How to Optimize Your Medical Website for Conversions in Three Easy Steps

Michael Brown

Michael Brown

Posted on March 19, 2014

These days, online marketing strategies are changing faster than most people can keep up with. What worked six months ago might not work anymore – or, at the very least, there is a better method available. For this reason, it is important to keep an eye on each of your healthcare organization’s marketing tools, especially your website.
Increasing traffic to your medical website is great, but you have to remember that turning those visitors into conversions is just as important, if not more so. After all, what good is all that traffic if site visitors are leaving your website without taking any sort of action? Whether your objective is for people to fill out a contact form or place a call to your office, your goal is to get site visitors to convert.

Here are three things you can do right now to increase conversions for your website:

website goal
1. Define your site’s objective.

To start, it is important to check your medical website to make sure the purpose is clear to your visitors. Think about your home page and ask yourself, “What do I want people who land on this page to do?” Do you want people to request an appointment? Subscribe to your newsletter? Follow you on social media? Whatever your aim is, make sure it is reflected in the content of your website.

2. Remove unnecessary, distracting content.

More doesn’t always mean better. In fact, unnecessary content can be a detriment to your conversion rate by distracting site visitors from what it is you really want them to see. This is why it is important to include only a handful of elements on each of your website’s pages, so that you’re not competing with yourself for a prospective patient’s attention.
Let’s take a look at your contact form, for example. Is it really necessary for you to find out age and gender in the first contact you have with a potential patient? Too many contact form fields can be off-putting, making people not want to fill the form out at all. If you simply cannot part with these elements, at least making them non-mandatory is a step in the right direction.
By removing unnecessary content, you can bring the main focus of your website to the forefront and increase the chances of your visitors converting.

3. Add contact forms in more places than just the “Contact Us” page.

contact us

Adding additional mini-contact forms to interior pages of your website is a great way to boost conversions. Let’s say your website has a page outlining a specific procedure or service that your practice provides. If you are driving traffic to that page, why not minimize the number of steps a visitor has to take in order to get in touch with your practice?
By placing a mini-contact form on a page other than your main “Contact Us” page, you allow your visitors to get the information they came for and fill out a contact form without any additional clicks. Using a contact form like the one above, for example, with only a few categories to fill in, will encourage contact.
Having a medical website design that turns traffic into conversions is the ultimate goal for many practices. If you make sure that your objective is clear and simplify the process for your visitors to achieve that objective, it is quite possible that you will notice an increase in conversions.
What are some other quick-fixes you have found to be helpful in increasing your website’s conversion rates?

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