1. Building a hub for discoverability and conversions
We had myriad goals for Dermacare’s new website, all that were paramount to our content marketing success:
First, since 75% of people judge the credibility of a business based on their website appearance alone, we needed a more contemporary design that better reflected Dermacare’s contemporary business model.
Second, the website would serve as the foundation of our SEO, so we needed to establish DermacareSanDiego.com as a reputable authority on all things skin care if we expected to rank first in Carlsbad and Rancho Bernardo. Not to mention it needed to pass Google’s mobile friendly test.
In just over a year, we were able to corner the market in Carlsbad and Rancho Bernardo and rank #1 for Dermacare’s target procedures like Coolsculpting, Botox, and tattoo removal.
Last, because the website would be the destination for every prospective patient at some point in their journey, not only did it need to work for Google, but it also needed to nurture prospects along their journey from visitor to patient.