Counseling Website and Getting Clients with Perry Rosenbloom | PoP 271

Counseling Website and Getting Clients with Perry Rosenbloom

What are the most common website trends within the counseling field? How can you grow your email lists? And, how can you successfully transition into a group practice through your website?

In this episode, Joe Sanok speaks with Perry Rosenbloom about counseling websites and how to get clients.

Podcast Sponsor

www.practiceofthepractice.com/start

Confused by all the advice on starting a private practice? I’d love to help. I put together a checklist of the top 28 things to do to launch a private practice.

Meet Perry Rosenbloom

Perry is the founder of Brighter Vision and bootstrapped the business from day one.

Before founding Brighter Vision, Perry built a number of outdoor-oriented, Internet based businesses that currently send over $1,000,000 in annual sales to REI, Backcountry, Amazon and other major brands.

 

John Bowen’s Story

Like every good startup story, Brighter Vision begins in a coffee shop.

Pekoe Sip House, at 1225 Alpine Ave in Boulder, CO to be exact.

It was the Summer of 2008 and founder, Perry Rosenbloom, had just received his $300 stimulus check via George Bush’s stimulus check. Using that money, he bought 1 year of very expensive hosting and started a website on Glacier National Park, where he spent 2 summers working in a pizza shop through college.

Years later, it is the largest and must trusted independent website on Glacier National Park. The $300 stimulus check turned into a 5 figure website, which was used to bootstrap Brighter Vision. But before they were Brighter Vision…

In This Podcast

Summary

In this episode, Perry Rosenbloom provides insight into the four common website trends within the counseling field. He provides invaluable tips and advice around how to grow your email lists, transition successfully into group practices, and generally improve your therapy website.

Common Website Trends

It all revolves around marketing.

  1. Utilize strategies to help grow email list
    • A quiz is a really effective tool for this
    • Email sequences / courses
  2. Transition into group practice
    • Share who your team is (About Us page)
  3. HIPAA-secure emails
  4. People want better SEO (search engine optimization)
    • Specialty pages (services you provide)
    • Repurpose content

There can be a sense, as a business owner, that if I don’t get everything completely perfect, I’m not going to grow as a business.

Useful Links:

Meet Joe Sanok

private practice consultantJoe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners that are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.

 

 

 

 

 

Thanks For Listening!

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Podcast Transcription

File: PoP-271 Counseling Website and Getting Clients with Perry Rosenbloom
Duration: 00:42:24:00

[A MESSAGE] Joe Sanok: If you just started a practice or you want to start a practice in the coming year, next level practice is for you. Next level practice is the ultimate support to make private practice easier. It’s filled with trainings, webinars, videos, live support as well as groups and feedback. It’s something that we are launching with practice of the practice. The very first cohort is going to be only 50 people, because we want to do it right. We want to hear from you. We want your feedback and we want it to rock out. For only $55 a month, you can get in to next level practice in this first cohort. But you have to have the invitation. To get the invitation, go to www.practiceofthepractice.com/invite. Future cohorts are going to cost more than $55 a month. So we want you in this very first one, so that we can help you rock out private practice this year.

[MUSIC]

This is the Practice of the Practice Podcast with Joe Sanok, session #271.

[MUSIC] [WELCOME TO THE PODCAST] Joe Sanok: Welcome to the Practice of the Practice Podcast. I’m Joe Sanok, your host live here in the radio center two building in downtown Traverse City. I am so excited about you joining me today because today it’s going to be awesome interview. I have Perry Rosenbloom from Brighter Vision, live, [00:01:35.11] recorded it before. But he and I talk about what is new with websites, how you can attract your ideal client and how you can waste way less time when it comes to digital marketing for your private practice. I am so excited for this today and I am so excited for what we are headed with Practice of the Practice. Again, if you want to start a practice or just starting a practice and you want to be in that next level practice community, head on over to www.practiceofthepractice.com/invite. It’s going to be insane. We have all these great surprises for you and we just want to blow your mind and make it so worth it for you. So without any further ado, I give you the one, the only, the never replicated Perry Rosenbloom.

[MUSIC] [THE PODCAST – INTRODUCTION AND SOME TALK] Joe Sanok: Well, today on the Practice of the Practice Podcast, we have Perry Rosenbloom. Perry has been on the Podcast so many times. He is the owner, the CEO, the brains, the chief wizard of as behind all of Brighter Vision, the leading website company for therapist. Perry, how are you doing today?

