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Turning Website Visitors into Paying Customers: Conversion Tips for Your Weight Loss Practice

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Turning Website Visitors into Paying Customers: Conversion Tips for Your Weight Loss Practice

— By Karol Clark, MSN, RN

Your website serves as a digital introduction to your weight loss practice. It is important that it is designed to effectively convert visitors into patients who believe you are the best choice to help them achieve their weight loss goals.

When interested patients visit your website, they may quickly decide whether or not you are what they are looking for in order to achieve their weight loss and health goals. In many cases, a visit to your website is the beginning of your sales process. Thus, it is important to create a seamless and persuasive experience that addresses their needs, concerns, and motivations at each stage of their decision-making journey.

As a health care professional, you may have been taught that a website that is as informative as possible and focuses on you and your expertise is best. Yet, in reality, you need a website that provides clarity about what you offer; it should convey certainty that you can help interested visitors attain the transformation they desire, identify what makes you different from other competitors, and is clear about how to take the next step(s).

Phases of the Decision Making Journey

Just about any decision-making journey consists of three main phases. These phases include awareness, consideration, and then decision. When it comes to weight loss, the progression can be quite involved and competitive, requiring ongoing nurturing and support.

In the initial awareness phase, your prospective patient becomes aware of the problem or need that they have, such as being overweight or obese or being affected by the many health problems associated with this disease. In addition, they are likely acutely aware of other consequences of being overweight, such as how their weight is negatively impacting their daily activities and life. Or, they may have been affected by a personal experience, external influence, or a marketing message making them acutely aware of their problem. During this phase, they are researching and gathering information and may or may not be aware of specific solutions that can help them with their problem.

Your goal during this phase is to attract their attention by providing valuable educational content that addresses their pain points and interests. From a website design perspective, this would include the following elements:

  • Clear and compelling headlines and visuals that capture their attention by highlighting the outcome they desire.
  • Engaging blog posts, articles, and videos that address their common pain points and provide valuable information and answers questions they may have related to their weight.
  • Prominent calls-to-action (CTA) that invite visitors to learn more or explore further such as opting in for a free resource, webinar, or opportunity to ask further questions. With each CTA, you should have a way to capture their information for ongoing communication (email and/or text), nurturing, education, and easy ways to take the next step throughout their decision-making process and beyond.

During the second consideration phase, your patient fully understands their problem and is researching and evaluating potential solutions or products that can effectively address it. During this phase your prospective patient is comparing different options, weighing the pros and cons, and exploring what may be their best solution.

Your goal during this phase is to showcase your services and what sets you apart from other competitors or weight loss options. You want to differentiate yourself and highlight your many success stories. From a website design perspective, this would include the following elements:

  • Detailed service or nutritional weight loss product pages that provide easy to understand information about what you offer, your expertise and what sets you apart.
  • High-quality images, videos, and interactive elements (such as a quiz or comparison table) that highlights you and your specific program features.
  • Testimonials (including amazing before and after photos), case studies, and customer reviews that provide social proof and validate your effective services and outcomes.

In the decision phase, your patient has narrowed down their options and is ready to become your new patient and become a paying customer. During this phase, they are looking for reassurance and validation that they are making the right choice — especially when it comes to weight loss, since they have likely tried many other options in the past. They may also be looking for incentives or offers that can sway their decision.

Your goal during this phase is to provide clear and compelling calls-to-action (CTAs), address any remaining concerns or objections (Frequently Asked Questions, or “FAQs”), and make the process of becoming an established patient as seamless and convenient as possible. They need to know what to do next. From a website design perspective, this would include the following elements:

  • User-friendly and intuitive navigation that makes it easy for them to find relevant information and take the next action.
  • Clear calls-to-action (CTA) such as an invitation to “contact us,” request a consult appointment, request an insurance check, schedule an appointment, or make an online purchase.
  • Added validation of your experience such as logos/graphics of awards, certifications, accreditation designations, or professional organization membership.

