5. Consider a patient’s journey down the conversion funnel
As you learned earlier, the path a person takes to becoming a patient at your healthcare practice begins long before they schedule an appointment on your healthcare practice website. To further illustrate the patient journey, consider this example of a conversion funnel.
Say Ryan, a 20-something man, just relocated to Phoenix for work. In need of a teeth cleaning and without knowing many people in the area, Ryan uses his phone to type the query [best dentists near me] into the search engine Google. Of the hundreds of thousands of results, Ryan clicks the first result in the local pack.
Ryan lands on the dental practice website and sees a beautiful, mobile-friendly design. He peruses the homepage and sees helpful information that details the dentist’s qualifications and experience, a list of services, and reviews from real-life patients.
As he scrolls, a “sticky” navigation bar that prominently features a colorful CTA button encourages him to “Book Now.” He clicks the button, selects a time and date, fills in his contact information, and submits. New Patient Ryan has reached the bottom of the conversion funnel.
Now imagine Ryan is a prospective patient in your geographical area looking for services your healthcare practice offers. Would he see your website at the top of search results? If not, what can you do to ensure he does, thereby landing him at the top of your conversion funnel?