Sales funnels are a powerful way to get much better conversions than a tradition website.
The problem is that your website is probably not designed to sell your services. You have a lot of information spread across a large number of pages and visitors have to try to find what they actually want and convince themselves that you are the solution to their problem. Most will leave very quickly and you never knew who they were and cannot contact them again .
Research has shown that most people need to have 4 to 7 “contacts” with you before they are willing to buy anything. These can be a combination of online, offline, phone, visit etc. but it is unusual for people to just see you for the first time ever and then book straight away. If they are only coming to your website once and you have no way of contacting them again, that is quite a big problem!
What is needed is a more focussed sales page and this can be put “on the side” of your existing website without disrupting it. You can then use keyword-based advertising to target your ideal customers and make sure the sales page gives them the information they need and encourages them to book. That way you can convert more visitors to patients.
The “sales page” you add to the side of your website is actually a sales funnel made of several pages and some automated follow up.
You send targeted visitors to the sales page that gives them information about your practice and services but also offers them something valuable in exchange for their email address. This is sometimes called a “lead magnet” and it could be a report about their condition and how to treat it, or a discount voucher for their first assessment or treatment.
The main point is to get them to interact with you and give you their email address as soon as possible so you can contact them again if they do not book on this first visit. There will also be phone contact details on the sales page in case they want to call without giving their email address.
They are then taken to a booking page with more information about your practice and how good you are and a reminder of your offer to encourage them to book.
But the real big difference is that for the people who do NOT book, you can keep in touch with an automated email sequence to tell them more about you, build the relationship, and remind them to book. Another critical factor is conversion tracking throughout the whole funnel, from advert display to booking, so you know
what is working and can continually improve your process.
This is a simple example of what we call a “sales funnel”. As with all these marketing systems, the key is AUTOMATION so the perfect sales process happens every time without you needing to spend time on it.
Let's have a closer look at bthe automated follow-up emails…
This series of emails is triggered automatically when someone enters their email address on your sales page. The first thing is to deliver their report or discount voucher– whatever you offered them free for giving you their email address You can then start to tell them a bit more about you and your practice.
Don’t forget that these are people who have clicked your advert and put their hand up to say they need help now. You don’t want to wait a long time to contact them again or they may go somewhere else. Send an email every couple of days until they either book an appointment or unsubscribe. We have a standard approach to this sequence that tells a story and helps them to like you and the practice so they are confident to book an appointment.
We can track actions people take, including whether they open an email, download their voucher or report, or book an appointment and only show them appropriate content and reminders in the subsequent emails.