What The Heck Is A  Website “Funnel”???

What The Heck Is A Website “Funnel”???

I believe every integrative health practitioner needs a website funnel. And in this video I want to explain the difference to a regular website that you may currently have, and what it takes to convert your existing website into a website funnel.

As a marketing technologist working with integrative practitioners, we have helped over 150 integrative practitioners relaunch their website funnels.

When you have patients that are dealing with chronic disease, they’re not magically waking up one day and looking up integrative health practitioner in Boston. So, the way they come across your practice is more likely through something that you post on social media that’s boosted by paid ads.

Once they come to your website, rarely do these chronic disease patients read every single page on your website, conclude that you are the one, and indeed want to work with you and sign up for a paid consultation. Not going to happen.

If we’re backtracking on how it works, then you probably know that most of these patients are very skeptical. They’ve been to several practitioners, they have been promised a lot.

So, you must first overcome that skepticism, and the way you can overcome this is through a series of emails. In each email, you can now strategically explain the concept of your practice, how your practice is different, and you get a chance to tell your story in the right order.

The analogy I have is in the chapters in the book if your website currently allows patients to read every chapter of the book in whatever order they want, it probably does not make a lot of sense. It probably doesn’t get them to the desired conclusion that you want them to reach.

The way to combat this is to switch a website to a website funnel. A funnel is a series of web pages, so technically the same thing, arranged in the right order, that they start here and then they go to the next page and the next page. That’s the process of how they discover your content and then interact with it.

I always liken it with a car dealership. You’re not just magically buying a car, by going to the dealership, handing over a cheque and doing it. There’s a process involved.

Step one, walk in, have a flyer in your hand.

Step two, sit in a variety of cars.

Step three, take a test drive with a car.

Step four, have the initial conversation with the salesperson, the price is way too high.

Then that salesperson goes to their manager, comes back with a better offer, you agree, and then you buy the car.

The same thing happens with your patients and how they experience your practice.

They experience it on social media.

They come to your website.

They’re supposed to opt-in for a lead magnet, a small piece of valuable content in exchange for the email.

They get these email sequences, that then make them decide that you are indeed the one and that they want to schedule a free phone consultation with you.

This is what we mean by website funnel.

It’s a slight change to what you’re doing, first in terms of the content programming, because we’re not appealing to people that are ready to buy.

We’re appealing to people that are currently on the fence. They don’t even know that they want the services that you have to offer.

All they know is that they have a problem and that you were the one that started to help them make inroads with this.

If you want to know more about patient acquisition funnels, website funnels, and how to convert your existing website into a website funnel, then schedule a free session with me and my team.

Next Steps

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Why Your Practice Website Needs To Be A Website “Funnel”

Why Your Practice Website Needs To Be A Website “Funnel”

Are you wondering if your website is still up to par in 2019? Are you in the process of evaluating your website or trying to rebuild your website and you’re wondering where you have to go?

In this video I want to share why websites, at least those that were constructed just three or four years ago, do not work as well anymore… specifically in integrative medicine where you’re dealing with patients suffering from chronic disease.

If your practice is primarily dealing with insurance or if you’re primarily dealing with acute problems, let’s say you’re a chiropractor or you’re an acute or urgent care clinic then this does not apply for you.

Because the purpose of a website is really connecting website visitors to you.

In acute care, people have a high motivation to act right away. If you wake up one morning with sciatica, you go to the internet, you find a chiropractor, you find who’s available, you call the office and you make an appointment. Very simple.

And it’s simple because of the cost for a first appointment is relatively modest, $50, $100, $150, so it’s not a crazy amount of money.

In chronic disease, people are just not waking up one morning and saying, “I need to find an integrative practitioner in Boston” or “I need to find a functional medicine doctor in Boulder” or “an autoimmune specialist in Denver”.

Your website needs to serve a different role.

For those people that are in chronic disease, they’re not in the mindset of “I need to make an appointment right now”.

