Optometry Web - Volume 4
Welcome to our fourth edition of Optometry Web - the newsletter entirely focused on leveraging the power of your web site to help build your practice. Last month's newsletter featured an article on the Top 5 Pages That Visitors View On an Optometry Practice's Web Site which gave us a good sense of what our visitors are looking at. This month, our headline article answers the follow-up question - why are they looking? In other words, are they new potential patients or are they existing patients looking at those pages? The answer is of course 'both', but the details can make you think twice. Hence, this month's headline article discusses the behavior of your web site visitors.
We always welcome your questions, comments, suggestions and opinions and look forward to hearing from you.
We all know that for the most part, visitors to your web site are either existing patients or potential patients who are using your web site to help decide whether or not they should make use of your services. Keeping this in mind, a good web site should help both these types of visitors get the information they need. But, here's an interesting fact you might not be aware of that will change the way you view your site...
Every practice’s marketing and business plan should include strategies on how to drive more traffic to the practice’s web site. The benefits of doing so are numerous, and can have a significant bottom line impact on your practice. Not only is your site available 24x7, but it has no incremental costs in servicing additional visitors. You can drive as many visitors as you want to your site, the costs will not increase and you will likely profit from your efforts as you gain new patients from that traffic. So, how many visitors should you be getting on your web site? What kind of traffic is reasonable to expect?
We are a media driven society, always looking to find out what is new and interesting. Make sure you keep your existing and prospective patients up to date with what is fresh in your practice as well as in the world of vision care. Use the News and Events section on your site to let your patients know that you are up to date with new technology, medical research, developing product lines and events in your community. This is your electronic bulletin board, your opportunity to keep your clientele 'in the know'. It's an easy section to use, and can have tremendous effect on your web site.
“Each full time O.D. generates an average of 202 web site visits a month. How is your site doing?"