“How do I know if my website is really good (speaks to ideal clients and is converting visitors to clients)? Obviously if people are calling to book, but it’s not always that fast. I’ve been working my tail off updating content and adding videos. I think it’s good, but how do I really know?” – Patricia
First of all, so cool that you’ve been working hard on your site. I love that you have been updating content and adding videos too (especially the videos part as according to my research, videos increase the efficacy of a therapist website).
But it’s true that while adding to and improving your site, you’ll want to have a way to know your site is working, or at least on the road to working in terms of getting you clients.
Here are three signs to work for and look to that will indicate that your website is effective:
1. You Get Solicited Positive Feedback
It can be lonely in private practice so don’t do it alone. Ongoing, you should ask for feedback from friends and colleagues. For instance, most therapists have a friend who would be a great client but isn’t a client, or a colleague who has some understanding of who your ideal client is. These are both types of people that would be in a great position to give you feedback on your website.
After you make changes to your site, ask someone for a favor, to look over something and give you some feedback. Their answer can be a sign that you are moving in the right direction.
For getting the best and most usable feedback, always ask specific questions vs. very general ones. A few examples of good, specific questions:
- In the first 30 second on my home page, how did you feel? What was your first feeling on the site?
- When reading my about page bio, on a scale of 1 to 10, how high would you rate how trustworthy you feel I am?
- If you want to move forward with getting my help, is it clear on my website what the next step would be? How long did it take you to find that information?
These are just examples but you would want to model them around your own concerns, goals, or recent improvements. Like if you make a video, get some feedback with specific questions on that regarding where it’s placed, how big the viewer is, or how engaging the video itself was to watch.
2. You Get Unsolicited Positive Feedback
Therapists with effective websites will hear positive feedback from clients, incoming clients, and referral sources.
For example, we created and launched a site for Cheryl. After launching the site, Cheryl shared this experience with us:
“I was on the phone with a potential client today and she said “The doctor gave me a couple of other names but I came across your website and I could just tell you are exactly what I was looking for.” Thanks for all that you do for us at Colorado Teen Therapy!! You’re the best <3″ – Cheryl Somers
We also created and launched a website for Diane, who also experienced an incoming client specifically mentioning her website:
“I just got off the phone with a potential client and she said “I saw your website and it looked great. That is why I called you” – Diane Brennen
So if your website is effective, you will hear about it through your incoming clients.
In addition to listening for this with clients, don’t forget that they aren’t your only audience. Your website is also for attracting referral sources as well so also listen for feedback from referral sources too.
Are your referral sources telling you things like, “Wow, your website is awesome, it speaks exactly to the clients. I love that. And I will be sending clients your way.” If not, you may want to continue to improve your site so you can leverage it for getting more referrals.
Positive and unsolicited feedback that you get from both incoming clients and from referral sources is a sign your website is effective.
3. Your Website Is Converting
Converting is a marketing-babble-way of saying that your website is turning website visitors into clients.
Firstly, to understand if your website is converting, you’ll need to track conversions in the first place. The best way to do that is include a question along the lines of “how did you find me?” in your intake paperwork or better yet to ask during the first session or first call.
In a conversational setting, you will likely get more information about their experience of finding you which may help you understand their entire journey.
Asking about how incoming clients found you can be part of getting to know them and it’s also an important piece of understanding what made a memorable impression. You will notice if they mention the website being an integral part and if they do, it’s a sure sign that your website is effective.
There are further ways to track conversions too. Some technical ways are to set up goals in analytics to track certain actions being taken on your site or to have a unique phone number that appears on your website only which then tracks calls from that number.
No matter how you track conversions, getting that data can help you see if your website is doing it’s job.
Seeing Signs Your Site Is Effective May Be The Website Confidence Boost You Need
Your therapist website is your most important online marketing asset and also needs to shift and grow along with you.
As you journey forward with your site, you’ll want to ensure that you are checking in with your sites efficacy as you go. Through both solicited and unsolicited feedback as well as actual conversion data, looking at all three can help give you the feedback you need to feel confident in your website.
If you want to know more about what it takes to make an effective website, we have plenty of helpful articles on therapist websites. For example, you may want to check out the our data on what makes a therapist website effective or also this list of 101 ways to improve your site.
Finding opportunities to improve your site, implement, and watch for the signs that you’re iterating the the right direction.
Have a question about your therapist website that you’d like me to answer? Email me your question anytime for it to be considered for an upcoming Q&A blog post.