By Clarity Technologies

Improving lead conversion is crucial for any practice. Many practices receive hundreds of leads each month but convert only a small percentage, which can negatively impact their bottom line. To address this, it's essential to use marketing reports and business intelligence tools, like the Clarity Practice Performance System, to track performance and identify areas for improvement.

When working with a marketing agency or your marketing team, gathering data is a key first step. With access to reports from LinkedIn, Google AdWords, Google Analytics, and call tracking, you can pull metrics anytime and make informed decisions about where to invest your marketing dollars.

Website Audits and SEO

Your marketing agency or team should perform regular website audits with online tools. These tools scan your site for issues that affect its performance in search engine rankings. Google uses a complex algorithm to rank websites based on factors like structure, content, and meta tags. An audit will help you understand where your site stands and what needs fixing, whether it's duplicate content, missing meta-tags, or other issues. Correcting these errors will improve your organic search rankings and help optimize your site for paid ad campaigns.

If your marketing agency isn’t providing regular audits, it’s time to request one or consider switching agencies. Monthly or at least quarterly reports should be a standard service, ensuring that your website and ads are continuously optimized.

Marketing Analytics and Conversion Rates

It's important to understand key marketing metrics and how they impact your practice. If you’re seeing a lot of leads but not many conversions, dive deeper into the data. Are the leads from web forms or calls? What is your current conversion rate? Ideally, your inquiry-to-consult and consult-to-close rates should be at least 70%.

Tracking these metrics is essential to pinpoint where improvements are needed. You should know how many people sign up for newsletters, schedule consultations, fill out forms, or call your practice. Identifying any bottlenecks can help optimize your site and lead capture processes.

For example, if most visitors access your site via mobile, ensure that your contact forms are mobile-friendly. You should also review the quality of your leads—if your practice is in New York but many leads are from California, you may need to reassess your keyword targeting.

Key Marketing Metrics

• Lead Acquisition: Understand where your leads are coming from, whether it’s organic search, direct search, social media, or referral links.
• Bounce Rates: Monitor how long visitors stay on your site. Ideally, they should spend 1-2 minutes per page, indicating they are engaged but not overwhelmed by too much content.
• Page Views and Landing Pages: Track how many pages visitors view per session. Landing pages, in particular, need to be optimized to capture leads from ads or social media campaigns.
• Site Speed: Ensure your site loads quickly. Slow websites cause users to leave and reduce your chances of conversion.

Regular Communication and Reporting

Make it a priority to meet regularly with your marketing agency or marketing team to review reports and ensure you’re aligned on goals. These meetings are essential for staying on top of content updates, campaign performance, and lead sources.

If you struggle with low conversion rates or want to improve overall marketing performance, consider professional sales training to maximize your return on investment.

To learn more about increasing conversions or optimizing your marketing strategy, feel free to schedule a discovery call with Clarity Technologies.

Unlike a PMS or EMR, the Clarity Practice Performance System offers a holistic way to optimize every facet of your medical practice. Designed with practice owners and managers in mind, the Clarity Practice Performance System delivers a comprehensive way to gather clear and actionable insights from your data and analytics, train your team with the best standards for each role, connect with patients via the power of video, become part of a community of like-minded professionals, and receive expert guidance from Clarity coaches.