How to Create a Website That Converts Visitors into Patients
Is your website gathering more dust than patients?
It’s probably missing one of three things.
Traffic, trust, or conversions.
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1. Traffic
Imagine building a clinic deep in the Amazon jungle. Hidden away from civilization with no road to get there.
Probably not a good idea.
Yet, unconsciously, that’s what most people do with their website. They build it without ANY consideration as to how they are going to get people to it.
I know, because I’ve been auditing a lot of website lately and one of the first things I look at is the traffic.
I use a tool called Semrush, and under the category of “Organic search traffic,” I’ve been seeing a lot of 0s (meaning no traffic is going to the site).
Just like a clinic needs a clear and accessible road to attract patients, your website needs a strategy to drive traffic.
Here are a few options:
Use relevant keywords, optimize your website structure, and build backlinks.
Share valuable content, engage with followers, and direct people back to your website.
Write blog posts, create videos, and again, drive them back to your website.
Without traffic, a website is about as useful as a treadmill in the middle of the Amazon jungle.
2. Trust
Imagine walking into a clinic with flickering lights, outdated magazines, and a grumpy receptionist.
Would you feel confident in their care? Probably not.
This actually recently happened to me. Well, not the flickering lights, but definitely the awkward front desk girl.
If it wasn’t for the fact that she was sitting behind the desk, I would have questioned if she even worked there… it was… awkward.
Well, your website can have the same effect.
When a visitor lands on your site, they need to immediately feel comfortable and know that they can trust you with their care.
Here’s how:
Testimonials, reviews, and case studies. Let your patients do the talking for you.
Qualifications, certifications, or any awards your practice has received. This is the one time it’s ok to brag.
The “About” page is the second most visited page on a website (behind the homepage). Make sure you’re showing who you truly are.
More trust = more patients.
3. Conversions
Imagine having a full waiting room but no one's actually getting treated.
They're interested, but something is stopping them from taking the next step.
Think about how frustrating that would be for both sides. The clinician doesn’t get to treat and the patient doesn’t get to be treated.
Yet again, this is where most websites drop the ball.
They spend their resources building a beautiful website, but then they forget to help people take the next step.
This is where the power of a lead magnet comes into play.
I have trialed almost every lead magnet under the sun. Checklists, guides, e-books, drip campaign… the list goes on.
But there is one that performs FAR better than anything else I’ve seen… quizzes.
Most websites convert at ~5%. I’ve seen quizzes convert at ~50%.
People LOVE to self discover. So if you can create a quiz that can help a visitor learn something about themselves… they’ll gobble that shit up.
The tool I use is called ScoreApp.
Give it a shot and I can almost guarantee that you’ll see your conversion rate increase (assuming you’re getting traffic and building trust).
Here are some other conversion tips to consider:
Make your CTAs prominent and compelling.
Keep your contact and booking forms short and easy to complete.
The data is pretty clear… a website with a video converts drastically better than one without.
Don’t leave your visitors hanging… help them take the next step.
Take home point…
- Drive traffic.
- Build trust.
- Optimize for conversions.
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