We helped an allied health professional increase leads and new customers within 24 hours

The Challenge: Why isn't this working?

A healthcare practitioner with a specialty practice was getting plenty of traffic to her website, but no new business was being generated.  Considering everything going for the practice, it was not immediately clear why attracting new clients was so difficult.  Marketing Monsoon determined where the issues were and the right strategy to overcome them.

The practitioner was well-known in her field.  She used a unique methodology to treat patients with ADHD and dyslexia.  She trained other practitioners in her technique and had a following that included healthcare professionals and former clients.

On the surface, the practitioner's digital footprint seemed sound.  A well-targeted and comprehensive website was attracting over 1,000 organic visits per month.  The website was ranking on the first page in relevant keyword searches. There was a strong "intent to buy" signal with 40% of visitors landing on a "Find a Practitioner" page.  And yet, with all these positive indicators, no new business was being generated.   

The Analysis

The team at Marketing Monsoon did a deep dive analysis of what was happening on the practitioner's website to determine why the steady traffic was not being converted to leads, much less clients. Analytics suggested the website was appealing to the appropriate audience, so the disconnect was after the potential clients were on the site, and this is where the extensive experience of the Marketing Monsoon team came into play, as subtle things were adding up to big problems.

The website review determined several "small" factors were at play, making it difficult to convert visitors to leads and then to clients.  First, the company phone number was not apparent on the front page.  This is a business where initial contact is often by phone.  Without that number immediately available,  visitors were expected to fall back to filling out a contact form, but that contact form was hard to find on the website.  This left visitors unsure of how they could move forward in their relationship with the practitioner. More than likely, this contributed to how "successful" the "Find a Practitioner" page was.

The page with the most visits on the site, "Find a Practitioner", contained a confusing search widget that provided contact information for trained practitioners in every state. While well-intentioned, the design of the widget was essentially sending the majority of potential clients off the website. The website failed because instead of converting visitors to leads through contact information capture, it was sending those visitors away without that final piece of engagement.

The Solution

The solutions the Marketing Monsoon team came up with were relatively straightforward. First, the "Find a Practitioner" page (and all navigation references to that term) were taken off the site.  In its place, a "Get Help" page was created with a form that included the call to action, "Request a Confidential Callback" (this was later changed to "Request an Appointment"). Additional navigation was added to the site, directing visitors to the "Get Help" page. 

In order to keep visitors engaged with this practitioner and to capture additional leads, an ebook answering a burning question relevant to the target audience ("Can ADHD Be Cured?") was developed and offered through a popover form on the website. 

The Results:

Between the navigation and contact form changes and the addition of a lead capture element, the productivity of the website was increased nearly immediately.  Immediate response included 3 conversions on the Request a Confidential Callback page.  Two of those first three requests converted to paying clients.  That's a conversion rate well above what might traditionally be expected, and shows that the problem was with engagement rather than attraction.   

Now that engagement was put on the right path, the Marketing Monsoon team focused on building website traffic.   With a mix of paid social media advertising and media relations, website traffic continued to build, resulting in over 100 new leads the following month.

Successful digital marketing requires that all aspects of the strategy work together.  Drawing visitors to your website is just part of the process.  If those visitors cannot be converted, or the conversion rate is too low, something needs to be addressed.  With the experience and skill of the Marketing Monsoon team,  small issues don't stay long enough to become big problems.