booked

consultations on your calendar.

And the way that we do this

is a practice that we call

conversion rate optimization, CRO.

And it involves enhancing

your site's design,

the organization of different elements,

some certain pieces of

content and the overall

user experience to more

effectively guide visitors

towards your calls to action,

which in most cases will be

to fill out a contact form

or schedule a consultation.

And there's some specific

tools that we use to

monitor those results as well.

So the first step is just

the four crucial hero elements.

That's what I call it.

And this is the information

that the hero section needs to cover.

And when I see hero section,

I mean the very first page

that somebody sees when

they visit your site.

Some people call it above the fold.

I call it the hero.

And I like that term because it

it helps instill the the

sense of importance of that

section the hero section of

your home page is the most

important real estate of

your entire website and so

it has four jobs to do it

has to convey an

emotionally compelling why

it needs to have a simple

and concise what which is

the mechanism that will

help someone achieve that

why that they're seeking it

needs to have some social

proof and app affiliations to help

help people recognize how

you fit into this whole

industry or ecosystem.

And it needs to have a clear

and direct call to action.

And I pulled the Therastats

homepage because I wanted

to show you here.

We have managed intakes and

close clients faster.

Hell yeah, I want that.

That's a good why.

And what is the thing that

lets us do that?

A powerful intake CRM for therapists.

And here's a bunch of bullet

points to help you

understand what this tool does.

The social proof is right down below.

And if I was evaluating Brent's website,

I would say,

is there a way that we could

pull it up a little bit

higher so that I could see

it before I scroll?

But it's right down there

and I'll show you.

And then we have this clear

call to action.

Get TheraSAS.

It doesn't get clearer than that.

And so just to pull it right up here,

there uh there we go so as

you can see this is the

actual website boom

emotions i feel it the what

the what the call to action

and then you scroll down

here look at this video

testimonial oh a real

person that loves brent's

platform amazing i just

updated it yesterday i got

another video testimony so

i just keep updating the reel

Nice.

We got a pop-up with an actual person.

Awesome.

I wanted to show you there's

another slide right here.

This is another client site.

We just redid this recently

and I wanted to put this here.

You've literally five seconds to connect.

We're in the TikTok generation.

It's nobody's fault,

but we've been trained to

become goldfish.

And so if you can't

emotionally compel somebody

to stick around in five seconds,

then they're going to leave

and they're going to

continue searching elsewhere.

And so this client's website,

we just redid the homepage recently.

very impactful or actually

split testing it right now.

But you can see from the slide right here,

get a year's worth of

healing in just one week.

That's like a mic drop moment.

If someone's suffering,

then that's something

that's really going to stand out to them.

Like, oh, my God,

I would love to heal from

all this in a week.

How do I do that?

Well,

work with the world's most

experienced intensive therapy team.

Here's a bunch of details

about what they do.

Here's some social proof

down at the bottom.

It's funny that you

mentioned that about psych

today because I thought

about this slide because I

actually took this badge

this is not a link to their

website it's just a it's

just an image file because

yeah because i don't want

to mess around with all

that stuff so my thought

about this is of course

they're verified by seg

today of course they're

affiliated with emdria

they're all emdr therapists

some of them do cap therapy

so they they went through

the ipi program and one of

them did a podcast on npr

and so when people glance over this

They're having this kind of

subconscious conversation

with your website.

All of these things,

even if they don't

necessarily mean something specific,

it shows very

professionally and it gives

them just a little bit more

incentive to keep on going

or to follow through with

the call to action and reach out.

And so if somebody looked at this,

they're like, hell yeah,

I want this so bad.

OK, that all sounds good.

OK, well, they got stuff.

They got testimonials.

They got badges.

I'm going to hit this button.

Boom.

Have questions.

We're here for you.

and once they fill out the

contact form it encourages

them to book a call right

afterwards so this is the

the idea of how to adjust

the elements on your

website so that you can get

the most bang for the buck

right when somebody shows

up and just one other brief

detail about that here's a

little quick uh tip if you

right click in chrome and

you go to inspect

You don't have to worry

about all this code,

but you can take the border

between these two sections

and you can slide it around

and it'll squash your site

so you can see what it

looks like on mobile.

And so we can see here that on mobile,

they're still getting big, emotional,

impactful why,

a bunch of stuff about the what,

the affiliations in the call to action.

So it's not quite as optimized.

They have to scroll like once,

but it's about as good as

we can get on mobile.

So that's a little cheat, a little tip.

So you can see what your

website looks like on a phone,

even if you don't have a phone present.

So moving on,

I wanted to talk about a

couple of platforms.