Perry Rosenbloom: I am doing great, Joe. Thank you so much for having me back on the show here. And hey, Practice of the Practice listeners, thanks for tuning in today.

Joe Sanok: Yeah, I always love having you on because you have the pulse of like what therapists are going through and knowing what they want for their website. We are going to dive into that… but we are both dads. How’s dad dumb parenting going forward, eh?

Perry Rosenbloom: [00:03:12.28].

Joe Sanok: A [00:03:14.21] (laugh)…

Perry Rosenbloom: Is that dad dumb. I [00:03:17.04] emphasize dumb. That’s the way I feel sometimes man. I mean, you know, we are both dads. My kids are four and two. Yours are six and three. And my [00:03:27.13] is just non-stop [00:03:30.05] all the time. We just got from a family trip to New York which is our first time staying in a hotel with our two-year-old…

Joe Sanok: Aha.

Perry Rosenbloom: And…

Joe Sanok: It always seems like a good idea when you are booking it and then the reality of nap time in a hotel and…

(laughter)

Perry Rosenbloom: You know, nap time in a hotel coupled with trying to navigate subways in Manhattan. Oh boy, it was an adventure for sure. It was a meltdown every single day at least once a day. But it was just such a blast. Even just like the first night out walking with our kids and having them stare up at the sky and to see all the buildings and all lights. Our youngest [00:04:07.12] which is like, green, fire truck, smoke, green, building… [00:04:13.00] crazy. It was just so much fun.

Joe Sanok: We had some friends that we went to Chicago with and that was like the winter time and on the day we are leaving they didn’t tell us this at all, but there was the, like, Saint Patrick’s Day raise, that was just on that Saturday, the Saint Patrick’s Day. So until noon that day we are locked into our hotel. We couldn’t leave because there was…

Perry Rosenbloom: My gosh!

Joe Sanok: …thousands of people in green running by and the girls just stood there in awe. Just like, watching these random people in Green running by. (crosstalk) Oh, man like, there was no way that we are going to unload our stuff [00:04:49.27] like, well, just wait for the race to be over (laugh).

Perry Rosenbloom: Yeah. And that can just be… I’m glad you guys had a view of that. Because otherwise if you’re just stuck in the hotel room the whole time without a view, that would have (crosstalk)…

Joe Sanok: Oh yeah, we would have to go for a walk (laugh). Well, how do you balance parenting, having a business, being a good husband and a dad. I think that, especially in the therapy world, there’s not… I mean just the ratio of men to women, it’s always nice to pick guy’s brains like… how do you balance that?

Perry Rosenbloom: Ah, you know, I think it’s a struggle every day. It’s probably the most challenging thing I face on a regular basis. You know, my family is the most important thing in the world to me. But simultaneously, we have thousands of clients who depend on us day in and day out. And so it’s a struggle, you know, to be perfectly candid, you know, [00:05:50.00] thousands of clients were up to [00:05:53.04] ten employees here now that rely on Brighter Vision to be successful for their livelihood and their dependents. It’s a struggle, but I think that at Brighter Vision we really from day one we’ve had a culture of a solid work life balance. And so we really… I have always encouraged to our employees not to take work home with them. Nobody here with the exception of myself and sometimes Sam works more than 40 to 45 hours a week. So, we try and get that work life balance going as well as possible, and thankfully we had such a great team here that I was able to go on vacation and I only had to work about 5-6 hours over the course of the 10-day vacation, and things ran smoothly. But, you know, [00:06:49.04] not going to [00:06:50.12]. It’s a challenge and it’s a struggle, but it’s something that I personal work at every single day and try to instill the values of my company in my employees [00:07:01.19] allow them to be successful as they move into that stage of their lives if they are already not [00:07:07.00] of their lives.

Joe Sanok: Yeah, I am with you. I think it’s one of those things where there’s always more to do as a parent and there’s always more to do in a business. (laugh) So like that’s skill of being able to say that’s just good enough. So bedtime, yeah, you brushed your teeth enough. It’s not as perfect as I want it or I am exhausted, I am not going to be able to play as much with you as I know you need tonight or on the flipside with your business. There’s just always more to do.

Perry Rosenbloom: Two things that have been really helpful, I think, for me personally… I guess that I forgot to touch on is date night. My wife and I have a date night every week… at least we try to… We’ve been off that a little while here as we’re just back from vacation. But we [00:07:56.17] to have a date night every and then you know, just disconnecting, putting my phone away. When I get home i really… the first thing I’ll do is I’ll go to the bedroom plug my phone in, and try and leave it there until at least the kids are asleep.

