You might have a fantastic website that gets a lot of traffic, but there’s a problem: it isn’t turning that traffic into patients. What is going on?
Your conversion rate might have something to do with it. Your dental marketing strategy’s end goal is to increase conversions (which, for most dentists, is defined as the successful scheduling of an appointment). If you aren’t converting, all of your marketing is for nothing.
Let’s look at some of the reasons why your conversion rate is not as high as it should be.
Your website does not provide a good user experience.
It might mean that visitors don’t like your website’s look if few decide to make that call to your staff. Maybe it is obsolete, difficult to navigate, or it is hard to find information.
You want to create a website that makes an excellent first impression with a fresh, responsive design with a smooth user experience.
- Build headlines that attract and inspire visitors to click
- Use photos that reflect your ideal dental patient.
- Delete elements of the page that seem to divert visitors from your core content.
Visitors don’t know what to do once they are on your website.
Your website might be user-friendly with engaging and quality content, but you won’t convert many visitors without a straightforward and concise call-to-action.
Also, make sure it is easy to locate your contact details so that those who wish to book a dentist appointment can do so with minimal fuss.
By asking people what to do, understand that you’re not rude. When they get to your website, people expect to be told what to do.
Your website content doesn’t display enough expertise, authority, or trust.
The Google algorithm recognizes websites that can directly influence the money or life and position them in its YMYL (Your Money Your Life) category. For YMYL pages, including dental practice websites like yours, Google has higher expectations for content and site quality.
Google judges YMYL websites based on EAT criteria. EAT stands for expertise, authority, and trustworthiness. Since these sites directly affect the well-being and finances of users, Google more closely vets their reputation.
To convey your website’s awareness, authority, and trustworthiness to Google and raise your ranking, ensure all content on your website is created with one of these three values in mind.
A good ranking on search engine websites has an indirect effect on your conversion rate. It’s no surprise that the higher you are on the search engine results page, the more likely website visitors will convert.
Your website is not optimized for smartphones.
Mobile-friendliness can only be good news for your conversion rate. A recent case study for a shoe company found that their search engine rankings improved by 77.59 percent and their smartphone conversion rate by 15.19 percent using responsive web design.
Your website loads too slowly.
How well a website performs has a significant, measurable impact on conversion rates. Studies have consistently shown that a better conversion rate would benefit from quick page speed. In other words, the faster a webpage loads, the more likely the targeted action on that webpage is to be carried out by a user.
How quickly should a webpage be loaded? A recent study found that forty-seven percent of customers expect a web page to load in 2 seconds or less. A Walmart study also showed that conversions increased by 2 percent for every 1-second improvement in page load time.
You’re not catering to your target market.
If you want to choose typefaces, colors, and images that will resonate with your future dental patients, it is essential to know your target market and what they will respond to.
What are you supposed to do about them? You ideally have an awareness of their age group, prevailing gender, and level of education. It is crucial to be aware of what is irritating to your target market so that you can prevent this from appearing on your practice website. If you are aware of psychographic information, such as what motivates them, their values, and what other businesses they are drawn to and purchasing from, so much the better.
If you’re in search of professional digital marketing services, we’re here to help. Contact us today to learn more!