How many of your website visitors end up calling your practice? Understanding your conversion rate and how to improve it can make a huge difference to your practice’s bottom line.
What is a conversion rate?
Your site’s conversion rate is the number of times patients complete a goal (such as making an appointment), divided by your site traffic. So if you have 100 visitors and get 5 enquiries, then your conversion rate would be 5%.
Average website conversion rates are 1-2%. But you should aim much higher!
Guide to conversion rate optimisation (CRO) for dentists
Your prospective patients come to you via the internet, most likely. They may have heard your name from a friend or family member, but they will check out your website – and possibly scan the web for reviews from former patients. If they have a dental problem, they might have a pretty good idea what treatment they need.
In today’s Google-driven world, dental marketing is focused on driving traffic to the dentist’s website – with the sole purpose of convincing prospective patients to make appointments.
However, you can get more action from your existing traffic. That’s where conversion rate optimisation (CRO) comes in.
The basics of conversion rate optimisation
Conversion rate is affected by several factors:
- Relevance: Does your website closely match your patients’ needs?
- Clarity: Are your main message and call-to-action easy to grasp quickly?
- Anxiety: Do you include language to soothe nervous patients?
- Value proposition: Do you address costs in terms of benefits to the patient?
- Urgency: Does your website prompt a patient to take action and make an appointment?
- Distraction: Is your home page too distracting? Will a visitor move on to another site because yours is annoying?
Think about what people look for when first arriving on the site. Is it treatments and price? Do they want to know if you’re taking on new patients?
Do you have a value proposition prominently displayed on the home page? This is a short “tag line” that summarises your unique selling points.
- One dominant photograph at the top.
- Your value proposition.
- Logos of partners and organisations that convey trust.
- A section of text boxes for each major treatment – implants, dentures, etc.
- A “new patients welcome” section.
- A section for testimonials.
- Social media icons for social proof.
- Main menu in large font, i.e. Treatments, Membership, Testimonials, Our Practice, Contact Us.
- A Book an Appointment button in a bright colour so it stands out.
Organise your treatments into categories. If you offer multiple types of braces, you need one “Orthodontics” page plus boxes at the bottom for each individual type – Invisalign, and so on.
The ideal treatment page content layout:
- Describes the problem
- Talks about the solution, use images
- Prices at the end
- Adds some testimonials
- Boxes for the other treatments in a specific category like orthodontics
- All the required information must be on one page, so the user does not have to hunt around.
- A “fly-out” is a tool we can install that lets the reader access the main menu from each treatment page, so they can easily navigate the website.
'Contact Us' forms
This is key to converting patients. This form should appear on each treatment page. The form needs these elements:
- A better headline: “Get in Touch” is preferred to “Make an Appointment” or “Arrange a no-obligation appointment.”
- Another idea: “Looking for a better smile? Want to see how we can help?”
- Include a photo.
- Use compelling text and a colour that stands out for your ‘Submit’ button.
- Add a drop list so can select the treatment they are interested in.