Today, we’re back with another dietitian business coaching call. Today, I’m talking with Erin Judge of Judge Nutrition. She is a dietitian that works with people who struggle with IBS to help them feel better, and live healthy lives, and all that kind of stuff. So today, we’re talking a little bit about website things.

Transcript

Erin Judge: Thank you for having me. I’m excited to be here.

Jess: What is your first question on today’s dietitian business coaching call?

Erin Judge: My first question is I’m getting people to my website. They’re coming to my schedule page. I’m seeing the numbers increase, but I’m not seeing that conversion rate go over to clicks and schedules. So I was wondering, what are some of the things that can be done to improve the page to get the people who come to actually schedule calls?

Jess: Yeah, because obviously like, “Yay, we got traffic,” but then if they’re not clicking, then it’s totally pointless.

Erin Judge: Exactly.

Jess: I did take a look. I mean, I’ve said your website many times, but I have it pulled up. So, there were a few things that I thought about. The first, maybe, have you considered also having just a contact form instead of just the schedule call? Because, some people, and I will say I’m one of them, I hate talking on the phone, like I absolutely hate it. So, it may be that your potential clients are not wanting to jump into a call right away. Maybe they feel too high-pressured. Maybe it’s like, “I don’t. I don’t.”

Because for me, one of the reasons I hate calls is just that I automatically kind of have this feeling like you’re just going to pitch me. I don’t always feel like a call is just going to be an actual conversation. But, I know sometimes people are like … Some dietitian business coaching consultants will say like, “Oh, you just need to have a link to call and sell them on the call,” and whatever. But, I’m always like, “You have to keep your potential clients in mind.” Maybe just having those two options, so it can be like, “Hey. You know, either schedule a call or fill out the form below. Get in touch.”

And if you do add the form, I would maybe add a few questions beforehand. Don’t just have name, email, and message, because you want to prequalify those leads so … And it should be, I’d say, no more than five to six questions or so. You don’t want this huge intake questionnaire. Just ask a simple question, but something that you would need to know. Like maybe, what have you tried to … What things have you tried to help cope with your IBS? Or, how long have you struggled with this? Just some information so that when the inquiry comes in you can kind of tailor your response to them like, “Oh. I can see why this would be frustrating because you have tried these things that often work, but, no, we can try X, Y, Z. Let’s hop on a call.” Or, you might be like, “Yeah, so, the keto diet is not great for … ” I have no idea if it is or not. But you know, you might be like, “Yeah, that diet or these foods are really not great. So, I think we should hop on a call and we can talk about what might be a better option,” or something like that. So, just think about a few questions that would give you just a little bit of insight to kind of help tailor that response to them.

The other thing I would think about on this page is it says something on that page it’s like, “Let’s connect. Book your free 15-minute discovery call.” If they’re not an entrepreneur, they might not know what a discovery call is. I’m just thinking about my husband and my sister who are not entrepreneurs, and would they know what that means? It might sound obvious. You’d be like, “Well, they’re adults. Could they not figure it out, like what a discovery call is?” So, maybe just say like a free consult call. I think that’s something that non-entrepreneurs might know.

You could also say like no-obligation consult call. Something. Then, maybe say like, “What are we going to … ” Maybe kind of clarify also what are we going to talk about on this call. You know, like, are we going to just talk about your … And I mean, you don’t have to have like a bulleted list, but it could just be like just to talk about if this program’s a good fit for you or, you know, whatever else you might kind of talk about so it’s not like free discovery call to get you in the program. Because again, it might just feel too high-pressured for them.

Because something that a lot of wellness entrepreneurs and dietitians don’t think about is our health is very personal.

It’s scary to try something new, to try something different, to go against the grain of what diet culture tells us and what everyone else … you know, what we read online, and all that kind of stuff. So, it’s can be very vulnerable to reach out for help. And that’s another reason they might be like, “Oh my gosh. I don’t know if I want to hop on a call with Erin. I’m not ready to make that big move,” and you’re like, “It’s just a phone call. I’m a nice woman.” You know? We all know that you’re nice, but these strangers might not know. That make sense?

Erin Judge: Yeah. That is extremely helpful.

Jess: Yeah, so I think just thinking a few, through a few of those little tiny changes might help.

