PROSEPCTS FIND YOU THROUGH
LOCALIZED WEB SITES
Most of my friends who sell hearing aids – either as a one or two store independent or the owner of 12 franchises across a large geographic service area – employ a web site as part of their overall marketing campaign.
Unfortunately, for many, these websites were built years ago and have the look and features of 2004. Ancient in search engine years. Today, more and more search engine users are entering geo-specific keywords into search engine query boxes. More than half of those who find my site organically employ local search to find me.
Selling hearing Aids In Bora Bora
That’s a few time zones out of your service area so if some Bora Boran stumbles upon your hearing center, chances are you aren’t going to make a sale in Kansas
That’s because I live in the country – the beautiful state of Vermont
I’m not interested in the query from Bora Bora . I wouldn’t and couldn’t sell hearing aids without a face-to-face and a top-down analysis of buyer’s needs and wants. How can I do that if I’m in Vermont
Key Keywords
My number one keyword for organic traffic is “hearing aids Vermont ” followed close behind by “vermont
This indexes my web site locally in Google, Yahoo or any of the other big search engines. And I’m reaching prospects who actually live in my area – men and women I can help in their search for the right hearing aids.
Localize Your Hearing Center
First, aid localized keywords. These should be added to your HTML keyword tag and should appear in your site text throughout the site. One good way to do this is to include contact information on every page. It helps prospects and search engines localize your web site.
Provide a printable map to your retail outlets. I also like to provide written directions that can be printed with a click.
Each web site should include pictures of your business exterior (We’re Here!) and pictures of the interior, sparking clean and neat as a pin. This is a trust builder, but it also accurately represents your high standards of professionalism – another confidence builder.
Add your web address to all printer marketing – newspaper ads, brochures and take-aways, business cards – everything. The web site is designed to reach the very people who read these things. And if they want to learn more (and they will), they can visit your web site.
Web Design
In addition to a map and written directions, be sure to include the benefits of choosing you as the prospect’s hearing professional. Why you?
personalized, customized service
local repairs and battery swaps
free, lifetime after care of the hearing aids you sell
easy, local shopping
a local face – someone like the prospect
a quality, trusted neighborhood professional
These are the qualities hearing aid buyers are looking for. So, you’ll drive more organic traffic to your web site if you highlight the benefits of buying from your store.
A lot of hearing aid retailers are now encountering competition from the big box stores that deliver top-quality hearing aids at lo prices. However, the trust factor and the “localization” aren’t there.
I want to buy my eyeglasses from a small, retail outlet where I can speak to the owner. In fact, the owner and I are friends. Trusted friends. This is the same objective of using search engines and local search to help people find out more about your service and product offerings, hours of business, a telephone number to make an appointment and even printable directions.
I’ve thrown in the towel on the Bora Bora market, but my appointment book is full thanks, n part, to my localized website.
John M. Adams III
jma3@jmadamsvt.com
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