We like to say all physical therapy websites serve as a virtual clinic of sorts, and that getting people to walk through these online doors is key to converting them into happy, long-term clients.
Once people click onto your website, then what? How can you turn these clicks into patients? Keep reading.
But, first thing’s first. Let’s cover the basics and make sure your PT website is ready to get patients.
Is your website updated? If your website is outdated, then turning clicks into patients is going to be an uphill battle. To make sure your PT clinic’s website is up to date, please read: Physical Therapy Marketing: Do I Need A New Website?
Is your website getting enough traffic? This blogpost is referring to turning clicks into patients. To do this, your site first needs consistent visitors. If your monthly web traffic is low, please read: 5 Ways to Get More Traffic to your Website
Now, let’s turn clicks into patients.
Website Page vs. Landing Page
Typically, a landing page is a single, specially created page that one “lands” on after clicking on an ad or external source. A website page, in contrast, is any page located on your site.
A landing page contains basic features, and its main purpose to generate a call-to-action. To turn your website’s clicks into patients, then your core pages (home, services, etc.) should be structured in a similar matter as an individualized landing page.
Think Landing Page
If the goal of your website is to get leads and new patients, then your website should be less about “read for more info” and more about “contact us for more info.”
This can be a tough concept to swallow for PT’s who want to share their knowledge. Yet, you can still share detailed information by utilizing your blog and third-level service pages as this is an important part of a content marketing strategy that gets you clicks.
However, your website’s core pages: (homepage, services) should all have the same goal as an individual landing page by encouraging the visitor to submit a form or contact your clinic directly instead of reading detailed information.
Below is a checklist of items that should be on a landing page and/or your core website pages (home, services):
1) Relevant Content
A majority of unique traffic will be coming from a different source. Therefore, your content should be relevant to the specific topic.
For example, if you are running a marketing campaign on backpain services, then the landing page should be specific to “backpain services.” Many PTs get this wrong and use a contact us page or a page with generic information about physical therapy as landing pages for all campaigns.
The contact us page doesn’t work because the visitor doesn’t yet have any idea what you offer for back pain services. A generic page doesn’t work because not every visitor is aware that physical therapy is the cure to their backpain.
Therefore, always make sure the topic is relevant with the source.
2) Phone Number
This should be obvious, but many clinics fail to have their phone numbers located in a location on their website that’s easy to find for the user.
Don’t expect your visitors to spend more than one second looking for your phone number. Showcasing the number on top of your header or in your footer (or both!), is your best solution. This allows it to be seen on every page.
3) Online Form
You should want to make it as easy as possible for your visitors to fill out a form. Instead of expecting your visitors to just go to your contact page, have an easy-to-use form on each of your core pages.
Also, try not to have too many fields within the form. Typically, the more fields you have, the less amount of form fills you’ll get. We recommend a minimum of three fields (name, email, phone) and no more than six.
4) Link to Contact Us Page
Ideally, you want your users to take an action on the page instead of going somewhere else. Still, having a link to the contact page is good practice as some users are used to going to this page before converting.
5) Clear Direction
“I just read your page on back pain services, now what?”
A good salesperson never leaves a conversation open-ended and always has a next step. This same philosophy should happen on any landing page or your core web pages.
Make sure your content and design is formatted in a way that encourages the user to contact you. “I just read your page on back pain services and it looks like you guys can fix me. I will call you now!”