How effective is your website at converting new visitors into leads for your practice? Is your website converting visitors into leads at a 1 or 2 percent rate? A 5 or 6 percent rate? The difference can impact thousands of dollars of revenue to your practice every month.
On average, our clients convert an average of 5.66 percent of website visitors into leads after their first 12 months. If you are not converting at this level or higher, I invite you to call me at (303) 233-3886.
In the meantime, here are 10 important tips that may help you:
1. Track and Track Some More - In order to determine your website’s effectiveness, you need to track. To identify your conversion to lead ratio, you need to 1) access your website’s activities and 2) track all leads (telephone calls, emails, and live chat leads). If you are not regularly tracking and analyzing your unique user traffic to leads ratio, you cannot determine if your website is converting at a high percentage or not. What is your website’s conversion ratio?
2. Phone Call Leads - All leads are not the same. On average, telephone-generated leads always convert into business at a much higher rate than digital leads (emails/chats). Thus, it is important to take extra steps to initiate phone engagement with your visitors.
- Stand Out - Make sure your phone number stands out. This includes font size, placement and color. Try to avoid making your number “blend in” with the rest of your design. It needs to POP!
- Frequency - Many practice websites simply place their phone number in the banner with the belief that just by having it “above the fold” is enough. It isn’t. In fact, there are studies that show banners may not be the best place to put your most important calls-to-action (“Banner Blindness”). Your tracking phone number should be on various places throughout each page (ex. In your quick contact form, body of content, graphic calls-to-action, “next step” page ending, etc.) Frequency in marketing is your friend.
3. Contact Us Page - The most obvious, but least analyzed page for lead conversion is the Contact Us page. Make sure your pages starts with encouraging visitors to call. Forms should be limited to only necessary fields. Remove all other calls-to-actions, or promotions; there is only one activity we want them to take when they come to this page - contact us!
4. Quick Contact Form - Many websites now leverage quick contact forms throughout the websites. For those that don’t, you need to. For those that do, you need to 1) include your phone number (see above) and 2) make sure they stand out. Just like phone numbers, your contact form should be designed with “depth” to appear to stand off the page, and use action colors.
5. Use Videos - Not everyone will read or respond to written commands, but will respond to compelling, informative, credible and conversion-focused video. These videos need to be produced and placed with specific pages in mind. Posting the same video throughout the website will not convert at the same level as a more planned and custom video strategy.
6. Credibility, Trust Seals - People only contact new businesses when they feel some level trust with your practice. Don’t assume everyone knows that your practice is credible, reputable and trusted. Use recognizable badges - Better Business Bureau, board certifications, associations, email trust seals, etc.
7. Use Photos - Pictures are powerful. Make sure you include images in your most important calls-to-action. However, choosing the right image to associate with each call-to-action can make a big difference. Understanding your target audience and traffic demographics is key to image selection and connecting with your visitors.
8. Live Chat - Many practices have become familiar with the use of Live Chat services. These can significantly increase your conversion rate and volume of leads. The perception of instant text communication with your visitors is essential to accelerate the engagement process and grow your lead volume. If you have resisted the thought of using Live Chat, I encourage you to take a closer look. Customization of your responses is the key to effective engagement and turning chat sessions into leads and consultations.
9. Mobile Conversion - Track, monitor and modify your responsive website to improve your lead generation. If you don’t have a responsive website, you need to convert to one! We found that clients that converted to a responsive website increased telephone leads by 72%!
10. Test - Once you are tracking your conversion ratio, you can now test changes in your design, calls-to-action, colors, placement, wording, etc. Try to avoid making multiple, simultaneous changes if you want to test the effectiveness of any one conversion strategy. Also, be patient. You need to invest enough time and develop enough exposure to your updates/changes to identify reliable trends.
As attracting more traffic to your site becomes more competitive, complex and difficult, improving your conversion ratio is something that is completely within your control, and the key to generating a high return on your website marketing investment.
Call us at (303) 233-3886. Let us evaluate your website today. No obligation. No Fee.