Do you own a medical or aesthetic clinic with a website? I will tell you the 3 changes I made that turned my completely useless medical website into a magnet for new high paying clients. The good news is that you can make these changes too.

So, I’ve given you the good news, the bad news is that like 99% of doctors, nurses and aesthetic practitioners your website probably sucks.

The quality of your website is super important, because ALL prospective patients are going to check out your website at least once before making a decision on whether to trust you to treat them. That’s even if they get on your website in the first place.

The Challenge - 15 Second Rule

You've got 14.9 seconds to convince new visitors to stay and look around your site.  Yes, that right 14.9 seconds! That's probably around the same amount of time it takes for someone to decide whether they like the taste of a new flavour of ice-cream. After 15 seconds, most people will click away before even scrolling down your homepage.

And this really matters!

If you are able to get someone to visit your website in the first place, and let’s be clear, that is difficult enough - if you do get someone on your website -  you must WOW your visitors in less than 14.9 seconds and get them to STAY. If new visitors click away before 15 seconds, this tells Google that your site isn't even worth putting in front of people who use the search engine, making things even worse. If visitors click away quickly from your website, Google won’t send more visitors, it will send you fewer and then after a while, your site won’t show up at all in organic searches, you will be forced to pay for your website traffic.

Talk to Your Audience

So the most important and number 1 change I made and you could do too is to TALK THE LANGUAGE OF YOUR AUDIENCE ESPECIALLY ON YOUR HOME PAGE. Like it or not, the truth is that website visitors are not interested in me or you. They are only interested in what you can do for THEM.

They have the WIIFM mindset. What's In It For Me? And you must speak their language. So, you must clearly STATE how you can get them from A to B. What is the TRANSFORMATION  THAT YOU OFFER.

Rather than describing processes,  your qualifications, your experience, your special technique, you need to describe the transformation your patients or clients experience being treated by you. Remember, they don’t care about you. If they have a problem, you have to let them know immediately they land on your homepage, that they are in the right place and that you can HELP them get that transformation.

So, I am a vein specialist and on my homepage, I stopped talking about Sclerotherapy, Phlebectomy, Endovenous Laser blah, blah, blah - they just don’t care about that.

I started talking about the pain, discomfort and unsightliness of varicose veins and the worries and concerns about  phlebitis and leg ulcers that people have. I started talking about how great my patients feel afterwards and what the treatment did in terms of getting their legs looking better.

I told them it was simple: a walk-in, walk-out procedure without general anaesthesia. Do you see what I mean?

You only get one chance to make a first impression and you only get 14.9 seconds on your website. So shout out to your prospective patients. Shout out what’s in it for them. Not about yourself, not about your processes and qualifications - they don’t care about you. They only care about what you can do for them.

Now don’t get me wrong. You should have an “About” page with your qualifications and your experience etc, etc, but remember people will only look at this after they have made up their mind to get in touch or to make an appointment. Don’t put any of that sort of stuff on your homepage.

Now before I move on to the 2nd  important change I made, let me just say that if you really want to super-charge your website and make it do all the hard work and heavy lifting for you before your patients even pick up the phone, there are 12 elements your website should have.

These are far too many to cover in this blog post in detail, so I've put together a PDF which is easy to follow and which gives you the 12 actions you can take right now to turbocharge your website.

Even If you have all the 12 elements of a great website, it is likely that new visitors will still want to know more and the telephone is usually the step before booking an appointment. Sure, you need a contact page, but most people will still want to call you and your team. 

So, the second change is to make it super easy for people and publish your telephone number on every page. Invite people to call you in the header and footer of every page.

Have a Call to Action (CTA)

As most of your visitors will be on their smartphone, a link to make the call on every page is even better. A click is so much easier than using the keypad. 

Collect Email Addresses

The third change is to find a way to collect email addresses from website visitors. Even if you have all the 12 elements of a great website in place, with the most carefully designed and content rich homepage many people will need to get to know you and your clinic before booking.

One of the best ways of building a relationship is to send your visitors a regular email newsletter with valuable content.

These 3 changes will make a MASSIVE difference and your website will become a magnet for fee paying patients. As I have said earlier there are 9 other adjustments and changes that will really turbocharge your website.

I have visited over 100 private practice websites and fewer than 1% have all of these elements. They are super-easy to implement and if you do, you will be ahead of 99% of the field. The link to the full list of 12 actionable changes is here.

Summary:

• Talk the language of your target audience on your home page

• Have a call to action on every page - ask your audience to call you

• Collect email addresses