Erin Judge: Okay, like offering a few more options or trying to meet people a little bit more where they are. That’s really helpful. My next question, so kind of the reverse in a way, but how do I best use my blog posts and different recipes, since I am a health and nutrition person, to increase the SEO and the traffic on my website?

Jess: Yes. So, first of all, congrats on blogging, because so many people are like, “I want to increase my SEO, but I don’t want blog.” Blogging is literally the best thing you can do to increase your SEO, like the best thing.

So, a few things would be, first of all, blogging more consistently. I looked at your blog page and it was like a few weeks you did it in a row, and then there was like a few weeks missing. Google likes fresh content consistently, so … And that, again, once a week, totally fine. I’m not saying you have to blog every day, or twice a week, or anything like that. Once a week is totally fine.

The other thing I would say is you are doing a great job with your titles. Like she, for those of who are listening and obviously may not have her website pulled up, some of her blog posts are like What is IBS? Surviving or Navigating Thanksgiving with IBS. Really great topics, and she’s using those key words. But, I would think about two things, one, more niche topics, like … Forgive me. I am not super familiar with IBS and what problems may or may not occur, but something like how to work out as a female with IBS or something like that. That title sounds a little wonky off the top of my head, but something where your female is coming up as a key word and IBS. So, you have those two kind of key words because then your audience might be searching. They want to know as a female, how do I navigate this? Or traveling, best restaurants to eat at with IBS. And you could even narrow that down to best fast food restaurants or really, not even just the restaurants, but fast food restaurants or something like that so you could really …

And if you want to, could even best Nashville fast … You know, Nashville restaurants in general, because I know you can also work with local clients, even if you don’t actually meet them in person. But, that can help you just come up in the ratings more in Google search for the Nashville area. So, you could even do that, even with the suburbs in Nashville if you wanted, like if you wanted to do this little restaurant tour on your blog of that kind of stuff. Then, the other thing is, what are you doing? How are you promoting these blog posts?

Erin Judge: Currently, I’m only promoting through Instagram, so I haven’t really been pushing the blog posts. That’s more of a strategy for 2019. So, I haven’t really done anything yet.

Jess: No, that’s fine. That’s fine. So, Instagram is great. The other thing I would say is start using Pinterest. That is a huge, huge driver of traffic. So, I have some … Which, obviously, this would not help the listeners. But, on my YouTube channel, I have a lot of Pinterest videos that I can send you after we’re done. But in short, you want to join some group boards that are related to health and wellness and that kind of thing. You don’t want to just pin to your own account. Yes, your followers will see it, but when you pin to group boards, your pins get a lot more traffic from other people. It’s kind of like when people share your posts in their Instagram stories and all their followers see it. That’s what it’s like to pin to group boards. You’re getting kind of a ton of other people. So yeah, that’s … Start using Pinterest, group boards.

And to really automate it, it is a little bit of an investment, but using Tailwind. It’s a tool that can schedule pins so that you don’t have to go in every day, every week to manually pin these. Because something I did wrong when I started using Pinterest in my business was that I would pin in first just to my own boards, and then I would maybe pin it to a group board and that was it. Well, there are thousands and millions of pins, so one tiny little pin is not going to do a ton of work. So when you use Tailwind, you can loop pins so they get repinned to different group boards over and over again. The group boards move quickly, so it’s not like you’re going to be pinning this pin like 17 times and it’s going to show up all at once. It’s spaced out. But, that’s a really, really great way to drive traffic. That’s how I got up to 10,000 views a month on my blog, was through Tailwind and Pinterest.

So, I would say keep promoting it on Pinterest. Keep talking about it. I think that’s a really great idea. And start using Pinterest. And yes, I mean, you can also use your Facebook page, or if you’re on Twitter, or like … It doesn’t hurt to use those, but I don’t find many people get as much traffic from those platforms as like Instagram and Pinterest.

Erin Judge: Okay. That makes sense. Awesome. Then, my last question, which is more on the line with this question, is, how do I actually use my analytics? So, I’m on Squarespace. I have my analytics. I have no idea how to use them, besides just understanding who’s coming to my website.