Joe Sanok: Oh, wow, that’s awesome. Yeah, I definitely try to do that on the weekends in particular where I don’t do any business on the weekends or after usually [00:08:22.15] on Friday, but even like this weekend, right after this interview we’re headed out of town and kind of go up to Michigan’s wild upper peninsula and…

Perry Rosenbloom: Oh, man! The UP? It’s awesome.

Joe Sanok: Yes. No internet. My in-laws cabin. And my computer is… I am going to take it, but I don’t even know if I’ll use it for anything. Just because the unplugging and hanging out with the family is so important… we will talking about way more than just family sitting.

Perry Rosenbloom: (laugh)

[THE PODCAST – WEBSITE TRENDS OF MARKETING FOR PRIVATE PRACTICES] Joe Sanok: It’s always good to pick at other entrepreneurs brains on how they handle that, that family, life, work balance. One thing that I had asked you before we started rolling was some of the most common kind of website trends you are seeing and to me that became something. I’m like, let’s just focus in on that. And so there’s four things you talked to your team about kind of tickets and requests and all of that. You got your pulse every single day on what people are asking for websites and I would just love to hear kind of what’s that one of those four things that you see people asking for and then having on their websites.

Perry Rosenbloom: Certainly. So the biggest thing that we see almost all revolve around marketing. Our clients come to us because we really know marketing for private practices and trying to help our clients market their private practice better and be more successful online. And so one of the things we see from our clients often, with them requesting that we encourage them to do our utilizing strategies to help them grow their email lists. So that way if somebody comes to your website… you know, most people when they visit your website, the vast majority of them are not going to contact you. They are going to land on your website, maybe engage with some of your content and then move on with their lives…

Joe Sanok: No…

Perry Rosenbloom: … ideally…

Joe Sanok: Well, go ahead. Go ahead.

Perry Rosenbloom: Was ideally though, not only will they engage there content, but if they don’t want to contact you right then and there, they are going to subscribe to an email list. And so being able to give your website visitor something of value, so that you can get their email address and be able to continue that conversation with them and build that relationship up over time. So that when they are ready to contact you and they are ready to seek help, you are going to be front of mine and they are going to remember, hey, this therapist has really helped me. They have been emailing me all this great advice every week and you know, now it’s the time I’m really ready to sit down, have a consultation and see how I can improve my life.

Joe Sanok: Now, we might call kind of that popup or over that’s delivered like a lead generator, lead [00:11:06.11] lot of words that people use around that. What are some things that people are asking for or using that you’ve seen they may be outperform the typical popup because the worst ones I have seen are the subscribe to our newsletter. Nobody wants to subscribe to a newsletter. So right away [00:11:23.09] says that you might as well not even have on your website. But what’s working, some of the top performers that you see through Brighter Vision?

Perry Rosenbloom: What’s really working these days are quizzes. So coming up with a quiz that somebody can take and you want to be careful with this because you don’t want them to divulge any significant PHI or anything here, but make some sort of quiz that they can take to get a better understanding of if therapy is for them or how you can help them or come up with strategies that they can use in their day-to-day life. So a quiz is a really an effective tool for that, something that we have seen even at Brighter Vision work really well. For our company, we have things like an ideal client worksheet that people come and fill out so they can better clarify who their ideal client is. So you know depending on who your ideal client is, crafting just a three or four question quiz, multiple choice question quiz that they can fill out and generate a response to can be really helpful for you. So that’s one of those elements. Another big element that I have always pushed for, but I don’t see enough clients utilizing are email sequences. So, you know, five tips for this or three tips for that, and just building an email list that way, where every day they are going to get over those three to five days an email tip from you. And what’s really nice about that is that builds that relationship through email with somebody [00:13:01.18] email campaign. And so that way they are able to get a sense of who you are. They are going to expect your email in their inbox every day for x number of days and then as you continue interacting with them and building that relationship with them week over week, month over month, they are going to be become used to actually seeing you in their inbox.

Joe Sanok: Oh, yeah I am really glad that you bring up both quizzes and email campaigns. So one way that we implement it that with Mental Wellness Counseling is we actually used Dr. John and Dr. Julie Gottman’s. It’s basically like a slippery slope of how close are you to having an affair kind of quiz, of probably 30 questions. And we pared it down to 20. We kind of lumped them together and we cited them as kind of the creators of this. Then we used that information to create a quiz as close are you to having an affair. We probably had 200 people take it within 2 days of launching it…

Perry Rosenbloom: Oh, my gosh.

