As a med spa / aesthetic practice owner, you understand the critical importance of optimizing a well-designed website to maximize conversions and generate leads. A professional, easy-to-navigate site is essential to capturing potential patients’ attention quickly and effectively, conveying your services. With so many people now using their phones for online searches, it’s more important than ever that your med spa website be aesthetically pleasing and straightforward. In this blog post, we’ll discuss several key strategies for optimizing your med spa website to help convert visitors into leads and ultimately grow your business.
The Digital Dominance Method
The Digital Dominance Method is a comprehensive approach to maximizing your online lead flow. While having a great website that converts is crucial, it’s just one part of this omnichannel marketing strategy.
To achieve digital dominance, you need to focus on multiple aspects. First, you want your website to rank organically in Google search results. Additionally, driving paid traffic through ads, including Google Ads, is essential. Retargeting is vital to stay in front of prospects who visit but don’t convert.
Moreover, implementing marketing automation ensures effective follow-ups with leads. This holistic approach is designed to maximize your online lead flow truly. However, today we’ll dive into the foundation of your online marketing: building a high-converting website. Without a great website, your marketing efforts may face bottlenecks.
The Problem
I always start these sessions by framing them with a problem. Learning about conversion without a problem to solve doesn’t make sense. What we’ve discovered is that aesthetics businesses are heavily investing in marketing. You may spend a lot on creating a website, SEO, pay-per-click advertising, or trying different marketing companies. The frustrating part is that you might get traffic through ads or SEO but not enough qualified leads in your market. When you can’t fill your schedule with enough qualified leads, it often leads to a low return on investment (ROI). I regularly speak with med spa owners and directors who constantly say, “I’m spending a lot on online marketing, but I only generate enough to break even.”
It can be incredibly frustrating when you’re trying everything, but nothing seems to work.
So the goal, and what we aim to solve, is ensuring that you have an outstanding website designed to convert visitors into leads consistently. More importantly, it’s about converting those leads into scheduled appointments that generate consistent revenue for your business, resulting in a fully booked schedule of appointments.
Home Is Where The Hub Is
Your website serves as the central hub or home base, where most prospects will ultimately end up before converting. A poorly optimized website could result in lost leads and missed opportunities. Conversion is paramount, considering the average conversion rate falls between 5-15%. Thus, each visitor becomes increasingly valuable as you increase your conversion rate.
These numbers vividly illustrate your conversion rate’s profound impact on revenue generation. Whether you already have existing traffic or not, we can assist you in maximizing profits and securing more appointments from that traffic. Conversely, if you lack significant traffic, a stellar website is crucial to drive and convert more visitors.
How do you optimize your website to maximize conversions and lead flow?
I’ve created a free workbook to help you with this. You can access it at –> MedSpaMarketingPortal.com/2023-SEO-Workbook.
I aim for you to have actionable steps after reading this instead of just having ideas. I want you to gain insights to discuss with your team and specific tasks to implement on your website.
I keep emphasizing “conversion” because it is the crucial factor that can significantly impact the success or failure of your internet marketing efforts.
Let’s dive into some compelling examples to understand the influence of a well-designed website on your overall results. I want to show you the actual outcomes and effects that can be achieved when you have it dialed in.
Please look at the website of one of our clients, Radiant Med Spa, based in Naperville, IL. Here’s a quick view of their website:
This website stands out with personalized images that foster trust. It provides an easy way to book an appointment, displays the phone number prominently, and presents a hero image that includes everything needed to make a buying decision.
Without realizing it, your customers subconsciously look for some aspects before purchasing. These include trending services or a comprehensive list of services offered, real-world reviews to build trust and validate their choice, and addressing client concerns beyond just relaying the same services. Ensure that all these elements are easily accessible on your home page. Additionally, offer multiple calls-to-action (CTAs) or ways to book an appointment.
Achieve A Higher Conversion Rate On Your Med Spa Website (Free Cheatsheet Included)
I also have a cheat sheet for you that will serve as a resource to double-check if your website is correctly set up to convert your visitors. You can find it at medspamarketingportal.com/website-conversion-cheat-sheet. It provides a breakdown of each conversion element for you to compare against your website.
Conversion on Your Website: 11 Critical Elements
Let’s dive into each of the 11 critical elements that can boost conversion on your website. You can optimize your website by understanding these elements and seeing examples of how they work.
The first crucial step is identifying your ideal customer avatar. While we covered this in our previous webinar (available on MedSpaMarketingPortal.com), it’s essential to understand your target audience and align your messaging accordingly clearly.
If you still need to go through a customer avatar exercise, I can provide you with a free example that you can customize to fit your needs. Just let me know via email or chat, and I’ll gladly assist you. Remember, understanding your audience is paramount. Once you have that knowledge, engage them with authentic images that resonate with their interests.
