I hope you are all having a profitable New Year and are getting a flood of calls and sales into your business in one of the busiest months for therapists. We have had a very busy month not only fielding new client enquiries but also creating a new look for this website. This was prompted not only to freshen up the site which frankly every therapy practice should do every two or three years but also because of the latest Google Algorithm change penalising pop ups on mobile devices. As of the 10th January pop ups on mobile devices are now actively discouraged so if you have any on your website take them down now and find another way to connect with your clients. We hope you like the new look. Now on to the main blog topic for today calls to action in your therapy marketing.
What is a Call to Action?
If you have never heard the term before it simply means that an image, text, video or email capture has been placed on your blog or website telling your customers to do something. One of the biggest mistakes therapists make on their websites is that they don’t instruct their readers exactly what to do. They will create a page of copy but at not stage will they instruct their potential customers what they need to do after they have read it. It isn’t enough to just have a mobile number at the top of your website page or a contact me page you need to force clients to take an action.
Very simple calls to action may be:
- Email us Today
- Book Now
- Subscribe Now and Get our Free eBook
- Register for our new course
- Follow us on Facebook
Of course many marketers are now getting increasingly clever in getting readers to take action. When you get creative and start to create compelling copy it is possible to come up with more sophisticated ways to get the attention of potential customers. Wordstream have some great examples in this blog post and you can find plenty of other examples in Google search that you can adapt as calls to action in your therapy marketing.
What to Include in Your Copy
There are certain elements that should be included in your copy so make sure that when you are creating some calls to action you include these elements.
Immediate Response – The design of a call to action is to get your potential clients to do something immediately. So that doesn’t mean next week, year or month but at that very moment. If you can make the offer compelling and visible enough the person reading your post should want to sign up or call you immediately.
Design – There is no point in designing something that blends into the background of your website. You need to find something that is visible and that stands out so your offer is immediately visible.
No Risk – People are now wise to many marketing techniques which means that you have to make your offer have little or no risk. Free consultations as part of your call to action might be a way of doing this. No obligation confidential telephone assessment. It means that potential customers can call you without worrying initially about spending money. This way of attracting people is used all the time in big business. How many people do you know who signed up to the free months trial for Netflix and are still paying for the service a year or so later?
Limit Your Offer – Adding a limited time frame for your customers also means that some of your customers will act now rather than waiting for later. I never like to see discounts offered on websites as it cheapens your brand. Instead try and create additional value as part of your limited offer.
What is the Benefit – Make sure that the person being shown the call to action actually understands what they are getting if they take action. Are they getting an eBook, free video lessons, a download or a telephone call? You need to spoon feed the information to potential clients rather than making it difficult for them to know exactly what you are offering.
Location – There is no point tucking your call to action at the very bottom of a web page that many people may never read. Make sure that your call to action is placed somewhere that it can be seen preferably above the fold in your website.
What’s on your Therapy Website?
Now go back on to your therapy website and see where you can add some calls to action in your therapy marketing to increase potential conversions. Remember that every person who comes to your website is a potential customer and if you can compel a few more of them to make contact with you then over the course of a year you are likely to find that you have significantly increased the number of people either buying your products or booking sessions. As I have said before if you have a website that can’t be easily changed bin it now and get one created where you can alter the copy. Too many therapists rely on webmasters to look after every single change on a site and this means it is costly and time consuming to create alterations. This leads to inaction and in the end the therapist does nothing missing out on huge potential income.
Finally just a mention that my Google Adwords course is rising in price on the 1st Feb from £29.95 to £49.99. If you are not using Adwords yet then you are potentially missing out on a large number of potential customers. To give you an idea of its power my ads in just one location alone were placed in front of 7,500 people in January. Not only did a large number of people see my ads all of those people were actively looking for therapy services so they are highly targeted customers. Of course a significant portion of those people also then clicked on my website and took action. Very few therapists would be able to get that kind of performance on their own which shows you how important Adwords is as a part of your marketing strategy. Are you missing out on this great traffic source.