Challenge: Your website is getting lots of visitors, but considering the amount of views your site gets per day, the majority are not converting to leads or patients.
A common problem many businesses experience is the lack of conversion on their medical website. Not familiar with this term? A website conversion occurs when someone visits your site and then completes an action (i.e.: fills out a form). If your practice is not converting visitors to leads and patients, you are not getting the most out of your website and your site is probably missing a very important item, a call-to-action.
The fact of the matter is people go online for health searches. If their search result brings them to your site, you must make sure they stick around, lest they convert on a competitor’s website.
Savvy practices keep track of their medical website visitors. Many are aware of basic Google analytics and understand the importance of a website lead. Others may not know where to go or what to do to generate this kind of information. Here is some great information to help you convert your website traffic.
In order to convert website visitors to leads or patients, you must have calls-to-action on your site. A call-to-action is an image, text or button that grabs your visitor’s attention and clearly shows them what action they should be taking on your site. This can be filling out a form, signing up to receive newsletters or specials, downloading a whitepaper, or requesting an appointment.
Your call-to-action should stand out in your website. It should be one of the first things seen when landing on a page. The most effective way to achieve this is through placement and design. The eye is naturally drawn to the right hand side of a page; therefore you should place your call to action there. Your call-to-action should contrast in color with your background and be large enough to see clearly and pop from the screen. It doesn’t have to be gaudy, just attention getting.
Every call-to-action should be clearly stated with as few words as possible. Your visitors should not be confused about what they are supposed to do next. The landing page that your call-to-action links to should match the offer listed in the call-to-action to avoid confusion.
Be specific about what will happen after they act. If they are requesting more information, will they receive a phone call or email reply and when should they expect to receive it? If they signed up to receive special offers, how long will it take to begin receiving them? These are important considerations that your visitors will have and can impact the success or failure of your click through rate.
Finally, create a thank-you page that is pushed out following the completion of an action item by a visitor. This lets them know their request was received and is being processed. It can be frustrating to fill out a form and not know if it went through.
By creating powerful call-to-action opportunities throughout your website, you increase the likelihood of web visitors converting. For more information about successful medical website development, visit MindStream Creative online.