In most cases, your website is the first place a patient will learn about your products and services. Your website has three key jobs:
- To be easy to navigate
- Offer educational content to stimulate patient interest
- Convert visitors into patient leads
In this post, we’ll focus on your website’s third and most important job — to drive new patient leads.
Here are our Top 10 tips for website optimization:
- Mobile Friendly
Many of your visitors hear about your practice from Instagram, a text-message referral, or some other digital means. Therefore, their first visit to your website is likely to be on a mobile device. If your website isn’t optimized for mobile, they’ll quickly leave before converting. If you’re wondering how much of your site traffic comes from mobile devices, check out your site’s analytics tracking dashboard. - Give Just What They Need
Sometimes less is more. Remember, the goal is to provide enough information that visitors want to reach out for more information or to book an appointment. Don’t say in 200 words what can be communicated in a picture or a short description. Most people skim vs. read and if your text blocks are long, they won’t translate well on a mobile device. - Calls to Action
Make sure you have calls to action conveniently located throughout your website. This means on your service pages, your blog posts, your home page—everywhere! The most common calls to action on aesthetic websites are to book now, call for more information, or contact us. Click here to Contact Synergy! - Performance
If your site loads slowly, it will increase bounce rates which will hurt your conversions. If your site speed is an issue for you, try checking your homepage images to make sure they’re optimized for the web. Websites with photos that are too large or long videos can have slow load times if the files aren’t optimized correctly. - Give Reasons to Get in Touch
If you’re offering promotions, make sure you have calls to action and contact forms that entice visitors to enter or reach out. You should also have a ‘Subscribe’ button on your homepage to allow visitors to opt into your email database. - Speaking of Email…
If you’re not currently using email to communicate with patients, plan to start today! Use your email to drive traffic to provide education and stimulate conversions. - Simple and Easy
When a visitor lands on your homepage, they should be able to instantly tell what you do. Make sure your value proposition is clear and simple to keep visitors on your page browsing, clicking, and converting! - Anchor Text
Anchor text is text that contains a URL link. For example, in a blog about skincare, you could link relevant copy to your skincare store or your skincare products page. This helps with both SEO and increases your chances of patient conversion. - Stay Fresh
Consider adding an educational blog to your website if you don’t have one. This will help you keep content fresh (which is valued by search engines) and provides an opportunity to for you to publish testimonials, opinions, product reviews, special offers, press releases and news, and educational content. Your blog is a great destination that will give people a reason to keep visiting your website. - Look at Your Analytics
Evaluate your website analytics on a weekly basis. If your conversions are low, you’ll want to look to see if you have a page that has a high bounce rate. Bounce rate is the rate of visitors who enter a page and immediately leave – or bounce off. High bounce rates can indicate a problem with the page or that visitors who are arriving there. If content is irrelevant, visitors will leave quickly. If you see high bounce rates, make sure the page is working correctly and optimize your content to make your value proposition is clear.
Remember, your website is a key communication channel. You would never “set and forget” your Instagram—treat your website the same way to improve your conversions. Our team is available to further discuss strategies to improve your web presence and drive more new patient visits!