So, we don’t want to do anything on our website that moves their thoughts towards their wallet.

We don’t want them to think about money, or how much it costs.

What we want them to think about is, “do I want to address this underlying health issue that I’ve been struggling with for a long time?” or “I am sick and tired enough to be sick and tired?”

You must help them make that decision with the content on your website.

They have to decide, yes I’m finally ready to take action. And if you accomplish that, then you’re one stop closer to be the one to help them.

The next thing that needs to happen is that you need to educate people through a nurture sequence, because nobody’s going to read all the content on your website and comes away solidly informed and ready to decide in the span of an hour.

It’s very hard to do that on the first touch point, so you need a series of additional ones, maybe 7-10 touch points over a short period of time to create enough Know, Like & Trust factor with them that they are comfortable enough to schedule a phone consultation with you.

Most websites are not equipped to do this unless you have what is called a website funnel.

A funnel is a series of website pages arranged in a linear sequence – unlike a regular website that lets people navigate left and right, go from here to there – rather aimlessly.

What we want to do in a website funnel is make sure that they watch page one first, they go to page two, page three, page four… they encounter your content in a strategic sequence.

I liken it to reading a book: You don’t want people to start reading a little bit in chapter 7, then a little bit in chapter 4, then go to chapter 11. That’s not convincing them that they must read the whole book, right?

What needs to happen is that you need to get them to start reading chapter 1 first, then chapter 2, then chapter 3, then chapter 4.

If your website is a traditionally designed website, you allow people to read all kinds of pages in the book.

Instead, what you must do is really change the website into a sequence where it is more of a funnel. They start at the top, they’re interested in the topic that you’re talking about, and then you start to educate them, and it’s only at the end that you then invite them into a phone consultation where you can connect with them more personally.

If you want to learn more about website funnels and if you could use help rejiggering your website from into a website funnel, please schedule a free strategy session with our team to explore what makes sense for your situation.

Next Steps

So if you enjoyed this content and you want more of it, make sure you go ahead and…

If you want other practitioners just like you be able to access this information, this knowledge, make sure to you use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job help more people understand what we do, allowing us to evolve the future of healthcare.

Why Niching Down Is Good For Attracting More Of Your Ideal Patients

Why Niching Down Is Good For Attracting More Of Your Ideal Patients

Are you secretly scared to niche down because you’re afraid that it will negatively impact your earning potential?

Or are you really opposed to niching down because you feel that you can and you want to help all kinds of patients?

I used to feel the same way when it came to marketing my services, helping a lot of entrepreneurs with their sales funnels, filling conferences, and selling products.

While it was intellectually stimulating, I could never help many more people other than two or three practitioners at the same time because it took so much time getting to know their project, to research it, to tell my team what to do.

It really impacted my ability to help A LOT MORE practitioners with their website and marketing.

Now, the moment I niched down, it became easier to market, easier to have sales conversations, easier to fulfill the program.

Just because we were focusing on one set of clients (that’s integrative health practitioners) – so their problems and the solutions that they required are very similar.

And that allows me now to serve a lot more health practitioners at a lot lower cost – because now I don’t have to charge $20,000 or $25,000 for a website and an integrated marketing solution. We can deliver this at a fraction of the cost because we’re delivering something very similar to each and every client.

It’s not saying that everybody gets the same solution, it still gets personalized and customized. But the framework of the marketing, the structure, the instructions for my team are always the same.

So, the same may be true for you as a health practitioner. I’m not saying that you have to clinically niche down. When you see a patient, you do whatever you need to be doing. Nobody says that only because your practice is around gut health or cognitive health, that you can’t help somebody that has maybe autoimmune issues.

You know it all starts in the gut, so you do what you need to be doing, and you are starting to help the person.

Recognize that this niching down is only for the purpose of marketing – although when you really think about it, it should be the soul of your practice.

Imagine being perceived as the go-to choice in your community for ONE thing!

