When businesses focus on producing website copy their audience appreciates, then higher search rankings tend to fall into place. And it’s easier to sustain those rankings.
Sure you have to optimize web pages for search, that’s a given. However, the primary focus must be building authority by giving visitors information they find super helpful.
I applied this strategy to Boulder Community Health’s (BCH) website, and it paid off… in spades.
Hospital Faced a Competitive Market for Orthopedic Services
Several hospitals in Boulder County and surrounding areas were jockeying to capture the growing orthopedic healthcare market. BCH needed to outshine the competitors in all of their orthopedic promotions, including the website.
Analysis revealed the competing hospitals had light website content. I saw this as an opportunity to attract patients by positioning the BCH site as a resource for hip and knee pain treatments.
In-Depth Health Resources Won Over the Audience and Google
The long-form copy was chock-full of resources to alleviate hip and knee pain including, but not limited to, surgery. And that’s probably the main reason these pages landed at the top of Google local search engine results.
Video and illustrations make it easy for visitors to learn about complicated surgeries.
Lists of orthopedists and their specialties make it simple to find a doctor. Since Google loves directories, those pages ranked high quickly.
The hip treatment web pages rolled out first. BCH liked that project so much: I was invited back to create the knee treatment section as well.
View one of the hip treatment web pages I wrote for Boulder Community Health.
View one of the knee treatment web pages I wrote for Boulder Community Health.
If you want web copy that’ll bring in more sales, let’s chat.