Business Talk: Top 5 Pages That Visitors View On an Optometry Practice's Web Site
Understanding how visitors click through your web site can help you determine which pages you should focus more of your attention on. This focus should, in turn, increase your chances of converting a potential patient to an existing patient, and an existing patient into a self-service patient that makes more use of your web site. We recently analyzed traffic across 100 practice web sites to determine what pages visitors are most likely to look at when they come to your site, here is what we found:
Top 5 Web Pages that Visitors View On An Optometry Practice's Web Site
| Page Title | % of Visitors Viewing the Page |
|---|---|
| Home Page | 92% |
| Our Doctors | 28% |
| Locate Us | 27% |
| Our Services/Practice (About Us) | 25% |
| Our Team | 9% |
All marketing materials tend to direct visitors straight to the Home Page of a practice's site. The Home Page is also generally the highest ranking search engine page as well. So, it is no surprise that the Home Page is the number one page viewed.
From here, visitors tend to go to one of three pages: Our Doctors, Locate Us, or Our Services/Practice. These 3 pages are all tightly grouped, with very little statistical difference between them. A new visitor to your web site or a potentially new patient wants to see Our Doctors and Our Services in order to better assess the practice. Existing patients, on the other hand, are already familiar with the doctor and the practice and may not be as interested in these pages. Similarly, a new visitor or new patient would certainly want to visit the Locate Us section of the site in order to determine if you're close enough to consider booking an appointment. If the practice is favorably located, this page will be used to find your phone number, directions to the practice, hours of operation, etc. The Locate Us page would also be of interest (albeit a little less so), to existing patients who probably already know some of the above information, but might be looking for a refresher before their next appointment.
Lastly, visitors are interested in your staff. They're looking for answers to questions such as: Do you have many staff? Few staff? Can I expect good service? Will I have to wait long? Web site visitors would like feel a certain comfort level with you, your staff, and your office, and this page helps the visitor gain that comfort level.
Here are some tips to make the best use possible of the above pages:
- Include photos and descriptions of ALL Doctors and Staff. Photos are a must! (Read the articles 'Designer's Corner: Smile! Your Picture is Worth...' and 'Technical Tips: Uploading Photos to Your Site' for more information about including photos in your site.)
- Try to include photos of your office as well.
- Ensure that each page is nicely formatted and is free of any spelling mistakes.
- Have someone review the content for grammar errors and for overall clarity.
Remember, you only have one chance to make a first impression, use it well!
Next month we will present our findings on what percentage of your site visitors are new vs. returning visitors, and how we can best treat each visitor's information needs.
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