Below are the critical components necessary to create a high converting website:
2. Authority/Unique Selling Proposition (USP)
After you’ve grabbed the visitor’s attention, it’s now very important to explain your unique selling proposition and establish your authority and/or expertise. Why are you the authority? What makes you different? Why should a patient make an appointment with you versus your competitors?
Now that you’ve grabbed the visitor’s attention and established your USP, visitors want to know that other people like them have had a great experience. By adding a patient testimonial on your homepage, it validates your claim to be an authority. Patient testimonials also make visitors feel more comfortable because it reduces the unknown fear of uncertainty. This ultimately leads to more inquires.
4. Personability and Trust
Visitors are more likely to book an appointment when there is a personal touch on your homepage. Simply adding your photo with a personal message or video will increase the probability of converting an online visitor to a patient.
You can build added trust by adding icons and badges such as medical societies, awards, & recognitions.
5. Call To Action (CTA)
Having an effective call to action is an essential part of any website. A call to action provides the following: focus to your site, a way to measure your sites success, and direction for your users.
6. Lead Capture Magnet
For your lead magnet, you want to have a one-click downloaded document (cheat sheet or a top 10 list) that solves one problem completely. Once they’ve given you their email and downloaded your awesome content, you then send them to a thank you page. At this point you can start sending emails about promotions, education, and services until they finally pick up the phone and call for an appointment.
7. Contact Information and Interactive map
It is extremely important to make your contact information highly visible with one-click actions to call or email your practice. It is equally important to display your map location with directions.