The most essential feature of your private practice website is the simplest (and easiest to overlook): the Call To Action.
Patients have to be told exactly what to do.
You may have found this to be true in your clinical work. And it is most definitely true on your private practice website.
It doesn’t matter what else a patient finds on your website or how well you have established authority for your private practice by building a foundation with content marketing. All of that effort is wasted unless every single page features a specific Call To Action (CTA).
In other words, have you told the patient exactly what to do?
A CTA can take many forms. Sometimes it might encourage a patient to “read more about” a particular topic by clicking on a link. Sometimes it asks them to download a free report that details possible treatments for their symptoms. Or you may simply be encouraging a patient to pick up the phone and call your private practice to make an appointment today.
Without specific encouragement, most patients will not take these actions on their own. They will aimlessly click away.
The CTA is even more important for private practice now, in the days of mobile marketing, when a huge percentage of people looking at your website are doing so with the use of their smart phone or other mobile device. For this reason, you’ll need to make sure not only that there is a distinct CTA on each page but also that the CTA is linked and clickable.
Even better, build a contact form into your private practice website that makes it simple for people to put in their name, number, and reason for contacting you—then make sure that your office staff are checking this multiple times a day and can get back to new patients within a few minutes.
Wondering what else you may be overlooking when it comes to marketing with your private practice website? We talk about issues like this in our coaching and mentoring programs.