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call to action damon marketing ortho marketing ortho marketing online orthodontic marketing orthodontic marketing ideas Orthodontic Practice Marketing orthodontics marketing orthodontist marketing website conversion
Everyone is always asking me how they can get more visitors to their websites and there is nothing wrong with that questions. But in order for that answer to even matter, do you know if your website is capable of turning those visitors into callers? And once they call, do you have a process in place to turn them into patients? You would probably be shocked if you new how some (not all) of your calls, especially the new patient calls, are being handled.
Make sure your website can turn a qualified visitor into an excited caller before you go spending time and money getting people to your site. Watch this video for the key concepts on doing just that. Leave me your comments, questions and thoughts by posting them here and I’ll get right back to you.
Bye for now,
Brian J Devine
If you would prefer to read the transcript, here it is…enjoy:
Welcome back. Brian Devine here, your online marketing consultant. We are going to talk about the question number eight. The should ask questions.
Question number eight. This one is about not only Websites. I get a lot of questions about how I should I design a Website, what should be on my Website. That’s really not the right question.
The question that you should be asking is “what specifically do I need, in my Website, to get people to call?”
Because hopefully you’ve already determined that the purpose of your Website, the only reason you have a Website, is to get the phone to ring. So it’s not just an online brochure that says “yes, here I am. You can call me if you want. Maybe, maybe not. Don’t worry about it.”
No. You want to be very clear. I have a Website because I want to give you the right information, at the right time. When you’re interested in looking, so that you’ll call me.
The question is “what do I put on my Website to get you to call?”
The very first thing, really the only thing that matters the most, is that you have a “call to action” on your Website.
What is a “call to action?” It is some place on your Website that is in the same place on every page, over and over again, that says “do this for that.” So if at any point in the process, somebody goes “this is the office for me. What do I do next?” Don’t make them work for it. Don’t make them think about it. Have a place on your Website that says “click here for your free consultation. Call today for your free consultation.” Make sure that your phone number is crystal clear or the form that you fill in is super quick and easy.
I see a lot of forms online now that if you click on it, it says “click here for you free consultation.” You get to this form and there’s about 13 different things that you have to fill out and they’re all mandatory; meaning if you don’t fill them out you can’t submit.
Don’t do that! One of the basic things you need to for someone to raise their hand and have you go “I’m willing to talk to you now.”
You need to have what? A name so that you can call them and know what their name is. You need to have their phone number so that you can call them. You might want to get their email. People are generally comfortable giving out an email, but maybe, maybe not. I would test that kind of a thing.
The other thing is maybe you want to know is if it is for them or for a child.
Other than that, an address, zip codes, all that kinds of stuff: Do you really need it in order to find out whether or not this is somebody you want to work with or somebody that’s willing to come to your office for that first appointment. Really think about that part of the process.
What else do you need on your Website?
There are hundreds of things that you can do, but I want you to consider number 1, have a call to action.
Number 2, make it easy. Don’t make them work for it. It’s all about making it easy.
Number 3, you want to make sure you have what are called “testimonials.”
“Testimonials” are a marketing term. It’s a way for you to build a show up it’s called “social proof”. It’s a way for you to be able to say how terrific you are, how great of an orthodontist you are without actually saying it. You let other people say it for you.
Please do me a favor. Don’t call them testimonials on your Website. That’s a marketing term and it throws up all kinds of red flags. People throw up a wall and they go “OK, great. Now he’s going to tell me how great he is.” What my patients are saying, what people say about us, anything like that, that’s a bit little more comfortable. You want to have that socially proof with testimonials on your Website.
The last thing that I’ll throw out there; when it comes to any marketing that you’re doing, make sure that you’re talking to your audience and that you’re not just talking about yourself. It’s not “I believe,” “we this,” “Our that,” it’s “you’ll enjoy,” “You’ll be happy to know.” That’s how you can shift the focus to what they get as opposed to what you do. That’s just a matter of talking about benefits instead of features.
If what you’re thinking is that your job, in life as an orthodontist, is to straighten teeth. That’s not how you market it. People don’t want straight teeth. What they want is more self confidence, what they want is to be able to get that raise. There’s all these things that come with the straight teeth that have nothing to with the straight teeth other than what’s going on up here. You want to be talking about those benefits.
Think about that with everything you talk about. If you talk about a specific feature; maybe you’re using the Damon System. Who cares? You or I know exactly why you would care. There’s all kinds of great things about that Damon System, but the average person doesn’t know what they are unless you tell them.
So it’s not cool, it’s faster. Well, maybe it is faster, but that’s really a feature. It’s faster, so what that means is you come into the office less, you have more time with your family. Or your treatment is going to be completed faster so you’ll have that great new confidence much sooner so you can go do XYZ, whatever it is.
That’s what I want you to consider, what I want you to think about.
That’s it for number eight. Hope you found that interesting.
Again, go to brianjdevine.com anytime. Take a look at what we’ve got going on over there. Always, you can go to orthovideosnow.com and see what we’ve got going on over there.
I look forward to the continuing conversation. We’ll see you again for question number nine.
Bye for now!
Hi, I can’t understand how to add your site in my rss reader. Can you Help me, please
About halfway down the page on the right hand side, you will see a heading for “Entries RSS” and “Comments RSS”. The entries section is to have the RSS feed for the new posts that are put up and the comments section is if you want to see all new comments through the RSS feed as well. When you click on the heading you will be taken to a page with the feed URL that you can place into your RSS reader.
I hope that helps,
Brian