Creating Action from Your Website Visitors
Potential patients come to your website, looking for education about your services. Powerful content provides them with exactly what want. But don’t stop there! Give your patients a reason to reach out to your practice.
Last week, we tackled the first three keys to having a website that keeps the attention of your audience AND converts this audience into patients. In case you missed it, click here to read. This week we will address the last two keys: Content and Relevant Calls to Action.
The content on your website has one main purpose – to educate the readers on what your practice has to offer. If you pull up a website on a product or service that you’d like to know more about and it doesn’t really tell you anything, are you immediately ready to do business with that company?
When you put content on a website, your website is essentially talking to your audience for you. You should always keep your audience in mind and write like you would speak to them if they were sitting in front of you. Most likely they won’t have a medical background. Using medical terms may bore them or keep them from understanding what you want to communicate. However, don’t treat them like they aren’t intelligent. A good test for this is to read your content out loud after you have written it. Is it conversational in nature? Is it educational without being too long or too short? If the answer to both of these questions is yes, then you probably have pretty good content.
Relevant Calls to Action
Understand that you have two kinds of people that come to your site; those that will read and search your content and those that are a little lazy and are looking for some basics or just browsing. Using calls to action, images, and hot spots should be utilized as communication tools for those that are just browsing the internet.
Content alone won’t convert your audience into surgeries. This is where Relevant Calls to Action, or as we like to call them “Hot Buttons”, can turn your website audience into patients.
There are a few calls to action that have proven to be successful at generating inquiries. More on this later.
You should always have your phone number displayed prominently at the top of every website page. This will allow people the opportunity to call right away when they have a question or when they are ready to book a consultation.
A great call to action is a “low-risk offer”, such as filling out a self-evaluation. The self-evaluation is low risk as it allows a user to take action but they don’t have to call or come into the practice. Having to make a phone call is perceived as “high-risk” (their thought is, “they might get sold something they aren’t ready to buy”). The self-evaluation also addresses a “Hot Button” that some people have – knowing if your procedure could even be an option for them.
A third great call to action is to allow your audience to view an e-Book that describes your procedures without making them call your office. Again, this is a low-risk offer and provides your practice with the contact information of that person. This information can be used for email follow up, mailings, or even phone calls for follow-up. For your audience, it gives them the comfort of seeking more information and also brings them one step closer to becoming your patient.
Websites can be pretty complex. We hope this has helped you just a little with your approach to your website. If you would like to discuss these topics or find out more about what Fast Track Marketing can offer your practice, please give Brandi Musgrave a phone call at 303.731.2634 or email her at firstname.lastname@example.org.