Do you want your practice’s website to be more effective? The best way to do this is to make it as clickable as possible. Here are a few things to consider:
Conversion rates explained
Your conversion rates represent the transactions that result from clicks on your website. Because you obviously want more clicks and more patients, working to optimize these rates is worth your time. In order to get the most out of your site, you need to make it as user-friendly as possible. What’s more, you should be thinking about specific users—not just any person with a computer. If you’re a pediatrician, your need to target parents. First-time parents especially are looking for reassurance that they’re doing the right thing. Showing pictures of real parents (real pictures are always better than stock photos) will help them know that they’re in the right place.
Use analytics to find out what these people are interacting with the most on your site. If you see people looking to find a doctor, you might need a button that says “Find a Doctor.” Or if you see people are searching for the FAQ’s, make it a more central part of your site.
Make it pop
Our eyes are naturally drawn to things that are different. If you want people to click on a particular button, make it pop. Make it stand out from the rest of the content, and you’ll have more luck with it.
Try changing the color or the wording of the button. The color doesn’t need to be super bright, but it just needs to contrast with the other content. Similarly, the wording doesn’t have to be short or long, it just needs to be uniquely relative to the other parts of the site. Avoid using medical jargon. Just because you know what it means doesn’t mean other people will.
Keep it simple
The majority of people on your site are there because they still need to be convinced that you’re the right doctor, hospital, or practice for them. In order to make them more willing, keep things simple for them.
Studies show that people appreciate simplicity. When consumers have fewer options, they’ll be more likely to choose one. If they’re overwhelmed with too many choices, they’ll be more likely to turn and run.
Write in the first person
Writing your buttons in first person will make them more clickable. This shows that there are real people behind your site and gives you a little bit of a head start in achieving good bedside manner. This intimate language will help to enhance your conversion rate as well.
Add reviews and testimonials
These little personal details will add a touch of reality to your site. It provides a more objective perspective, giving site users more input—or, more reason to use your services. Testimonials can help to boost your confidence in the site. They give everyone all the more reason to trust in your business.