I would like to introduce you to our guest blogger James Crook, Digital Marketing Consultant from Choc Chip digital. James has kindly agreed to provide us all with some practical information about using our website to bring in new clients. For many of us in private practice digital marketing is a bit of a new frontier. It is time we familiarised ourselves with the concepts as it sure is the way of the future for our businesses. Over to you James:
There comes a time when you can no longer rely solely on professional referrals to gain new clients, and in order to grow you must attract direct enquiries.
Your website is your cornerstone marketing asset online and can be incredibly valuable to your business – but not everyone uses their site in an effective way.
Here are 4 ways to ensure your website is working to attract new clients for you.
- Affirm Referrals
Whether someone is referred to you by a healthcare professional or their neighbour’s husband, the first thing they will do is look at your website to see if you are any good. You want to make a great first impression and affirm the referral that they’ve been given.
This means you should present a professional image with your site’s graphic design and content. Show them you are credible by providing case studies or presenting your past experience. If you can use logos from any larger, recognisable organisations you are a member of or have worked with, that also builds trust.
- Show Expertise
Above and beyond appearing credible, you also want to show visitors your professionalism and expertise.
This can be done by highlighting your qualifications and experience, but while this is important it’s also a bit boring, honestly. So keep it short and to the point.
A better way to showcase your expertise is to publish content that informs and delights visitors, educating them with what you know will help them. This can be done through blog posts, articles or short videos.
- Be Found in Google
This is easier said than done, but the rewards are undeniable.
The top 3 places in search results get around 60% of the website traffic for any given query, and people who are searching for your specific services are obviously likely to need them. So this is good traffic! They are ready to get in touch if they can see you offer what they need and tick the credibility boxes they need.
So how do you appear better in Google search results? The answer comes back again to content. At its most basic level Google looks at your content to understand what it is about, the compares you with every other site on the internet to present what it sees as the most relevant page for the search.
Other factors come into play, but great content is the backbone of any Google optimisation campaign, and all the other tactics in the world will fall flat if the content isn’t there to underpin them.
- Lead People to Get in Touch
Every page on your site that will have visitors, should give them directions on what to do next. Put a “Call To Action” as a link, button or graphic on every page, whether that is as simple as “Contact us”, or “Read more about our services”, or something more proactive like “Click here to book a free 15-minute phone consultation”.
When creating a call-to-action, think about the ideal step that someone will take next from this page, and lead them through it. The main purpose of your site is to generate enquiries, so you need to point people in that direction.
So, when you are next reviewing your marketing plans, take a look at where your website currently sits. Is it delivering you new enquiries every week? It should be, and the tips above are a good start to make that happen.
Thank you James for not just your suggestions but for explaining why we, as private practice owners, need to take these steps. As private practitioners we are very reliant on word of mouth, in the future we will have to find ways to stand out from the increasing competition and make our websites earn their keep. I have many conversations on this topics along with action steps to take with my private practice coaching clients.