Joe Sanok: And it was like insane to get that many leads that quickly. Of people that were s saying, you know what, I am not sure how close Sam is to having an affair? (laugh) It’s like, wow, you probably might need some counseling if you are that close that you are even taking this quiz. But, I mean, even to look at what are free assessments that are out there, even looking at the audit in regards to alcohol or other ones that you’re freely allowed to use, to just put that into a quiz format and then promote it on Facebook or promote it on your website as a popup. You might as well be doing those things.

Perry Rosenbloom: Totally, and you can send like really targeted traffic then to your website whether it’s through Facebook ads or SEO or pay per click ads on Google or Bing, and really be able to leverage that. So even if you are not getting any organic traffic to your website, Facebook ads and AdWords can be such an effective tool to drive that traffic to that quiz and have a much higher conversion rate than you would otherwise.

Joe Sanok: And you can run tests to see if, okay, if I do one through Google versus one through Facebook, how many do I get. And then if I have a bunch of new people that come in to say, well, how did you hear about us, and if you hear people saying well, I heard about this quiz, then I know it’s working or if you have nobody hear about the quiz, then you can just say, well, that was good learning experience for $100.

Perry Rosenbloom: Totally. And ideally you are getting their email address too which is super [00:15:28.05] and then you can begin marketing to them. So even if they are not ready to come in, you are going to be able to build that relationship up over time, communicating with them, providing extra value over time. So when they are ready to come in, you are there and you are front of mine. That’s really, really crucial. There’s building that email list in one fashion or another. To put that into perspective, I think you raised a really great point there, and that sometimes AdWords traffic will perform differently than Facebook ad traffic. We have a sales and marketing meeting here in about 90 minutes where we are actually going to be sitting down talking about that. We have an 8-day course on unique marketing tactics to grow your private practice. And the sales that we get from Google driving traffic to it is that costs one-tenth of what it costs us to get a sale from a new client from Facebook.

Joe Sanok: Wow.

Perry Rosenbloom: Yeah, remarkable. But the cool thing is both of them work. And so when you know like your numbers as a business owner… I guess we can’t get off track of the website stuff, but I am numbers guy… When you know your numbers as a business owner in practice and you know like, hey an average new client is worth $800 to me. If I spend $50 to acquire them on Google and $200 to acquire them on Facebook, well, hey, they both work…

Joe Sanok: Right.

Perry Rosenbloom: So just keep pouring more gasoline on that fire there.

Joe Sanok: Yeah, it’s like do I want to trade a nickel for a quarter or do I want to trade a dime for a quarter. Ah… I will do both (laugh).

Perry Rosenbloom: Yeah, exactly. And you know, it depends on what your business goals are and I think this might lead us nicely at point too if you want to be growing into a group practice or whether you want to stay as a solo practice. You might decide hey, this Facebook stuff I don’t want to trade a dime into a quarter. I only want to do the nickel into a quarter because it’s worth it more to me and I don’t want to hire additional practitioners to handle the due client that we will be getting from this traffic source.

Joe Sanok: Yeah, yeah. And let’s go into the group stuff in just a second. One thing I wanted to say when you brought up email courses is people I think overthink that. Just say, I am going to do a 3-5 email course on anger management or on anxiety. Literally, it can be 5 emails, that just say here’s a tip and I’m going to embed a TED talk into that email or I’m going to give some very clear information about what is anxiety, what are symptoms of anxiety. You know, what is mindfulness. Things that to us are so easy that the average person just doesn’t know. People get scared of that, but it’s really just the basics of what your specialty is.

Perry Rosenbloom: Absolutely. And I think that really extends across the board with many business owners. You know, there can be a sense sometimes as a business owner that if I don’t get everything, 100% perfect, I am not going to succeed…

Joe Sanok: Right.

Perry Rosenbloom: …or that I am not going to be able to attract clients if this isn’t exactly the way it needs to be. And the fact is sometimes it’s just better to ready, fire, aim… it’s just better to move. And we can get stuck as a business owner in this paralysis by analysis state. And we actually saw that with a lot of our clients that they would get hung up in the editing process of their website. And it can be so detrimental to their success in private practice to be hung up in an editing stage because the longer you are working on editing your website – and you’ll tweak this here, tweak that there and not actually taking alive – the longer it’s going to take for Google to actually start showing you [00:19:38.21]. And so we revised something in our business here to help push our clients through the editing funnel faster and allowing them to… and encouraging to get their websites live sooner, so that way they can start seeing a return on their investment, start seeing the search engine optimization well from Google by having their website live. And then you’ll continue to make tweaks to it over time as their business grows.