The moment that happens, when everyone in your community – and the community could be people in a 20-mile radius around your practice – everybody says, “You gotta get go to Dr. So and so, he’s a total expert at X-Y-Z.”

When that happens, your marketing, your sales conversation, your fulfillment becomes radically easier, and you can help a lot more patients in your community.

Let’s talk a minute about this concept of “specialist” versus “generalist”:

If you’re in primary care, urgent care, acute care, you’re helping a lot of different patients. And it’s very hard from a marketing perspective, saying “I am an expert at X-Y-Z,” when everyone has different problems.

Yet what I’m really talking about is more for practitioners that have a focus on chronic disease.

It could be about the actual diseased area, cognitive health, gut health, autoimmunity, et cetera. Hormone imbalance.

Or it could be the approach that you’re taking.

Positioning yourself as a medical detective that really gets to the root cause of your disease, and talking more about this concept of lifestyle and functional medicine and make that the centerpiece of your website.

For your website, your website visitors need to recognize that they are dealing with an entirely different health practitioner.

They may have seen 10, 15 other health practitioners before for their problem, and maybe they presented with a skin condition and everyone thinks it’s a dermatology problem that needs to be seen by a dermatologist.

Here you come and say, “Hey. Not so fast. Let’s get to the root cause of why you have these skin conditions, and figure out how that arises and then deal with the root cause of that symptom,” and resolve that.

Again, that is one avenue where you can position yourself on a website as a specialist that’s actually specializing in figuring out the root cause of hard to treat or chronic diseases brought on by lifestyle.

So I hope this video was helpful. If you have any questions, or if this topic is resonating with you in some way, I’d love to hear about it. Post in the comments, and I’ll see you in the next video.

Next Steps

So if you enjoyed this content and you want more of it, make sure you go ahead and…

If you want other practitioners just like you be able to access this information, this knowledge, make sure to you use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job help more people understand what we do, allowing us to evolve the future of healthcare.

What To Do When You Need A New Website For Your Health Practice

What To Do When You Need A New Website For Your Health Practice

Do you need a new website, but you’re not sure where to start? And now you’re wondering about these seemingly simple website builders, from Wix, Weebly, Squarespace. You wonder if that’s all you need, or whether you need to go with something more robust?

Well, I have a very unique perspective on this. I’ve been designing websites since 1998, and after hundreds and hundreds of websites, including over 150 websites for integrative health practitioners just like you, I know a thing or two about what it takes to create a website that really works, that really fills your practice predictably with ideal patients.

So what typically happens when a practitioner goes out and looks for a web designer? They’ll find a web designer, they agree on the price, and the web designer typically says “Of course I can build your website for your practice”.

But what they don’t tell you, is that they’re really looking to you to be the guiding force, to be in the driver’s seat, and tell them what you want.

What content do you want? What pages do we need? Who is writing the copy? Who’s doing the lead maintenance, email marketing, right? They’re not asking you any of this, they expect you to tell them that this is what you want them to build.

And so, invariably what happens is that, 18 months later, the website is finally launching. It is full of practitioner-centric copy, full of copy about your services, your credentials. It looks like every other website out there. And the fact is, it’s not working.

Because, the people that come to your website are rarely in a position where they’re ready to transact.

Only 2% of first-time website visitors are actually signing up for a consultation. So, you really have to nurture the other 98%. And those 98%, they’re not even ready to become your patient.

So, they’re just testing the waters, and what they primarily need to see on your website is not your services you’re offering, your credentials.

What they need to see, is “How can you help me?”

Are you addressing the problem that I have? So, the better you articulate the problem that you can help them solve, the more engagement you will create. And what you want to do there, is because most people are not ready to sign up for a phone consultation, is capture the email address.

So, my measure of success for a health practice website is, how well are you capturing people’s email addresses? Because, if you don’t capture the email addresses, you have no way to stay in touch with them and deliver the next touchpoints.

And we know, it takes on average, 7 to 10 touch points to go from a NO, to a YES.

