Site Factors that Increase Conversions for Doctors

Fahrenheit Marketing
Fahrenheit Marketing in Design

Many doctors have websites that get loads of traffic, but their phones just aren’t ringing. Most of the time, this isn’t because they’re not good enough doctors or they’re getting the wrong kind of traffic to their site. Their phones aren’t ringing because their sites aren’t converting visitors into patients.

Here are the three most important changes you can make to your site to boost conversions:

  1. Having photos of people on your website. Ever visited a website that doesn’t have any people in the pictures? It’s off putting and a little eerie. Have photos of people who look like your target patient, and have a picture of yourself in at least one place on your website. Your patients would feel more comfortable if they know what you look like before they meet you.
  2. Prove your credentials. Choosing a doctor can be a nerve wracking process for many patients. Patients want to know if you really have the necessary skills to be their doctor, so provide them with that information. Make sure your website tells users where you went to medical school, what certifications you have, any additional training you’ve pursued, what associations you’re a member of and any other accomplishment that makes you proud.
  3. Include a call to action in your website’s content. Sometimes visitors don’t convert into patients because they just don’t know what the next step is. Make it obvious what you want them to do next, and your conversions will increase. On that note, make your phone number easy to find — this means including a contact page and having your phone number at the top of every page.

At Fahrenheit Marketing, we know that all of the traffic in the world doesn’t mean anything if your website can’t convert those visitors into patients, so we provide conversion-oriented online marketing services to our clients. To learn how Fahrenheit Marketing can help you turn the visitors to your website into clients, contact us today.

Three Off-the-Wall Things to A/B Test on Your Web Site

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Most webmasters want their websites to convert better. Those conversions can come through form submissions, phone calls, white paper downloads or likes on Facebook. To achieve better conversion rates, some webmasters have turned to A/B testing, or running randomized experiments where visitors are shown two different versions of a website. The version with the higher conversion rate is deemed the winner and any changes made in the winning version are applied to the canonical version of the site.

However, you might not realize which details of your website you should test. Here are a few off-the-wall conversion experiments to implement.

“Where’s that Phone Number, Again?”

Try increasing (or decreasing) your telephone number’s font size. Some sites make their phone numbers downright illegible. Others take up the entire header with their digits. Run a few tests to make sure your phone number is optimized for your users’ expectations.

Test Your 404 Page

404 pages happen. Don’t be ashamed by them. If a visitor has clicked to a page that doesn’t really exist, use the opportunity to experiment with the location of a search box or offering your social media profiles as a resource. Your new 404 page could be just the shot in the arm your twitter profile needed.

“What do my Highest Bouncing Pages have in Common?”

Use your Web analytics package to identify the 5 pages on your site with the highest bounce rates. Then, make some hypotheses about why the pages are similar. Perhaps the content on the pages wasn’t written with the correct reader in mind. Perhaps you have a broken widget that only appears on a few pages. Use A/B testing to check your guesses and make a better user experience for your visitors.

These are just a few off-the-beaten-path A/B tests to run. Let us know of any other unique conversion experiments you like in the comments. We’d love to hear them.

Need help optimizing your website for conversions, contact Fahrenheit Marketing today to schedule a consultation with one of our talented team members.

Four Books to Read if You Want To Know More about Writing for the Web

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Fahrenheit Marketing in Design

If you’ve decided you want to take the leap and write the content for your website or start a blog, you may be wondering where to start. You’ve probably figured out already that writing for the Web is different from writing for print, and now you want to know the basics. Reading a good book on the subject is the perfect place to start learning how to develop the best content on the Internet.

Here are the top four books we recommend:

Writing for the Web: Creating Compelling Web Content Using Words, Pictures and Sound by Lynda Felder

As any content creator will tell you, you’ll need more than just words to make a big impact on the Web. Lynda Felder devotes 192 pages to discussing how words, images and sounds can work together to make a website great and earn traffic. The book even comes with writing exercises to sharpen readers’ writing skills.

Letting Go of the Words, Second Edition: Writing Web Content that Works by Janice Redish

The second edition of Letting Go of the Words does an excellent job of discussing content strategy, writing to bolster SEO campaigns and boosting a social media audience. It’s thorough and gives excellent tips for writers of all skill levels.

Content Strategy for the Web, 2nd Edition by Kristina Halvorson and Melissa Rach

This book helps readers turn so-so content into terrific content that will convert visitors into customers. It makes an excellent argument for the business value of content marketing and lays out a process for a successful content marketing campaign.

Hot Text: Web Writing that Works by Lisa Price and Jonathan Price

Wish your writing could get the attention of more readers? Check out this book. It shows how to make writing scannable and teaches you how to grab your visitors’ attention so they’ll act on your advice. And, with its array of case studies, you’ll be able to see these principles play out in the business world.

At Fahrenheit Marketing, our content writers stay up-to-date on current Web trends to help clients turn clicks into customers. Contact us today to schedule a free consultation with a talented member of our staff.

