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Your website is your online business card, and its primary objective is to convert potential clients into clients. So how do you do that? You get those potential clients to contact you after seeing your website.

There are a few things you could likely be doing differently that could lead to big changes in your conversion rates (i.e. how many potential clients who contact you end up scheduling an initial appointment).

TIP 1: Make It About Them

Your website is not about you. Many therapists talk about themselves, their credentials, education, trainings, certifications, and practice orientations. Guess what? Most clients don’t care. Potential clients care about themselves and if you can help them. Potential clients are coming to your website for only one reason: They are in pain and want to feel better.

So skip the professional jargon, and just talk to them, right there on the page. A potential client simply wants to know that you get them. They want to feel seen, heard, and understood. They want to visit your home page and think “Wow, she is speaking to me.” That connection is what will lead to your phone ringing.

TIP 2: Get Them to Return

Many potential clients who visit your website aren’t quite ready to schedule an appointment yet. They might be researching therapy options, nervous to start therapy, or not quite ready to “go there” yet. So instead of selling your therapy services as the primary objective of your website, make it easy for them to return.

Potential clients are often gathering information about therapy, building trust with you as a potential therapist, and building up their own courage to begin therapy. Offering information to potential clients in all three areas will bring them back until they are eventually ready to contact you. Ways to bring them back include blogging with fresh content that speaks to your ideal client’s pain or a downloadable freebie in exchange for their email address as part of an e-newsletter marketing plan.

TIP 3: Direct on Each Page

Potential clients will leave your site unless you tell them exactly what you want them to do. These directions are called calls-to-action (CTA). You should have one (and only one) CTA on each page of your website.

At the bottom of each page, tell your potential client where to go next. For example, this CTA can be achieved by a button that says “Learn More” that, when clicked, will direct the visitor to your About or Services pages. At the bottom of your services page, you might have a “Schedule Appointment Now” button.

You want a keep a directed flow through the entirety of your website so that the potential client is going where you want them to go. You want to help your potential client learn what they need to know in order to feel comfortable contacting you. 

Takeaway: Instigate these 3 tips on your website to more effectively convert your potential clients into clients. Tell us how they work for you in the comments below!