Is your website driving away potential clients? For anyone who has a professional practice, be it a psychology practitioner, a dental practice or an accounting firm, a highly converting website is critical for generating leads and conversions. Since something as simple as site speed or poor navigation can make or break a lead, let's go over and fix the most common issues:
You don't communicate your value proposition
Your potential client came to your website, saw your logo, your headline, tagline, and read the first paragraph. They still don’t know what service you're providing. The most basic website design recommendation for a highly converting website is to ensure that your readers know exactly how you'll help them - in less than 5 seconds - and nudge them to explore in more detail. If the most visible area of your homepage doesn’t explicitly explain that, then your site visitors will likely leave to a competitor. So make sure your value proposition is clearly communicated at the onset.
You don't provide a clear conversion path
A highly-converting professional practice website guides visitors from the most important element to the 2nd most important element, and so on, while always having a call to action or contact form nearby. A low-converting website, on the other hand, leaves visitors to fend for themselves and try to pick out the most important parts of the value proposition among distractions. It does not use calls to action and the contact information is buried.
Your website is not mobile-friendly
You've surely experienced this pain with websites that force you to zoom, pinch, and scroll to hunt for content on your phone or tablet. If the page website doesn't display correctly on a mobile device, there’s a good possibility that your potential client will never see the value you can offer, or worse, will become frustrated and leave. Your SEO ranking is also going to suffer, as mobile-friendliness is one of the factors considered by Google. If you're not sure if your site is mobile-friendly, use a tool like Screenfly to test how it looks across different devices.
Your website has errors or broken links
This is another big one for conversions and SEO. If you have links that don't work or an important element like a contact form is not broken, then it should be caught and fixed asap. If your website appears poorly maintained, you also sacrifice your first impressions and professional credibility, making it that much more unlikely you'll get that lead or conversion.
Your website is cluttered and hard to navigate
Remember the old adage... Something is finished not when there's nothing else to add, but when there's nothing else to take away. Less is more. Too much clutter will only distract your potential clients from your goal: them contacting you. Many websites have text and pictures all over the place. White space provides balance and breaks up the design elements, making content easier to scan. When too many things are competing for the visitor's attention, it will make it that much harder to determine if you offer what they need. The same goes for text that's too small or light to read, paragraphs that are too long, or too much or too little spacing between paragraphs.
Your important content is missing
If you have a professional practice, here are some elements that you should consider when building a highly converting website:
• Clear contact information on each page
• Services listed on separate pages
• Contact form integration on each service page and on the contact page
• A profile for each team member
• Content that helps educate your patients and build your credibility as a professional service provider (eg: a blog section that's regularly updated with fresh articles)
You don't update your content often enough
If your website has a blog, a news section, groups or events, or similar content that changes frequently, then letting these elements go stale gives an impression that the company is not in business anymore. It also sends negative signals to Google, which will cause your search engine rank to drop. Remember, Google wants only the freshest, most relevant content, so this is not only a website usability issue.
You don't have professional portraits
Even if your practices consist of independent practitioners who provide their own profile photos, you will all greatly benefit from professional headshots. You only get one first impression, and sadly it’s human nature to make a subconscious decision based on appearance. Do your best so that this impression is positive. Portraits that are done in the same style will also look cohesive and give your website a more polished and professional look.
Website conversion optimization is an ongoing process that requires dedication and testing to get positive results. We hope that what we identified above gives you a head start in setting up a highly converting website and prevents wasted resources in your marketing campaigns. We'd love to hear your thoughts and questions about setting up a highly converting website. Don't hesitate to reach out to us through the link below.
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