There are 3 things that you can learn from dating as it applies to your practice website and attracting ideal patients into your clinic.
In working with hundreds of holistic, naturopathic, functional medicine practitioners over the last few years, I often times get the question "What do I do on my website in order to attract the right people?"
The one thing that you have to remember is that marketing is storytelling and it's ultimately about building relationships. Creating relationships with your prospective patients and getting them to know, like, and trust you enough that they will schedule an appointment to explore working with you.
In dating, as in attracting patients, there are 3 things that you need to do on your first touch point:
When you are meeting somebody in public you know what makes you decide to go in the first date with him. They have to match what you expect or what you're looking for they have to be your "type".
Same with your website, it needs to mirror of what your audience is expecting or looking for in a progressive practitioner.
That's probably even more important than how you look. Looks are important – but if you don't say the right things to somebody, they're probably never going out on a “first date” with you. So, you need to be interesting.
You should be talking about what’s at the intersection of what’s of interest to them and what's of interest to you. You should focus your content on this very narrow intersection.
This goes hand-in-hand with how do you know what's relevant to them. You have to know who they are. If you don't know who your avatar is, it's impossible for you to come up with what the content that is of interest to them.
If you meet somebody at an event, how do you go to a first date? You need to get the email or phone number in order to actually schedule the first date. No phone number, no first date.
It's the same thing with your website visitors, if you don’t get a visitor's email address, you have nothing. Chances are, they will forget about your website. They will move on. There’re all these other things that are vying for their attention. This is why it's so important to capture people's contact information on that first visit.
Statistics say that it takes between 7 and 10 touch points to go from a "no" to a "yes" or maybe a “maybe”. And you can't deliver touch points 2 through 10 if you don't have the email address. That's why it's so important to have lead magnets on your website.
Lead magnets are devices where you collect the email address in exchange for giving them something of interest. A lead magnet could be a PDF report, a checklist, or a video. People think lead magnets have to be super complicated but it could be just a two-minute video with a deep dive where you talk about a topic. You don't even have to write a lead magnet, you can just talk through a video and when people opt-in on the “Thank You” page, you will deliver the lead magnet, which is the video.
I hope this is helpful and I would love to hear from you in the comments. If you know what you think needs to be in the website or if you have any questions or comments, post them there as well and I'll be sure to answer them.
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