You’ve probably heard that your practice’s homepage single-handedly serves as a first impression to online visitors.
This is often inaccurate.
Here’s why. When people search for a product or service online, their search is a result of a specific set of circumstances. In the context of hearing-related issues, an individual in San Francisco may be having trouble hearing work colleagues during meetings or experiencing a persistent ringing in the ears. These circumstances might result in the following search terms:
“audiologist near me” or “hearing clinic near me”
“san francisco tinnitus tests”
“san francisco hearing clinic”
“ringing in ears do I need hearing aids”
The results you’re likely to see show: paid advertisements, the homepages of various practices, the “find a professional” section of a practice’s website, the “hearing services” section of a practice’s website, the “clinic locator” and “find a clinic near me” pages for practices, the “about us” page, and other interior site pages.
The point here is that although a homepage may receive a substantial number of visits, several other pages within a site, combined, can receive more visits.
Don’t allocate all your focus and budget toward your homepage until you determine which pages within your site are most frequently visited. You can use Google Analytics to get these numbers, taking into account the number of visits, along with the time spent on the page and the bounce rate.
Once you’ve determined the pages that get the most visits, pinpoint the most important action(s) you want the user to take and focus on them. Is it a form submission? Registering for your newsletter? Calling your office to make an appointment or requesting one online?
Remember to focus on simplicity and remove any noise that may take the visitor’s attention away from what you really want them to do.
Also be aware of how visitors get to your site. There are several channels, including search engines, social media, inbound links (i.e. links from other sites), newsletters, and paid ads (the Acquisition Reports in Google Analytics can show you these details).
In conclusion, remember:
- Keep a pulse on how visitors get to your website and where they most often end up.
- Keep your most trafficked pages simple. Focus on communicating the actions you want your visitors to take and make them clear and easy. You have a limited amount of time to engage them. Use it wisely.
- Stay away from videos, images, and other media that take a long time to load. Your visitors won’t wait. Again, keep it simple but focus on helping your visitor find what they came for.
- When looking at the number of page visits, remember to also consider the time spent on each page and the bounce rate. If the average time spent on a page is less than ten seconds and it has a high bounce rate, your visitors aren’t finding what they’re looking for on that page.