Conversion means an action taken on your website, such as a phone call or appointment request. Structuring your website to be conversion optimized is one of the most powerful (and simple!) ways to help your animal hospital grow and help more pets. In this article, you’ll learn practical tips that you can implement right away!
In order to understand conversion optimization, you need to think like your users. Imagine what a pet owner is looking for when they are on a veterinary website. People respond to websites that are incredibly user friendly. Valuable information (such as your name, address and phone number) should be abundantly obvious upon entry to the website. Navigation should be intuitive and simple, and the architecture and design should be modern and friendly. We’ll give you an example of a well-structured website below.
As soon as users get to this page, they will notice the most relevant information. We’re conditioned to read pages from top down, left to right, so one of the first things they’ll see is your name and address. Also notice that we’re not trying to tell them your entire life story as soon as they get to the site. This is a common mistake that many veterinary businesses make. The most important first step you need to do is to engage the user. Show them the most important information, and then give them an easy way to navigate to where they want to go next.
For example, you’ll see across the header of the website, the user can select from dog & cat services, services for exotic pets, learn more about the veterinary team, and so on. And you’re providing multiple clear paths to conversion at the same time. Two of the largest (and most attention-grabbing) elements on the page are the phone number and appointment request. When you design these “calls to action” it’s important to make the next steps as simple as possible. We’ll show you an example below.
Notice how simple the form is. That’s for a very important reason. People often take the path of least resistance. If your conversion page looks like a lot of work, it can be very tempting to hit the back button and “bounce” off the page. But if your conversion page is elegant and straight to the point, it is much easier for us to complete the form, and you have your conversion!
Throughout your website, these calls to action should be strategically placed in the user experience. There should never be a point on your website where a path to action isn’t abundantly clear. One easy way to accomplish this is to engineer a “sticky” header that contains your phone number. This means that as the user scrolls down on any page of your website, the header will stay fixed at the top, and your phone number will be there. And it is also a good idea to have multiple places where appointment request buttons are stored throughout the website too. We’ll show you an example below:
Remember, conversion optimization is all about giving the user a great experience and making action as easy as possible. When you do that well, your business will benefit enormously!