Conversion of website visitors into paying patients is heavily influenced by the performance of content on the first page the visitor sees: the landing page.
Conversion refers to the ability for your website to nudge visitors to take a desired action when they reach your landing page. If you website is unable to convert then all of your efforts, whether that is time spent writing blog content or money spent on paid advertising, will be wasted.
In this post we have dived into 7 of the most important factors for improving conversion on your private practice site.
15 seconds. That’s how long you have to communicate your key message before a website visitor is likely to bounce (ie. leave your site without taking any further actions).
In that time it is vital that you communicate these three things:
1. Why should the patient visit you? What differentiates you from other consultants?
2. What are you offering?
3. Are you credible?
Utilising visuals, such as icons, can be a great way to communicate this information quickly. Remember that pictures can paint a thousand words.
Key takeaway – Be concise and be visual. First impressions are everything.
The call to action (CTA) is the one most important thing you want visitors to do on your page, and is your primary conversion metric. Each page on your site should have one clear CTA, which is obvious (from a design perspective) and compelling (from a copy perspective).
Page design as a whole is important when it comes to ensuring that your CTA is as effective as possible.If your page layout is unintuitive or cluttered your message will become diluted and the CTA will be lost.
Key takeaway – Simplicity is king.Ensure you have a single clear CTA for each page.
The hero shot is the primary image or video on your landing page (above the fold). This is the first thing that prospective patients will see and should act to welcome them to your practice. Having a professional image of you in your practice make will it easy for patients to imagine you as their doctor.
Key takeaway - First Impressions really are everything. High quality photos are a must (videos are even better!)
When writing copy for your site it is most important to focus on patient’s problems and pains. Be clear on your services and how you can help the patient. Highlight what makes you different from your competitors and demonstrate your experience concisely (remember the15 second rule!)
When it comes to writing your copy it’s also important to consider SEO (search engine optimisation). Identify keywords you wish to rank for and make sure to incorporate these into your copy.It’s worth noting that patients primarily search for symptoms and condition terms towards the moment of conversion, so focusing your attention on these types of keywords is likely to be most effective.
Key takeaway – Focus on your patient’s problems and how you can help.
As a general rule, people are more likely to convert on your landing page if they believe that others have done so before and are happy with the service they received. Enter patient testimonials. 71% of patients check reviews as a first step before booking appointments.When a prospective patient visits your site make sure they can read patient testimonials without leaving your site. This will help reduce drop-offs in your conversion funnel. You can do this by incorporating patient and colleague reviews throughout your site, offering patient case studies and stories or integrating third-party review sites into your site.
Key takeaway - 71% of patients check reviews as a first step before booking appointments. Incorporate visible patient testimonials and reviews throughout your site for maximum impact.
Responsive websites adapt to fit the user’s screen size whether it’s a desktop computer, a tablet or a mobile device. In a world where approximately 50% of all web traffic is on mobile, it’s not an option for your private practice site to only work on desktop.
When researching healthcare providers online there are few greater deterrents than landing on a website that is unresponsive. When content is all over the place, images are too big, or text too small to read, your credibility will be instantly damaged.
Ask yourself: How do you feel when you come across a site that does not work properly on your phone? Are you left questioning the credibility or professionalism of the business? Is that how you want prospective patient’s to feel?
44% of patients who research hospitals on a mobile device schedule an appointment.For that reason it’s important that you make sure your site works intuitively on mobile devices.
Key takeaway – In a post COVID-19world where ~50% of website traffic is on mobile devices, your private practice site needs to be responsive.
Fast page load times can dramatically improve your website conversions. However even a couple of seconds of delay can have the complete opposite effect. For example, if your page loads within 2 seconds then the average bounce rate is likely to be around 9%. If however, your page takes 5 seconds to load then the average bounce rate will soar to 38%.
Key takeaway: (slow) speed kills …your conversions.
If you need help incorporating any of these elements into your private practice website, or are interested ingetting a free private practice scan from our team then get in touch today.