I keep landing on clinic pages that could sell concert tickets.
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For seven years I have worked with agencies, on content, SEO and Google Ads. Healthcare clicks in the UAE are some of the most expensive I have seen.
So a clinic pays for the click, the patient lands on the page, and it hands her five things to do. None of them is the thing she came for.
Most of these pages are put together by agencies. I know how that goes, because I worked in one. An agency is built to bring people to a page. Writing what’s on it is a different job, and good writers are hard to find right now.
When I write a page, I start with the person reading it. I put myself in her place, tell her where she stands, and walk her through it.
By the bottom, there is one thing left to do.
She picks up the phone.