Turn Website Visitors into New Patients

PPCOnline paid ads, also known as pay-per-click or PPC, are the most efficient way to drive more traffic to your optometry website. However, how do you convert these web visitors into new patients? The answer is a custom, PPC landing page. Here, we will examine five ways you can create a blockbuster PPC landing page that gets results.

1. Make It Quick and Easy

In our fast-paced world, consumers don’t have time to read lengthy web pages when they are looking for information. Make your landing page easy to read and skim for information. Both design and text are major contributors to the user’s experience.

Tip: Don’t be afraid to ask friends and family for feedback on your landing page. They often have great consumer insights.

2. Have an Outstanding Offer

Sweeten the deal with an outstanding offer. Only offering $5 off an eye exam will not get you a bunch of new patients. However, the offer shouldn’t put you out of business. An outstanding offer is somewhere in between and meets the needs of the consumer while not devaluing your product or service.

3. Include Trust Elements

By including a trust element on your landing page, you are proving to website visitors that your optometry services are legitimate, reliable, and helpful. Trust elements include accreditations, patient reviews, awards, etc. Don’t overdo it with trust elements. Select a few trust elements which are most important to your patients.

4. Mobile-Friendly Design

Mobile browsing is going to surpass desktop browsing in the next year. This means that all of your optometry website pages need to be mobile-friendly. Your PPC landing pages also need to be optimized for mobile users.

Tip: Include your optometry practice’s telephone number in the text of your landing page since it will be click-to-call on all smart phones.

5. A/B Testing

A/B Testing simply means testing version A of a landing page against version B of a landing to learn which version has the best performance. The variations between versions A and B should be minor and limited. For example, try different images or different calls-to-action on the pages to see which has more conversions. Testing is a continuous activity. Creating an effective landing page that turns visitors into new business may not happen on the first try, but these tips will set the right foundation. To run a successful PPC ad campaign, be sure to review your PPC ad campaign analytics to ensure you can adjust your landing page design as necessary.

RachelRachel Cunningham is a Marketing Content Writer at iMatrix, a provider of affordable web marketing solutions for small, practice based businesses. She earned a Master of Arts degree in English from CSU Long Beach and a Bachelor of Science from Boston College in General Management. Rachel is experienced in writing content optimized for search engines and users, creating engaging content for social media, and crafting articles about SEO and social media marketing for small businesses.

The Optometry Business Plan Organization Chart

Being the CEO of your company requires you to be a visionary. Visionaries plan for the future with a logical understanding of where their business is now and where they want it to go. If you are not a visionary, find an optometrist with this gift and make an appointment to visit with him or her about your practice. A visionary will ask the right questions to stir your thinking about what your future practice looks like. When many optometrists plan their practices they make the mistake of planning small.

Motivational speaker Zig Ziglar said, “If you aim at nothing, you will hit it every time.”

Instead, aim for a high target. To increase your chances of hitting the bullseye, make sure you have that target clearly in focus.

Below is a sample organizational chart that can begin the process of transforming your one-man or one-woman operation into a large, streamlined, and successful practice that employs four or more doctors.
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Taking the time to put together an organization chart is the beginning of planning big. If you do not have a vision of a bigger future, you may find yourself frustrated from slow growth, lack of staff motivation, and a flailing business.

The business plan’s Executive Summary provides a glimpse of who you are

An often-overlooked, yet critical aspect of a great business is having a clear vision and purpose-filled mission for that business. In his book, “Start with Why: How Great Leaders Inspire Everyone to Take Action,” leadership expert Simon Sinek stresses the importance of knowing why you do what you do. Any optometrist looking to build the foundation for a successful practice should read this powerful and penetrating book. A vision statement brings focus to the team and helps you lead your staff to your destination. In contrast, a mission statement describes what you are committed to during the journey of caring for patients.

Our mission is to serve our patients with excellence, by providing the highest standard in visual and ocular health care. We will also strive to provide professional service and quality eyewear, based upon core values, in a welcoming,  attentive, and caring manner. By providing this excellent service we hope that all of our patients will be happy and able to see with the best vision possible.

Metal telescope focus
In the Executive Summary you will also want to provide a summary of the company as it stands today. In this paragraph, highlight the eye care that has been provided by the practice you are purchasing. If you are starting a practice, define the need for a new practice in the proposed area and how your practice will fulfill that need.
Once you have summarized the practice as it is today, cast vision for what it will be tomorrow and why you will be successful. Again, this all builds off of the vision of your destination and the mission of how you will get there.