New for 2022 – This May Be the Best Way (and By Far the Cheapest) to Generate More New Initial Evaluations

David Straight December 22, 2021 Marketing Physical Therapy Mobile Marketing Physical Therapy Websites

Physical Therapy Website Funnel

Have you heard of conversion rate optimization? It is the practice of increasing the percentage of users who perform a desired action – hotjar.com

“How does this apply to a physical therapy practice, and does it really matter?” The answer is a resounding “yes”.

To clarify the above definition as it applies to you, the practice owner, conversion rate optimization is the practice of converting more patients that are considering you to initial evaluations.

Three Ways to Improve Your New Patient Conversion Rates

Again, to give you some context, we are talking about converting more prospects (warm leads that are one or two steps away from booking an appointment) into patients. Here are three fast and easy ways to improve this, with one of them, in my experience, being the very best.

  1. Tell a better story that is consumer centric, not company centric. Take a look at the copy (the words on your website home page that are meant to funnel viewers to your call to action), on your website home page. Is it about the patient, their pain, their desires? Or, is it mostly about you, how good you are, & details about services that may never matter to the reader?
  2. Take a look at your mobile website experience. Does it follow Google’s golden rules of being fast loading, super easy to read, and friction-free? Too many PT websites have long paragraphs that prospective patients don’t want to read. Moreover, it isn’t easy to scan, which just so happens to be the way many read websites, i.e. they scan them.
  3. Finally, the Best Way to Increase Conversions – Add a tracking phone number, record your calls, and improve communication. This is by far the best thing that you can do. Do you know what your receptionist (who gave the first impression of your practice to a caller) is saying to patients?
Quick, True Story
I recorded calls for a practice once, and a prospect called with a TMJ problem wanting to know if PT was right for them. After they finished the call, the prospect undoubtedly hung up and was wondering if they had cancer. The caller went from pain in the TMJ to I might have a problem that could kill me. The receptionist had so badly mismanaged the communication that it undoubtedly hurt the practice’s reputation.

Quit Wasting Money on Expensive Marketing and Examine How Well Your Existing Marketing is Doing

Therefore, Take a look at your conversion rates.

Action Items:

  • Look at the text on your homepage – is it telling a memorable story that funnels people to a call to action (do you even have a call to action)?
  • Check out your website on your smartphone. Is it fast loading, easy to scan, and there are easy ways to take the next step in the buying process?
  • Get a tracking number and put it on your website and Google Business Profile (add it as an alternate number). Record some calls and use them as teaching moments.

If you need help with your conversion rates, and your online marketing, let’s connect.

Click here to request an appointment or if my calendar doesn’t have something available just call (800) 468-5161.

Thanks for reading – David Straight, DPT

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