Q&A With Keith Bouchard, CEO, Healing Arts School
How important is your website to marketing your business?
Our website is of the utmost importance to marketing our business. I have told others at our school forum recently that they should kick the yellow pages, radio, and direct mail salespeople out of their offices when they visit. If you’re not doing Internet marketing you’re missing the boat.
What results have you seen so far using Eden over the last three months?
In the office we see a high volume of calls. During this interview today I expect we will receive 3-4 voicemails from people calling to book appointments. Enrollments are way up and have more than tripled or quadrupled in the last three months.
How have you been increasing traffic to your website?
Google searches are our primary source of leads from marketing. I add 3-5 new pages to the website each week. On a typical day I visit the optimization page and scroll to look for low optimization scores in order to spend some time changing them to optimize them.
What exactly do you do in Eden to get your optimization score so high?
Sometimes I create multiple versions of pages focused on different keywords like “pre-natal massage” and then “pregnancy massage” since that is what people are searching for. I divide large pages into smaller topics and sections to provide more focus and get a higher optimization score. I don’t even create complex pages anymore. I just break them up into small focused topics. I use keyword repetition by adding additional headlines, sub-headings, and body text.
Other than Eden, how else do you market your business?
Direct mail is expensive and the return is not even of interest to us. We do one mailing as part of a professional resource guide which is a continuing education catalog that is managed by another company. Google is our number one source of traffic. The catalog mailer is second to Google.
Who manages the website at your company?
I update the website and I am the only person updating the website. There is a huge body of information that we have not yet added to the website. We hope to add this content over the next year. I wonder why people use webmasters to manage their websites. Waiting on important updates to be done is not functional. With Eden we have no need to wait anymore. People ask me “who does your catalog?” and I say “I do.”
How often do you update your website?
I use Eden regularly, if not every day then every other day. People will tell us that they can’t find the class schedule so I’ll copy some text from our student handbook and put it on the website. That creates two new pages right there.
What sort of stuff do you change most frequently on your website?
I make calendar updates, create new pages for new class events, and add bios for new event instructors. I send draft pages to new instructors via email for their approval. They are very impressed when they see their information on our website so quickly.
If you had one piece of advice to other Eden users what would that be?
I would say “use it, explore the system.”
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