You’ve been working hard to improve your SEO, attract visitors to your website and create amazing content.
Now that you have them on your site, what do you do with them? How do you create a loyal customer from their visit?
There are many ways to increase your conversion rate (the number of visitors to your website that become part of your community, make a purchase, request additional information or book an appointment, etc) and over time you will realize that the strategies you employ will greatly benefit your online growth and reach.
Here are a few strategies for you to think about:
1. Create Compelling Calls to Action Within Your Blog Posts
What are you writing about? Does it have a connection to a product or service that you offer? You can assume that if your audience is reading that particular blog, they may also have interest in purchasing/receiving something connected to the topic.
For example, if your blog post is titled the Best 3 BBQ Recipes You Need for This Summer, consider providing a free or paid for edition of Your Famous Summer BBQ Recipes. Think about leveraging the next piece of education from your blog, and don’t be afraid to encourage download, purchase, etc. People love free stuff, and if it’s a topic that interests them, you can be sure that exchanging their email address for the free gift is definitely going to happen.
2. Include Call Now or Book Now Buttons
What do you ultimately want your readers to do? Do you want them to make a purchase? Book a new patient examination? Follow you on Instagram? Decide what your goals are and then use that as a guide for choosing your main CTA (call to action) theme throughout your website.
3. Offer a Free E-Book, Free Report, Free Recipe Guide or Something Else of Value
As discussed, everyone wants free stuff!! Find something that your community would find valuable and offer that on your website. Something that can be delivered electronically, such as a Free E-Book, Report, Guide, etc and use that as a ‘get-to-know-me’ tool. You can use this offering as an advertisement on social media and boost the ad to show it to more people. Offer the giveaway as an exchange that your viewers must trade their email address for, and this will allow you to begin building your list.
Send regular emails out with your best content and connect with your community regularly to keep them updated on their health, your practice, events and you!
4. Set Up an Email System that Emails Your Viewer If They Abandon Their Cart Before Completing Their Purchase
Sometimes your readers will get busy and distracted and forget to finish their purchase. Other times, they need to think about their purchase for a bit, and potentially forget to return. Others simply change their minds. Whatever the reason, have your web developer set up an email notification to send to your viewer that they have items waiting in their cart. This will create a great number of people returning to their carts to finish their purchase, and improve your conversion and bottom line.
SEO is a term that is thrown around daily, but do you really know what it means? And how it can help to improve your search ranking and ultimately your practice? Here, we break it down for you…
What is SEO?
SEO is Search Engine Optimization. It is a marketing discipline that focuses on growing your website visibility through organic (non-paid) search engine results.
SEO helps to improve rankings, drive traffic and increase awareness about your website. It is not just about the technical side of the web, but the people side too.
By optimizing your SEO, it automatically optimizes your site for your human viewers.
Many of the factors that affect the quality of your SEO are directly related to how human viewers would be experiencing your site.
For example, the more relevant information you have on your site, the better. Search engines compare the viability of your keyword with the information on your site and this can contribute to your optimization. For example, when you have relevant information that your audience is searching for, they spend more time on your site, letting search engines know that there is quality information there, that is worth sticking around for.
It also indicates that there hasn’t been an issue of click bait or bait and switch with minimally relevant information on your site.
Why Does Your Site Need to be Search Engine Optimized?
Search engines are smart, but they need a bit of help. By optimizing your ‘findability’ it enables search engines like Google, Bing, Yahoo, etc to more easily find your page to show it to people who have searched for something related to your offerings.
For example, by being able to target your traffic and bring them to your site can mean all the difference for your exposure.
Search engines also help to rank your website, and place your content where your readers are more likely to find it – at the top of the page.
Today, Hundreds of Factors Affect Search Optimization
Search engines generally assume that a page that is popular (has many visitors per day) or has lots of information on it, that it must be a valuable page and is ranked highly.
There are also algorithms, or mathematical equations, that are updated very regularly by the search engine engineers to maximize the search relevance of a particular page.
These can include domain level link authority features, page level keywords, content value on the page, keyword relevance, social metrics, user usage, traffic query on page, keyword usage, and hundreds of other factors.
So you can imagine that it is very difficult to find the exact equation to have the best possible SEO.
What is the Easiest Way to Improve my SEO?
Create a website that your audience will love. Create content that is relevant to them, that is engaging and keeps them on your site for an extended period of time. Educate them, empower them and encourage their return.
Use keywords that are relevant to your content and relevant to your audience’s searches.
Have you ever heard of your bounce rate? No, it’s not how many times you can jump up and down in 30 seconds.
