Steps that Convert Online Visitors to Patients Never heard before
Let’s face it: Websites have replaced first impressions. Instead of an interested prospect coming into your practice, you’re now tasked with creating a dynamic web presence that makes viewers want to further engage with your practice.
Unlike websites for digital brands, the purpose of web design for practices is to provide information and lead prospects directly to your door. How exactly does that work, you ask? Review the top five features your website must have to convert visitors to patients.
1. Define purpose of your website
Research conducted by the Nielsen Norman Group found that website visitors will leave in 10-20 seconds if the purpose of the site isn’t clear. When creating web design for practices, defining the purpose of the site – and visually communicating it on the home page – is essential to capture and retain a visitor’s attention.
Whether your practice treats adults, children, or animals, make your website’s purpose clear within the first 20 seconds of a user’s visit to extend time spent on page and increase the likelihood your visitor will become a patient.
2. Identify Target Audience
Are you attempting to attract parents, senior citizens, or pet mommies and daddies? Defining your target audience is the best way to create a web design that works to effectively promote your practice.
For example, web developers for health care agree that fancy or scripted fonts are difficult to read, which makes this a poor choice for practices targeting a senior population.
Creating a web presence for your specific users will find easy to navigate is the key to providing a positive user experience. It’s a prospect’s interaction with your website that will motivate them to take action.
Make Your Website Responsive From vets to dental practices, health care practices are among the top important before searched businesses online. In a study conducted by Pew Research Center, 72% of adults who use the web report accessing health-related information online.
Of these, 77% used a search engine to look for relevant information including local providers.As Smart Insights points out, mobile searchhas overtaken use of desktop and other connected devices to browse the Internet with smart phones being the most popular mobile device.
Because this trend is expected to continue, vets and health care providers without a mobile responsive website are destined to become lost in the shuffle.
3. Use Visual Content and Cues
The latest eye-tracking studies reveal that visitors respond to imagery and on-page cues that help direct their attention. According to KISSmetrics, visitors are more likely to find your site and increase their on-page viewing time when a combination of visual elements and cues provide an appealing pathway.
To further boost results, these are 5 musts you must include on your website home page:
- Clear Description of your services: What you do?
- Engaging welcome message
- At least one differentiation point why a patient should visit you
- Introduction video of your practice, doctor, staff and testimonials, if possible.
- Strategic images based on your identified target customers
4. Include Irresistible Calls to Action
Ultimately, what do you want visitors to do after viewing your website? Whether you’d like them to schedule an appointment or sign up for a information-rich newsletter, your request must be unmistakable and easy to complete.
Instead of waiting for a visitor to scroll to the bottom of a home page, place your practice’s information or opt-in offer in an easily accessible place.
Call to action for a Dental practice is usually to call and set-up appointment or request appointment through internet.
Similarly a veterinary practice might want people to find address easily as its location specific. Choose your call to action and let the experts decide on best colors, fonts and description.
5. The Future is Mobile
Keep in mind that the future of digital engagement rests on the shoulders of mobile technology. It’s extremely important your website is responsive, meaning it should work well with different screen sizes and stop leaks thats costing you.
As health care practices continue to compete for patients, integration of mobility to your practice has become essential as part of marketing strategy, you will be missing a huge potential by ignoring mobile. So why are practices using mobile apps? building brand, coupon distribution, appointment requests and much more.
Author is a digital marketing expert and founder of SRS Web Solutions, Inc. Samad Syed has years of experience in helping healthcare segment grow in digital space. Read More
