How to Make Your Practice Website a Lead Generation Machine

Having a beautifully designed website is an excellent start for your business. But plenty of beautiful websites generate hardly any traffic, let alone qualified leads for a business. To tap into your website’s lead generation potential, try these six tips.

Improve Your SEO

SEO, or search engine optimization, is vital to creating a website that actually generates leads. If your intended audience can’t find your website, you have no chance to convince them to try your service. There are several ways to boost SEO, but one of the simplest is to optimize your website for keywords.

Optimize each page on your website for one or two keywords. Ideally, you should use long-tail keywords. A short-tail keyword like “dentist” or “doctor” is far too vague. You’ll have a very slim chance of ranking highly for this keyword because there’s simply too much competition. Instead, attach a geographic or descriptive tag to create a long-tail keyword. “Affordable bay area doctor” or “doctor specializing in orthopaedics” will have less SEO competition and most likely be more useful to your audience.

Make sure to choose keyword phrases that your audience would actually use in a search. You may want to advertise your expertise in endosteal implants, but it’s very unlikely that your audience will know that term.

Start (or Continue) Content Marketing

Content marketing may have once sounded like a trend, but today it’s so ingrained into business practices that it would be difficult to imagine a world without it. The basic premise of content marketing is to provide valuable, relevant content or information to your audience. Instead of advertising with a hard sell, content marketing shows off your expertise and is genuinely helpful to your audience. The most common way to do this is through a blog.

But you aren’t just giving away valuable information. Create different types of content for different audience members. New visitors to your website should be able to find general advice free of any heavy promotion. Repeat visitors can read content that suggests your service but doesn’t push too hard. And potential leads who have already come to trust your expertise will be more interested in learning about the specific services you offer. Content marketing leads your visitors down a journey. You just need to provide a path.

Improve Your CTAs and Landing Pages

Your website should be full of CTAs (or calls to action) and include landing pages for specific services. CTAs ask your visitors to perform a specific action, whether that be reading related blog posts, signing up for your email list, or scheduling an appointment.

Landing pages are focused on a specific offer. You might have a landing page for different services you offer or for specific promotions going on at your office. But don’t create your CTAs and landing pages and forget about them. Keep track of metrics like click-through rates, conversions, and bounce rates to see which pages perform the best.

Use A/B Testing

Not even expert marketers can always determine what will perform best for your specific audience. That’s why A/B testing is so valuable. Just like the name implies, A/B testing weighs two options to find out which produces better results. You might try one landing page for a week and then switch another to compare results. Or you can redirect half of your visitors to landing page version A and the other half to landing page B to gather data simultaneously.

A/B testing can be effective for testing anything from the small details like CTA button placement, colors, and font style, to large-scale differences like website copy and page layout.

Try Video

Physician videos are increasingly popular on healthcare websites. They allow visitors to learn about your services in a new, more engaging way. Video consumption in general has increased and more businesses are producing content for their own YouTube channels, providing webinars, and live streaming events and conferences. While your healthcare business may not need all of these forms of video, you may find it useful to have a welcome or introduction video on your website’s homepage. Video puts a face and voice to your company and can build audience trust more quickly.

Optimize for Mobile

The last but perhaps the most essential requirement for your website is mobile optimization. With more people using their smartphones to access the Internet, your site needs to function and look professional on mobile. Ensure that your website theme not only works but looks the way you want it to on phone and tablet screens.


Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.

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