As patient self-referrals are becoming more common for many practices, your website plays an important role in educating visitors, building trust with them and ultimately converting them into leads and office visits. Through our work with medical offices, we’ve noticed the following best practices are most often associated with high conversion rates.
Have A Prominent, Visible Phone Number
Having a prominent, visible phone number is one of the most important attributes of a high-performing medical practice site. Among our clients, phone calls still overwhelmingly represent the highest number of leads, so this simple change can have a dramatic increase in results. We recently redesigned a pain management practice website and generated a 750% increase in phone calls by making the phone number visible to mobile visitors.
The most common mistake we see on medical practice sites is that the phone number is “hidden” for mobile visitors. The phone number will often be hidden inside a navigation menu, or visitors will have to click on a phone icon to see it. This simply doesn’t work as well as showing the full number.
In addition, we’ve seen some sites that do show the phone number for mobile visitors, but when you scroll, the number goes away. We recommend medical practices use fixed navigation where the number stays available during scrolling so it’s always visible when that visitor is ready to reach out.
Create Multiple Patient Lead Generators
Instead of a simple “contact us” form, think about what calls to action will be most persuasive. Think about what you could offer a potential patient that will help them solve a problem and move them closer to becoming a patient. For our spine and orthopedic practices, we create a pain assessment survey that helps patients begin to describe their symptoms and effectively take the first step toward finding relief for their pain. It also allows the practice to reach out to these lead submissions.
Offering these additional lead generators allows you to convert more site visitors, especially those who might not be ready to call and make an appointment yet. It’s important that you also have a follow-up process for these leads.
Replace Stock Photos With Authentic Photography
Building trust with potential patients is a key part of motivating them to become a lead. One easy way you can level up your website and create more trust is by replacing stock photography with real pictures of your office, physicians and other staff.
It’s never been more affordable to put a high-quality photo shoot together, so cost shouldn’t be a factor. And having custom photography truly differentiates your practice from others, as most practices rely heavily on stock photography — sometimes the exact same stock photos.