Successful Conversion Tips

In addition to incorporating the elements outlined above to address each phase of the decision-making process your website visitors may be going through, below are additional ways to turn your website visitor traffic into established patients.

  1. Know Your Ideal Patients: Take the time to research and document the specific demographics, preferences, and motivations of the patients you want to serve most. Clearly identify their pain points, goals, and concerns, and questions when it comes to losing weight.
  2. Get Objective Patient Reviews of Your Website: Select some of your most successful patients and ask them to review your current website for ease of navigation, ability to view on various devices, clear messaging and calls-to-action, responsiveness of the site, team response time to inquiries, ease of understanding content, and the other various elements identified above. Acknowledge their feedback, notice trends, and make necessary changes.
  3. Embrace the Value of Content Marketing: Providing consistent, informative, and engaging content that addresses common questions, concerns, and challenges related to weight loss creates assets that last long-term. This is commonly called content marketing which will also increase links back to your website when promoted on your social media channels and improve searchability of your website (SEO).
  4. Include a Compelling Value Proposition: Clearly communicate the unique value proposition of your weight loss practice on your website. Highlight what sets you apart from competitors and why you are the best choice when it comes to helping them experience the weight loss and health transformation they desire.
  5. Include Clear Calls-to-Action: Guide visitors towards taking action by incorporating clear and compelling CTAs throughout your website. Whether it’s scheduling a consultation, signing up for a newsletter, or downloading a free resource, make sure your CTAs stand out and clearly communicate next steps.
  6. Include Social Proof: Display testimonials, success stories, reviews, and especially before-and-after photos from satisfied clients prominently on your website. Such social proof builds trust and credibility, reassuring prospective patients that your practice can deliver the weight loss outcome they desire.
  7. Optimize Your Website: Ensure your website is optimized for relevant keywords related to weight loss, you, your practice and the services and products you offer. By ranking higher in search engine results, you’ll attract more qualified traffic to your site, increasing your chances of conversion.
  8. Utilize Retargeting: Implement retargeting campaigns to re-engage visitors who have previously interacted with your website but haven’t converted. By staying top-of-mind through targeted ads (and your ongoing follow-up), you can encourage them to revisit your site and take the desired action.
  9. Answer Website Visitors Promptly with Live Chat and/or Secure Text: When you have an interactive live chat or text messaging option, you can answer any questions that potential customers may have right away. This has become even easier with the evolution of a well-trained Artificial Intelligence (AI) companion.
  10. Monitor Website Performance and Lead Tracking: Work with your webmaster to track at least monthly where website visitors are coming from, most visited pages, and most frequent source of opt-in. Be sure to track your cost per lead, cost per conversion, referral source, and metrics from any follow-up email campaigns.

Converting website visitors into paying customers for your weight loss practice requires a strategic approach and integration of these conversion strategies and tips. This is an ongoing process that takes time. However, it is well worth the effort to ensure a steady stream of new patients.

About the Author: Karol Clark, MSN, RN, is a best-selling author who has a passion for helping physicians integrate effective, profitable weight loss services and retail sales into their practice while improving patient outcomes and enjoying the journey along the way. Her use of non-traditional (easy to implement) medical marketing strategies, along with her dedication to a positive ROI makes her a uniquely different and sought-after weight loss business consultant. Karol is the CEO of Weight Loss Practice Builder and the exclusive membership program for weight loss practitioners, www.BariatricBusinessAccelerator.com. She has more than 20 years of experience working with surgical and medical weight loss physicians and their teams helping them simplify creation of a profitable and enjoyable bariatric practice.

About Robard: For 45 years, Robard Corporation’s medical obesity treatment programs and nutrition products have been utilized by physicians, surgeons and hospitals across the United States to successfully treat patients living with obesity. To learn more about us and how we can help your practice and patients, visit us online at www.Robard.com, email us at info@robard.com, or call (800) 222-9201.

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