“We’ve been utilizing a no code approach since 2017, before it was mainstream. We’ve used our expertise to grow our client’s website traffic from 0 to over 20K monthly visitors,” says Andrey Kravchenko, the CEO of marketing agency Eveditz, about the experience of promoting a dental clinic online.
Step 1: A Landing Page and Local SEO
We needed to create a website and ensure the clinic’s online presence across all the key channels before its opening date, June 1, 2017.
We faced two key challenges. Firstly, the client invested almost all of his money into the clinic leaving very scarce resources for the website development. Secondly, we had less than a month before the opening.
Referred to as version 0.0, the first version of the website was a single landing page, put together in Tilda. We immediately transferred the exported code to our hosting so that the client would not pay for a subscription.
We chose to create a no code website as it was a cheaper and faster option that allowed us to launch on time while staying within the budget. It had nothing to do with our preferences.
Since we were on a limited budget for paid promotion, our first step was to optimize the website for local SEO. Among the keywords we used were the following: “dentistry near the Olympic stadium”, “dentistry on Gorky street”, etc. It took us only three months to make the website appear on the first page of Google by chosen search enquiries thanks to high-quality website content and strong presence on relevant resources, maps, and social media.
Step 2: Website scaling and full search engine optimization
In late 2018, the clinic was running smoothly. It was time to start a comprehensive SEO campaign and website scaling. We knew that a single landing page would not take the clinic very far in the competitive field of dental services.
Together with the client, we analyzed competitors and online resources dedicated to dentistry (listings, portals, forums, groups, channels, etc.). Analysis, internal discussions, and short interviews with target customers took us roughly two months. As a result, we crafted our approach to content creation and SEO.
The approach was clear and simple: “Simplicity and value.”
Unlike our competitors who would bombard potential customers with technical terms and cram their content with spammy keywords, we would talk to customers in a language they would understand.
Instead of relying fully on keywords, we crafted comprehensive pieces showcasing the essence of each service and procedure with the help of photographs and illustrations. Our goal was to make the clinic a go-to online knowledge source about dental care instead of selling dental services head-on.
Here’s our SEO strategy:
Creating a dental care blog where doctors share opinions and cover topics not covered by the service pages.
Using the in-house expertise of the clinic’s staff to create original pieces rather than rewriting ready-made articles was a key element that helped us increase traffic quickly.
By that time the clinic could afford hiring a development team to create and launch a full-fledged website. However, it never happened. And here’s why:
To ensure further scaling of the site, we chose to use CMS WordPress and its add-on, a paid plugin called Elementor Pro.
It took us roughly two months to design and roll out a new website (version 1.0) as a minimalistic resource focused on content.
When we started promoting the website in June 2019, there were 544 monthly organic website visits.
Step 3: Website redesign, DIY, and a traffic drop
In Q1 2020, we redesigned the website. It was the time when we first realized that we needed to move from the Elementor Pro to something else.
f we were to repeat this journey, we would abandon the no code approach at step 2, when the design and calls to action were already optimized, but the site’s exponential growth was yet to begin.
We were moving incredibly slowly:
The redesign took two people a month. We moved to lighter colors, unified website style and calls to action, and removed all the “artifacts” left from numerous visual changes, and then…
The traffic dropped.
Coincidentally, three things happened simultaneously: the website redesign, the first wave of lockdown, and the spring update of the Google algorithm.
At first, we wanted to go back to the previous design, but decided not to do it two weeks later. The thing was that our competitors’ websites that had poor content, few low-quality backlinks, outdated design and too many keywords were starting to climb up the Google ranking. That’s how we realized that we didn’t cause the traffic drop.
To redeem our success, we focused on guest blogging to get backlinks. By the middle of autumn, we saw the first results and the website returned to the “pre-quarantine” state in terms of traffic.
To prevent another traffic drop, we continued to publish new content on the website. On average, we produced three blog articles and 2-3 new subpages in the “Services” section per month.
Thanks to these actions, even the December update of Google’s algorithms did not affect the ranking of the website. It continues to grow at the same rate as before, by 20-30% per month.
Eighteen months of SEO promotion increased website traffic from 544 to 20381 visitors per month. Besides, 103 out of 145 search enquiries that we focused on now “live” on the first page of Google (top 10).
We understood that it would no longer be possible to scale the website by manually updating 300+ pages while still using WordPress and Elementor Pro. Therefore, in December, we began to work on the fourth version of the website.
Since Google’s new algorithms are even more focused on improving the user experience, we are now making the site as user-friendly as possible for all categories of users. We’ll add the internal search option and make the design even “lighter.”
I’d like to praise the clinic’s owners who understand that a website is a living organism that must be constantly perfected and developed to survive.
Instead of an afterword, I would like to share two lists that we have formed over the three years of work on the project. Let’s call it a global retrospective, if you are familiar with Scrum-related terms:
Our key findings:
One last thing.
No code websites work well for those who have limited resources and need to test new UX/UI hypotheses a lot. However, this approach limits many aspects of daily tasks and hinders website scaling.
* For SEO specialists who managed to read till here : it’s true that an Elementor-powered website can reach the ranking top, but you shouldn’t stay on Elementor for long 🙂