Having a large number of website visitors doesn’t mean your marketing campaign is successful. You’ve got to convert them into leads fast.
With the diminished attention span of most people, you need a way to get them hooked quickly. Otherwise, they’ll end up jumping to one of your competitors’ sites. Even if they stay on your site to read your content, you need to be subtle in encouraging them to leave their personal information.
In marketing, subtlety is even more crucial when it comes to web traffic conversion in healthcare. Your focus is running a business, but you must also adhere to medical ethics when marketing your products.
Honest marketing communication coupled with effective lead generation techniques can help boost your conversion rate.
How to Boost Conversion in Healthcare Websites
Getting prospects to visit your website using an effective content marketing strategy is only the beginning. While a good website design and relevant content can help retain their attention, you want to convert them to potential leads before they leave your site.
Here are proven techniques to encourage your visitors to take action:
1. Offer Value Upfront
A pop-up window about exclusive offers and discounts in exchange for an email address doesn’t cut it in the healthcare niche. It’s too aggressive, and it doesn’t give immediate gratification to your visitors.
Your visitors will tend to leave their email addresses if you offer them something in return upfront. Some of the added value you can give them are:
- Case studies
- Videos
- Educational guides
- White papers
- E-books
While you already have relevant informational articles on your site, these incentives offer more specific information. Solutions to challenges your prospects are experiencing can provide an enticing offer without being too pushy.
2. Use the Power of Testimonials
In alignment with the principles of medical ethics, testimonials can help provide honest marketing to potential leads. Showing testimonials on your website’s home page or landing pages can help build trust and credibility quickly.
Testimonials from doctors and healthcare professionals about your excellent service quality are powerful tools that can sway even the most skeptical visitors.
Did you know that 79% of consumers trust online reviews and treat them the same way they would personal recommendations from family and friends? Reviews can help boost your trustworthiness and generate leads effectively. It gives your visitors a second and third opinion from other health professionals about their experiences.
However, never show any fake testimonials or over-inflated reviews. Potential customers can see right through them and can easily verify the truth through other online platforms.
3. Make Your Content Visually Appealing
Having long and well-researched content articles on your site is not enough to engage visitors. If the presentation is dull, they’ll tend to leave the website immediately. Leave the wall of text to downloadable white papers and case studies.
A visually appealing content can help address the short attention span that plagues most online users today. Aside from breaking paragraphs to a maximum of four to five sentences only, you can also add more color to your content using:
- Infographics
- Embedded videos
- Colorful graphs and charts
Don’t go overboard with this technique.. Keep your website looking very professional, but don’t make it boring.
4. Optimize your Call to Actions
A call to action (CTA) should balance being conservative and effective in the healthcare niche. Aggressive CTA buttons, such as “Buy Now” or “Get Your Free Trial,” are too sales-y. Instead, you can use CTA texts such as:
- Check out our services
- Learn more about our products
- Subscribe to our newsletter
Make sure that the nature of the content goes well with the CTA text. If your content is about “Essential Equipment in Nurse Stations,” a CTA button with the text “Learn more about our equipment” is more appropriate than “Subscribe to our newsletter.”
5. Improve your Landing Pages
When potential customers click your banner ad, they’re expecting to see detailed information about what’s shown in the advertisement. As a truthful advertising component, your landing page should offer the specific product or service you advertised.
Use your landing page to provide a concise explanation of your products and services. Provide reviews and testimonials and a CTA at the end. Don’t make the common mistake of showing sidebars and a navigation menu on your landing page.
The effectiveness of your landing page drops when there are too many choices presented to the visitor. In line with Hick’s Law, the more choices a person has, the more time it takes to make a decision. This behavior leads to analysis paralysis and can cause you to lose a potential lead due to overwhelming choices.
Keeping your landing page brief makes it more effective than overloading it with information.
6. Make Forms Easy to Fill out
Potential leads can still choose to leave your site if you give them a tedious form to fill up. You don’t have to get all the information at once since doing so can make them uncomfortable. Your form field should initially collect these three information only:
- Name
- Email address
- Location
If you need them to answer a question, try to provide a drop-down list to make it more convenient for your visitors.
7. Provide Live Chat Features
No matter how extensive your content is, there will always be specific questions that medical suppliers need to answer before signing up for your services. While an FAQ page can help answer some of the most common questions, a live chat feature can help you build trust quickly.
Live chat has the potential to increase conversion by 20% and help shorten the sales pipeline. The immediate assistance you give helps build credibility fast, resulting in better lead generation.
Setting up live chat on a website is an offshoot of the traditional over-the-phone approach. While potential leads may still choose to place a call instead, a live chat feature adds another convenience level for those from another state.
Turn Clicks into Leads with These Tips
Follow these seven tips and convert your visitors into customers. While these approaches may be simple to apply, they help improve your lead generation results.Share Moving Media provides marketing training that boosts your business further. Contact us for marketing training geared for healthcare suppliers and manufacturers.