Dr. Dina Farag, DF Médico-Esthétique: what was the starting point?
Before Social Influence, DF Médico-Esthétique was running on an older WordPress site built with Yoast, on the same domain. No call or enquiry had ever been tracked: the clinic had no data on where its prospective patients were coming from. Social Influence's first piece of work was a full site rebuild, the starting point for everything that followed.
The dfmedicoesthetique.com site presents the offer in both French and English, with booking handled directly through Jane App. The initial consultation is credited in full toward same-day treatment for prospective patients considering injectable care in Laval.
What did we find?
The observations below describe the issues found at the start of the work.
Mailto contact form
The site's contact form used a mailto link, so it never passed enquiries to any tracking tool. Every enquiry sent through that form stayed invisible to tracking; Social Influence replaced it with a bilingual contact form.
Google Ads campaign without impressions
At launch, the Google Ads campaign was generating no impressions at all. Keyword breadth, the ad schedule, the cost-per-click ceiling and an overly broad exclusion were blocking delivery; Social Influence fixed the issue.
Lost impression share
The audit run after a month of the campaign found that lost impression share had shifted from budget-limited to rank-limited, following budget and target-CPA changes made by the clinic. Spending more would not have improved visibility until ad rank itself improved.
Queries without any conversions
A month of search terms included many queries that never converted. Social Influence added negative keywords to stop paying for those searches.
What work did we do?
The actions below are the work completed for this client.
Web design
The tasks linked to this service are detailed below.
- Custom bilingual FR/EN WordPress theme, no page builder, with pillar content, blog, glossary, legal pages, structured data, OG and hreflang.
- Redirects for legacy URLs, breadcrumbs and internal linking, a rebuilt hero section to improve LCP, and a /soins/ and /en/treatments/ pillar page linking the treatment categories.
- Production launch on an infrastructure suited to the site’s needs, with a bilingual cookie banner meeting Law 25.
SEO Montreal
The tasks linked to this service are detailed below.
- Sitemap submitted to Google Search Console; the old Yoast sitemap flagged for removal.
Google Ads
The tasks linked to this service are detailed below.
- Built and launched the Google Ads campaign for Laval consultations.
- Fixed the delivery problem that was keeping the campaign from generating impressions.
- Ran an audit after a month of delivery, covering Google Ads and call and form tracking; added further negative keywords and adjusted the ad schedule.
Lead management
The tasks linked to this service are detailed below.
- Set up call tracking with call and form tracking on a dedicated line.
- Added analytics analytics with custom events for booking clicks, phone clicks and submitted forms.
- Replaced the mailto contact form with a bilingual FR/EN contact form.
Social Influence rebuilt the DF Médico-Esthétique site on a custom, bilingual WordPress theme with no page builder, then put it live on infrastructure suited to the site’s needs. Search visibility work started with Google Search Console, then a Google Ads campaign targeting Laval consultations was built, launched and fixed after a delivery problem. An audit run after a month of the campaign led to a clean-up of negative keywords and an adjustment to the ad schedule. Alongside that, Social Influence put call tracking in place with call and form tracking, added analytics analytics and shipped a new contact form after discovering the old one never passed enquiries through at all.
