A healthcare website serves several uses—educating consumers about health topics, boosting your brand’s visibility, and establishing its authority in the marketplace, to name a few. But the fundamental purpose of the site is to convert visitors into patients.
On average, the medical services industry website has a median conversion rate of 3.6% and an average rate of 7.4%. This is low compared to other industries. But that simply means that there are opportunities to optimize your website to better convert.
Here are 5 tips to help you fix your site and drive conversions.
#1 Track Your Key Conversion Metrics
You can’t improve your conversion rates if you don’t know what they are in the first place. By performing regular analysis and optimization, you can make strategic adjustments to steadily improve your conversion rates. Key metrics to chart include:
- Bounce rate – The percentage of visitors who visit the page and then leave immediately.
- Dwell time – The average time a visitor spends on a page.
- Average time on site – The average time a user stays on your website.
- Average page views – The average number of pages a visitor clicks on before leaving the site.
#2 Focus on Mobile
Has it been a while since your website has been revamped?
If so, chances are, it’s not geared for mobile search, which would hamstring all of your other conversion efforts.
Today, more than half (54%) of all internet search traffic is done via a smartphone. Because of this, Google has increasingly emphasized ranking healthcare websites that focus on providing an enjoyable experience for mobile users. Failure to have a mobile-first approach would effectively cut out half of your potential buyers, thus negatively impacting sales conversions.
If your website isn’t geared for mobile users, a site redesign would be a wise investment.
#3 Build Trust via Testimonials and Case Studies
When it comes to healthcare decisions, modern consumers want to see evidence. They desire social proof before entrusting you with their health.
Websites can extend this trust via testimonials and case studies. Testimonials build up the company’s credibility with other users, and case studies establish the company’s authority as an expert in the industry.
They may seem like small touches, but they can go a long way toward easing a potential patient’s concerns while pushing them further down the sales funnel.
#4 Target Buyer Personas
The most effective messaging is tailored to the audience. What resonates with one person may not with another. Along those lines, your product or service may be for the general public or geared towards a specific use case.
Because of this, you should already have conducted thorough customer research and fleshed out detailed buyer personas. You can then leverage these to create content and marketing funnels that target those specific segments. In doing so, you can effectively persuade different customers while also aiding your overall SEO efforts.
#5 Use an Array of Content
The internet is saturated with healthcare content, particularly about specific diseases or medical problems. As a result, that can make it difficult to produce content that still stands out above the noise.
One of the best ways you can create engaging content that converts is by including elements that make each piece stand out. Examples of this include:
- Interactive tools
- Videos
- Lead forms
- Quizzes
- Downloadable eBooks or whitepapers
Put simply, the more lead generation options you have, the better.
Semgeeks—Helping Your Healthcare Organization Convert
Healthcare companies have to compete fiercely to gain visibility in a crowded space. This can’t be done overnight, it takes patience and continued optimization. So, remember to take the following steps:
- Know your conversion metrics
- Take a mobile-first approach
- Leverage onsite testimonials and case studies
- Target buyer personas
- Include a diverse assortment of engaging content
Do you need help converting?
At Semgeeks, we’re a digital marketing company in NJ and a google analytics consultant. Together, we can create a strategy for your healthcare organization that sells.
Want to learn more? Contact us today!
Sources:
Unbounce. The 2021 Conversion Benchmark Report. https://unbounce.com/conversion-benchmark-report/
Statista. Share of Global Mobile Website Traffic. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/#:~:text=Mobile%20accounts%20for%20approximately%20half,since%20the%20beginning%20of%202017.
