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Your website is one of your medical practice’s most valuable marketing assets. Without it, you would probably struggle to find and connect with potential patients.
However, just throwing up a website, without spending time on making it engaging and user-friendly, simply won’t do. It’s imperative that you have a visually-appealing and patient-friendly website if you want to attract and convert more leads (a*k*a* potential patients).
Now, ask yourself – is the website of your medical practice attractive enough for potential patients to view it and want to stay on it?
Why is it important that your practice has a website?
Having a website is a great way to attract and market to patients. For most medical practices, the primary goal of having a website is to get your potential patients acquainted with your practice, teach them what you offer, and persuade them to acquire your services. Thanks to your website, patients should be able to find out information about your practice, get answers to their questions, and learn valuable health-related information.
Additionally, providing the necessary medical information and making sure that your site looks attractive may help you make a favorable first impression. However, it will not guarantee that your website visitors acquire your services or schedule an appointment with you. So, what’s preventing your website from converting patients?
Here are some of the top problems that are likely keeping your practice’s website from converting patients:
Bad user experience
The advancement of technology has made it easier for patients to learn about their doctors before they even set foot inside a clinic. Nowadays, patients search for information first before they make a decision about which medical clinic to go to. This is why it is vital for physicians to have a website because a website is where existing and potential patients find the information they need. However, it doesn’t end there.
The experience you provide to your website visitors (potential patients) matters. Because, when a visitor visits your website, you have about five seconds to make a good first impression (and trust us, five seconds isn’t a lot of time). And depending on the experience you provide through your website will play a factor in determining whether or not that visitor becomes a future patient.
In today’s industry of growing interfaces, the user experience has become increasingly important. Designing a great website requires a strategic approach and a thorough understanding of all the problems a visitor might face while browsing your website. While a poor UX design can annoy and confuse visitors, a user-friendly and seamless user experience can boost your website’s conversion and engagement rate. Essentially, you need to ensure that your website is easy to navigate and that your visitors can easily find whatever they are looking for on your website. If your visitors have a hard time using your website, they’ll leave and you’ll likely lose them to your competitors.
Here’s an example – let’s say that a potential patient might want to learn more about the treatments your clinic provides. However, if the visitor clicks around your website and can’t find a button that leads to your services, that visitor will likely get frustrated and lose interest in your clinic. As a result, that potential patient might search for another provider that can satisfy his needs.
Your medical website is not mobile-friendly
Did you know that 80% of Internet users, or about 93 million Americans, have searched for a health-related topic online? In relation to that, almost one out of every five Internet users in America is using their phone exclusively for access.
You have to understand that your patients are looking for answers to their medical questions and they’re searching for healthcare providers online. So, targeting mobile users would be a good strategy to help patients find you and your practice.
Also, according to Google, 72% of consumers say that they’re more likely to revisit mobile-friendly sites. Websites that aren’t mobile-friendly annoy users, and of course that’s the last thing that you want to do. Google also found that users are also five times more likely to abandon the task that they are trying to complete if the site isn’t optimized for mobile use, with 79% saying they would go back to Google to try to find another site to meet their needs.
Your site doesn’t allow appointments to be booked online
Typically, new and existing patients call a doctor’s office to schedule an appointment. However, wouldn’t it be better if your patients can skip calling the office altogether and simply book their own appointments on your website? The reduced amount of steps required to book an appointment can cause an immediate conversion. Just think about it, if your potential patients wanted to book at 11 pm, if you allowed for online appointments, they’d be able to! They would no longer have to wait until the morning when your office reopens to schedule an appointment. If you strip this convenience away, they might go to other clinics who have online booking options. And, not only will your patients benefit from online bookings, but you and your staff will also benefit. Your office staff will gain back time because they won’t have to spend as much time booking appointments over the phone.
Unclear call-to-action (CTA) buttons
Your CTA buttons should be used on your website to guide potential patients towards your goal conversion. CTAs are an instruction to visitors, designed to provoke an immediate response to acquire your services. You have to make sure that your CTAs are prominent and tell your site visitors what to do. You might lose out on potential leads if you ask them to click on too many links or if you direct them to another site (so keep that in mind). It is essential that your CTA buttons are not lost in a cluttered design of your website. Therefore, make sure that they stand out and are easy to find.
With the information presented above, it is clear that having a well-designed website is very important to your medical practice. The design of your website and the content on your website plays a major role in convert your website visitors to new patients. However, it would be difficult if your website is not mobile-friendly and is hard to navigate.
That’s why you need a company that specializes in healthcare website design. Website4MD, a full-service medical marketing company, can help you revamp your website. To learn more, schedule a meeting with one of our website design experts. In the meantime, take a look at our portfolio to see our gallery of eye-attaching websites that have helped medical practices across the US increase their conversion rates!