Getting visitors to find your website is half the battle when trying to fill up your caseload. Once they land on your site, they need to feel inspired to reach out to you and make an appointment. And that can be harder than you may think. However, with a little bit of strategic work, you’ll have a better chance of converting a visitor to your website into a regular client in your practice. Here are three tips to improve your chances.
Add calls to action
One of the most frequently omitted things on a website is clear calls to action on every single page. Your goal is to have people reach out to you for an appointment. This may seem super obvious, but you need to tell them to do just that!
For example, a simple call to action that can appear on every page might read, “Click here to make an appointment.” That’s all. Just stick a button at the top or bottom of each page with that text. It’s clear and easy to understand. It guides the visitor to the right place and encourages them to make a positive health decision.
Another call to action could help folks access more information about a health topic on a different page of your site. The vast majority of the time, people don’t land on your contact page when they first go to your website. But your job is to get them there. A call to action will help.
Content about the client (not just you)
Understandably your website is going to have information about you. That makes sense. Visitors are there to get to know you and create a digital connection with you. However, do not forget that much of your content should actually be about them.
Know that they have probably been on a journey to find a practitioner for some time. Most people don’t find their practitioner in a matter of minutes. They typically take a long windy road when they are looking for services. You should acknowledge that. Empathize with their search and connect with how overwhelming that journey can be. It can go a long way when the visitor feels acknowledged.
Also, a visitor will connect with the content on your website if they can feel like you really understand their problem. The more you describe what they are going through, the better the chance they’ll be able to envision you treating their health issue. If you just gab gab gab about yourself the whole time it never really gives them a chance to feel connected or understood from their perspective.
Display of authority and trust
Even though much of your content should be about the issues you treat, the services you provide and the clients you see, you should also write about yourself and your unique qualifications. Especially on your about page. And when you do write about yourself, display your authority as a practitioner. This will create a trusting rapport and allow the visitor to feel confident in your abilities.
Just be sure not go overboard here. You don’t want to come off as someone who has a big ego and is in love with themselves. Feel free to mention what you specialize in and why you’re an expert. List any trainings or certificates when applicable. And speak to your experience if you happen to be focused on a specific area.
You know that trusting feeling you get when you see a doctor in a lab coat? That’s what you’re going for here. Make your visitor aware of your professionalism and knowledge and they’ll feel they’re in good hands if they decide to work with you.