And these are really cool,

very unique CRO tools that

can help us to make a lot

of progress very quickly.

So this tool is called Website Optimizer.

This is free.

I think they have a paid version,

but the one that I've been

playing around with is free.

And it essentially lets us

go and basically split test

elements of the page.

So you saw how on this page

we have a few split tests

going of this main hero slogan.

We have four variants that

are testing right now.

And after about four to six weeks,

we're going to get a bunch

of data and we're going to

see which one is the clear winner.

What confidence level do we have?

And the main metric is just time on page,

which one of these titles

seems to affect the way that

people feel the most and

keep them on the page the longest.

And if we have a clear winner,

we're going to go in and

we're going to change this.

So we don't have to think so much.

We can use a tool to come up

with a bunch of other variants,

automatically set up the

split testing for us,

and then after a period of time,

make a decision based on

actual data to see what

people want to hear the most.

So you don't have to get

bogged down with like the perfect work.

Because at the end of the day,

what you might think sounds

best might not actually

resonate with your audience.

This happens to me all the time.

So I try to leave the heavy

lifting to the tools as much as I can.

And I wanted to mention this

other very cool tool.

It's called PathMonk.

And what this is doing is

also analyzing site

behavior and it's making a

determination about which

phase of consideration

somebody that visits your

website is currently in.

Are they just information

gathering kind of tire kickers?

Are they in comparison mode?

Like let's see this service

versus another or are they

very keen to sign up for

services right now?

And depending on which phase they're in,

it serves them different

pop-ups that cater

specifically to them and

the goal is to encourage

them to follow through with

your call to action and if

your website has over ten

thousand page views a month

then they will guarantee a

twenty percent increase in

conversions or it's free

And this is essentially

saying we can get you

twenty percent more traffic right now.

And so we've seen it.

We've been testing it on

this client's website.

It's been running for four

weeks and we've increased

conversions by about thirty

seven percent.

This is absolutely

astronomical compared to

the tiny little iterative

changes that we've always

been stuck making just in

the past where it's like tweak this out,

tweak that out.

All these things are important.

But having these tools to

have this incredible.

intelligence behind them

that can understand where

people are at and then make

a decision about what to show them.

It's just,

these are the things that I

dreamt about for the last

several years and they're finally here.

And just a real quick detail

about what is a page view?

If you have,

let's say a thousand people

come to the site in a month

and they average looking at

three pages on your site when they visit,

that's three thousand page views.

So it's just the amount of

times that people look at

different pages overall for the month.

This is not a huge number.

It's not unattainable.

I think a lot of the group

practices out there will be

way beyond this level.

So this is the kind of tool

you can plug in.

It's not free,

but their team will help you

set it up and you can get a

whole bunch more

conversions or it's free.

So I was thrilled about that.

It's been really awesome in

our experience playing around with it.

So again,

these things make me really

optimistic for like the

power of AI and these

certain tools to get the

most opportunities possible

from the traffic that we

are generating and

directing to the website.

And I want to go to one more

slide and I think that's

probably a good place to stop.

Yeah,

the next one is about maximizing

consultation attendance.

You know,

this one is actually pretty short too,

Brent.

Maybe we can roll through

this in like five minutes.

Let's do it.

Cool.

So you turn strangers into

website visitors.

Awesome.

You've got them to follow

through with your calls to action.

They filled out a contact

form or they booked a

consultation on your calendar.

And then you get on your

Zoom and you're ready to

talk to them and then they no-show.

And it's so frustrating.

Oh shoot,

I thought I had an opportunity

and I did all this work and

now they're gone.

And so the point of

maximizing the attendance

of consultations is so that

you can maximize the

opportunities you have to actually

talk to new clients and

close them and provide services to them.

And so the most effective

method by far is to have a

nurture sequence that sends

multiple reminders to

people to make sure that

they actually show up to the call.

And in addition to that,

we're not just going to remind them like,

hey, your calls in an hour.

Bye.

We can add additional value.

We can add resources.

We can share a bit about who we are,

modalities, your practice.

What I want to convey here

is that as soon as somebody

finds you in Google search

results or on ChatTPT or

they see your Google listing,

that's when the relationship starts.

They go to your website.

They learn more about you.

They make a decision that

they want to take a chance

and speak to you.

And you have a chance before

you speak to them to make

them feel so much more

optimistic about that

conversation because you

add additional value in a

way that maybe they didn't even expect.

And so, for example,

I have a very similar

nurture sequence set up.

When someone books a call with me,

they have an immediate

confirmation that goes out,

has all the relevant

details about their call.

This is pretty basic stuff.

