Today was another whirlwind day—six hours and six minutes of focus before the clock struck 5 p.m. After putting the kids to bed, I'll dive into meetings with my overseas team in Ukraine. It's a nonstop grind, but I wouldn't trade it for anything else. Digital marketing is my passion; every day brings new challenges and opportunities to innovate.
Rebuilding a Cosmetic Tattoo Website
One of today's major projects was rebuilding a website for a cosmetic tattoo clinic specialising in eyebrow tattoos. This is a familiar client; I built their site in 2018, but it's time to refresh. The digital landscape changes rapidly, and staying relevant means starting from scratch—replanning all the pages and recreating the content.
The business owner did an incredible job recording a 40-minute video answering 20 questions I prepared. These weren't just random questions; they were meticulously designed to incorporate SEO keywords and conversion-focused elements. The video provided a treasure trove of insights—everything from the business's history to what makes its services unique.
Once the video was complete, I added some colour correction, ran it through Descript, and extracted a transcript. This step gave us high-quality content that was ready for repurposing into web copy. Plus, the video will be a warm, engaging introduction for website visitors.
Using the business owner's authentic voice is one of the best ways to create connected content. Customers want to feel a personal touch, and nothing beats leveraging the expertise and passion of someone who has been in the industry for over 21 years.
Troubleshooting Google Ads for a Physio
Later in the day, I had a consultation with a physiotherapy clinic struggling with their Google Ads campaign. They'd been running ads for a few months but needed the right setup to track performance effectively. Their landing page needed to be fixed, conversion tracking needed to be in place, and they relied on a booking platform riddled with friction points.
When a lead is generated through Google Ads, speed is everything. People typically inquire with several businesses, so responding quickly is critical. I suggested scrapping the booking platform temporarily and focusing on direct communication. A simple form, a unique contact number, and a fast response time can make all the difference.
I've repeatedly seen that users don't want to navigate clunky booking systems, especially in industries like healthcare. They'd rather talk to someone directly or schedule a consultation over the phone. For this client, the immediate goal is to generate baseline leads while building a streamlined, user-friendly funnel for the future.
Running Employment Campaigns for a Cosmetic Clinic
Another exciting project involved running employment ads for a cosmetic clinic. Instead of focusing on acquiring customers, this campaign aimed to hire beauticians and dermal therapists. Over the years, I've developed a knack for employment campaigns, starting with arborist job ads a decade ago.
This time, I used Facebook lead ads with a highly targeted 10-kilometer radius. The ad creative spoke directly to the audience—women aged 25 to 45—and included just four frictionless questions to pre-qualify candidates. We also revamped the clinic's website to include an employment section with reusable templates for job postings.
A priority for the client's admin team was making the hiring process seamless. By creating a central careers page and streamlining the posting process, we ensured they could easily add new job openings as needed.
Building a 200-page Website for a Removalist
Finally, I've started rebuilding a massive 200-page website for a removalist company. This is one of those projects where preparation is key. While the full website is being built in the background, I set up a temporary landing page on a separate .au domain to start running Google Ads immediately.
Having this quick-start setup means we can generate leads immediately without waiting for the full site to be completed. The temporary page is designed to drive conversions with clear messaging and a simple call to action, while the main site will be a comprehensive, SEO-driven powerhouse when it's ready.
This approach allows me to deliver results quickly while working on long-term improvements. With a budget of $3,500 for the first month, I'm eager to see how the campaign performs and what kind of cost-per-lead we can achieve.
Lessons I Apply Every Day
Reflecting on today's projects, a few key principles stand out:
- Streamline the User Experience: Minimising friction, whether a website or an ad campaign, is critical. Simplicity wins every time.
- Leverage Authentic Content: Using a business owner's words and expertise creates a hard-to-replicate connection with the audience.
- Track Everything: Accurate data is non-negotiable, from unique phone numbers to custom forms. Without it, you're flying blind.
- Adapt to the Client's Needs: Whether hiring staff or generating leads, understanding the client's goals and tailoring strategies accordingly drives results.
Digital marketing is as much about strategy as it is about execution. It's about using the tools at your disposal, staying ahead of trends, and always keeping sight of the human element behind every campaign.
Here's to more exciting projects and happy clients. Until next time, happy marketing!