The NO typically means, “No, not right now”, or “No, not yet”.

So, you have to first earn your right to count them as a patient.

For you to nurture them, you need to send them emails, maybe videos.

The only way you can send them emails is if you have their email address. So, this is why you need lead magnets.

So when it comes to hiring a web designer for your integrative health practice website, you should ask them a couple of questions.

  • Are you helping me with the copy, and is the copy patient-centric, as opposed to practitioner-centric?
  • Are you helping me create lead magnets?
  • Can you propose lead magnet titles that are converting in my field?
  • Are you helping me with email copywriting and nurture sequences, that converts initial subscribers into actual phone consultations?
  • Are you going to add an online appointment schedule to my website, so that prospective patients can easily schedule a phone consultation with me?

So, I hope you can see why those ingredients are critical, and why most web designers are not asking the right questions.

Next Steps

So if you enjoyed this content and you want more of it, make sure you go ahead and…

If you want other practitioners just like you be able to access this information, this knowledge, make sure to you use the share buttons below to share it with someone that means the most to you.

Remember, as practitioners, it’s our job help more people understand what we do, allowing us to evolve the future of healthcare.

The Ultimate Advice For Every Integrative Health Practitioner

The Ultimate Advice For Every Integrative Health Practitioner

In this video I’m gonna share my ultimate tips for every integrative health practitioner on how to fill their practice predictably and I come to this with a very unique perspective. I’m not a practitioner myself having run a practice but I’ve been in healthcare for over 20 years.

First in big pharma and then working as a marketing technologist with many of today’s leader in the ecosystem from the Institute for Functional Medicine, the Evolution of Medicine, as well as hundreds of practitioners in the US, Canada, UK, and Australia. And in order for you to get more predictability in your practice, to get more predictability in terms of new patient onboarding each week, knowing that a certain ad spend turns into a predictable number of new leads, you need a couple things to have in place.

Number one, you need to be really clear on the problem that your audience is willing to pay you money for. And so once you get clear on this, what is it actually that they’re willing to pay you money for, how much money are they willing to spend on it, and what is it exactly that you help them resolve. Once you have clarity on that, that’s really the first step that you need to put in play.

Number two, you need to create a signature program around it that delivers that result. So for a lot of you, it maybe an essentials program, maybe it’s a metabolic reset program to help people with their metabolic health and weight loss. Whatever it is, you have to have a structure, a container in place that’s easy for you to explain to prospective patients what it is that you’re proposing that will help you give them the result that they’re looking for.

Number three, you need to charge appropriately for that package and what I find is oftentimes that practitioners are charging not enough for their services, for the value that they provide and what that translates into that they’re not having enough money to do the marketing. So paying Facebook and Instagram every week to create that predictable flow of new patients and so this is really critical to look over. How much are you charging? Are you charging enough? And how can you create more value for your prospective patients and your patients so that they actually interact with you?

Number four, you need to have predictable flow of new patients coming in from paid media, paid advertising, and you can’t rely on just posting a little bit on social media, posting on your blog, and hoping that’s enough to create a consistent flow of new patients. What you really need to do is spend a certain amount, not a lot, on Facebook and Instagram every week to get your content out to the right audience in your zip code. So for instance if you wanted to reach women 40 to 65 in a 20 mile radius around your practice, you could run ads for let’s say five dollars a day to promote the blog content, the social media content that you put already out there and get them to know, like, and trust you and your practice.

Now, before you actually start spending money on Facebook you need ingredient number five and that is having a patient acquisition funnel in place. So, it’s not enough to post on your website and social media. What you also have to in place is a way to capture those website visitors because we know that only two percent of first time visitors actually are signing up for your service or for a phone consultation. So we need to serve the 98% of other visitors and the way we do this is by providing what we call lead magnets that get them on your mailing list and then once they’re on the mailing list have a short email sequence that nurtures them to the point where they know, love, and trust you enough to schedule that phone consultation.