I also have a series of reminders.

I have one for two days out,

four hours out,

and also ten minutes out to say, hey,

we're about to chat.

The choice that I've made

about how to maximize

attendance is that I am

completely focused through

all of those emails on the why.

I just keep hitting the why.

And if you go to my website,

the clear why that I came

up with is unlock your

practice's potential with

purpose driven marketing.

We're not just trying to get anybody.

We're trying to get people

that align with your

practice so you can share

your passion with the world.

So when we send out these reminders,

it's using that same language.

We're really excited to talk to you.

Here's some questions.

Why do you do what you do?

What would you love to see

your practice turn into?

What's behind this?

And to help people remember,

this is why I love to do what I do.

I can't wait to talk to

somebody that's interested

in that so that they can

help me take things to the next level.

But for you, maybe it's different.

Maybe it's answering

frequently asked questions

so that you can hit the

ground running and you

don't have to get bogged

down in insurance

reimbursements and all of that stuff.

Maybe you have a team and

you want to share some

tidbits about the

associates that you work with.

Maybe you want to share a

helpful resource because

you work with a very

specific niche population of

grieving mothers.

And this is an amazing PDF

that I think you would

really gain a lot of value from.

And I wanted to send it to you right now.

I can't wait to talk to you tomorrow.

And so this deepens

engagement and connection.

So when they get on the call,

you don't have to be in that like,

who are you?

Why should I trust you?

Are you actually a

professional that I can

consider working with and

feel safe in this container with?

you can move on to the real

core of the work, which is like,

here's what I'm struggling with.

Here's what I need support with,

et cetera.

So the tools that we like to use,

of course,

shameless plug for Therasas

because it does all this stuff.

It has a booking calendar

and you can set up a

nurture sequence and

customize it to your heart's content.

And as Brent mentioned,

there's a million other

things like a visual funnel

that helps you visualize

when people go through and

they fill out your contact

form and they move through

the stages towards becoming a client.

Messaging is very simple

because it's all unified.

Website forms that are HIPAA compliant.

You have a lot of stuff.

And so I love Verisas.

I think it's awesome.

I think it fills a real gap

in the industry.

And so I'm a huge fan.

And this is not just me

saying it because I'm on

his podcast or webinar.

It's because I actually believe in it.

And that's why I wanted to

talk to him in the first place.

And if for some reason you

feel like something like

Therasass or a full-fledged

CRM is perhaps too

ambitious or too holistic for you,

then there's tools like

Acuity Scheduling.

The reason I didn't put

Another tool, Calendly,

which is also very popular

is because Calendly will not sign a BAA.

It's not HIPAA compliant.

Acuity will,

but you need to make sure that

you're on what they call

their powerhouse plan.

And then they'll sign a BAA

with you because there's

some controversy over

whether the consultation

needs to maintain HIPAA compliance.

but I tend to err on the side of caution.

And so this just ensures

that you can collect

information for your

consultation call and it's

going to be managed properly.

And anybody that's using a

Squarespace site,

Acuity is owned by Squarespace now,

and so there's really tight integration.

And it has the basic features.

You can put a booking

calendar widget on your website.

People can sign up,

pick the time slot they want themselves.

And then you can set up a

nurture sequence and add

that value and make sure

that they actually show up.

And that's about it for now.

We have a few more stages.

You know,

how do you convert people from

the call to become an actual client?

And then the final one is, you know,

how to maximize the client care.

But I think that we covered

enough and perhaps those

topics are for another day.

Yeah, absolutely.

Well, thank you so much, Chris.

Let me bring myself.

Yeah.

Yeah.

Thank you so much.

Wow.

That was a,

that was a lot of really

helpful information and

it's all been recorded.

So make sure that you check

our YouTube channel,

brand your practice.com or

just go at brand your

practice for the YouTube.

It's going to be up there.

We also have the,

I'm going to share my screen here.

We have the next part two

that's going to be in March.

It's attracting the right

client strategies for

purposeful traffic generation.

That's part two, you know,

subject to change the title accordingly.

Chris can do that.

So be sure to sign up for the next one.

And then Chris can moonraker.ai.

Yeah, moonraker.ai.

Absolutely.

And if you look at the top menu there,

if you scroll up to the top

or even the bottom,

there's a booking widget.

Feel free to book a free

strategy call with me if

you'd like to talk about

your unique circumstances

or what your growth goals are.

I'd love to talk to you.

Awesome.

Well, thank you so much.

Thank you for everyone

spending a good amount of time with us.

And we'll see you in the next webinar.

And thank you, Chris.

We'll see you soon.

Thank you, Brent.