Todd Henry
November 28, 2019

4 Common Website Mistakes That Are Costing You New Patients

Let me ask you a critically important question...

When's the last time you picked up a new patient from your website?

If that seems like a foreign concept to you, or if your answer is anything other than "last week," then I promise this article is going to be a total game changer for you.

Because here's the thing:

According to research firm Ipsos Media, 80% of consumers use search engines to find local services.

And what do search engines do? Well, of course you know this: they link to your website.

But they don't just link anyone to your website...

They link highly targeted prospects to your site who are looking for YOUR help.

Folks who have specific problems that they're looking to you to help solve.

Now, if your website is designed to capitalize on these highly targeted visitors (more on that below), then you're in luck.

Naturally, some of those visitors will end up being your paying customers.

But what if your website is NOT designed to capitalize on those visitors who are looking for a chiropractor in their area?

Have you considered how many patients, and ultimately how much revenue, you're leaving on the table because of an underperforming website?

My guess is: hundreds of dollars a month, and thousands of dollars a year.

Seriously...

And that's just a modest average.

Depending on your offerings and retention rates, that figure could be substantially higher.

According to Dr. Beck of dcpracticetools.com:

"The lifetime value of a chiropractic patient is between $1,000 - $3,000 on average, depending on the type of practice, location and services offered."

Dr. Beck, dcpracticetools.com

Let that sink in...

If your website should be generating just 3 or 4 new patients a month, but instead is generating zero because it's not optimized to convert visitors to leads and clients, then your website is actually costing you as much as $12,000 in lost revenue every single month!

That's $144,000 in new business a year (that ultimately went to your competitors).

How's that for a sobering dose of reality?

So, given that, my guess is that you're now probably wondering...

How do you ensure YOUR website is designed (and optimized) to convert visitors into leads and sales?

THAT is what this article is about.

Below, I'll address the 4 most common mistakes most chiropractic websites are making that are severely stunting their conversion rates.

Fix these 4 problems, and you'll be well on your way to picking up new patients every single month...

...While just sitting around and watching your new leads roll in!

Sound good? Great -- then read on.

Mistake #1: No Main Call To Action On Every Page Of Your Website

This is the simplest but most overlooked no-brainer that most chiropractic websites are lacking.

Here's an example of a strong call to action that should be present on EVERY page:

By the way, so long as you're studying a good call to action, notice the button copy...

See how it's benefit-driven?

Rather than the typical "Learn More" you often see on the average brochure website, this copy actually entices visitors to click.

Think of it like this:

People aren't camping outside Walmart on Black Friday to "learn more," "schedule an appointment" or "contact" anyone.

They're doing it for deals. Especially deals that feel exclusive.

So while many people will ignore the opportunity to "learn more" or "schedule an appointment," virtually everyone actively seeking a chiropractor will jump at the chance to take advantage of a "Special Offer" only for new patients.

Mistake #2: No Automated Follow-Up

The typical chiropractic website's main call to action links to a contact form, where one is prompted to enter a few basic pieces of information and then send a message.

That form then routes to an email inbox, presumably for the doctor or a member of one's staff to follow up.

Not exactly ideal for converting leads into new patients.

By the time your office reaches out, the moment has passed. Your potential new patient has often lost the drive to find help, or worse, has chosen one of your faster-responding competitors.

What should happen instead?

Well, the call to action should indeed link to a lead capture form, but instead of functioning like a standard contact form, it should instead be integrated with an autoresponder application that triggers an automated follow-up sequence after a prospect submits information.

In fact, after submitting the form, one very effective method is to redirect the prospect to a scheduling page where he/she can immediately setup one's first appointment at your office.

Remember -- success loves speed. Your goal should be to have all new website leads book an appointment before leaving your online lead funnel.

Here's an example of the booking page that a new lead should land on after submitting a contact form:

Then, automated emails and/or text messages can be triggered that remind your new lead of his/her appointment to increase show up rates.