Joe Sanok: Yeah… well, you mentioned group practices. What’s another trend that you’re seeing with kind of websites what people are asking for?

Perry Rosenbloom: Sure, that’s a great question. And this could be a trend because of we have been doing this for a while and so some of our earlier clients are just, you know, really starting to become much more successful as they have grown their businesses or it could just be a trend in general, but we are seeing many more of our clients transitioning to being group practices that they might have signed up with us as being a solo practice, and then over time they have added a staff member here, staff member there. And then lo and behold they have four, five, six clinicians working for them, which is just awesome.

Joe Sanok: Oh, I’m with you. I feel like I have seen that trend too, and maybe it’s just a stage that we are at with Practice of the Practice too. But even just we recently launched the next level Mastermind, which is for people that are growing group practices and have big ideas beyond that. It has been so easy to fill up that Mastermind group because so many people are at that $100,000 mark, they are ready to go bigger. So as people are growing a group practice, what are they asking for on their website?

Perry Rosenbloom: I want to [00:21:18.22] your Mastermind [00:21:19.13] because that sounds awesome. I had no idea about this.

Joe Sanok: Yeah, it’s actually [00:21:23.23] until I talked about it a couple of weeks ago on the podcast, because I at slow down school actually I wasn’t going to launch it, but then all the people that were there were like, what’s next. I’m like, “Well I… this fall I am going to launch a Mastermind group,” and we are literally on this yellow school bus because at slow down school I rent this yellow school bus for the week when we went wine tasting. And this big old bus, it felt like seventh grade, it was amazing. And I was like, okay, raise your hand if you would be interested in the Mastermind group if I was to launch it early before I launched it to the general public. And like almost everyone raised their hand. And I am like, well, I should probably (laugh) make sure I have the components of this Mastermind group figured out. And so yeah, we meet twice a month. It’s people that are [00:22:12.07] for the next level. They also get some individual consulting and they get a ticket to slow down school next year.

Perry Rosenbloom: Ah, sweet!

Joe Sanok: And so it’s become, actually it’s great because then I will have to really [00:22:22.22] slow down school and one of the only ways to get into slow down school was to be in the Mastermind group. So I have already sold two full Mastermind groups for 12 people, first slow down school, and then there is one more. So at this time, we have a bunch of applications we have to go through. But yeah it’s pretty awesome to see all these like six figure practices or almost six figure practices just killing it together and helping each other level up.

Perry Rosenbloom: Joe, you got to let me buy one for one of our clients here at Brighter Vision [00:22:53.18] but that’s just awesome.

Joe Sanok: Oh, man. I got you on audio now saying you want to do that. You haven’t heard the price point yet (laugh).

Perry Rosenbloom: That doesn’t matter. It’s going to make somebody more successful. We will do. I don’t care. You know, it’s just [00:23:08.02] (crosstalk) just doing a [00:23:11.09].

Joe Sanok: I won’t. We will talk afterwards about the details (laugh).

Perry Rosenbloom: Yeah, sounds good… So staff members, and [00:23:19.08] practices though. I mean it’s just awesome to see as people are becoming more successful and there’s just so much great information out there. I do think that there is a lot of information missing on transitioning to being a successful group practice. I think that’s something that’s really missing in this space right now. So one thing that we are seeing on our end is about a year ago, Will, our Director of Support is like, hey, I’ve seen a lot of people asking for more staff members and [00:23:56.25] staff members. We need to come up with something to make this easier for them. So we built a staff directory plugin that we use here that allows the clients to display their staff in a clean, easy to read, easy to connect with manner. And so it is really important as you transition to be in group practice that you actually share who your team is, share your story, and I am saying this as we have an updated Brighter Vision’s About page in two years. And gosh, we’ve got staff members who have come and gone, and never got made on our staff page. But having your staff displayed in a clean and clear way where you can share the information about your staff members, their specialties, how to contact them, how to potentially schedule with them if you are using an online scheduler. It’s just so, so crucial and important as you transition to being an group practice. And so along those lines as we have clients you go from solo practice [00:25:02.12] to group practices. There is often copy changes that need to happen, aesthetic changes that we need to work with them on. You know, speaking more in the ‘we’ as opposed to ‘I.’ So just that awareness in presenting your practice a little differently than you were when it was just you.

