More than just an online brochure, your healthcare website is an essential tool for attracting new patients and retaining existing ones. The calls-to-action (CTAs) on your website are crucial to accomplishing this. CTAs direct users through your website and encourage them to complete crucial actions like making an appointment. The difference between a potential patient leaving your website and scheduling a consultation can be made by creating CTAs that are both compelling and effective. This is how to make CTAs that result in patients instead of clicks.

Keep It Clear and Direct

Clarity is crucial when it comes to CTAs. There should never be a need for website visitors to make assumptions about what to do next. Make it easy for potential patients to comprehend what you want them to do by using straightforward, action-oriented language. There is no opportunity for ambiguity when using phrases like “Schedule a Free Consultation” or “Book Your Appointment Now.” Clear CTA buttons greatly increase the chance of conversion, according to research on the behavior of healthcare websites.¹

Position CTAs Strategically

The location of your call-to-action on your website is just as important as the wording you choose. CTAs should be visible to all visitors without becoming overbearing. Think about putting your primary call-to-action above the fold, or before the user scrolls, on your homepage, service pages, and blog entries. Studies indicate that the thoughtful positioning of CTAs on healthcare websites increases patient bookings and engagement rates.²

Create a Sense of Urgency

Urgency may prompt visitors to take immediate action. Words such as “Limited Availability—Book Now” or “Call Today to Secure Your Spot” encourage patients to act right away rather than delaying it. You may remind potential patients that time is valuable and promote quicker decision-making by instilling a sense of urgency.

Use Action Words

Your call-to-action should be written with action in mind. Words that are straightforward and promote instant interaction, such as “book,” “schedule,” and “call.” Using action words in your call to action helps visitors understand what to do next and why they should do it. According to a study on online conversions, action words greatly increase user engagement and facilitate the conversion of visitors into patients.²

Make It Easy to Find and Use

Your CTA button or link should be easy to see and click. Make your call-to-action stand out from the rest of the page by using contrasting colors, and make sure it’s big enough to click on desktop and mobile devices. Appointments made through smartphones and tablets are more common on websites with mobile-friendly CTAs, especially as mobile traffic rises.³

Offer Value and Incentives

Visitors occasionally want further encouragement to decide. By providing something of value, such as a complimentary consultation, a guide for download, or a first visit that is discounted, you can encourage them to schedule an appointment. Emphasize the advantages of making a reservation right now. According to research, offering value through CTAs boosts patient involvement and practice trust.⁴

Personalize Your CTA

Healthcare marketing relies heavily on personalization. Make customized CTAs for various services to cater to the individual needs of your patients. A CTA like “Schedule Your Child’s Well-Visit Today” might, for instance, resonate more with parents if you provide pediatric treatment than a general one like “Book an Appointment.” Customizing CTAs to the requirements of the visitor boosts conversion rates and improves relationships with prospective clients.⁵

Provide Multiple CTAs Throughout the Website

On your homepage, don’t rely solely on one CTA. Put CTAs on every page of your website, including the about section, blog entries, and service pages. Every call to action should aim to be consistent with the content of the page, urging users to act on the insights they have just read. Regardless of where a visitor lands on your page, our multi-point method guarantees that they always have an obvious next step.

Conclusion

One of the most crucial tactics for turning website visitors into patients is creating compelling calls to action. You may encourage visitors to schedule an appointment and expand your medical business by carefully placing clear, action-oriented call-to-action buttons on your website. When you make sure your CTAs are noticeable, customized, and intended to inspire visitors, you’ll witness the impact of strategically placed CTAs.

References

1. Jackson, J. (2005). How to convert your Web site visitors into patients. Ophthalmology Times. https://consensus.app/papers/site-visitors-patients-jackson/56f9d17e228b553eb659a3a138c47978/
2. Chen, Q., Yan, X., & Zhang, T. (2020). Converting Visitors of Physicians’ Personal Websites to Customers in Online Health Communities: Longitudinal Study. Journal of Medical Internet Research, 22. https://doi.org/10.2196/20623.
3. Koyama, T., Takahashi, K., Takahashi, A., & Takeda, Y. (2019). How does a hospital website branding have positive effects of patients visiting and hospital recruitment?. Journal of Hospital Management and Health Policy. https://doi.org/10.21037/JHMHP.2019.07.02.
4. Spoelman, W., Bonten, T., Waal, M., Drenthen, T., Smeele, I., Nielen, M., & Chavannes, N. (2016). Effect of an evidence-based website on healthcare usage: an interrupted time-series study. BMJ Open, 6. https://doi.org/10.1136/bmjopen-2016-013166.
5. Adams, S. (2011). Sourcing the crowd for health services improvement: The reflexive patient and “share-your-experience” websites.. Social science & medicine, 72 7, 1069-76. https://doi.org/10.1016/j.socscimed.2011.02.001.