With one in every 20 Google searches being health-related information, capturing leads should not be a problem for healthcare professionals and companies. However, through the internet, 66% of people are more likely to look online for health-related answers. It is therefore essential that healthcare professionals have an online presence that answers these question and, in turn, generates leads.
Despite the U.S. healthcare industry spending $3 billion yearly on digital advertising, many healthcare professionals continue to find it challenging to generate sustainable leads. With the digital space being so crowded, it is crucial that you do everything it takes to ensure that your healthcare website can capture leads. If your website is not capturing leads, then what is the point?
Lead capture is the process of saving lead (potential customer) information in an attempt to convert the lead into a paying customer. In the healthcare industry, capturing leads is usually done through a website as it is their primary marketing tool. Using your website, here are the best lead capturing strategy that ALL healthcare professionals should adopt immediately:
How to Optimize Your Website for Lead Generation
Optimizing your website is one of the best tools for gathering leads that convert. Website optimization is the process of making changes to your website to ensure that it ranks well on search engine result pages. Using several factors, search engines evaluate a website’s readability and relevance. It then assigns it a ranking on a search engine results page. The higher a website’s ranking, the better – keeping in mind that 60% of internet users do not look beyond the first page of search results.
Your healthcare website is your primary marketing asset, so it needs to work with and for you – and optimization can do just that. Your medical website needs to show a potential lead that you are the absolute best at what you do. And authority is often gained online by being on the first page of search engine results pages and by working for a potential lead. Regardless of what medical field your company is in, your website should have the following boxes ticked:
If your website is slow, it won’t generate leads. Potential leads WILL hit the ‘back’ button if a website takes too long to load. Your website speed affects not only your user experience but also your search engine ranking and user engagement.
There are a few things you can do secure a website. The most straightforward and effective solutions are to use an SSL certificate. This certification digitally binds a cryptographic key to your company’s details. When the SSL data file is installed on a web server, it activates the padlock and the https protocol. Ultimately this allows secure connections from a web server to a browser.
We use our smartphones to look up almost everything including medical information. In fact, 62% of smartphone owners use their mobile devices to look up health information. Additionally, 77% have used their smartphones to find local health services in the last year. It is therefore essential that your website is mobile-friendly to give potential leads mobile access to it.
The most viewed healthcare websites use SEO optimization. This means that the website is coded in a way that makes it easy for search engines to find and index them. SEO optimization can be done in various ways, including keyword research, compelling meta descriptions, and image optimization.
Optimizing Your Online Presence
There are additional considerations that may be taken into account outside of your website. A healthcare company exists in more than one place online – such as via social media channels and professional networking platforms, for example. By thinking outside of the box of your company’s website domain, you can further your digital presence in the healthcare space.
No matter what type of healthcare professional or company you run, you should be using local SEO. Local SEO is an incredibly effective way to market your local business online. It allows businesses to promote their services to local customers when they search for them. And for potential leads, it removes the guesswork and gives them exactly what they need. For the healthcare industry, this means a potential lead could do a quick search for ‘your field’ (doctor, physiotherapist, pharmacy, etc.) + ‘near me’ and Google will provide them with a local map listing, and you’ll be part of that list. The most effective way to improve ranking on the local map listing is by adding your business to Google My Business (GMB) page. Most information that appears on the local map listing is pulled from your GMB. It is essential that you fill out the following categories on GMB to ensure that local SEO works for you:
- Company Category
- Phone Number
- Company Description
- Operating Hours
Create and Distribute Lead-Generating Content
One of the most effective ways to gain traction and generate leads is through content marketing. With over 10 million medical-related online searches every month, you have the opportunity to capture the attention of your target audience through content creation. Whether you produce blog posts, a podcast or videos, creating useful, targeted content can drive traffic to your website. No matter where you are publishing, leverage your content assets to directs users into the lead-capturing pages of your website. By driving more traffic, you have the potential to capture more leads. It is, however, essential that you provide valuable, easy-to-consume content. Your content needs to answer questions that people are searching for.
Use these lead capture strategies to optimize your website and tick all the boxes so that you can turn leads into sales.