September 2016 • Ophthalmology Business 25
by Lauren Lipuma Contributing Writer
10 tips
for mastering web marketing
like you're staying on the forefront,"
Mr. Stubenbordt said.
2. Regularly update your
website's content. Mr. Stubenbordt
recommended updating website con-
tent weekly. The easiest way to do that
is by adding a blog to your site and
have weekly posts. This ensures that
when Google's web crawlers discover
your website, they see that content
is changing, which gives your site a
higher rank in search engine results.
Mr. Stubenbordt also recommended
completely rewriting your website
content once a year, and rewriting
about 20% of its content every 3 to 6
months.
1. Keep your website up-to-date.
A website is the foundation of your
web marketing strategy, according
to Mr. Stubenbordt, and one of the
most important things you can do
to keep your website relevant is
to keep its content current. Many
practice websites discuss procedures
not performed anymore, and this
may make them look outdated, Mr.
Stubenbordt said. Get rid of text that
refers to obsolete procedures and be
sure to include new, state-of-the-art
technologies your practice uses, such
as corneal collagen crosslinking,
corneal inlays, and premium lenses.
"Having that stuff on your website
before any of your competitors is
important because it makes you look
Harness the power
of the web to draw
patients to your
practice and keep
them coming back
A
medical practice's
website is often
the first impression
patients get of both
the practice and the
physician. Paul Stubenbordt, CEO
of Stubenbordt Medical Marketing,
Trophy Club, Texas, highlighted ways
ophthalmologists can build better
websites and take advantage of search
engines and social media to engage
with patients and ultimately grow
their practices.
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