What’s the point of having a website for your medspa if it isn’t generating leads?
The truth is, you can’t just slap a website together, cross your fingers, and hope it is going to start bringing in new patients. You need to think strategically about the design of your website and the content on it. Consider the user experience - is it easy for potential patients to find the information they need? Are they able to easily navigate through your site? Have you strategically considered your call to action prompts and the forms you have on your website? If you don’t specifically ask visitors to provide their information, they aren’t going to give it to you!
In today’s post, we will discuss how to set up your medspa website for effective lead generation. More specifically, we will dig into what types of forms you should use, break down your call to actions, and discuss how prominent your contact information needs to be.
Do You Have the Right Forms, in the Right Places?When someone first visits your website, they are likely looking for specific information. They want to learn more about you or simply get a feel for your medspa. Most likely, they are not ready to give you their prized contact information. So, skip having a complex form on your home page. Instead, present them with the most relevant information about your practice and the services they may be interested in. Save the forms for later in your site! But what forms do you need and where should you put them? There are two core types of forms - short and long forms. Here’s the scoop on both!
Short forms:These forms are ideal for getting people to take quick action like requesting a demo, signing up for your blog or newsletter, or even getting a free download. You want to offer potential patients an incentive and give them an easy way to reach out, without asking for their entire family history.
Think about how you feel when you’re visiting someone’s website. If you see a fantastic infographic that you want to get your hands on, you’re not afraid to hit the download button, are you? But what if a super long form appears that basically requires you to tell them your life story? See ya later, sayonara, bye-bye. You are not going to offer them that information so soon! That’s like asking to meet someone’s family on the first date, right? Just too soon. Instead, keep your form short and sweet and just ask for their first name and email address. People are used to giving out their email, and as long as your form is relatively painless and there’s something in it for them, people will fill it out.
Below is an example of a short form on our website. The key is to make an offer and show value before you ask for their contact information. Then, of course, you want to make sure you have an automatic response set up, so they get their freebie right away! There is nothing worse than asking for their contact information and then making them wait several hours or days to get their content.
Once a potential patient ventures further into your website - for example, to one of your service pages, you can ask them for a bit more information. While still relatively short, you could ask them for their name, email, and web address. Here’s another example!
Another excellent choice for short forms is the scroll pop-up. This short form will only appear once someone has scrolled down a specific percentage of your page. This helps make sure you are only delivering the form to someone who is actually interested in what you are saying or offering. You can use this type of form on any of your website pages, and it also works effectively on blog posts.
Below is an example of one of our scroll pop-up forms. You can also try the timed pop-up, which appears after a visitor has spent a certain amount of time on a particular page. Thanks to the small size of these forms, they are not as invasive as a full-page pop-up form.
Long forms:While short forms are great for generating a lot of leads, long forms are better at capturing high-quality ones. Long forms are best for when a potential customer has a specific question, wants to book an appointment, or wants more information on a particular service. These forms are often housed on a specific landing page or your contact page.
According to Hubspot, if your team is wasting a bunch of time sifting through leads trying to find the few quality opportunities, you may want to incorporate longer forms. “They'll deter people who aren't legitimately interested in your business from completing multiple fields, but they'll capture people who are interested enough to complete the longer form.”
Now, don’t get us wrong. A “long form” doesn’t have to be super long! We consider a form to be on the longer side if you are asking for more than four pieces of information. As always, be sure to only ask for the information that is pertinent to you and really necessary. Don’t just add in questions for the sake of making the form longer. Use specific questions to gain information about the visitor’s demographics, location, interests, contact information, etc.
Here is an example of a long form on our contact page:
Your best bet is to use both short and long forms strategically throughout your website. Think about where your visitors are in their decision process and don’t ask for too much information too soon.
Are You Strategically Using Call to Actions?
In addition to your contact forms, you need to have call to action prompts throughout your website. Are you afraid to litter your site with forms everywhere, but still want to encourage readers to take action? That’s where call to action buttons come in handy.
Instead of having a form on every page, you can use simple prompts such as “Learn more,” “Let’s talk,” “Get connected,” “Download a free eBook,” etc. These gentle prompts show that you want visitors to take action while also guiding them to their next stop. The key is to tie these call to actions to relevant and valuable content or offers.
You are probably most familiar with call to action buttons being used in your medspa blog, where you should ideally have at least one per post. What do you want readers to do after they have finished reading? Download something? Contact you? Request more information? Or maybe what you really want them to do is share your article or website on social media! That is a call to action as well.
To get the most traction out of your call to actions, we recommend using colored buttons that stand out from the rest of your site. You should also limit the number of call to actions to one or two per page - that way it doesn’t become overwhelming or confusing to the visitor. When it comes to your home page, it is always a good idea to have a call to action before the fold! Below is an example from our website:
The key is to keep your call to actions relevant. If you are working on your services page for wrinkle treatments, it doesn’t make sense to have a call to action tied to a different service. Keep the content flow geared toward what your potential patient is showing interest in.
A good test is to imagine that you are the potential patient, then ask yourself “Am I enticed to click on this call to action?” If your answer is yes, then you are good to go! Call to actions are easy to experiment with and change, as needed, based on engagement.
Is Your Contact Information Prominent and Easy to Find?
This may seem like a no-brainer, but you’d be surprised at how many medspas have hidden their contact information on their website! Worse yet, some practices have simply forgotten to include pertinent information like their address and phone number on their website at all.
Not only is it vital to have your contact information on your website, but you must also make it easy to find! If your goal is lead generation, you clearly want people to be able to get in touch with you. We highly encourage people to put their phone number in the upper right corner of their website. If you look at our site, you will notice it is in a large font and easy to find on every page. You can also have all of your contact information in the footer of your website. While it may seem redundant to have this information repeated on all your pages, it will ensure that people can easily get in contact with you.
Of course, you also want to have a well-developed Contact Us page. Instead of just listing your phone, address, and email address, you can also include information on how quickly you will respond and your business hours. It is also a good idea to set up a contact form on this page where visitors can ask a question or write a message that is sent directly to your email. The easier you make it to engage, the more leads you will get.
While lead generation and developing your website are both complex topics, we hope these tips have given you a headstart. Keep your strategic goals in mind and don’t be afraid to run a few tests and make changes based on your results. The beauty of forms and call to actions is that they are quite easy to tweak!
Still unsure if your website is up to par as a lead generation tool? Contact Outlet Creative Group today!