Websites that SELL
So, let’s start with setup.
The right website
Let’s make this point in an obvious way. If you pay for advertising to people who are extremely interested in getting treated for anxiety, and you send them to an auto parts website, they won’t buy auto parts. They aren’t being shown what they expected.
That’s clear because it’s therapy vs. auto parts.
Yet the same holds true for sending that same person to the average therapist’s website. These websites are usually filled with useful information about mental health and information about the qualifications of the therapist. There are links to resources, links to articles, and information that talks about any number of mental health issues.
Examine those websites and you will see there is no direction to them. They provide information, but they do not direct the potential client down a specific path that leads to purchasing services.
MOST THERAPISTS TRY TO APPEAL TO ALL TYPES OF CLIENTS WITH ONE WEBSITE.
That’s the #1 mistake most people make when they have a website built for their business. It’s also the #1 way to make NO SALES. This is because you are dealing with people who have a specific issue in mind, and if they come to your general mental health services website, your website is simply NOT SPEAKING DIRECTLY TO THEIR PRESSING NEEDS.
You need to directly speak to ONE PERSON, and then take that one person through a process from meeting you, through getting to know you, and finally to purchasing your services.
If you’re suffering from depression, you want to go to someone who specializes in depression. You’re going to choose the therapist who specializes over the therapist who offers every mental health service possible. Why? Because your perception will be that the therapist who is only marketing depression services is focused on that, and has the best chance of helping you.
Focus on a Niche to make sales
In general, outside of the business of therapy, NICHE is the word when it comes to advertising. MICRO-NICHE is even more popular. Advertisers make fortunes from specializing in very specific products and services.
And then there’s the “tie” example. “Show a man twenty ties and he’ll walk away without buying a single tie. Show him ONE tie and tell him it makes him look like royalty, and he’ll buy it.”
People need specific solutions to their specific problems. If you are offering too many solutions for too many problems, your potential client loses confidence in your ability to specifically help them.
Hopefully you understand that this isn’t a hypothesis, it’s been proven by the most successful marketers in the world. And as a therapist, it makes marketing SO MUCH EASIER for you because it is easier and quicker to create “offers” for one specific issue.
If you truly specialize in 10 different mental health disorders, then you can have 10 different offers. We’re not saying that you can’t do more, but you must present each offer of service separately if you want to be successful.
Set up your website correctly
Less is more.
You may have heard of the term “lead magnet”. Usually marketers refer to a lead magnet as a piece of information, usually an ebook or video, that talks about the subject of interest of their desired customer. Therapists have spent hours and days and weeks writing thorough ebooks about “The 10 Best Ways To Beat Anxiety”, “How to Improve Your Relationships”, etc. They put up a web page that offers the free resource in turn for the user’s email address. The user becomes a “lead”. They then send emails to the “lead” trying to get him or her to book a therapy session with them.
It’s absolutely correct to gather leads. Therapy is an expensive service. The more expensive the product or service is, the more your potential client must feel comfortable with the business before they feel comfortable spending a lot of money on it.
So, gathering leads is the right start. But offering an ebook is not. It doesn’t work in the sense that the leads you generate by offering an ebook are very hard to turn into clients. Instead of 1 out of 10 leads becoming clients, it can easily be 1 in 500 leads that convert to clients.
Why? Someone who wants a resource to read to solve their problem isn’t your client. They are someone who wants to READ something and do it themselves.
Your client is someone who wants to TALK TO A PROFESSIONAL to get their advice on their specific situation. You want to attract the type of person who wants an interactive experience with a professional.
So don’t waste time writing ebooks.
The best, proven offer to convert someone who needs mental health support to a client is an offer that BEGINS A DIALOGUE.
So your “LEAD MAGNET” is to offer to answer their question.
Be specific. “Is anxiety crushing you? Tell me what’s going on, and I’ll get back to you with some helpful tips for your specific situation…”
Add your professional information as required by law (check our “Protect Your License & Reputation: Rules for Advertising Therapy” Tutorial).
Then have a place on that page for the potential client to type a question to you (secure and private).
That’s it. You’re done with your SALES PAGE.
So, to be clear, you can have a website with as many sales pages as you want – on Anxiety, Depression, PTSD, Relationships… whatever areas you specialize in, you can address – just ONE PAGE per issue.
In summary, don’t fall into the trap of the “fancy website”. Make your website functional.
If you would like us to set up a website for you, contact us at firstname.lastname@example.org.