The diagram below shows the type of funnel we use to generate leads for physio / osteo / chiro practices from a local online advertising campaign.
The key points are:
- Send people to the opt-in page of the funnel from Google Adwords and other sources, based on keyword searches for practitioners and conditions combined with local town names.
- Encourage the visitor to enter their name and email address to download our free report and see our list of local practitioners.
- If they do enter their email, show them the practitioner list and send an email with a link to download the report.
Then follow up by email to encourage them to book an appointment
- If they do not enter an email, follow up using Facebook and Google re-targeting to encourage them to come back and enter their details.
- Track people through the funnel and record clicks to practices.
Example of a lead generation funnel with a free guide
This is the top of the “sales page” we built to test lead generation from Google Adwords keyword ads in a single postcode area. It offers a free guide to physiotherapy, osteopathy and chiropractic if people enter their email address and then takes them to a list of local therapists with links they can click on to go to their website to make a booking.
Use the link below to see the whole page for yourself – we put it on a domain of ours that we use for testing end-user content.
(and feel free to enter your own details on that page to get our guide – we would love any feedback you have on it or ideas for improvement)
And this is a section of the “thank you / booking page” that people are taken to after they enter their email address. This lists a selection of practices in the SM postcode area we were using as a test. It is all publicly available information and we were paying for the adverts on Google, so some of these practices may have got some free leads from us!
We set up tracking links on each of the booking buttons so we can tell exactly how many people were sent to each website. We can't tell what happens after that unless we are working with the individual practice and can teach them how to track it, but we were certainly sending well-qualified leads who were informed about the various specialties and very likely to convert to paying patients.
The tracking links look like this, e.g.
and we have it set up on our website with software that automatically redirects it to the physio website booking page, but also tracks it and keeps a count of the number of of people who clicked it. It looks like this:
In fact, it gets even better than that! We send each redirect link to a custom page for the individual practice and we can then track the visit to that page back to the individual person's EMAIL ADDRESS on our contact system (don't forget they had to enter their email address on our sales page to get the free guide and move on to the booking details page. We can “tag” the email addresses on our contact list with the name of the specific practices that they clicked through to and, if we wanted, follow up with automatic personalised emails to see whether they booked and, if not, encourage them to do so (but we would only do that for practices we were actually working with, this was only a test, but we DID send real customers to some local practices at OUR cost just to make sure it worked!).
Here is how it looks on our contact system (we give them some general tags for overall counting as well as the individual practice tags – some people visit more than one before making a decision on where to book).