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What The Heck Is A Website "Funnel"???

Published By: Uli Iserloh
Date: March 14, 2019

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.

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Uli Iserloh
As one of the leading marketing strategists in the integrative/functional medicine space, Uli Iserloh has been advising many of today’s leaders on marketing strategy and marketing technology for over 23 years — helping health practitioners increase new patient enrollment predictably… even if they cringe at selling, hate to be on social media 24/7 or have never run paid ads. Uli Iserloh is on a mission to equip health & wellness professionals to consistently pre-educate prospects into patients… largely on autopilot. After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional & Integrative Medicine leaders. He’s the host of the Getting To YES podcast as well as the co-creator of the Evolution of Medicine Practice Accelerator.


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