Joe Sanok: Yeah, I feel like that switch often from even just ‘I’ to ‘We’ feels like it’s such a big thing to people. But if you start with the mindset of it’s all about the ideal client first, that makes a switch a lot easier versus on even your own About page, having it be, you know, “I am an awesome therapist.” “I did my grad school” here. “I am licensed here.” I was doing a website evaluation for someone that wasn’t one of your clients. But their copy every single paragraph except for one started with, and it was in third person – Doctor so and so does blah, blah, blah, blah, blah. Dr. so and so blah, blah, blah, blah, blah. And it’s like when you have created a client centric way that you speak on your website, that switch is so much easier when you do get to the level of group practice, because it’s still client centric. It’s still focused on the pains, the hurt, the outcomes and there is less to do versus when it’s all me focused as I am the expert or I am the person I am talking about.

Perry Rosenbloom: Oh gosh, having client centric copy is so key, something that we tried working on with our clients. We tried generating tools and creating tools that would make it easier for our clients to have more client centric copy, but I think it’s something that, you know, we can probably dedicate an entire episode in talking about strategies for that. But yes certainly as you transition to a group practice, you already have that client centric copy in place or you probably transition to a group practice because the client centric has helped you get enough clients that you can transition to a group practice. But it’s going to make that transition that much easier from a copy writing perspective.

Joe Sanok: Yeah, 100%. So what’s another thing that you are seeing as a website trend?

Perry Rosenbloom: So this isn’t so much a website trend as just a general technology trend that I absolutely love. So Brighter Vision, we partnered with Hushmail to be able to deliver their HIPAA secure email solutions to our clients. And it’s at the point now where we first started telling people that we, you know, about HIPAA email and getting HIPAA secured email. A lot of people in the beginning were like, no, no, no. I am fine with my Hotmail or my Yahoo or (crosstalk)…

Joe Sanok: AOL (laugh).

Perry Rosenbloom: Yeah. Ah, and we’re seeing now, you know, in the beginning maybe about 10% of our customers were using HIPAA secure emails. And now whether it’s through our integration with Hushmail or people using a BAA from G Suite or then purchasing through emailpros or some other HIPAA secure solution. We are seeing about 40% of our customers using HIPAA secure email which I just love to see. It’s such a vital piece of your overall security as a private practice to have email that is fully secure and encrypted to appropriate levels. You know, people are so careful with their notes and with their portals and everything, but often email just gets overlooked in that method of communication for practitioners. And I am really glad to see this trend in our industry as of more people transitioning and utilizing a HIPAA secure email solution.

Joe Sanok: Yeah, yeah. And I know that Roy Huggins has been such a awesome proponent of everything HIPAA and we did that webinar series, Practice Essentials, a while back and I mean over and over he just pushes that, and… there is so many people that feel that he worked really hard to just raise awareness. So I am so happy to hear that that’s one of these websites trends and technology trends. I often say, you know, if Equifax is targeted, if the government can get hacked, then your email can probably get hacked. So if you haven’t done everything that you can within reason, it’s like you are doing a disservice to your client. And so that’s great to hear that that made the list. What about number four? What do you see happening. What is the last thing that’s most kind of the essential website trends you see .

Perry Rosenbloom: So this might be a little bit of cope out because it’s not necessarily a trend, but it’s just something that we are always seeing, is people want better SEO…

Joe Sanok: An oldie but goodie.

Perry Rosenbloom: (laugh) [00:29:58.20].

Joe Sanok: It’s like a Beatle song. It never gets old (laugh).

Perry Rosenbloom: But along with that, you know, Brighter Vision will write the SEO for people and do their titles, but people are starting to understand search engine optimization more, our clients are at least. And so the more the people are understanding search engine optimization, the more successful that they are able to be with it. So, you know, we have been producing a lot of content over at Brighter Vision about search engine optimization, about how to actually make the most of your website, and our clients are doing some really awesome work. You know, they’re… I’ll be [00:30:39.20] on podcast and webinar is that the best thing you can do for your SEO is to write a page of content about every specialty you have, the every service you provide. So do you provide counseling for depression? Write up a page about that. Do you provide counseling for anxiety? Write up a page about that. Do you provide counseling for new moms? Write up a page about that. Do you provide counseling for postpartum depression? Write up a page about that. And the more content that you have on specific services that you provide the more you are going to be found on Google, the more success that you are going to see on your website. If there’s a one thing you do every month that… if you are just going to say what’s going to move the needle for me the most over the next year, write a page of content every month about a service you provide. And if you’re a Brighter Vision client, we’ll help you with the optimization of it. If you are not you can, you know, there is a ton of great resources on the internet about optimization of specific articles. But go ahead and do that writing. It doesn’t need to be long. It doesn’t need to be in academic paper. You know, 300 words, are you feeling this, are you feeling that. You struggle with this or that. If so, I can help. I provide counseling for this. Here is these types of people that these type of counseling can help – X, Y, Z… Are you struggling with this? Contact me today.

