All leads are pushed to a Lead-Conversion Microsite where every page is optimized to engage and convert visitors into prospects who then receive tailored messaging (e.g., digital ads and emails) that nurture them through the sales funnel until they’re ready to act.
Website or Microsite
Your website is your most important selling and lead conversion tool for most practices. Its primary purpose is to convert unknown visitors into known new-patient opportunities. Think of it as your 24-hour digital salesperson, conveying your story with the right words, images, and sales flow, while capturing invaluable information.
How does it work?
In an effective lead-generation program, a visitor arrives at your homepage or landing page with a problem to solve or need to fulfill, for example, “I need a dentist who specializes in Dental Implants.”
The visitor spends their initial 3-5 seconds assessing the content to determine if the practice can meet their needs before investing more time. Therefore, the banner at the top of the page (called the “hero”) should instantly answer, “Yes, we can meet your needs. Explore further.” It does this by conveying the right brand image with your unique selling proposition that delivers confidence and differentiates you from the competition.
The page’s remaining content offers reasons to believe through facts, patient stories, and social proof while continuously suggesting simple next steps to take action.
The overall strategy of your homepage or landing page isn’t complicated. You’re just translating your best ales approach to a digital medium.
Custom Landing Pages
A common mistake is to create a general landing page for all visitors, especially those arriving from paid advertising. Our websites feature content specifically related to the visitor’s needs. For example, if someone clicks on a Google Ad promoting affordable solutions, the landing page should highlight pricing. If the person clicks on an ad for the best doctor, the page should profile the doctor’s credentials. The consistency from the ad's message to the landing page dramatically increases the conversion rate.
Click the tabs below to view examples of pages with different messaging: