Posted on August 31, 2020 in General
A website is the face of any medical practice. Many practices have ineffective marketing strategies, including poorly designed and outdated websites that do very little to support their practice’s success.
A strong, effective website shouldn’t be an option for your practice. Your leads are continually searching for doctors online and health information. To drive leads and turn prospects into actual, paying patients, you should have a website that attracts and converts leads.
So, what is the secret sauce for successfully attracting leads to your site? Let’s explore several ways.
Have A Simple, Intuitive Website
This means building or improving your website from the visitor’s point of view. The sad reality is, most of your leads will leave your web pages in about 15 seconds. But you can attract leads and make them stick around for much longer if you have a simple website that helps them find what they’re looking for easily.
Also, an intuitively designed site is created in such a way that visitors can navigate and access information effortlessly. For instance, you should make finding the location to your practice, contacts, and requesting an appointment on your site obvious. If users can find what they need on your website, you’re sure to have a leg up, as far as attracting and converting leads goes.
Create A Compelling Call to Action (CTA)
Want to attract more leads? You will not get them without the right CTA. Putting tons of effort on your social media, website, and paid ads and then putting a half-hearted CTA at the end is a recipe for disaster. A call to action serves two primary purposes: to tell your leads what to do and to motivate them to take action; for example, asking them to contact you for a medical checkup. Therefore, it’s crucial to have a strong call to action—the kind that convinces your leads to act. That said, having a CTA button on your homepage isn’t enough. You need to add CTAs on all your webpages so that your leads can click them no matter where they are on your website.
Leverage Social Media and Remain Active
Unfortunately, too many practices set up Instagram, LinkedIn, Facebook, and Twitter accounts and rarely, if ever, touch them again. It’s essential always to ensure your social media pages are active and updated continuously. That way, they’ll remain visible to your leads. You’ll be pleased by the number of leads targeted social media posts can attract to your site.
In addition, encourage your followers and visitors to ‘share’ or ‘like’ your content so that their entire social circle can see it. This can direct traffic to your website and help generate leads. The secret is to share content that is relevant to your target audience so that they feel more compelled to share your content.
Make Sure Your Website is Fast
A website that can take forever to load will result in missed opportunities. According to research by Aberdeen, it only takes a one-second delay on your website to reduce your lead conversions by 7 percent. You can use tools such as Google PageSpeed or Pingdom to check and improve your website’s load time.
From social media ads to re-marketing and targeted display ads, there are plenty of great advertising platforms. For a good return on your investment, one focus area should be placing PPC ads on major search engines such as Google. The ideal PPC ad will cater to your target audience. Once you figure out what they are searching for and where they are searching for it, you can come with more effective campaigns to attract better quality leads to your site.
Incorporate Video Marketing
Eye-tracking studies reveal that internet users spend more time on sites with visual graphics than on websites with plain text. For a competitive edge in your practice, it’s critical to adopt video marketing—it increases brand awareness and engagement while effectively communicating your message to the target audience. Videos have a huge impact on how your potential leads consume healthcare information. You can use videos to attract the attention of your leads, engage, and convert them into loyal patients.
Optimize Your Content
Content is king on search engines. Everything on your site should be regarded as content: text, images, and videos. As such, your content needs to be updated frequently in terms of digital marketing. For instance, adding fresh, engaging, informative, useful, and original content to your medical blog helps your site rank highly on search engines’ result pages, therefore attracting leads.
Webinars are a great platform to educate your target audience and get them interested in your services. You can promote your webinars through different channels, thus providing you with several traffic sources, including affiliates, social media, and blogging. All these channels are opportunities to promote your website after and within the webinar and send highly qualified leads back to your domain.
That informative and valuable content attracts leads, and once they’re impressed by what you are offering, they are more likely to go to your website to learn more or complete any CTAs on your site.
Go After Referral Traffic
Referral traffic comes to your website from a link outside of social media and search engines. If an online visitor from an external website clicks on a link that redirects them to your site, the visitor is considered among your referral traffic. When done right, referral traffic can get you high-converting leads.
One way of bringing referral traffic that converts is by guest posting. Sharing useful health information will get attention from new audiences and bring leads to your own site. If you’re successful, you will see conversions and an increase in search rankings too.
Internal links connect the pages on your website. When used correctly, internal links can enable search spiders to discover fresh content and increase visitors’ time on your site. Internal links make it easier for users to find the essential pages on your site and maneuver your website. Including internal links in your site can help increase the time visitors spend on your website. That sends all the right signals to Google to boost your rankings in the result pages. Ranking well on search engine result pages will bring in more leads to your site.
Don’t just post-medical photos. Instead of getting generic or stock pictures, post-real-life images: use people and pets from your practice. That way, you personalize your site and make it an extension of your practice. People are visual beings and are inherently drawn to anything, including websites, that contain attractive images. Posting real photos allows you to attract more leads, increase engagements, and maximize conversions.
Create an Intake Form That Delivers Results
An intake form is essential to get what you need from your leads. Publicly displaying your intake form on your site increases the number of potential patients as anyone can access it. It’s vital to have a short, easy, and straightforward form. Anything that takes too long or is too complicated will put your leads off. Remember to ask for the ideal time to reach the prospects and best contact method, whether via phone, text, or email. You want your staff to reach your potential patients at a time that’s most convenient for them.
Don’t ask for details you don’t need. Avoid asking questions such as salary information, marital status, and DOB from leads. Only get the most basic and essential information.
While having the DOB is useful when leads turn into actual patients, asking for such details upfront can be seen as an invasion of privacy, and may end up turning away more leads than attracting them.
It’s a no brainer that saying thank you goes a long way in showing people you care and appreciate them. The same is true for your website. After your leads submit their forms, always have a thank you page that lets them know what to expect next, such as your average response time, office hours, and other ways to get in touch with you.
Lead Tactics to Significantly Grow Your Medical Practice
MDProspects understands what works for different medical practices. Using their lead management software can help you manage the leads and convert them into long-term patients. To see how MDProspects can benefit your practice, please schedule a demo today.