#134: The Most Important Web Design and User Experience Elements For Maximising Conversions

PODCAST TRANSCRIPT

Most websites are simply online brochures that fail to convert visitors into leads and patients. If structured well, your website can become a powerful revenue-generating asset.

In this 3 part video series, I’ll go through the most important aspects of high performing website;

• How to stop your website from becoming a “leaky bucket” that isn’t performing
• The importance of giving your website a clear “job” and key performance indicators (KPIs)
• How to use content upgrades as a powerful tool for capturing website visitors
• How to use landing pages to ensure your paid ads convert well
• The three - step structure for the “hero” section of your web page that compels visitors to take action
• The most important design and user experience for maximising conversions

Welcome to another episode of Online Marketing For Doctors TV & Podcast—your go-to resource for growing and scaling your practice. I’m Huyen Truong, a Strategic Marketing Consultant for medical clinics. Over the past decade, my team and I have helped clinics across Australia, the UK, the US, Singapore, India, Canada, New Zealand, and beyond to thrive using our proven patient generation system.

Today, we’re going to dive in the second topic The Most Important Web Design and User Experience Elements For Maximising Conversions

You can find the links to the other 2 episodes in the shownote below.

This week, I want to introduce the concept of "Lean Marketing" and the Japanese term "Kaizen," which means "good change" or "improvement." Kaizen is a business philosophy centered on continuous improvement.

Marketing should be viewed as an ongoing process rather than a one-time event.

Your big long-term marketing gains will come from the compound interest of daily, weekly, and monthly processes. And just as it feels like compound interest isn’t doing much for your finances early on, a lot of your early marketing efforts will feel disappointing.

You’ll question if this stuff actually works. You’ll wonder whether you’re on the right track. Don’t feel discouraged. This is normal. Some things just take time: you can’t produce a baby in one month by getting nine women pregnant. Lean marketing is about doing less but doing it in a more focused, consistent, and intentional way.

Rather than doing random acts of marketing and getting inconsistent results, you work your tight system and continually improve it. As you do so, its yield will look like the latter part of the compound interest curve—up and to the right. Many seemingly overnight successes kaizened their way to greatness, and now it’s your turn to do the same.

One of the key components of the lean marketing system is your website.

Most websites function merely as online brochures and fail to convert visitors into leads and patients. When structured effectively, your website can become a powerful revenue-generating asset.

Now, let’s discuss about the key elements of a high-performing website, including:

• A three-step structure for the "hero" section of your webpage that compels visitors to take action.
• The most important design and user experience for maximising conversions

Conversations Lead to Conversions

Think about the last thing of value you purchased. I’m not talking about a small

impulse buy or some trinket. I mean a highly considered purchase. Did you wake up that morning and just decide to buy? Probably not. You likely did some research.

Perhaps you looked at reviews, considered competing solutions,or watched some videos to understand how the product worked or the pros and cons of a particular model. Your prospects are doing the same thing. They’re researching your type of product or service—and often, they’re researching you.

They’ll read reviews, check out your website and social accounts, and speak to people inside or outside your organisation. They’ll have a conversation about you and what you do, even if it’s just in their own heads. A large part of what you want to do in your marketing process is insert yourself in that conversation because conversations lead to conversions.

The conversation will happen regardless, so you give yourself the best chance of success if you’re involved. You can answer their questions (either directly or indirectly), resolve doubts, and move people to action. Much of what we’ll do in this part of this episode will be focused on stimulating and having conversations with your ideal target market.

Design and User Experience

Clarity is king when it comes to the first part  of your web pages. A good structure for the hero section of your web page is:

1. Here's what I've got: This is the headline of your web page
2. Here's how it makes your life better: This clearly and concisely explains the transformation your prospects will experience and how it will make their lives better. Don't write a novel here. This should be one sentence, two maximum.
3. Here's what I want you to do next: This is the specific next action they should take.

There’s nothing worse for conversions than an ugly, slow-loading, and difficult-to-navigate website. If you’re not a professional web developer, I recommend against building your own site. While there are some no-code services and tools that allow you to create a website without a lot of technical knowledge, they almost never work perfectly, and your website will often end up looking homemade.

Even when hiring a professional developer, ensure the following design and user experience elements are covered:

User Experience (UX): Ensure it’s easy and obvious to navigate. This includes well-structured layout, clear menus, and consistent design elements. Watch how people of different ages and technical abilities navigate your website to identify potential UX issues. A website heat-mapping tool can also be very helpful in discovering these.

Mobile Responsiveness: Ensure your website is optimised for mobile devices, as most people now access the Internet through smartphones and tablets. Responsive design will automatically adjust your website’s layout to fit the screen sizes of various devices, from

small smartphones to desktop computers with large monitors.

Load Speed: Slow-loading sites lead to user frustration, higher bounce rates, and lower conversions. Optimise your website to load quickly by compressing images, minimising code, and using caching techniques. Monitor this regularly because slowdowns can occur due to website updates, added content, or issues with your web host.

Make sure that the website has a fast loading speed, to ensure that visitors do not become frustrated or leave the site due to long loading times. We would recommend using a private server for your website hosting, you can reach out to us if you need a super fast private web hosting solution at a reasonable cost.

Search Engine Optimisation (SEO): Implement seo on-page best practices to give your website the best chance to rank well on search engines. This includes using relevant keywords, internal linking, descriptions, and URL structure.

To learn more about this topic, I highly recommend checking out the episode #109  5 Must Know Benefits of SEO For Getting More Patients Consistently

Security: Implement SSL certificates, keep your content management system software up-to-date, and use a quality web host.

Analytics and Monitoring: Use web analytics tools such as Google Analytics to track user behavior and monitor your site’s performance. This data can provide valuable insights that can help you improve your conversion rates.

Professional Photography For Medical Clinics: Avoid cheesy, clichéd stock photography. Get professional photos of your products, your team, and your physical location (if relevant). You’ll use these in your other marketing materials as well.

Some Action Items For This Episode

• Set clear KPIs for your website and monitor these regular
• Review the hero section of your website. Revise it so it’s clear, compelling, and has a strong call to action.
• Take an objective look at your website through analytics and heat-mapping tools to ensure it’s optimised for conversions.

We also leave the link to our “How Good Is Your Website?” quiz on the show note so you can do a 2 min quick check up to see how well your website is performing now.

By answering these quiz questions, you'll gain insights into the effectiveness of your website. If you'd like a comprehensive audit and a 360-degree overview of your website, please reach out for a discovery call. We'll schedule a website audit and strategy session for you.

Ok that wraps up another episode of the OMD TV & podcast show.

If this was helpful to you, please subscribe to the OMD TV and Podcast Show so you don’t miss any future episodes. And please share this episode with your staff and colleagues.

If you want to learn more about Online Marketing For Doctors offers and how our team can help you generate more new patients and referring doctors via creating a high converting website for medical and healthcare practices, please reach out to us and book a 15-minute discovery call with us as I mentioned above.  I’ll leave a link to it in the show notes below.

Thank you so much and hope to talk to you on a discovery call soon. 🥳