Chapter 3: The Perils of A Pretty Website
Getting New Patients With the RIGHT Site
Now that you understand the importance of your reputation, your practice ranked by search engines, and the potential it has to reach new weight loss clients, it’s time to build an online hub from the ground up. A results-driven marketing strategy that drives business growth begins with an effective website. Notice I used the term effective? Most business owners focus on how good their site looks, and how good it makes them look, not in terms of how Google will register and rank it, which is a mistake. You also must consider how the site looks and functions from a new patient point of view.
The real purpose of a website is to connect with potential new patients and demonstrate to them that you understand their problems. For a weight-loss practice, this means creating a website that provides information, inspiration, and images that will highlight how much you care about these potential new patients and their struggle with being overweight. A website must be designed to meet one business objective, convert new website traffic into actual patient traffic. This is what we call the conversion rate. What do I mean by conversion?
Conversion is the process of driving Internet traffic to your website and then designing it so people will be inspired to call your office to make that first appointment. It sounds simple, but it isn’t. You must use the site to connect with potential new patients in a uniquely personal way. Design your website with one goal: Motivate new patients to trust you and call your practice!
Your staff can also impact conversion rates. Train them to work with potential new clients on the phone and make it more likely that calls will turn into appointments. Your team can also be responsible for converting new patients into recurring patients by providing excellent service and care.
A high conversion rate begins with a functional and informative website that speaks directly to the patient. You understand their problems, and your services will help them achieve their goals.
Warning: Developing a new website can be a minefield of expensive mistakes and strategic errors.
Your website development must be managed by someone with a deep understanding of Internet marketing from the aesthetics down to knowing how to code it and get it recognized and ranked by Google. One classic mistake is hiring a team of designers who have onl
