Important lead generation features to include in medical website design

Lead generation is a great way for healthcare organizations to use the tools they have from other digital marketing techniques to get more patients. But implementing the correct lead generation features on a website requires strategy and careful planning.



Introduction

Marketing has come a long way over the past few hundred years. While marketing isn’t a new concept per se, the new techniques and study of marketing as a field of expertise have given rise to more nuanced ways of marketing. Gone are the days (not really) of aggressive in-your-face marketing, that is just as likely to scar as it is to result in conversions.

For the healthcare industry, such marketing techniques resulted in more dubious results than would be expected. Marketers found out that aggressively trying to market to potential customers and patients wasn’t a way to sustainably grow.

But the increasing popularity of inbound marketing techniques like demand generation, lead generation, and others through the rise of the internet has changed the game. The healthcare industry now has a way to market its services and products in a manner that befits its brand and tone, without sacrificing effectiveness and results.

Lead Generation

Lead generation is a form of inbound marketing. Lead generation focuses on cultivating interest in an audience about the services or products that a business offers through the creation of valuable and tailored content.

A lead specifically is a person who has shared their contact information or other such detail with a company. These details can later be used for lead management and guiding these individuals down the sales/purchase funnel.

Unlike outbound marketing, lead generation results in better conversion rates as the marketing is ‘targeted’ towards the individuals who are going to be interested in the services on offer.

An example of lead generation for a healthcare business would be writing a blog about an ailment that they treat and adding lead generation features on that blog post to encourage the readers to give their contact information to learn more about those services.

Since lead generation is more or less evergreen, lead generation can result in very high returns for a healthcare business as their lead generation methods and funnels remain in place for months and even years. Compared to traditional outbound marketing, using these lead generation methods will have a minimal cost over such a long period of time as well.

Lead Generation Features

But talking about lead generation is all well and good, but how can a healthcare company take advantage of this. The usage of a website is the best tool for medical lead generation online. But there is a careful strategy involved when it comes to ensuring that lead generation using a website has the best possible results. The inclusion of certain essential elements makes a healthcare website much more effective as the starting point in a lead generation funnel.

Here are the elements that your website should include:

Call-To-Actions (CTAs)

Every website that a business has should have one form or another of a Call-To-Action. A CTA tells your readers, visitors, customers, and others about what they should be doing next in order to receive more information. A CTA can be a simple contact us button or even a fillable form for receiving an ebook, pdf, or whitepaper. CTAs significantly increase the chances of a business managing to acquire a lead.

Landing Pages

Landing pages are those pages that serve as sort of the starting point for a particular section on the website. For a healthcare website, the landing pages would be for the different types of services that are being offered and the different departments that the healthcare organization specializes in.

Landing pages are static pages that are carefully designed to offer just enough information to entice readers while also asking readers to complete their CTAs in order to learn more. Landing pages can be linked to previous CTAs and can ask for different or additional information in order to build more comprehensive leads.

Using the Fold

The fold is the section of a page that you can see on a screen without needing to scroll down. Above the fold refers to content that is visible immediately while below the fold content needs the user to scroll down to be visible.

Placing crucial pieces of information, along with a CTA, above the fold on a webpage is essential to ensure that readers actually go through your website or at the very least, are convinced enough to respond to the very CTA above the fold.

Conclusion

Lead generation is an important part of acquiring new patients and thus, growing your healthcare business. While lead generation strategies abound, the use of digital marketing, web development, and lead generation in tandem increase the effectiveness of all of them.

By structuring the website properly and keeping the above pointers in mind, healthcare businesses can successfully leverage their organic website traffic into becoming leads that can then turn into customers.

BraveLabs provides healthcare businesses with the expertise they need in order to successfully implement lead generation strategies and frameworks into their business. Contact us today to learn how many patients your healthcare business can add with lead generation.

 

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