Your veterinary website is a vital tool for helping your practice grow and reach new heights. It can be leveraged in a number of different ways to attract more site traffic, and thereby new clients. But attracting these leads to your site is a bit more complicated than simply throwing up a website and waiting for them to show up. You need to entice them. And not just anyone; you need quality leads who are primed and ready to purchase your services. So how do you leverage your website to attract visitors and convert them into new clients?
Here are 5 ways to get new clients through your veterinary website.
1. Identify Your Ideal Client
The first step toward attracting site visitors is to understand exactly who you want to target! Are they primarily dog owners, cat owners, or exotic pet owners? How much do they spend monthly on their pet? Is there a certain area around your hospital you’d like to target? All these questions and more need to be answered before you develop any kind of plan to get them to your website and convert them into new clients.
2. Establish Your Expertise—Without Relying on Jargon
Establishing your expertise is not about talking down to your audience with your superior knowledge; it’s about developing trust through language your audience understands. For instance, while an annual dental prophylaxis is an important part of any pet’s health care, you’ll probably be able to connect to more people if you call it cat or dog teeth cleaning.
Establishing your expertise can take on many forms, from having a well-written and informative website to developing relevant blogs and even shooting informational YouTube videos, if you can! Even social media posts can be leveraged to build your authority! You can focus on a variety of topics such as:
- Your practice’s accreditations and awards (AAHA accreditation, Cat Friend Practice status, your Fear Free Certified staff, and even local “Best Of” awards)
- Answering FAQs in blogs or videos
- Explaining the importance of routine vet care
- Cautioning pet parents about any regional pet dangers (i.e. Lyme disease, heartworm disease, leptospirosis, Bufo toads, foxtails, etc.)
- And so much more
3. Offer Visitors a Freebie
We’re not talking about giving away free dental cleanings necessarily, but offering a white paper or email about the importance of dental health might not be a bad idea! Visitors to your site will naturally be hesitant to divulge any personal information, but offering an incentive like an email with “tips to improve your dog’s long-term health” or “5 ways to deter your cat from ruining the furniture” can prompt them to give you their email. Once you have that critical piece of information, you can build an email campaign that further engages them and builds a relationship.
4. Use Landing Pages for Different Sources of Traffic
Not all your website traffic comes through one funnel. You’ll get traffic from organic search, social media channels, paid ads, email campaigns, and more. Setting up separate landing pages that target each audience individually, which helps to develop a relationship with these high-quality leads. The key to a successful landing page is to offer web visitors only one actionable item, whether that means making an appointment online, giving you a call, or filling out a contact form.
5. Use Simple Calls to Action
Calls to action are the key to turning your website visitors into new clients. Make sure calls to action are consistent throughout your website, listed on every page, and that they use simple, clear language. While it might seem like overkill, having calls to action on every page is one of the best ways to gently urge your website visitors to choose you for their pet’s care. Common calls to action include making an appointment online, giving the practice a call, or filling out a contact form. All of these are simple, great ways to start the conversation with your website visitors and turn passive web users into paying clients.
These examples are just five simple ways your veterinary website can attract new clients and help you grow your practice. But there’s a lot more where that came from. If you’re interested in taking your practice to the next level, but aren’t sure where to start, get InTouch. We’d be happy to help your practice thrive.