Like it or not, first impressions are important – and that also goes for your website! Studies show that website visitors take fractions of a second to decide whether your website is worth sticking around for, even before they read any of the text. You might even call your website the gatekeeper to the reputation of your organization.
Looks aren’t everything
A good-looking website is important, but its effect is limited. Your website’s appearance may stop the user from leaving the website immediately, but if your website doesn’t make it easy for them find what they are looking for, they will quickly go and find another website that does.
With improvements in technology leading to improvements in the speed and technological capability of websites, user expectations of the functionality and experience have increased accordingly. The most popular websites in the world (Amazon, Google, Facebook) all have excellent user experience at the heart of their success, and users are expecting similar experiences on other websites, including yours. People want seamless websites that give them the information they need quickly and easily.
Your website’s top three priorities
Customer success is built on knowing your audience and keeping a close eye on what they are looking for, and providing what they need in an efficient and well-organized way.
Jakob Nielsen, who was called “the guru of Web page usability” by the New York Times, identified the top three priorities for a website a while ago and argues that they haven’t changed since businesses started using websites to sell to their customers (a long time ago). The priorities are laid out here:
- Clean, clear language and website layout trumps flowery, poetic language and beautiful, intricate design every time. Users spend very little time visiting websites for the first time, so they need to get a good idea of what you offer very quickly.
- Give the users the information they are looking for in the shortest possible time. The user wants to know if you have what they are looking for so that they can do business with you.
- Provide simple and easy to understand page design where links and are place where the user would expect to find them.
Three tips for increasing leads on your website
A good website has all the features mentioned above and could help grow the number of people connecting to your hearing practice, helping your get more patients and increasing your profits. Here are some ideas of how to increase leads using your website.
1. An active blog
Small companies with regular blogs enjoy 97% more leads.
Good content doesn’t have to be ground-breaking to increase leads. But for your website to rise higher up in the search results of Google, it needs to be fresh, related to your practice and eye catching enough to hook readers in. The word ‘blog’ might seem a little web 2.0 for some people, but don’t write off how important a regularly updated blog can be for your hearing practice.
2. A call to action on each page
70% of small business websites lack a call to action.
You’ve hooked the user and they have reached the bottom of your home page. Now what? Too many website owners and managers forget that the website is there to encourage people to book hearing tests and consultations.
Think carefully about the ‘customer journey’, about what places your user is going on your website and where it is natural to go next, then provide an easy link to that service or product. By not using your website to encourage people to visit your practice in person, you really are missing out on growing your business and attracting new customers.
3. A website optimized for mobile devices
93% of small business websites are not mobile compatible and will not render successfully on mobile devices or smartphones.
It is helpful to supplement the above figure with another statistic – in 2017, mobile page visits outstripped desktop pages for the first time, and that gap has only grown in the years since. Mobiles are now the preferred method for all internet searches. If your site is not mobile friendly, the user will find another one that is. Google have also recently bought in new search engine policies that disadvantage websites that are not mobile friendly.
Are you looking for help in developing your website to increase leads? We’d love to hear from you. Get in contact with us today!