Jess: Right, so this … And don’t worry. There’s a lot of people who don’t even look at their analytics. They don’t understanding what it means, like, “What am I looking at?” So, there are a lot of things that Squarespace can show you or tell you in the analytics. Some of it’s interesting and some of it’s kind of like, “Cool. What am I supposed to do with this information?”

There are probably like three things that I would pay attention to in your analytics as a dietitian.

One is you can see where people are coming from in terms of a device. So, you can see, are more people visiting on mobile or desktop? And the only reason this really matters is a lot of people design their website for desktop viewing. They’re like, “Oh, look. It looks great on my web, on my computer. It’s so pretty. It’s awesome,” but then you pull it up on mobile and it’s really hard to navigate. Things move weird, you know, to fit on the screen. So, paying attention to …

And I mean, really, I would say it matters either way to make sure mobile looks great, but if it’s like 90% of your traffic is coming from a desktop, you wouldn’t have to worry about it as much. But if it’s like half and half, then you definitely want to make sure like does … Is everything easy to read? Does it make sense when I’m scrolling through it on mobile? So, that’s the first thing to look at.

The second thing is, where are people coming from. So, Squarespace will show you referrers, and really, even people who are on WordPress or other platforms. It’ll also show this. It’ll tell you like, “Oh, this week, 30 people came from Facebook. 20 people came directly. 10 people came from Instagram. Blah, blah, blah.” So, this is important because it shows you what’s working in terms of your marketing. So like you said that you promote your blog a lot on Instagram, and I will say it’s some people … Because you know, Instagram and the links are weird and we don’t have swipe up and you know? So, that can be a little bit tricky. I’ll talk about that in a sec.

But basically, if you were spending all your time marketing on Instagram but your referrals to your website are not coming from Instagram at all, then it’s … I’m not saying like, “Okay, stop using Instagram. It’s pointless.” It may be that you may need to try different things on Instagram. You may need to try different posts, different calls to action, different stories. A lot of people will say like, “Oh, I have a new blog today. The link’s in my bio.” You could try instead being like, “DM me and I’ll send you the link. So you don’t have to navigate, just to respond to this and I’ll send you the link via DM.” So, you could try that. But basically, pay attention to your referrals.

The other thing I was going to say about Instagram is, like I said, someone may be like, “Oh, I just know Erin’s website so I’ll just pull it up on my computer,” or whatever. So, it’s like they technically came from Instagram because you were talking on Instagram, but they pulled it up somewhere else. I’ve done that before with people. So, that can also be a little tricky because you might think, “Oh, no one came to my website from Instagram this month.” But really, some may have inadvertently. So, that’s tricky. But really, the referrals can help you see like, “Oh, Instagram is working,” or, “LinkedIn is working.” Whatever.

Then, the other thing I would look at is the pages. You can see in Squarespace it’s called popular content. This, basically, will tell you where are people going the most on your website, so it may … I mean, 9 times out of 10 your homepage is going to be the most popular, which is totally fine. But then, look at the most popular pages after that. Is it that they’re going to program page? Are they going to the blog? That kind of thing.

The way Squarespace works is that popular content will include both pages and posts. So, if you ever have like a blog post go viral, then it might jump to the top and be more popular than your homepage or whatever. But, this will help you identify like, “Oh, this particular blog post got like 100 views this month. Then, this other one only got like seven.” So clearly, this content really struck a cord or maybe you marketed it differently so you can be like, “Oh, that really worked, because I started using Pinterest and I pinned that,” or you know, whatever.

So, looking at the analytics, again, looking at mobile versus desktop and really making sure if mobile is high usage, that your website truly is, like looks great and functions great on mobile.

Then, looking at where your visitors are coming from, those referrals, so you can see what’s working, what’s not. This is also helpful if you’re on a podcast or you guest blog. You can see, oh, 15 people clicked over from this website, this blog, this podcast, whatever. So, that can give you a good … That’s good indicator like, “Oh, that, being on that podcast was really great, whereas this guest blog no one has clicked over, so maybe that wasn’t a great place to spend my energy.” Then lastly, just looking at what’s the most popular content.

