Investing in a custom dental website is a great first step but it is not enough to turn visitors into clients. To make that happen you must exercise conversion rate optimization on your website. CRO is the process of refining a website and specifically a landing page for user conversions. The goal for dentists is for website visitors to complete an action that demonstrates interest. This can be calling a phone number, filling out a contact form, or signing up for a newsletter. Tracking conversions is made possible through Google Analytics and every website should have it installed. If you convert 2 of every 100 visitors to your site your conversion rate is 2%. An average rate is considered to be 2.35%. Learn how to increase your CRO in 2019:
#1) Call To Action
Converting visitors requires a strong call to action or CTA. The goal of course is to inspire users to take an action pre-established as significant. An effective CTA creates urgency in the user but is also very convenient to execute. For example, a phone number link for a free consultation will urge the visitor to take action and the click-to-call functionality will make it convenient for them to reach you. It’s very important that a CTA is prominately displayed on the top of a website page. If the phone number is too small or placed somewhere outside of the primary view of the user, it will be overlooked.
#2) Tracking & Analytics
Dentists must install Google Analytics to track web conversions. The tracking code is placed within your site’s codebase allowing you to then monitor user behavior through the Google Analytics Dashboard. Within the dashboard you can create goals and events which demonstrate the rate by which users are completing the assigned task (converting). Analytics comes with additional benefits as well including the ability to showcase how many users are reaching your website through organic search, direct visits, referral visits, etc. You can also monitor bounce rate, session time, and much more.
#3) Design & Aesthetics
Sometimes the conversion of a user comes down to a more simple factor which is design. If the aesthetics of your website project well… expect to enjoy higher conversions than a site that has no such appeal. Have you ever been on a website that just “feels” right? And in contrast, have you ever been on a website that “feels” mediocre? In both cases there are aesthetics at play. Wall the projection of aesthetic appeal can be traced back to specific design choices, ultimately it more of a subjective opinion from the user. With that being said, if a high percentage of users enjoy the design, conversions will go up.
#4) Signals and Proof
Users are more likely to convert on websites that demonstrate social media signals and proof of trustworthiness. So how do these two things manifest themselves? Social media is rather simple since all you have to do is link back to your social profiles with social media buttons. A good web designer can create these for you and if not… you can install a WordPress plugin on your theme that will allow for you to input the buttons without any design or coding knowledge. Proof of trustworthiness has more to do with awards, badges, and honors showcased on your homepage. This can be as simple as embedding the logos on your site.
#5) Unique Images
Have you ever seen a stock dentist photo? Perhaps one that looks like a failed soap opera actor smiling at the camera with scrubs and a surgical mask? This is like pouring gasoline on your conversion rate and then lighting it on fire. The last thing people want to see out of a professional dental website is stock photos. What they want are original images of you and your team so that they can feel comfortable taking an action to become a client of yours in the future. With most mobile devices now having quality cameras, the ability to take photos is easier than ever. You can upload them to your website as well as your social media and Google My Business pages.
#6) Keyword Relevance
A site that gets a high share of irrelevant traffic is going to have a lower conversion rate. It’s simple mathematics. If hundreds of daily users have no interest in dental work, those people will never convert. It makes your Google Analytics look bad and perhaps worse than it should. In contrast, sites that attract a lower volume of more relevant users will have a higher conversion rate. So how do you increase relevance? Identify and target the correct dentist keywords. By bringing in visitors with real interest in your services you will begin to see your Google Analytics data reflect the work you’ve done to improve relevance.
#7) Lead Magnets
Not every website will feel the need to include pop up promotional offers and opt-ins to website users. Some may not even like the idea of a chatbox. But for those who are really looking to push conversions, these types of lead magnets can pay dividends. Some feel that the intrusiveness is too great and will ultimately harm the credibility of your page. There’s only one way to find out it this is true and that’s to test it using Google Analytics. You can also try similar but less intrusive pop-ups (perhaps on the bottom right of your page) to create a similar but less egregious impact.