For folks who don't schedule right away (let's say they abandon the page without setting up an appointment), then you could have automated email and text messages sent out to your new lead to remind him/her to book an appointment.

This is just one approach. There are many.

The key thing is to use smart, proven, automated follow-up campaigns to optimize your ability to turn new website leads into paying patients.

Mistake #3: Your Website Isn't Mobile Optimized

According to Forbes, 70% of all mobile searches result in an action within one hour...

...So it is no surprise that a poll conducted by Marketing Zone showed that 84% of small businesses that are using mobile marketing methods (like a mobile-optimized website) reported increases in new customers.

(A similar poll reported by Web.com showed that 84% of small businesses that have a "mobile presence" said that they see immediate and long-term benefits from it.)

So the verdict is quite clear: if your website isn't mobile optimized, then you're leaving big bucks on the table from lost customers.

What do I mean by "mobile optimized?"

Well, what I DON'T mean is mobile-responsive.

Lots of web agencies boast about developing "mobile-responsive" websites.

The thing is, being mobile responsive is only one aspect of having a mobile OPTIMIZED website.

A website that is optimized for mobile devices is one that has been conversion rate tested on mobile, ranks well in Google and other search engines for having a mobile-friendly experience for visitors, loads pages quickly, etc.

Consider, for example, that a relatively detailed nuance like a full-width call to action button on mobile made a huge difference in lead conversions when we split tested different-sized buttons.

Because the full-width button was easier to tap, it resulted in a dramatic increase in lead conversions.

Mobile optimizations like this lead to better overall website performance, and more patients for your practice.

Mistake #4: Your Website's Page Load Speed Is Too Slow

Here's the reality: the vast majority of website pages load way too slowly.

Yours is probably one of them.

Here are some facts to consider (from Neil Patel):

  • 73% of mobile internet users say that they’ve encountered a website that was too slow to load.
  • 51% of mobile internet users say that they’ve encountered a website that crashed, froze, or received an error.
  • 47% of consumers expect a web page to load in 2 seconds or less.
  • 40% of people abandon a website that takes more than 3 seconds to load.
  • A 1 second delay in page response can result in a 7% reduction in conversions.
  • If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.

Here's the kicker: the average page load speed, according to GTmetrics, is almost 7 seconds.

Many websites load much slower than that:

Image Source

As you can see from the graph, only 5% of web pages load in under 5 seconds!

And the bottom line is this:

For every one-second loss of page load speed, studies indicate you experience an average reduction in conversion rate of 7%.

Cloudflare

So -- the big question...

How do you increase page load speed?

The answer is anything but simple, but generally, here are some ways to significantly speed up your site:

  • Optimize your images (images are large files that, when compressed optimally, should improve how fast your pages load)
  • Optimize your videos (same reason)
  • Make sure your images are scaled appropriately (if your browser has to scale an image up or down so that it renders properly on a page, your page's load speed will be negatively affected)
  • Use dedicated or VPS hosting, or a content delivery network, for fast delivery of web content to your visitors
  • Ensure your web developer uses clean code! This is an oft-overlooked, key element of fast-loading pages. With the pervasive use of inexpensive "build-your-own" site builders out there, and even very popular WordPress page builders, it's become commonplace for websites to be badly coded by novices looking to save a few dollars, with page load speed paying the price. (What these folks fail to consider is the huge opportunity cost of losing out on new patients due to poor conversions actually far exceeds the "savings" of a cheap website.)

What If You're Not Sure Whether Your Website Is Costing You New Patients?

I get it -- you're a chiropractor, not a web developer.

Maybe you had a web agency build your current site, but are reluctant to go back to them with the above information and question their work.

What do you do?

Here's exactly what you should do...

Click below to have your website professionally audited for FREE.

It literally only takes 30 seconds to give some basic information needed to have the audit performed and delivered to you, and it costs you nothing.

In return, you'll receive a comprehensive report grading your website for every important aspect of performance, including its ability to generate new business for your practice.

This report will even prioritize what to fix, and spell out precisely how to do so. Just click below to get started.

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