Case Study: NADS Laser Hair Removal Clinic

Company Overview:

Nads Laser Hair Removal Sydney Clinics offer professional and tailored laser hair removal solutions to suit individual needs and budget. All laser hair removal treatments are performed by highly trained Nad’s therapists. Nad’s latest, state-of-the-art laser hair removal technology with specific Alexandrite and Nd: Yag lasers are designed to treat every skin type quickly, safely and effectively.

NADS Laser Hair Removal Clinic Home Page

Problem:

Nad’s Laser Hair Removal required an online marketing strategy that would increase revenue, increase their presence to the first page of Google, attract visitors to their website and convert them to clients. A Google Adwords pay per click campaign, managed by a campaign provider was inflexible and expensive and was not producing the number of visitors required for sustainable business growth. Within the company there was not enough knowledge or skill to develop an effective web strategy.

Objective and Success Measures:

Nad’s Laser Hair Removal engaged Logged On, as their internet marketing consultant to develop their online marketing strategy that is aligned to their business growth strategies and goals. At the same time, Logged On is to provide internet marketing training to educate and mentor Nad’s staff to be self sufficient in their web strategy.

The success measures are:

  • Sustained revenue growth
  • Website visitors 
  • Sales lead generation through enquiries and bookings 
  • Integration of “offline” advertising including print and radio

NADS Laser Hair Removal Clinic Increase in unique qualified visitors

Solution:

Logged On’s online marketing strategy started with a fact find:

  • A keyword analysis found the target market on the internet. Using these keywords a consistent content theme was developed for each web page and they are the basis for “on-page” search engine optimisation (SEO). 
  • Competitive research gave Nads a SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats). Websites were reviewed for content, layout, visitor conversion capability and SEO strategies. A market analysis gave facts on the number of visitors that could be expected and the number of web pages that would compete with the keywords.

Based on experience of website design process, visitor conversion strategies and the fact find, Logged On developed an online marketing strategy and action plan that included: 

Website Design Process

Nad’s has a well structured, well themed, easily changed website that converts visitors to clients. Some of the tasks that are implemented include:

  • URL structure and naming conventions for search engine recognition
  • Content development for both internet visitors and search engines 
  • Easy to read content that conveys the unique Nad’s value 
  • Page layout including image positioning to maintain visitor focus and calls to action for effective conversion 
  • Form development and integration to a back end Customer Relationship Management System 
  • Search Engine Optimisation



Nad’s has increasing free qualified visitors to the website using search engines, direct traffic and referring websites. Some of the tasks that are implemented include:

  • Keyword “on-page” tagging - Page titles, descriptions, image names, internal site linking
  • External linking strategies such as web directories and referring sites linking in
  • Development of online articles and press releases to increase exposure, expand visitor reach and for SEO linking

NADS Laser Hair Removal Clinic Increase in FREE qualified visitors

Google Analytics Consulting

Ongoing analysis gives the facts about what is working and what needs to change. The tasks include:

  • Visitor rate (new and returning) monitoring, increases and decreases
  • Monitor keyword and web page effectiveness
  • Monitor referring sites for marketing return on investment
  • Measure sales funnel conversion rates



Internet Marketing Training

Nad’s requires its team to be self sufficient over time and internet training has been ongoing including:

  • Teaching and mentoring the internal design team on website design process, structure and layout with a view to visitor behaviour - developing a site that works
  • Teaching and mentoring the internal marketing team on how to market on the internet and bring free, qualified, laser hair removal traffic to the website

Email Marketing

Strategies have been developed on the content messages, email layout, analysis of open rates and subscriber interest.

Results:

Nad’s Laser Hair Removal Clinics have seen a 35 fold increase in visitor traffic, enquiries and bookings. Combined with focused radio advertising, the web site is now the centre of lead generation and is a mission critical business system. Using Google web analytics as the measurement tool new strategies and tasks are developed based on facts.

The Nads Laser Hair Removal Marketing Team is also integrating their website to offline marketing activities. This enables Nads to:

  • Move their Google rank to the top 3 in Australia
  • Have sustained sales lead generation with business growth results
  • Measure their offline and online marketing Return On Investment (ROI) 
  • Have sustainable business growth strategies based around a solid online marketing strategy
  • The Nads Laser Hair Removal Clinic is now positioned for solid business growth

There next step – enter in the advanced stages of Online Marketing Strategy...


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