Attracting potential patients to your clinic website or blog is a hard thing. It is however always nice to see the Google Analytics report showing your steadily increasing website visitors. But what do you do with all of these new and returning visitors?
It is a common misconception that a clinic blog is a place for people to read articles and that is it (a bit like a news area on your website). This is only the beginning of what a blog can do. If you don't have a clinic blog or you are only using a blog as a newsroom, you need to read this article, because you are missing out on potential new patients from your blog.
In this article we will look at how you move a visitor on your blog to a lead (by procedure) in your database or CRM (one step away from being a customer or patient).
Before we look at how to move someone from a visitor on your website to a lead who can be marketed too, we need to identify - what is a lead?
A basic definition of a lead is a visitor who has shared their contact details with you. But actually a lead is much more that this. If you follow the advice in this article you will have the contact details of specific leads for every procedure your clinic performs. These leads will all be potential patients and the process of generating specific leads will be automated and working 24/7 producing leads for you.
The minimum information you will need to collect from a lead is their email address, but first name is crucial as well. Once a visitor has decided to share their email address and other personal details with you and given you permission to send them related information, you now have a marketable lead and they are one step away from being a customer or new patient.
How to ask a visitor for their contact details
The answer is in the valuable educational content that you are producing. If you haven’t read the article "Clinic Blog Rule 1 – Write unique educational content" this is a must read to learn how to create the kind of articles your clinic audience is looking for.
Once you have attracted a visitor to your blog with valuable and educational content, you need to give a visitor a way to receive more of this content they love. We do this with two tools, a call-to-action and a landing page.
Calls-to-Action give readers an easy next step
A call-to-action is a button for a visitor to click on, usually located at the end of the article they are reading. It is a very simple way to give your reader more of what they are enjoying and looking for. It is also a natural progression to another piece of content they would like.
A visitor is there to learn something from your article, so give them some additional learning content or offer related to the article they are reading. Your goal as a clinic who wants to get more patients, is to get them further engaged with your clinic. That is you want to move them along from a potential customer who has an interest related to your clinic to a lead who has shared their contact details with you, to a customer or patient who has paid you money for a service or product.
To do this you start with a call-to-action.
Sounds good - a button or link in an article but where does this link or button go to?
There should be multiple links in each article, this is one of the main ways you move up the Google rankings, by putting links to eg breast implant surgery Sydney in your article with a link to your breast implant surgery Sydney page (if that’s what you want to rank for).
A call-to-action should link to what is called a landing page.
Landing pages convert visitors to leads
A landing page is a very specific page that is different to all other pages on your website. The goal of a landing page is to capture the attention of the visitor and focus them on the offer or piece of content that you are showing them.
For this reason you remove the navigation bar that is usually at the top of each page on your website. The menu bar that has links to your home page, your contact us page, procedure pages etc. In fact you remove all links that would usually be on a page.
Get it all above the fold
All the information on a landing page should be what we call “above the fold”. The “fold” is the information you can see when you click through to a page without scrolling down that page. So when a visitor clicks to a landing page to view, for example a video procedure about fillers or an example consultation for a breast augmentation, they see everything they need to see right in front of them, easy.
What do I put on this landing page?
A landing page will be one of the most basic or simple pages on your website. Emphasis for this page is to be short and sweet. Remember we don’t want the visitor having to scroll down. A landing page works best when you divide it in half vertically. The left half is some brief information about the offer or the example from above. They are coming to this page because you had a call-to-action promoting an example consultation with one of your surgeons for a breast augmentation video.
So on the left half of the page you will have a heading explaining exactly what they are getting and then 3-4 bullet points below that with some key benefits about this video consultation.
On the right of the page you will have a form for the visitor to fill in. They will not see the video consultation until they have filled in this form. The minimum information you want to ask for as we said above is their first name and email address. But depending on the quality or how unique the content is, you can ask for their:
- First name
- Last name
- Email Address
- Phone number
- Address or City
- Questions like what procedure would you like to have done in the next 6 to 12 months
So in summary a very simple page, split in half vertically with some brief information on the left about the valuable “thing” they will see and a brief form on the right to collect their details.
This sounds like a lot of work to get their email address
It does take a while to set up a call-to-action and a landing page, however, when you think about what you have created now, you have created the top part of your sales funnel that will work 24/7, 52 weeks of the year. Once it is created, it just keeps on working, converting visitors to leads for you without you having to speak to any of them, answer any of their questions, it just works.
Further more, you now know your leads' first name, email address and potentially phone number, city and what procedure they would most like to have done in the next 6-12 months.
So once you have set up a call-to-action and landing page for each of your procedures, you are well on the way to identifying specific leads by procedure who have given you permission to market to them.
If you would like to know how you can market to each group of leads by procedure, with specific content that will take them from a lead to a patient, sign up to our emails to find out how.
Medical Marketing doesn’t get more targeted that this and that is why online marketing executed correctly will hands down beat traditional marketing.