What steps can you take to help a site that does not change

[ClaireH-184886]

Hi, i am working on a product and services website www.clairehegarty.co.uk but the problem i have is, the site does not really change. The home page stays the same and the only time it changes is when a new course is advertised.

The most important page on the website is http://www.clairehegarty.co.uk/virtual-gastric-band-with-hypnotherapy  but we have seen the site drop in rankings because the page is not being updated.

This page has all the information you could want on weight loss but we have seen the page drop from number one in google to number four.

I would like to know what steps we should take to increase our rankings in google and would be grateful for your suggestions.

If i put in articles on the site, had a section where we put a new article every week, would this then get google to visit the whole site more and move our pages back up the rankings, or should we be looking at doing other things.

[ClaireH-184886]

i was thinking about having a seperate page for weight loss surgery and the hypnotherapy for weight loss but the responce we got was, people wanted to learn about both on the same page.

On the page itself, the responce rate is about 10% ideally, i would like to increase this to 30%I have watched the page go down from ranking number one in google to number four. We have been number one for a couple of years now.

Our compeditor who never seems to change their page and this leaves us puzzled to how all of a sudden they are outranking us is. www.hypnoband.com/

the hypno band company never alter their page but they are now ranking above us.

one thing i have noticed in the past two weeks and i cannot work out how to solve this, is. the description we have for the page is

Gastric Band Hypnotherapy to lose weight guaranteed. Free Gastric Band Hypnosis Consultations with Well Known Gastric Hypno Band expert as seen on TV. Hypno Gastric Band Works. We offer full support after your Gastric Band Hypnotherapy

but for some reason when you search for the page in google it is now bringing text from the page which i did not want to happen

This is such an important page that i need to try and fix and get back to number one in google

[TommyTan]

Hi Diane,

If I understood your question correctly, the website ranking is dropping because there are no updates on the website and Google loves frequent updates; therefore, you are asking if there is any ways or methods to avoid the "Freshness" factor.

If that is true, as you have suggested, creating a blog and constantly writing useful articles will help you solve this dilemma.  A blog is part of your website and if you post frequently, then it is considered as your website being updated frequently.  So in conclusion, what you suggested in the last paragraph should work. (Make sure to include keywords in your articles)

Furthermore, as Keri and Logan had suggested in the answers, fixing up your page layout will also benefit your ranking.  It will reduce bounce rate and by breaking down the page to many different pages or sections, it will have more pages for google to crawl and easier to read.

Other than update frequently, there are many other factors and reason why your ranking drop.  Try building more qulaity backlinks and BLOG (have more pages to crawl).

Hope this answers your question.

[LoganYard]

I agree with Keri - there is definitely too much info on the page. This might cause a higher bounce rate, which could hurt your rankings. The site/content could probably be re-organized in a more appealing way. A/B testing would be definitely recommended.

I am not 100% sure, but I am think that having a huge list of service areas at the bottom your main page looks somewhat spammy to search engines. Instead, build backlinks from sites relevant to those locations, or create a locations page specifically for that on the main navigation.

Lastly, your site has some pixelated graphics, a somewhat template-like layout. When you're talking about something as controversial as hypnotherapy, creating a very polished and trustworthy brand image could do wonders. This collaborates with what Keri said about conversions.

There are plenty of things that you can do to help build ranks, but you can't leave the site or your brand stagnant. It may have worked for awhile, but you have to stay proactive to get results! Good luck!

[KeriMorgret]

The page actually feels like it has too much information about what the actual surgery involves, and too little information about the hypnosis. How long does it take, both in how long is an individual session and how many sessions does it take? What is the cost? Does the hypnosis ever wear off? For what percentage of people is it effective? Do people have to travel to your office, or do you come to them?

How is the page for conversions? Ranking isn't everything, as in the end you are still trying to make money and have people inquire about your services. You might consider an a/b test and test a page that is more focused on the user and less on the search engines, and see if you get more people calling to inquire about your services. This page has a lot of extra content that is off-topic and appears to be written for the search engines (especially that huge footer) and isn't written for the person considering the service.