And if you find that, let’s say, okay, 100 people visit your home page today, and then you see that only two people visited the IBS program page as well, that’s a really low percentage, 2 out of 100. So then, I would also look at, okay, so maybe I should redesign my home page. Maybe I should move the call to action up higher. Maybe something needs to move around. Maybe I’m losing people. Maybe it’s when people click on it, like click on to my website, I mean, they’re kind of like, “Oh, this isn’t the site I was wanting,” or, “Oh, I’m confused,” which I would say your homepage is not confusing. You’re very clear about what you do and who for.

But, there are some coaches, like this isn’t … I haven’t really seen a health or fitness coach do this yet, but sometimes life coaches on their homepage will be like, “I’m going to help you live a better life.” Well, you could be helping me live a better life as a life coach, as a health coach, as my virtual assistant so you’re going to make my life better. You could go [inaudible 00:19:35], so that’s really … This tip is more for the listeners right now. If it’s not super clear what you do, people are going to be like, “Is this what I’m looking for?” Whereas Erin’s front page says, “I help women with IBS manage their symptoms with low … ”  Super specific. Super clear. People are going to know they’re either in the right place or they’re not. So, that, I would say, your issue, if people are not going past the homepage, is not going to be a clarity thing. It might just be they’re scrolling too much or maybe the text is not enticing enough to really get them to click over, if that makes sense.

Erin Judge: Yeah, yeah. That makes sense. Then, so for mine, thankfully, my program page is my highest, mostly because it’s linked to my Instagram.

Jess: Nice.

Erin Judge: So, my Instagram website is always that page and not anything else. But, if I’m going to start digging into other areas, so doing my blog post, increasing the SEO there, doing Pinterest, improving my Google listing, Yelp, all those different things, is it best to do kind of one thing at a time and measure through analytics closely or just kind of do everything and then just keep an eye on analytics just to see? That make sense?

Jess: Yeah, that makes a lot of sense. I would say, because you are going to be able to see 15 clicks over from Yelp, or 200 from Pinterest, whatever, I do think you can do more than one thing at a time in terms of creating new profiles on different sites and that kind of thing. The only thing I would say is, A, don’t feel like you have to do everything at once. B, the only thing I would not kind of stack up in terms of doing it more, more than one thing at a time, is new strategies, like new marketing strategies.

So if you’re going to start … Let’s say you’re going to try something new on your Instagram stories, or Instagram posts, or whatever, not … just in terms of how you talk or how you promote it, whatever, do that for a few weeks and track that instead of … And then, doing, you know, trying two different strategies, like … Let’s say you want to try something new in Instagram stories. Then, I wouldn’t try something new in your Instagram post because then it’ll be hard to tell like, well, was it the Instagram stories that were better or was it the Instagram posts that were doing better? I know we do have the analytics in stories and in posts to see clicks over to profile and that kind of thing, but less tracking on your part would be just to try a new strategy on one of those and then evaluate and then like, “Okay, now I’m going to try doing this a little bit differently and see if that makes a difference.” Yeah, so I would do that.

Yeah, so that’s the only thing I would say. But otherwise, you can always see the referrals and you can see, “Oh, okay. This really works. I’m glad I set up this profile in whatever account,” or that kind of thing.

Erin Judge: Okay. Awesome. That makes sense, and that is super helpful. That’s all of my questions for today’s dietitian business coaching.

Jess: Well, this was a really great dietitian business coaching call. I am excited because you website is super clear. It’s really easy to navigate, and you have everything set up with you’re active on Instagram, you’re blogging. So, I think it’s just investing a little more energy into trying new marketing platforms, and really I mean social media platforms, being a little more consistent, and that kind of thing. And really, I mean, I hope that adding the contact form, tweaking the wording might help. Because often, it’s really small changes that can make a huge difference on our websites. It’s like you wouldn’t think that changing discovery call to consult call would really make a difference. And who knows? It may not. Your audience may know what a discovery call is, but it’s just trying those new things. But, thank you again for coming on here for some dietitian business coaching.

Jess: To wrap up this dietitian business coaching, let us know where we can connect with you, follow you online, your handles, all that stuff.

Erin Judge: Yeah. So, the best place to follow me is on Instagram at ibs.nutrition. That’s all IBS-specific information, lots of encouragement really geared towards women. It’s a great place. Then, my website is just judgenutrition.com. That’s where I put the blog post and kind of the more detailed education, if that’s what you’re looking for.

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