Are you wondering if your website is still up to par in 2020? 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.
So that’s why conventional medical marketing works for dentistry, medspas, botox, acupuncture, massage and chiropractic care… consumers KNOW what commodity they are looking for, and they need it right now.
Yet in chronic disease, people don’t just wake up one morning and say, “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”.
That’s why your website needs to serve a different role.
For those people that are dealing with 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 as many as 20-30 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.
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