Your Website As A Sales Funnel

Making Your Website Work For You

We often get asked to assess websites for people, they ask what can be done to drive leads. Some of these sites would be ranking very well but wouldn’t be delivering leads to the Practice. A website is not just a static set of pages that talks about you and your Practice. It should be a live document that drives leads to your Practice. A lot of these sites don’t deliver on this concept.

Technically Excellent

Quite often the sites are actually technically excellent, well designed, well written and follow good SEO principles. That is why they are ranking quite well, so why aren’t they delivering leads? The answer is invariably the lack of a sales funnel, none of the sites have a sales funnel that drive prospects to appointments.

Call To Action

Think about that phrase, Call To Action, what exactly do you want the people visiting your site to do? I would imagine most want the prospective viewer to book an appointment or to contact the Practice. I know my customers do, hell if they aren’t gaining enquiries why bother to hire me?

In order to deliver this we build a sales funnel into every site, a funnel that drives a prospect to a booking form or the contact us page. We have also started to build in features such as downloads and newsletters to drive data capture in order that prospects can be worked. That is where the sites that we review often fall down. They have no funnel, they do not drive the prospect towards an appointment. A lot of the time they do not tell the prospect what to do next.

Believe it or not, people need to be told what to do, what you want them to do. That is something I learned from a guy much smarter than me. So lets look at how we do it.

Driving Prospects Through The Funnel

One of our latest builds is for Audiology Medical Services a multi location hearing healthcare practice based in Munster and Leinster in Ireland. The Practice is a clinical style Practice with locations that are set in primary healthcare settings. I won’t bore you with the design brief or the elements we used to deliver on it, lets focus on the funnel.

Click on through to the site and have a look around, keep looking for the differing calls to action. We have ensured that we include at least one call to action on every page if not two. When you are finished, come on back and I will explain what we are up to.

We don’t just use distinct calls to action, we also drive people towards that booking page or that contact us page through the copy that we write. In essence, the whole site is a call to action, a sales funnel, that is what you need if you want any appointments from your site. What else is a website for?


About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

One Comment

  1. Great ideas.

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