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Conversion rate: what it is and why it’s fundamental to your business

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Date: January 24, 2017

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If you’re getting lots of attention online but receiving minimal inquiries, you need to improve your website’s conversion rate.

Your ‘conversion rate’ is the percentage of people who get in touch with you after browsing your website – anything from filling in a form, sending an email, phoning you up, or booking an appointment. Every visitor to your website is a potential client. With a higher conversion rate, more of those visitors will get in touch with you and as a result, you’ll receive more clients.

Whilst lots of people could be browsing your website, it’s unlikely that most of them will take the next step to contact you or your clinic.

With some minor improvements made to your website, more of your visitors will take the next step and contact you, raising your conversion rate and leading to lots of new patients.

Here are 5 ways you can improve your website’s conversion rate:

Use professional images

If you have blurry, out-of-focus images plastered all over your website, your visitors will deem your clinic untrustworthy, preventing them from contacting you. Investing in professional images may seem like a pointless additional cost, but realistically, this will build your reputation as trusted therapists.

Personas

The language you use on your website should be written with your target-audience in mind, using terms and phrases they will understand and be familiar with. Write all of your copy from the perspective of your target audience, with the same tone-of-voice they would use; almost as if your website has its own persona. The colours and images on your site should also adhere to this, using imagery your audience would find appealing.

Make it accessible and easy to navigate

You should be able to move through your website easily, travelling back and forth through pages without any issues.

Your website should also be ‘responsive’. A responsive website is a website that can easily be accessed from multiple devices including mobile phones and tablets. More importantly, the content on your website will be automatically adjusted according to the device. Ultimately, the website can be accessed by anyone on any device, making the viewer’s experience more relaxing and enjoyable. In order to make your website responsive, it’s best to seek advice from a web designer or a website specialist.

Make it withstand the 3 Second Rule

40% of people leave a website within the first 3 seconds. This means you have a measly 3 seconds to grab your visitor’s attention when they load up your website. Make sure these bases are covered to last the 3 second rule:

Interesting headline / homepage: as soon as a visitor loads up your website, they need to be confronted with an interesting headline or homepage. If they’re going to be faced with a dull homepage lacking in information, it’s almost certain they will leave to find a more informative website.

Consumable copy: more often than not, visitors will scan the information on your website quickly, rather than read every word in detail. Your writing needs to be well-written with key points emphasised, making it easy to consume.

Accessible information: although your copy needs to be scannable, make sure you include all necessary information, such as: contact details, qualifications, and a full list of services with descriptions. Use subheadings to signpost each paragraph. If you have huge paragraphs with no indication of what’s being said, your viewer is likely to get frustrated and leave your website. Ensure information can be located quickly and easily.

Fast load times: In today’s day and age, people want instant gratification. A slow website is going to delay this and cause frustration. If you have a slow website, your viewer is likely to leave rather than stick around and wait for it to load. Make sure each page of your website is fully functional with a fast loading time.

Include multiple call-to-actions:

Call-to-actions are instructions intended to provoke a reaction from the viewer. For example: a submission form to fill in and send enquiries, an option to sign up for a newsletter, or a link to an email address are all call-to-actions because they encourage viewers to take an action. Make sure you include multiple call-to-actions on your website, and make them bold and obvious to attract attention.

By following these 5 tips, you will boost your conversion rate and bring more patients into your clinic.

Thank you for reading.

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