Joe Sanok: And 300 words, that’s less than a page of content. When you go on to Google and you type in anxiety, you’ll see it auto populate the things people are searching. So usually it’s anxiety symptoms. How to treat anxiety? So those can be all your header once within that page too. You think if you are at a party and somebody said to you, so what are some common symptoms of anxiety, you see. Like you could rattle those off.

Perry Rosenbloom: Oh, yeah.

Joe Sanok: And so that’s the kind of stuff that I see people… they get so stuck over, exactly we say that kind of academic approach to it. When in reality, it’s like somebody at a dinner party saying so, like, what’s depression? You are like, wait, you don’t know what depression is? Let me tell you couple of things. And before you know it, you have 2000 words [00:33:02.20] you are just recording yourself. So…

Perry Rosenbloom: Maybe that’s what you should do.

Joe Sanok: Right.

Perry Rosenbloom: [00:33:08.03] record yourself and then send it to somebody to transcribe for you.

Joe Sanok: Yeah. And I mean even like using YouTube, that’s something that we have been using for a lot of our transcriptions. You can just upload it as a private YouTube video. YouTube will transcribe that video to help with their closed captions. You can then export that into a word document and you are 90% of the way there. And so…

Perry Rosenbloom: That’s brilliant Joe.

Joe Sanok: I didn’t figure it out. Sam, my chief marketing officer did. Let me tell you what Sam did. Like this blows my mind.

Perry Rosenbloom: [00:33:38.18] great.

Joe Sanok: I have told her proceed under apprehended. Like just go after stuff until I tell you not to. So we did that webinar series on Practice essentials and the one that was on insurance with Kathryn and Jeremy Zug from Practice Solutions and Alison Pidgeon, one of our consultants, all about adding insurance to your practice, getting a biller, all the stuff. Sam literally uploaded the video, then ripped all the transcript, uploaded that to Amazon to now create a book that’s called “Adding Insurance To Your Practice,” and then said, okay. I have a book that all four of you are now an author of that I transcribed and then had kind of like edited. And we are ready to pull the trigger on this new book if you want to like do it. And I literally didn’t touch the project from when I was done with that webinar until it was ready to launch.

Perry Rosenbloom: Dude, you have gem there.

Joe Sanok: She is insane. She is so good. But I think like the thing is that a lot of people don’t understand when they are thinking about SEO back to your point is repurpose content, repurpose ideas – what are those things that you go back to if someone’s dealing with anxiety, in your first session what you usually go over. Okay? What are they feeling? What are they struggling with? What are some basic techniques to have relief? Go with those things you already know and do overthink it.

Perry Rosenbloom: Yeah. Don’t overthink. I wish that everybody hears those words because the biggest obstacle to success in my opinion is not moving forward.

Joe Sanok: Mm-hmm.

Perry Rosenbloom: One of my favorite quotes is by Wayne Gretzky. One hundred percent of the shots I don’t take don’t go [00:35:28.04]… something like that.

Joe Sanok: Yeah.

Perry Rosenbloom: Of course, just [00:35:30.11] quote, but you know just keep moving forward on things. Even if something is only 80% of the awesomeness that you want it to be, say okay, cool. That’s good. Go. Put it up. Move on to the next thing. Because there’s only so much time in a day and having something be 80% awesome is better than having something not exist at all.

Joe Sanok: Well, yeah. Then you can get some data on it. So are people resonating with it? Are they clicking? It is helping you rank. And you have kids. You guys have probably seen “Finding Dory.” Just keep swimming like… (laugh) That to me is [00:36:13.21] song was in my head for like days, but you know seeing a little 3-year-old sing, just keep swimming, just keep swimming. It’s like… But it’s one of those things where if you just float there, you are not… even if you don’t know your direction, you may bump into something along the way. And that’s okay. That’s okay [00:36:32.18] as you go. It’s okay to do your best and then move on to the next project. I loved that we wrapped [00:36:38.25] back to the parenting. So (laugh)…

Perry Rosenbloom: (laugh) That was really well done there, Joe.