Now, let’s explore the 11 critical elements your med spa website should have:
- Utilize video and multimedia to engage different senses.
- Create a website welcome video and videos for each service or a video explaining why they should choose you over the competition.
- Leverage social proof by showcasing online reviews more
prominently on your homepage using tools like WP Review Slider or Endorsal.com. - Ensure your basics are in order, such as displaying your phone number prominently and providing a web form for customers to fill out.
- Enhance credibility with authority symbols like BBB, certifications, licenses, and awards.
- Include clear calls to action on every page.
- Tailor specials/offers/packages to match the interests of your clients on each respective page.
- Optimize your website for mobile devices, considering that billions of people own mobile phones and local business searches are predominantly done on smartphones.
- Update your calls to action to align with your customer avatar and provide clear instructions on what they should do next.
- Incorporate live chat, as it has been proven to increase leads by an average of 35%.
- Feature genuine and authentic images of your team throughout the website, and offer clients the option to book online or easily ask questions.
Implementing these critical elements can enhance conversion on your med spa website and drive tremendous success.
The Biggest Marketing Issue Facing Med Spas is Unconverted Leads
Ensuring a seamless conversion process on your website is crucial, but it’s equally essential to effectively respond to leads and turn them into paying clients. Our experience working with aesthetic businesses and med spas nationwide has revealed that a significant percentage, around 50 to 60%, of inbound leads or potential customers in your service area end up unconverted. This can happen because of the need for more skills and time dedicated to converting these opportunities, whether at the front desk or even yourself.
Web Forms Fail
Another common issue we’ve observed is the underperformance of web forms, with almost 90% failing to convert. We’ve encountered this firsthand through “mystery shopping” potential clients, submitting forms on their websites, and assessing their response time. In some cases, we either receive a delayed or no response. This is a prevalent issue in the industry we see constantly.
Many business owners have expressed the need for a dedicated person focused solely on leads. Here’s why your leads tend to go cold: timely follow-up is crucial, as leads should be responded to within 15 minutes of submission; customers need to be engaged approximately five to seven times before committing; and warm leads should undergo an automated workflow to keep them engaged and convert them even days or weeks later.
Texting Over Calling
Furthermore, modern customers prefer text messaging over phone calls or emails. The solution lies in leveraging “marketing automation,” where you can use automation to follow up with form submissions or missed calls promptly. Setting up automation allows the person who submitted the form to receive an immediate text message expressing gratitude and offering assistance. Additionally, your automation system will call you to notify you of a new lead and prompt you to reach out to them as soon as possible.
Implementing this two-step process of quick lead contact has shown a significant positive impact on conversion rates. Automation can also capture unconverted leads, such as those who didn’t respond to emails or didn’t book immediately after a call and text. You can re-engage these leads and schedule follow-ups or visits by sending a check-in text message the next day.
Imagine the potential for higher conversion rates if every lead was followed up within five minutes or less and every unconverted lead was touched via phone, email, and text messages at least five times. The outcome is undeniable, and while such technology was inaccessible to med spas in the past, it has long been employed in the sales and marketing industry.
The Aesthetic AI Portal – Marketing Automation for Med Spas
We’re thrilled to introduce Aesthetic AI Portal, a marketing automation system designed to address these challenges. It allows you to consolidate leads from various sources, such as website forms, calls, and ads and automatically sends out text messages and calls. It also includes drip email campaigns and follow-ups. Even missed calls receive an automated text response, followed by inclusion in a nurturing sequence.
Suppose this piques your interest or seems like something you need; schedule a demo to showcase how the system can help you convert more leads. If you haven’t already implemented a lead automation system, this is an opportunity you shouldn’t overlook.
Wrapping Up
As we wrap up, take a moment to consider what changes you can make to your website now to boost your conversion rate.
Throughout this blog, we’ve provided numerous ideas and suggestions you can implement immediately. I hope you’ve gained valuable insights from this session, and I am confident you have. However, if you need assistance with implementation, we’re here to help.
Visit MedSpaMarketingPortal.com to schedule a time with me. We can evaluate your website or assess your current online marketing strategy. I’ll show you where there’s room for improvement and what it would look like to have our team handle this for you.
Take advantage of our complimentary online marketing recommendation session, which includes the following:
- Analysis of your Online visibility
- Custom keyword list of the most important search terms
- Ranking report to identify your current position
- Analysis of your online directory listings and consistency
- Evaluation of your online reviews and reputation
- Assessment of your social media presence
- Analysis of your website’s conversion effectiveness
Let’s work together to enhance your online presence.
Schedule A Complementary Marketing Recommendation Session
Thanks For Reading,
Ryan Pullano
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