And then ingredient number six is that you need to have that phone consultation. Now, I know a lot of you are concerned about spending too much time on the phone but the idea is that your prospects are probably not comfortable enough to go straight from an email sequence to giving you money for a paid first consultation unless they have been personally referred to you.

So what you need to provide to them is a way to test the waters, to speak with you, to find out if you are indeed the right fit for them, and that happens on free phone consultation and that phone consultation is really designed to get them from being an email subscriber to paying for that first initial visit. We’re not selling them on the entire package but you should just focus on getting them comfortable enough to have a second look at their case.

So the idea behind that phone consultation is to create enough comfort level that they’re signing up for a paid first consult where you go over their case, where you review their past lab reports, and everything else that may be relevant to their health history, and then come up with a game plan.

It’s only at the end of that paid first visit that you then have that conversation whether they wanna continue care with you through your signature program that we discussed in ingredient number two.

So I hope you’ll take me up on my offer. Post in the comments seven steps and I’ll hook you up with additional training, additional resources to help you move the needle with those seven steps and start implementing this in 2019.

Next Steps

So if you enjoyed this content and you want more of it, make sure you go ahead and…

If you want other practitioners just like you be able to access this information, this knowledge, make sure to you use the share buttons below to share it with someone that means the most to you.

Remember, as practitioners, it’s our job help more people understand what we do, allowing us to evolve the future of healthcare.

Preeminence: Being Seen As The Go-To Choice

Preeminence: Being Seen As The Go-To Choice

Have you noticed that your practice marketing is not as efficient and as effective anymore as it used to be?

The other day, I was talking to a prospective client – a health practitioner in Kentucky – and we were reviewing his past efforts to fill his workshops, from “Lunch and Learns” to “Dinner With A Doc”, and now workshops on Saturday mornings. And he shared that it’s harder and harder to get people to show up for these workshops.

It’s harder and harder to get people to even register! I’m not telling you anything new….

In 2019, it’s harder than ever to get the attention of the people that you can serve!

The reason for that there’s a lot more competition in Facebook’s news feed, a lot more practitioners and other people advertising, while at the same time, Facebook’s inventory hasn’t increased. Meaning, there’s more competition for eyeballs and it’s harder to get your audience’s attention.

The other fact is that today’s patient is more skeptical than ever – getting bombarded with more information from a lot more sources, and really doesn’t know who to trust.

So, asking these type of patients to show up for a workshop, for a workshop topic that they may not know anything about, is really creating the perfect storm.

For Big Boost, it’s been essentially the same: Trying to get the attention of health practitioners like you, about a topic that they may not know anything about yet (patient acquisition funnels). It’s been hard to get Facebook ads reliably enroll pratitioners into an Evergreen webinar talking about patient acquisition funnels.

So, what we had to resort to, and what you have to do as well, is becoming preeminent, becoming known as the go-to choice in your market.

You can define the market any way you want: Maybe it’s regional, national or local, 20-30 miles around your practice.

But, you want to be known as the go-to choice for a certain condition, or for certain results that you help your patients accomplish in a certain arena.

You don’t have to play nationally, as long as within a 20-30 mile radius, the patients that you can help most know who you are, and why you are the number one choice in their community… that’s all it takes.

So, we’ve found that being more preeminent, putting more content out there that’s actually helpful, that’s valuable, and relevant to your audience is the name of the game in 2019.

If you want to learn more about how to become the go-to choice in your community, check out my on-demand training on how to become the go-to choice in your community. I hope you’ll take me up on that offer because it’s really one of the key things that you need to have in place in 2019 for your practice marketing.

Next Steps

So if you enjoyed this content and you want more of it, make sure you go ahead and…

If you want other practitioners just like you be able to access this information, this knowledge, make sure to you use the share buttons below to share it with someone that means the most to you.

Remember, as practitioners, it’s our job help more people understand what we do, allowing us to evolve the future of healthcare.