Whether you have 100 website visits per month or 10,000 all that traffic doesn’t matter unless you are turning those website visitors into leads and new patients.
So what do you do if you’re getting a significant amount of traffic but are not generating leads are new patients?
Simple. Focus on conversion. Focus on converting more of your website visitors into leads. To do this, decide on a compelling offer for your potential new patients, create a call-to-action to promote your offer, and launch a landing page with a form for visitors to submit their information to obtain the offer. Finally, test, measure, and iterate the whole process.
Here’s a detailed guide to each step in this sales and marketing conversion funnel:
The offer is the most important part of any campaign. It’s the initial attraction that catches the attention of your website visitors and gives them a reason to fill out the form used to collect their information. Your offer should target the type of sales lead you’re trying to attract. For example, if you’re a doctor who loves taking care of kids, you want to create offers that will appeal to mothers trying to improve their children’s health.
Typical content offers include free reports, how-to ebooks (like this one!), Video series, or archived webinars. Other offers might include a phone or in person consultation. Of course, there’s no reason to be constrained by what’s typical. Use anything you think will work for your ideal patients.
Once you decide on your offer, create a few compelling CTAs. A call-to-action is a button or a link on a website that grabs a user’s attention and directs that user to a landing page. On the landing page, the user is prompted to complete a form and submit contact information in order to receive what’s being offered. By submitting that information, the visitor is then converted into a lead with whom you can follow up. Your call-to-action can be a button, text, an image, or html, but it should always include a link to the corresponding landing page. If you have an effective call-to-action, you’ll convert a high percentage of your website visitors into leads.
Here’s an example of a call-to-action for our Essential Step-By-Step Guide to Internet Marketing for the Upper Cervical Chiropractor:
After you create a call-to-action, you need to set up the landing page that it will link to. The landing page is the page where your website visitors arrive after they click on your call-to-action, and where they will fill out the form to receive your offer.
As we said, landing pages house the form where users submit information that allows them to access your offer. The information you collect will also be used by you or your sales team to follow up with them. Once users submit their information on the landing page, they should be redirected to a thank-you page where they can access the offer.
Below is an example of a uppercervicalmarketing.com landing page:
Be crystal clear about what the offer is in your CTA. And be specific. If you’re giving away a free guide, say “Download our FREE guide to X.” If you’re hosting a free webinar, say “Register for our FREE webinar on X.” X should clearly convey a compelling benefit of receiving the offer. This is much more effective than “Download Now” or “Get a Free Article.” These simply aren’t specific enough.
For more tips on creating optimized landing pages, check out our free archived webinar, “Optimizing Landing Pages for Lead Generation and Conversion.”
Offers, calls-to-action and landing pages are the core elements of the conversion process, but you can’t stop there. If you just have a single conversion pathway, you have very little insight into the process and the way it performs. In order to improve your conversion process, you need to experiment. You need to test different CTAs, you need to test different landing pages, you need to test different offers, and then you need to decide which ones best help you achieve your goals.
After a CTA has been on your homepage for a month, vary the messaging or swap out an entirely new CTA, and after another month, measure which has performed best. If landing page conversions are low, move the form above the fold and measure the results. Don’t be afraid to test different variations; you can always switch back if the old version worked better. It will be worth it when you’ve found the best combination that increases your site’s conversions.
To find out more about how we use the most powerful Internet marketing software available, hubspot to help upper cervical doctors dominate their markets click the image below to read about our Upper Cervical Marketing System: