Objectives & ApproachAligning Online Presence & Visibility With Brand Caliber
When the Portland Plastic Surgery Group engaged Studio 3 to be its new marketing partner, they were already the largest private practice in the city, possibly all of Oregon. Prior, the group had been with another agency for eight years, and while their website was showing on Page 1 in Google, it’d stubbornly remained near the bottom at an average position of #7 for an extended time without gaining.
Visually and experientially, the website didn’t reflect the caliber of the brand. It was described as an outdated layout with a low-energy logo, too many stock images, procedure content that wasn’t personalized, and irrelevant elements cluttering the homepage. Studio 3 was charged with fully reinventing the website to reflect the brand’s caliber, including a custom photo and video shoot. Also, identifying and resolving any underlying SEO issues standing in the way of greater visibility and ultimately, increasing leads for new patient bookings.
Custom and Authentic
The existing homepage fold was a static stock image followed by more stock photos for procedures, simple headshots, and a contact form. For the new website, the practice leadership insisted on authentic, high-quality imagery. S3 Media traveled to Portland’s Pearl District for a two-day, on-location photo and video shoot, capturing 1,231 shots and footage for five new custom videos.
Outdated to Outstanding
Besides the practice’s brand colors, not much else from the existing homepage was carried over. Beyond using the newly produced photo and video assets, the Studio 3 Creative team modernized the practice’s logo and fully reimagined the design. Content writers reworked the high-level messaging, as well as added new pages to set the stage for upcoming SEO lead generation initiatives.
Resolving SEO Stagnation
Concurrent to the website creative, the SEO team researched and devised a new keyword strategy that informed an improved sitemap. The site’s technical SEO was reviewed page by page to identify and fix errors and inconsistencies. Post-launch of the new site, ongoing analysis and optimizations continued, both on-page and outside of the website, towards increasing visibility, traffic and leads.