Five Questions to Ask Yourself Before Redesigning Your Website

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5. “Do I Need to Gather Any Visual Materials Before Starting My Redesign?”

Your new website will probably need images or videos to tell the story of your organization. Oftentimes, web design projects get bogged down when an organization realizes half-way through that they haven’t taken staff photos since the 1990’s. Even if frosted tips were a good look for you, take a moment to make sure you have all the visual collateral you’ll need before beginning a design project.

4. “Should I Hire a Web Design Company or do the Redesign In-House?”

Obviously, at Fahrenheit Marketing, we’re a bit biased toward which you should pick. That being said, with the prevalence of DIY website creators, small businesses and individuals have the ability to create somewhat functional and attractive websites.
However, keep in mind that not investing in a professionally designed web site in the short run can trigger larger investments in the long run. It’s often more expensive to market or develop applications on proprietary or “cookie-cutter” web platforms.

3. “How Will My Site Look on Mobile Devices?”

Never forget the plight of smart phone and tablet users. Every year, the proportion of mobile traffic is growing and the visitors to your new site will be no exception.
When it comes to delivering content to mobile devices, you have two options: redirecting mobile traffic to a mobile site or developing a website with a responsive design which will change its layout based on how the user is browsing the site. Both options have their advantages: Either will present a better experience for your mobile visitors.

2. “Why do I Need a Website?”

‘Everyone else has one’ is not an acceptable answer. Web sites can generate leads, sell products, tell stories, or solve problems. Make sure that that the goal of your new site is clearly defined before embarking on a redesign.

1. “Do I Really Need to Redesign My Website?”

Just because your website isn’t working, doesn’t mean it’s broken. If calls aren’t coming in or forms aren’t being submitted, your site might not be the victim of a poor design. A good Internet marketing company will be able to drive relevant traffic to your existing site and make small changes to optimize your site for conversions. This tactic usually has a better return on investment than a site redesign.
Regardless of which you choose, Fahrenheit Marketing is always there to give you a point in the right direction. Contact us today with any redesign questions you might have.

Fahrenheit Employee Profile: Esther Bednar

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Fahrenheit Marketing in Design

Fahrenheit Employee Profile: Esther Bednar
What makes Fahrenheit Marketing stand out from other online marketing agencies is our talented team. Each employee has a diverse background and uses their experiences to help our clients convert clicks into customers — such as one of our content developers, Esther Bednar, who is next up in our Fahrenheit Employee Profile series.

Where are you from?

I hail from Houston, the city Austin loves to hate (second to Dallas, of course!).

Where did you go to college? What did you study?

I spent my freshman year at Texas A&M only to discover that I just didn’t connect with any aspect of the school, so I ended up at Texas State University in San Marcos and absolutely loved it.

After changing my major for the someteenth time (in my head at least), I finally came home to the English department, where I majored in creative writing with an emphasis on poetry. That fact still evokes looks of earnest confusion or “Really?” followed by rude snickering. Haters. But as it turns out, my real academic passion was my minor, History, which I still nerd out to.

What did you do after you graduated?

After I graduated I participated in a six-month Christian missions program in Hawaii and Cambodia that was supposed to be a mini “gap year” for me before I got a ‘real job.’ I ended up going on staff full-time with YWAM (Youth With a Mission) and living on the island of Maui for about five years.

During that time, my responsibilities shifted almost every six months. I would go from serving in the kitchen, to leading a team on a three-month trip to Nepal, to being the accountant, to going back to team leading again. On the weekends, we would hitchhike across the island to go cliff jumping or exploring.

How did you first become interested in content development?

I always enjoyed writing growing up. I even tried to write a book when I was in fourth grade called The Long Walk Home, and it was thrilling stuff — at least according to my dad. I just enjoyed the challenge of fitting the right words together for whatever task was at hand, whether that was a poem or a term paper.

Before coming to Fahrenheit, I was teaching reading and writing to sixth and eighth graders here in Austin. Teaching enabled me to reconnect with what I loved about writing in the first place: the tough but joyful work of crafting sentences and the feeling of delight after finishing a piece, even if no one else was going to read it. It also allowed me to gain a clearer understanding of what makes good writing tick and how to get there. It really was a fascinating job, and I should know, I’m still reaping benefits from it as a content writer!

What do you enjoy most about content writing?

Aside from the fun of just getting to write, I think I most enjoy learning about the myriad subjects related to our clients’ businesses. The only downside is that I frequently annoy my husband and friends with all the new facts I learn.

What is your favorite thing to do in Austin?

I can’t decide between going coffee-shop hunting, watching English Premier League soccer at Cuatros or complaining about Austin drivers to whoever will listen.

What is one thing people would be surprised to know about you?

That I am scared of practically all bugs and hate them with the passion of a thousand suns.

If you would like to learn more about our Fahrenheit Marketing team and how we can help increase your conversions, contact us today and set up your consultation.