My Website Doesn’t Perform

If you’ve got a clinic business and your website isn’t bringing you new clients or enquires, then your website is not doing what it was designed to do! Perhaps from your stats, you can tell you’re getting plenty of visitors to your website, but they’re not getting in touch with you. Or your stats say you’re not getting any website traffic at all? Maybe you’re not sure how to look at the stats to identify what’s going wrong?

There are a number of reasons why your website might not be working. It could be the website design, the content, the relevancy of that content, or the fact your website is not optimized. This means it’s not appearing in Google search.

The point of a website is to reflect your business and generate new business for you. We’ve outlined some common website issues below to help you perform your own audit, identify the potential problems you’re having, and potentially fix them.

Are you getting website traffic but finding that a lot of people are leaving straight away? This is often due to a couple of reasons.

The average traffic a small website can expect without any digital marketing at all, is between 500 and 1000 visitors a month. Digital marketing can then double, triple, or even quadruple these numbers, especially when using paid ads. These are the sorts of figures you should be hitting if you have an active website and an effective digital marketing campaign. The more visitors to your website you have, the more enquiries you should be getting. These enquiries should then be turning into new clients.

The first step in improving your site performance is identifying the site problems you’re having. Providing you have this installed you can do this using Google analytics. Google Analytics gives you a whole range and scope of information. It’ll tell you the number of people landing on your site, how often they visit your site, how long they stay on your site, as well as the type of device they’re using to find your site. This information is invaluable. Once you have an idea of how your website visitors behave on your site, you’ll be in a better position to analyse in more detail what’s failing to make them get in touch with you.

Common causes of poor website performance
  • Slow loading speed: A huge turn off for website visitors is a slow loading speed. The load speed is the time it takes a website to download onto a browser. It usually results in a high bounce rate (visitors leaving the website straight away.) If its slowness is due to large images, try to reduce their size without compromising on their quality.
  • Plugin problems: If you’ve got a website with lots of different features operating throughout the website, these are commonly referred to as plugins. Plugins are, in essence, additional pieces of code that the website has to process. They need to be kept up to date. Consider the cost of a new website vs updating your existing website.
  • It’s worth making sure your website looks good on mobiles. In London and other major cities, websites are most commonly viewed on phones. If your website isn’t optimised on mobiles, you could be losing new clients as a result. Viewers might not be able to press buttons, be struggling with pop-ups, or not getting the information they need clearly and quickly.
Website content problems

Are you getting website traffic but finding that a lot of people are leaving straight away? This is often due to a couple of reasons. The first is that your website isn’t sticky enough. It’s not taking them on a journey, or giving them anything of interest to look at, read, or click through. So they’re not staying on the site.

The second reason might be that ultimately your website isn’t as relevant as it should be. Paid ads might be bringing traffic to your website, but when that traffic reaches its destination, visitors aren’t finding that the landing page is of interest or trust worthy enough to them.

Could it be that your website isn’t personalized enough? Are website visitors finding your stale stock images generic, and too similar to those provided by other clinics? Having images that are personal to you, your team, and your business will separate your website from the competition. It will enable you to stand out as different and also give visitors to your website an insight into the experience they’ll have at your clinic.

Words can feel just as dated and lacklustre as stale images on your website, particularly if the information is too general. Being creative in your written content will give you a USP, and make you more memorable. Why not give viewers an idea of what happens during your consultations and your processes. Let them know the sort of patient questionnaire they’ll need to fill out, as well as your unique combination of treatments.

Website optimized incorrectly

Website optimization involves making changes to your website content to improve its performance, and conversion rates. It involves analyzing your website’s data, such as page speed, navigation, and content. By optimizing your website, you can increase your search engine rankings, attract more traffic, and ultimately, convert more visitors into clients.

Getting good results requires technical skills and expertise, and is essential for any clinic that wants to grow. With the right approach and software, you can optimize your website for maximum performance and achieve your digital marketing goals.

If you’re wondering whether your website is properly optimized for Google search, there are several things you can do to check. Firstly, you can use Google’s own tools such as Google Analytics and Google Search Console to get insights into how your website is performing in search results. These tools can help you identify any technical issues that may be preventing your website from ranking higher.

Another important aspect of optimizing your website for Google search is ensuring that your content is relevant to their search. By relevant, we mean people arrive at your website with expectations of what they’ll see, and those expectations are met. This means using keywords naturally throughout your website, as well as creating informative and valuable content that appeals to your target audience.

Most common non-marketing reasons why website traffic isn’t converting into customers
  • Demand – There’s not enough demand for services among the demographic you’re targeting or time of year
  • Price – Your prices are too high, compared to those of your competitors for some treatments clients shop on price or more choice in general.
  • Competition – Your competitors are more appealing, with a more effective digital marketing strategy
  • Trust – Visitors to your website do not trust the services you’re offering; perhaps because your reviews aren’t obvious, you’re not coming across as an authority in your industry, or because your website has issues.
Top Tips for improving your website performance and getting more new enquiries from it

Ensuring your website is mobile-friendly and has a fast load time can also positively impact your website’s ranking in search results. This means it’s more likely to rank higher in Google search results for relevant keywords.

When looking at your website and trying to understand why it perhaps isn’t performing for you, try and separate what you’re doing in terms of the design of the site, the content that’s on the site, and the performance of the site. This will help you identify quick wins that you can achieve straight away.

If you have Google Analytics on your website look at the numbers over a longer time period to get a good idea of average results. Using this information, especially data applied to mobile devices and the source of traffic, will help steer you in the right direction.

Out of date plugins will indicate to your website visitors, and Google, that your business is not organised enough to be on top of its technical issues. This doesn’t reflect well on your brand.

FAQs

  • Traffic may arrive at your website, but it won’t stay, and you’re unlikely to get enquiries from it. Increasing your bounce rate and reducing your page score.

  • If your website isn’t converting visitors into clients, check your website demonstrates your authority and professionalism in your field. Reviews, before and after images, as well as plenty of information, will help build online trust in your products and services. Also check there is demand in your area, and that your prices are in line with your competitors’ prices.

  • Don’t forget to personalize your website as much as you can, to set yourself apart from your competitors. Include content that describes how you carry out your services and also more importantly the images used throughout the website. A photoshoot to create a series of images that are personalized to you and your clinic will give you a desirable edge over your industry rivals.

  • Consider how much traffic is actually coming to your website in the first place. It might be that the website is actually good, but you’re not getting enough traffic in order to hit the numbers you’re looking for, in which case the answer may be the digital marketing strategy rather than a brand new website or major website updates.

  • You may need a new website if you’re struggling to improve the performance of your current website. Speak to your web designer about the cost of a new site. More often than not, the cost of updates, if there are a lot of them, can be significant; often more than 50% of the cost of a new website.

    If this is the case do seriously consider having a new website, with the possibility of spreading the cost out to make it more affordable. This will not just mean that you get to carry out the updates you want as part of the new site, but it also means your code is more likely to be more up-to-date. The plugins will all be up to date. And you may also get additional extras included.

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For a better understanding of why your website might not be performing as well as it should, take a look at the following articles.

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