Bounce rate is a very handy metric for analyzing traffic on your website. Bounce rate is the percentage of people who land on a page on your website and then bounce back out.
They don’t click on anything else, they don’t navigate to other pages or stay for long. The viewer realizes that this isn’t what they were looking for and pops back out.
So ideally, your bounce rate is a very low number, because we want people to arrive at our website, love the content, navigate through many pages and stay for awhile.
How do I know what my bounce rate is?
Log into your Google Analytics dashboard and all of your stats will be right there. If you don’t have access to your analytics, ask your web designer to get you set up to view it.
So what does it mean if I have a high bounce rate?
It means that your audience is telling you that you need to reassess your site.
But don’t go scrapping your entire site and calling in a new designer!!!! You need to REASSESS various aspects of your site to see how you can tweak it to make it more relevant to your audience. Help your viewers experience a site that draws them into your page and invites them to stay for as long as needed to convert.
How do I fix a high bounce rate?
A high bounce rate could mean any number of things so beginning to tweak even a few small pieces of the puzzle can mean drastic improvement in your numbers.
1. Make your content relevant and very clearly laid out. Many times bounce rate is simply because your reader found your content irrelevant to their situation or they were actually confused by lay out, content or some design aspect. Start by reviewing your content – are you using language that is much too scientific for a layperson to understand? Are you speaking directly to your target audience and helping them to understand exactly EXACTLY exactly how you are going to help them? People want clarity and understanding, especially when it comes to their health. There is way too much confusion in medical terms, tests, pharmaceuticals and murky MD appointments that patients are confused by. Be clear and caring in the terms you choose to use.
2. Is your site optimized for mobile viewing? Every single day, the percentage of mobile viewers is increasing, so stay current. If your site is not optimized for mobile, you’re missing out on a serious percentage of your audience, and this could actually be the main cause of a high bounce rate.
3. Are you using pop ups? Annoying! All of the content you need to explain to your target audience can be displayed in a visually appealing way on the screen.
4. What keywords and tags have you chosen in your SEO design? Keep them relevant to your target audience to be sure you are not adding to a high bounce rate with misleading search queries.
5. Are you guilty of using click bait from social media? Keep your headlines relevant to what you are writing about so that your readers are never mislead by the content that they are actually going to be reading (and not bouncing off of) to keep your audience engaged and on your site for as long as possible.
Is your webpage as efficient as possible to create conversions?
A web conversion is when we are able to successfully convert a reader into a member of our tribe – whether that means they make a purchase, join your newsletter, or request a new patient exam.
What are you doing to create conversions? Here are a few tips…
1. Add a Site-Wide Call to Action
On the sidebar or footer of your website, there is space to add widgets and various functions. Here is a great place to offer your call to action ~ whatever it is that you are offering to your readers. This is where they give you their email address in exchange for an e-book, or their credit card in exchange for a product, or their name and number to make a new patient examination. Make this form look professional and inviting, to encourage your readers to stay in the process of conversion. This must be user-friendly with no tech-glitches or those people who are trying to get into your sales funnel will quickly back out.
2. Sales Funnel on Social Media – sponsored content
Are you offering a Free E-Book, 15 minute health consultation or free samples of some kind? This is a great way to bring people from scrolling past your content to clicking on it. You can link this click back to your website, where a landing page is waiting for them to offer more information and to continue and complete the transaction. Here it is also super important to make the process clean and glitch-free. Add relevant information, testimonials, even a mini-welcome video from you to introduce or further educate about what you are offering.
Your content will be shown to many more people if you sponsor your post with even just a few dollars per day. Be very rigorous in your demographic choices to make your money go further. For example, if you are offering an E-Book to expectant mothers and new families, use that as your main demographic choice!! The more specific, the better.
And be sure to end off your E-Book with an offer for a follow up coaching session, invitation to an online webinar, presentation at your office or discounted examination if you are marketing to the local population. These people have already joined your tribe by clicking YES to receive your E-Book. Now, leverage their desire to learn more from you and really connect with them.
3. Follow up with your new tribe members by email the day after their purchase or request of your E-Book. Many things can happen between clicking download and actually being able to read it. The phone rings, their child threw up, their in-laws dropped in, etc. so send a quick follow up email to be sure he/she received and downloaded their copy and ask if they have any questions yet.
A few days later, send a follow up email offering the same offer that you made in the E-Book, because they may not have gotten all the way through the reading yet.
Stay connected and make your offers genuinely and authentically. Your audience will appreciate your care and support and your tribe will continue to grow every day.