Yep, you read that right.....
I made a $12 000 mistake.
I had owned the practice for about 3 months and traffic to my website was essentially non-existent. My web designer recommended an agency that specialized in digital marketing, particularly Google AdWords.
I went to the agency and it was super hip. It was open concept, industrial yet sleek, all the men had facial hair and there was even a dog running around. How could I not hire them?
My mistake was not that I hired them. They were incredibly good at their jobs. The number of hits to my website increased dramatically. The problem was not Google AdWords or the hipsters who created the campaign.
The problem was that my website sucked. It was generic. It had no soul, no spark. I was spending top dollar to funnel people to a beige wonderland of mediocrity. It was a really, really bad decision.
Do I regret the decision?
Yes, my bank account took a hit, but it was a pheonomenal learning experience. It essentially solidified what every private practice consultant has ever written; speak to your ideal client.
I was trying to talk to everyone who happened to stumble across my site, whether through a Google AdWord or through organic search. I crossed my fingers that a prospective client would be so dazzled by my stock photos and lame tag line (Care and Guidance for Improved Well Being and Understanding) that they would immediately book an appointment.
Some people did. But most did not.
Once my 1 year contract was up (sidebar- don't sign a one year contract for a service that you're not sure you'll need), I completely redesigned my site to speak to my ideal client.Since then, about 50% of my blissfully ideal clients find me through my website. It speaks directly to my ideal clients.
So while I would have loved not to spend $12 000 to get here, it happened and it was a part of my journey. So take it from me, don't roll out the red carpet to mediocrity.