Generating leads used to be all about referrals, word-of-mouth and print advertising. Now doctors can generate even more leads using just a few, simple inbound marketing tactics. While the focus of inbound marketing delves into content creation, distribution, and social media engagement, it’s also largely about conversion optimization. Use these website tricks to easily and quickly convert your website’s visitors into leads that you can turn into future patients for your practice:
What is Conversion Optimization?
Think your “Contact Us” page is good enough to generate online leads? Think again. While contact pages are important, they’re far from being enough for the simple reason that they aren’t appealing. They’re not specific enough to the needs and interests of your website visitors to require those visitors to take any sort of action in contacting you–unless they’re ready to buy, right at that moment.
Conversion optimization takes into account the website visitor’s readiness to buy. You’ll have prospective patients visiting your website, some of whom are just in the question stage and looking for information about which doctors to choose and why, others who want to learn more about your practice or meet with you personally, and some who are ready to set up an appointment today.
Conversion optimization is achieved through having an understanding of your ideal target audience at each possible stage so that you can make contacting you seem appealing to their needs, questions and interests.
Homepage conversion optimization tips:
Some of your visitors may never make it past the homepage. Since a great majority of your website visitors will be stopping at this page, you need to have a variety of options front and center that can turn them into leads. You can start with a simple contact form to sign up for a consultation, but you need other options as well since this option won’t appeal to everyone.
The best method is to have multiple calls-to-action (CTAs) that can appeal to all your different website visitors. For example, a home page graphic with a button to “Schedule a free consultation,” another CTA button to request an appointment, and another one more specific to what your practice specializes in.
Blog conversion optimization tips:
For those who don’t visit your website address directly, they’ll likely land on a blog post that you’ve optimized to be found in Google. Because of this, your blog posts need to include specific CTAs that will give them more of the information they came to your website for in the first place. This will not only establish you as an expert, it will also build trust with your website visitors, fulfill their need for information, and make them want to become a lead.
The trick with all of these CTAs, whether on your website’s homepage or your blog, is that when clicked on, they’ll link to a landing page where your prospective patient can fill out a form with their contact information in order to schedule their appointment, book a consultation, or download a free e-book.
Once you have their name and email address, you can send them marketing communications aimed at getting them back to your website and taking them from lead to customer.
Make these easy changes on your website, and you’ll see an immediate change in your visitor to lead conversions. Contact the Social Jeanie today to get started.