[CONCLUSION] Joe Sanok: Well, it’s funny. It would be nice of you to even talk through that, but it’s even better that it just kind of naturally happened. Well Perry, if every private practice owner that were listening right now, what would you want them to know… and after that we will talk a little bit more about Brighter Vision, how they can connect with you more.

Perry Rosenbloom: Just do it. You just keep swimming. I think you really put that idea out there perfectly, you know. Take action, make decisions and put things out there and then move on. Don’t [00:37:19.01] the details. Make it good. You can make it great, but nothing’s ever going to be a 100% perfect. You know, as business owners, we can be perfectionists at times, but put it out there. Move on, and focus on the next thing that’s going to have a big impact on your business.

Joe Sanok: Man! So awesome. Perry Rosenbloom from Brighter Vision. What’s the best way for people to connect with you?

Perry Rosenbloom: You guys can head on over to www.brightervision.com. We produce some really great content every week on our blog, articles from marketing private practices, articles on private pay, and transitioning to group practices. So you can find all of our articles at www.brightervision.com/blog, and of course to any of your listeners, you guys can always get one month free by going to www.brightervision.com/joe or you can just go to our website, let’s know that you are practice of the practice listener. We will give you one month free. So, yeah, if I could just share [00:38:21.15] we have really exciting in the pipeline here as well.

Joe Sanok: Yeah, yeah.

Perry Rosenbloom: So I am so super excited about this. We have our first product designer come on board at Brighter Vision who is starting in 4 days here. So we have four or five full-time website designers now, two full-time support people, sales, marketing, and myself. And so we have a product designer joining. And his role, we are going to be releasing a new website theme a quarter for Brighter Vision clients. So really focusing on the design trends that are happening in the industry, some revolutionary stuff that we are going to be able to do here in terms of design and making your website as fantastic as it possibly can be, with a new design coming out quarter. And then we have some really cool tools that are in the works here that we are going to be releasing in 2018 that are going to be game changers for marketing private practices with regards to social media and with regards to… I am going to actually press the pause button here.

Joe Sanok: (laugh).

Perry Rosenbloom: We will have another one on that one when we get that actually released, but that’s probably about a year away. The social media one should be a few months from now. And so we really want to… are focused on helping therapists market their private practice, make it easy for them to market their private practice, whether it’s a website, whether it’s social media, whether it’s content writing and whether it’s this big question mark of a teaser that I am going to leave here for a future day and time.

Joe Sanok: Well, I guess if people want to know about that when it comes out, they will have to jump on your email list. So head on over to www.brightervision.com. Perry, thanks so much for being on the Practice of the Practice Podcast.

Perry Rosenbloom: Ah Joe, it’s always a pleasure. Thank you for having me. Yeah, it’s been a blast.

Joe Sanok: Yeah, have an awesome day. See you soon.

Perry Rosenbloom: [00:40:21.19]. Bye.

Joe Sanok: Bye.

[MUSIC]

Well, thanks so much for listening to the Practice of the Practice Podcast. One thing that Brighter Vision is doing is they are having votes for the best podcast as well as some of the best blogs, website consultants, things like that. We would love your vote for that. If you head on over to www.practiceofthepractice.com/voteforjoe, that will direct you to Brighter Vision’s website where you can then vote for us. We would absolutely love that vote. And also if you have started a practice, you are about to start a practice, if you are under $40,000 a year and you want to grow in the coming year, we want to invite you to join this very first cohort. It’s going to be for the next level practice and there’s only going to be 50 people in it. We are going to be doing tons of webinars, you are going to have small group accountability, and we are going to give you feedback and give so many fun things planned that we are going to give away. Within just the first six week, we have plans to give away over $500 worth of information, product that we have, that you actually would spend money on – you don’t have to. And it’s going to be super amazing. We are going to do that and as we grow, we are going to have larger and larger groups join. But it’s always going to have that small group component to keep you accountable, so that start to finish private practice is easy for you. So again, that’s www.practiceofthepractice.com/invite. January 8th is when tickets are going to go on sale for those very first spots in that cohort. We would love to have you in there. Thanks for letting us into your ears and into your brain. Have a great day. Bye.

[MUSIC]

This podcast is designed to provide accurate and authoritative information in regard to the subject matter covered. It’s given with the understanding that neither the host, the publisher or the guest are rendering any legal, accounting, clinical or other professional information. If you need a professional, you should find one.

[END OF PODCAST 00:42:22.07]

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