Conversion rate optimization is a big idea: collecting and analyzing data in order to make the type of improvements that affect conversion rates is a perpetual and constantly evolving process. Even with over a decade optimizing websites for addiction treatment facilities, our own processes remain in a constant state of refinement.
Although all content on your site should be optimized for conversions (not to mention search engines and users), there are a handful of pages that are especially important.
This may seem to be a no-brainer, but when was the last time you stopped to consider the purpose of your home page?
Chances are, your site was created by a design agency. While there are many designers creating beautiful work for the web, they usually approach a site with aesthetics as the primary measure of success. This makes sense, as a web designer’s referrals come as a result of creating work that looks good.
We are firm believers in the value of a beautiful website, but after a decade in this industry we know that a beautiful site isn’t necessarily a successful one. Success is something much more. Your website should look great and drive business.
- In what ways does it compel a visitor to take action?
- What is the natural next step a visitor should take?
- What is the first thing a visitor sees on this page?
- What does it communicate about your brand
- Does it build trust?
- How does it meet the needs of the visitor?
- Parent of addict
- Struggling with addiction
- Spouse of alcoholic
Take this Car Gallery website for example. The design looks relatively nice. It’s sleek style fits an auto retailer’s personality, and some fundamental design principles have obviously been executed by a professional. However, when you look at this site, it does nothing to direct your attention to a single action. Not only that, but the style is distracting, there are far too many links, and it is difficult to navigate.
By contrast, Mailchimp’s home page has a clean design and draws your attention exactly where it wants.
Facility Photo Gallery
Any potentially qualified leads for your treatment facility have likely already decided rehab is necessary, either for themselves or a loved one. They are looking for a reason to choose your facility over many other options.
Besides the home page, an optimized Facilities or Photo Gallery page is by far the most popular among visitors who convert. A picture, they say, is worth a thousand words, and it certainly rings true in this case. Visitors want to see for themselves the level of comfort and quality your addiction treatment facility offers.
Any page receiving that much good traffic should absolutely be optimized for conversions. Here are a few tips to increase conversion rates from your photo gallery:
Invest in quality photos
You could invest in a high-end camera and try to shoot your own photos, but it takes a professional to create photos that accurately represent your program and set you apart from competitors. Techniques like lighting, staging, and composition are invaluable for shooting photos that appeal to your visitor.
Include some people
Depending on the type of facility you operate, your clients may be opposed to modeling for the photos. A qualified photographer can also be a huge help by finding models who accurately represent your clientele.
Build trust with relevant content
Including other relevant, but concise, content can bolster the credibility already being substantiated by your professional photos and facilities. A short testimonial or bullet list can add important value to the message you are communicating through the photos.
Give a clear call to action
Just as in any solid landing page, a single, clear call-to-action is part and parcel to optimizing your photos page for conversions. The action itself may vary depending on the type of contact you prefer (e.g., contact form, feedback, phone call). Use the same type of fundamental principles as you would for a landing page CTA to make sure the visitor knows exactly what to do and what to expect in the next step.
The Contact page is perhaps the most overly abused by all types of businesses. Often, the mistakes are a result of copying other industry contact pages without regard to characteristics specific to one’s own business.
As with any landing page, your contact page should focus the visitors’ attention on the one action you’d like them to take. Visitors will be distracted if presented with a variety of options when attempting to contact you.
- Links to departments
- Individual staff emails
- Lengthy feedback forms
When evaluating your contact page, the main thing to ask is “why” any particular component is included. If you prefer phone calls, do you need a feedback form? What is the benefit of a google map?
The best way to optimize your Contact page is to view it as a landing page. Eliminate distractions, build trust and focus the visitor on the single action you want them to take.
Conversion rate optimization is an ongoing process for any drug rehab facility with a desire for consistent growth. By optimizing just a handful of your most popular pages, you can increase your conversion rate, while providing a better experience to your visitors. The right leads who have had a good experience on your site are perfectly positioned for your team to register for treatment.