Having a fancy website for your healthcare facility is great, but it doesn’t have much real-world value if it doesn’t generate qualified leads. Learn what your clinic’s website needs for lead generation here.
1. A Smooth Experience
The simpler and quicker it is to navigate your clinic’s website, the more effective it will be.
If a prospect has a good experience on your clinic’s website, they’re much more likely to choose to come visit you. On the other hand, if someone feels frustrated or confused as they’re browsing your site, they’re much less likely to feel confident about trusting you with their health. In fact, they may decide to head to another clinic’s website instead.
Your clinic’s website needs to have:
- A clear layout with straightforward navigation
- Functionality and responsiveness on a variety of browsing devices
- A clean, modern design without bloat that can slow down loading times
All of these are essential elements of a well-functioning website that’s designed with ease of use in mind.
2. Contact Info
Make sure there are at least two ways for prospects to contact you on every single page of your healthcare clinic’s website.
The best way to achieve this is by putting your phone number and/or email in a fixed header (so people can see it constantly as they scroll). Then, display all of your clinic’s contact info, including your location(s), in the footer of the page.
Contact forms are another great way for your website’s visitors to get in touch with you. These are best placed on a “Contact Us” page so patients know exactly where to go.
To make your contact forms successful in driving qualified leads to your clinic, don’t make every field required, and be sure to ask only the relevant questions. If a prospective patient is anything less than positive they want your help, they may see an extensive form to fill out as a chore and move on. Instead, just ask for a name, email address, and a brief description of their health issue. You can always get more information later—for now, all you need are the basics of how to contact your new lead.
3. Landing Pages
Landing pages are necessary for your clinic’s digital advertising campaigns and social media promotions. They’re where prospects end up after they click on your ad or link.
Landing pages take the hassle out of patients trying to find what they’re looking for on your clinic’s website. If your clinic offers special promotions or specific services, it’s a good idea to create dedicated landing pages for them to make navigation as smooth as possible.
The content of your landing pages should drive patients to take action. This means specific headlines, copy, images, and calls to action that relate to the page’s subject—and the patient. Then, you can use the results of these landing pages to discover what messaging drives the most leads.
4. Calls to Action
Calls to action (CTAs) are links or buttons that a user clicks in order to take a certain action. When you decide on the CTAs that will be on your clinic’s website, you’re essentially creating a guide of where you want patients to go and what you want them to do.
There are a lot of things that make CTAs more effective, including:
- Colors that stand out on the page
- Personalized messaging
- Keeping choices to a minimum
Your CTAs will differ depending on the pages of your website and the level of research your services require, but as long as you follow these basic guidelines and keep the patient in mind, they’ll work toward keeping your best leads interested.
Video is one of the most compelling forms of media. And for your healthcare clinic, there are so many purposes video can fill that will help motivate patients to contact you.
Video adds a personalized touch to your clinic that’s much harder to achieve via text. Plus, consumers tend to prefer watching video to reading blocks of text, and rich media like video can even benefit your site’s search engine rankings.
Your clinic’s videos can be used outside of your website, too: share them on social media, send them in email campaigns, and more! Repurposing content is a cost-efficient way to share what makes your clinic unique with as many people as possible.
Start Getting Qualified Leads
At Kirkpatrick Creative, we take an engineered approach to website content. For each and every one of our clients, our goal is to discover exactly which strategies generate leads—and which ones run the risk of inhibiting performance.
Our team is ready to bring an analytical, creative approach to your healthcare clinic’s website design. It’s all part of our philosophy of advertising that’s engineered to work.
Ready to get started? Contact Kirkpatrick Creative today to start building a website that will get your healthcare facility more patients through the door.
Photo by Lukas Blazek on Unsplash