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.
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?