Your conversion funnel is like a pathway that helps guide prospective patients toward becoming clients of your health care practice. When this pathway is rough and rocky, patients are less likely to follow it to its end. Also, your practice is far less likely to meet its patient growth goals.
That’s where conversion funnel optimization comes in.
Conversion funnel optimization is a process that allows you to evaluate your conversion funnel and fix issues that are prompting potential patients to drop out of it. There are several tips that can help make this process more effective and easier. But first, let’s refresh your memory about what a basic health care conversion funnel looks like.
What does a basic conversion funnel look like?
A health care practice’s conversion funnel tends to look like this:
However, there are many issues that can crop up in your practice’s conversion funnel and create a need for optimization. That’s when these three tips come in handy:
- Take a hard look at your SEO strategy.
Many health care practices have search engine optimization (SEO) strategies designed to bring potential patients to their websites. But just because they have them doesn’t mean they’re as effective as they could be.
If your reporting indicates that the number of visitors to your site has dropped or failed to increase significantly, you need to take a close look at your SEO strategy as part of your conversion funnel optimization process. Some of the most likely ways your SEO strategy is falling short may include:
- The content generated based on your strategy isn’t answering the questions your potential patients are asking.
- There are pieces missing in your on-page SEO.
- There are pieces missing from your back-end, or technical, SEO.
- Evaluate your site’s web development and design.
Another common reason that a conversion funnel needs to be optimized is that there are issues with the web development and design of pages associated with it. This image allows you to see one such issue that is fairly common on health care sites:
A web development and design issue like the one illustrated above can lead to lower growth numbers than your practice would like. And fixing your SEO strategy isn’t the answer here.
The odds are that your SEO strategy is bringing plenty of potential patients into your conversion funnel. They just don’t have anywhere to go after reading the content that tempted them to your site in the first place. In this case, you’ll need to work with a web development and design team to add some type of conversion element to the content pages that are drawing in potential patients.
- Build a robust conversion strategy.
If your practice’s conversion funnel is the pathway people follow to become new patients, conversion strategy is the plan that allows that pathway to be built and properly maintained. Robust conversion strategies include both effective SEO and web development and design.
Effective conversion strategies also allow your practice to build a robust but flexible conversion funnel that can bring in a significant number of new patients on a regular basis. Need proof?
Our team put a conversion strategy in place for one of our health care clients, and the conversion funnel we created with this strategy led to more than 4,300 appointment request calls and online form fills in just the first six months of 2022.
Also, you’ll find that well-built conversion strategies can minimize the need for major conversion funnel optimization projects that eat up significant time and resources.
Need to optimize your conversion funnel to attract new patients to your website? BURG+CO. can help
Increasing traffic to your website plays a key role in increasing conversions and bringing in new patients. However, it’s difficult to get the patient growth numbers you need without a robust conversion strategy and an optimized conversion funnel. Fortunately, both conversion strategy and conversion funnel optimization are areas that we specialize in at BURG+CO.
Our team has years of experience in designing conversion strategies and implementing conversion funnels designed to improve health care practices’ digital presence and their ability to attract new patients. If you want a website that consistently brings in new patients, we’re ready to talk to you to see how we can help. Contact our team today for more information about our digital marketing services or to schedule a complimentary consultation.
