How Online Hospital and Healthcare Sites Can Optimize Their Lead Funnel?

Marketing and marketing professionals are equally needed in healthcare. To win over potential customers, you have to make your site attractive. Yet, a modern website and the satisfied opinions of some patients are not enough for this. You will also need a lead funnel that you have to optimize to increase your conversion rate.

In healthcare, during a conversion funnel, you need to pay attention to what attracts a potential patient. And also what arouses their interest, and what they need. If you create a kind of happy path for them on the website, they will choose you over other health care providers. So let’s look at what the main elements of such a channel consist of and how you can increase your conversion rate.

Must-haves, You Have to Know About the Healthcares’ Lead Funnel!

Like most sales funnels, this can be interpreted as a pyramid set on its head. Most visitors are at the top of the channel, so it’s the widest part. If you optimize it well, potential patients will be in the middle and narrower part of the funnel. Lastly, of course, the goal is to win over them but to do that, you need to optimize your conversion rate between levels!

Catch their attention!

Most people do not seek medical attention when a problem arises, but try to find an answer online. Thus, at the top of the channel, customers appear who are looking for a solution to their problems, so they need help. To do this, you need to know the problems of your website visitors and tailor your content to what they will be able to identify with. These can be expert blog articles or for example short video materials.

But, before you create the content for your website, you need to think about what questions possible patients would turn to a doctor. The more such relevant issues you can identify, the better your content becomes. You need to come up with the correct answers to suggest reliability and expertise. This will create an initial positive phase in your funnel that will stimulate your conversion rate.

Arouse interest and inform!

If someone gets in the middle of the funnel, he’ll probably already know who you are. However, you haven’t shown him anything here yet that would make you better off against a competing healthcare provider. Why is it good that he chooses you, and what are you better about? So would you like to boost your conversion rate between levels? Then you’ll definitely need to win the visitors. Not only should your strength be emphasized for this, but proper information is also essential!

It is definitely worth providing an evaluation opportunity. So your possible patients can also see the satisfaction of your previous patients. In addition, the inclusion of general and professional content can be beneficial. We are thinking here about the qualifications and careers of doctors, that is, a short introduction that will make your page more personal. Also, try to answer questions like what to expect at the first consultation whether you need a referral to it, or how much it will cost. It is always important to answer such and similar questions.

Generate real patients and keep them!

In the final stage of the funnel, you can be sure that the visitors to your website are really interested. There is nothing left here but to contact them and increase the conversion rate between stages. More specifically, to create an opportunity for him to contact you. To do this, enter your geographical location, telephone, and e-mail contact information, but you can even offer them a form to fill out. These should be placed and displayed in a way that encourages your potential patient to take action.

Once you have been contacted and even more, medical consultation and care, you have to focus on retaining the client. So if you are happy with your service and care, they will contact you in case of a possible next problem. It can even take care of your positive reputation. Not only will your site have good reviews, but patients will also recommend you to their friends.

7+1 Ways to Optimize Your Medical Lead Funnel

You know, the patient first!

Always check the audio and writing style before adding any content to your page! For a healthcare provider, this is essential. Whatever you write and communicate should have the effect of being patient first. This puts him and his problem at the center, which he will perceive as care and a good gesture. So a helpful, problem-solving, respectful, and caring tone is important if you would like to boost your conversion rate.

Remember responsiveness!

To increase your conversion rate, it’s important to optimize your website for your phone. Almost wherever we go, what’s always with us is the phone. So it is with seeking medicine. The first place we expect a solution is the internet on our phone. So it is important that your website works great on mobile as well, which will increase not only the user experience but also the conversion rate.

Well Placed CTAs

For the conversion funnel to work well, you have to redirect visitors to your site. You can do this not only with blog posts, images, or good content but also with CTAs. You have to find an ideal place on the website and display CTAs prominently. The keys may refer to e.g. to book an appointment, subscribe to a newsletter, etc. The point is to place them so that the prospective client wants to click on them and feel like you’re getting him involved in something.

Use more channels!

You don’t have to rely solely on visitors from the search engine. Nowadays, social media is in its heyday, so it can help you too. It can help you to increase the conversion rate on your website. You have raised the opinion of your target group on Instagram, Facebook, or TikTok. From there, you can easily direct users to your website, but you can even provide contact information for instant contact on social media.

Don’t forget to do the A/B test!

To really increase your conversion rate and get as many patients as possible, it’s a good idea to take an A/B test. This is important because a call-to-action button or link may be misplaced on the page. If you want to drive a visitor through the sales funnel, it is very important that you be able to grab their attention. You may have to try different colors or e.g. which part of the page a CTA works more efficiently.

What about speed?

In many cases, page breaks occur due to slow load times. You probably don’t like to wait minutes for content to load either. Well with this down, more people are just that. Try to optimize your website so that your loading speed is fast. This facilitates faster and smoother passage between channel levels. By the way, it will increase satisfaction and they will have a good opinion of your website as well.

Encourage opinion-forming!

Most people are afraid to try new things, and so it is in healthcare. Mostly we like to go back to the doctor we already know. But what if a new problem emerges and we haven’t been to a doctor like that yet? Obviously, we want to go to someone who is professional and trustworthy. This is determined by the opinions of others. If your friends or the internet have a good opinion of a healthcare provider, we’d much rather go there. Therefore, it is very important that you seek the opinion of your patients and include this on your page.

And finally, the reward is always winning

If you would like to win a real patient, you might want to offer him or her some kind of reward. You can apply this, especially to a new potential visitor. It can be expedient even at the top level of the lead funnel. After all, if you offer to e.g. the first consultation is free, so you can pique his interest. If you manage to get the visitor into the channel, he or she will actually expect the reward. If you don’t get it, your dissatisfaction will grow immediately and your reputation will rise. So if you promise something, keep it! Not only your visitors but your conversion rate will increase on your site.

Final Thoughts 

So if you are present in the healthcare provider market, it is important to pay even more attention to optimizing your website. But above all, you need to show the added value that attracts the visitor to the conversion funnel. If you manage to maintain his or her interest there and provide the right information, he or she can easily become a real patient. And it means also a better conversion rate.

The more satisfied and healed your customers will be, the more people will come to the top of your marketing funnel. Ultimately, your goal should be the maximum degree of customer satisfaction, as this will build trust. And we know that trust is one of the greatest values ​​in health care. So in addition to a well-optimized lead funnel, professional care is essential!