It’s easy to understand the importance of having an engaging website and generating consistent traffic. However, convincing people to come to your site is only half the battle. The other challenge is making your visitors STAY on your optometry website long enough to find out enough about your services and hopefully end up coming in for a visit.
Keep in mind that Google’s search ranking algorithm analyzes website visit metrics, such as time spent on the website (bounce rate) and the number of web pages visited. As a result, your optometry website may move down in the search engine rankings.
As an optometrist with a website, your most critical goal should be to turn online visitors into loyal patients. If visitors aren’t sticking around to learn about you and your practice you will not achieve this goal.
Here Are 5 Ways to Boost Visitor Engagement on Your Eye-Care Website
1. Make your website is visually appealingAccording to a Stanford study, nearly 94% of a visitor's first impression of your website is based on its visual design. Although a beautiful website design is not scientific, there are some guidelines when picking a basic layout. You should try to select a layout that has a clean design, presents the content clearly, and provides simple navigation.
- If navigation on your website isn't intuitive your visitors will just leave. User-friendly design is critical to keeping your patients engaged and, therefore, must be the overriding consideration across your website.
- One of your main objectives is to help visitors focus on what's important. A minimalist design approach can provide visual prominence to the relevant parts of your website. Providing sufficient whitespace around important content will also help visitors pay more attention to the more essential content.
Did you know?A study has shown that you only have 15 seconds to grab people's attention through the power of its design.
2. Create easily consumable contentMost website visitors don't have time to read all your content word for word. They instead scan the pages for information and keywords that are relevant to them. If your pages consist of long and complicated sentences that are difficult to read and comprehend, many readers will just go somewhere else.
- To make your content easier to read, pick a larger font size and provide a little more spacing between lines. Additionally, blocks of content without visual breaks are difficult to scan. Try to keep your sentences and paragraphs short. Your sentences shouldn't have more than 20 words, and your paragraphs shouldn't exceed 4 sentences.
- Organize your content! Headings and subheadings play an essential role in keeping readers interested. Besides for providing a visual break in the content, as discussed, a well-written heading can pique readers’ curiosity.
3. Make your website easy to navigateDid you know that many website visitors leave because they have too hard of a time finding what they are looking for? Loads of sites are challenging to navigate, resulting in a high bounce rate and poor consumer engagement. Instead, simplify and structure your website navigation so that visitors can find the information they want without too much of a headache.
- No visitor wants to spend unnecessary time to find a relatively simple piece of information. You can utilize analytics to see what people are searching for and make that content or information easily accessible. Additionally, your website’s navigation should be consistent across all pages, and each page should have an intuitive title and be displayed consistently across the site.
- Mega menus can confuse visitors. Too many choices can make it really difficult to guide visitors through your website. Instead, try to make things as minimalist and as simple as possible. Your website’s navigation is an outstanding way to encourage visitors through your sales funnel. Nothing will frustrate a visitor more than confusing navigation.
4. Make your website responsive and quick to loadIt is crucial for your website must be mobile-friendly. This refers to the layout and design of your website automatically adjusting to the type of device being used to load the website. Because more people surf the web on their phone than on the computer, Google penalized websites that aren't optimized for mobile phones. This may result in reduced website traffic.
- How often do you wait more than a few seconds for a web page to load? We live in a fast-paced world. Patients are busy and often looking at your website on their smartphone. If your website doesn't load quickly, your visitors will just go back to the search engine results to find a faster eye-care website. Believe it or not, even a 1-second delay in web page load time can result in a 7% decrease in conversion rates. Remember - when visiting a website from organic search, the visitor was presented with 9 other options to choose from. Don't incentivize them to go to one of your competitors!
5. Create enticing calls-to-action (CTAs)A few enticing CTAs, if used judiciously, can raise your patient engagement rate. To create a compelling CTA, you must use the appropriate language and strategically plan their placement. The best time to ask your visitors to take action is immediately after they have finished reading your content. Visitors tend to leave shortly after they have gathered the knowledge that they came for. However, a compelling CTA might give them another reason to spend a little more time on your website.
Tip:When creating a CTA, try not to use a static CTA since many visitors may miss it. One of the easiest ways to deal with this issue is to use an animated slide-in CTA. This will grab your visitors’ attention without disturbing them.