Website Not Attracting New Patients? Here are 3 Tips to Implement Today.
Why aren’t new patients pounding on my door?
We’ve all been there. We create a new website and we expect the flood of new leads to come pounding on our door. I get it. I’ve definitely been there as well. Here’s a few things that I’ve learned along the way.
1. The Design Isn’t The Most Important Feature
If I were designing your website and you told me that you wanted a beautiful website, my first question would be, “If I design you the ugliest website known to man, but it brings in 10 new patients a week, would you want it?” Hell yeah!!! Right?
A beautiful design is great. Here’s an example of a redesign done right. It attracts browsers’ attention a little longer, but the most important feature of a website is the conversion strategy behind it.
A conversion strategy is basically how you plan to convert browsers to leads to patients (or customers if you aren’t in the medical field). What type of experience are you creating for them and how are you measuring your success? There’s a popular marketing mantra that states “you can’t manage what you can’t measure”.
TO DO: Implement analytics on your website to gain an understanding of who visits your website, where they come from, what pages they visit the most and how long they are there.
2. Make Your Website About Them, Not You
The content on your website should be geared towards your patient, not your colleague. The text you use should be simple for your visitor to understand. Avoid using difficult medical jargon that will push your visitor away. I mean, does the patient have to go to medical school to understand you?
While I’m on context. Let me mention two more things. First, never write to everyone. Write to one person, your ideal client. And secondly, please write in the language your patient uses. If the main language in your country is Spanish, don’t create your website in English, unless your ideal patient only speaks English.
Everything about your website, images, text, calls-to-action should be about your ideal patient, her problem and how you are her solution. Why did the website visitor find your site? What is she looking for? When she lands on your website, what do you want her to do next? What is his burning problem? Why are you her solution? You see your website has nothing to do with you. It has everything to do with what you can do for her.
TO DO: Make sure you understand who your ideal client is. Get to know her. You can base her on one of your current clients or you can make one up. Why is she your ideal client? How are you the solution to her problem? Now, go back and review your website. Are you speaking to her in your copy?
3. Educate, Educate, Educate
People are finding your website, but that doesn’t mean they are ready to book that appointment with you just yet. Today’s patients do a lot of browsing before buying. That means they take a peek at what you have to offer and also at what your competitor has to offer before deciding who they want as their doctor.
You need to keep them interested and you need to grab their email address before they leave. By adding educational information in the form of checklists, top 10 lists, e-books, videos, or infographics that they can download in exchange for their email address, you can continue to educate and nurture them long after they’ve left your website.
TO DO: Set up a Call to Action button on your website with a Lead Magnet. Make sure you also have an email nurturing sequence all set up first, so that once they give you their email, you can immediately start nurturing them.
I’ll add another tip here because I see this happening all the time.
Your social media page is not, I repeat, is NOT your website. Yes, you should have one. Yes, you should interact with your fans, but this isn’t where you convert visitors into patients. Why? Because you do not control the platform. What makes you think that they even saw your latest post? You don’t have control over their newsfeed. But… if you had their email address, which you could get in the education process that I explain above, you could send them emails with your offers and you can tell whether they opened the email or not. You can target them based on their response to your email. OK. Now, I’m giving too much information away. You get the picture though.
These are simply three steps that can help your website attract more visitors. Below, you can find my Top 10 Website Strategies that give you 10 additional tips for helping you attract those ideal patients. If you are not a healthcare professional, I did create a document for you as well. Look in the footer of this page or on the right hand side and you’ll see the Top 8 Website Strategies. That one is for the non-healthcare business.
Share this information with your designer and start attracting those new patients today. If you do not have a web developer, we’d certainly appreciate the opportunity to work with you. Please reach out to us at 787-872-4861.
Best of luck on all those new patients!!