As as a marketing specialist in the integrative medicine arena, I have a very unique perspective on what it takes for integrative health practitioners get their practice website make the right first impression with prospective patients.
Over the last 2 years alone, I have reviewed over 1200 practitioner websites, and I've found the same three key mistakes over and over. That's why in this article, I'll discuss how to avoid these mistakes in the first place, and how to resolve these issues on your site.
Now, be sure to read this article to the end with specific instructions and resources on creating a better website, as well as my list of questions to ask before you hire your web designer.
In my view, the #1 goal of your practice website is to convert a website visitor into an email subscriber - not to convert a website visitor into a phone consult... and here's why:
We know that 98% of your website visitors are likely not yet ready to schedule a phone consult (or a paid appointment), so rather than focusing all your effort on convincing the 2% to schedule a phone consult (which they would have anyway without much prodding)... how about focusing on nurturing the 98% to schedule a phone consult?
We know that it takes a series of 7-10 touch points to go from a “No, not right now”, to a “Heck YASS”.
But, unless you have their email, you cannot follow up with them and continue the conversation!
That's why you should employ the same lessons from dating to marketing your practice...
Just like in dating, people are visual, and evaluate each other based on how they look. So, if your website doesn't look up to par and outdated, it will hamper your ability to make a great first impression.
At this stage, when a patient with chronic disease comes to your website, they're not necessarily ready to "transact"... they are merely exploring their next steps. In fact, 98% of your website visitors fall into this second category.
They might have worked with many practitioners before, many of which have told them "it's all in your head", "it's just aging", or otherwise have been unable to help them get their health issues resolved.
So, how do you show these prospects how you're different, and why working with you will finally get them the desired health results? How do you overcome their healthy scepticism?
Just like in dating... unless you have their contact info... there’s not gonna be a first date! Or marriage.
So for me, the goal of your practice website is to ensure above all that you get their email address!
Yet I see so many integrative health practitioners that either have nothing on their website to capture visitors' email address at all or using a "newsletter signup".
And because they don't grow their email list, they're not nurturing prospects – so it becomes impossible to generate a consistent stream of pre-educated prospects scheduling phone consults.
So if you enjoyed this content and you want more of it, make sure you go ahead and...
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Our team is here to take care of your marketing strategy and technology, so you can focus on what you do best... helping patients create optimal health and resolve underlying issues.
As a trusted partner for many practitioners and organizations (like the Evolution of Medicine and the Institute For Functional Medicine), we know exactly what you need to create a consistent stream of patients.
Practitioners need to leverage technology so they can spend their precious time with only those prospects that are ready to work with them in a 1-on-1 relationship.
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