For a great deal of your website, much like public relations (PR), the return on investment (ROI) is not easily quantified. Metrics do exist, but for the most part they provide erroneous data.
PR should tell a story, lots of stories, ideally stories that are told and shared by one potential customer to another or by one satisfied customer to a potential customer. The value and credibility when one person provides information about your practice to someone else is immeasurable.
It is possible to use a page on your company website that replicates conventional “call to action” marketing pieces. The ROI of these pieces can be measured.
However, a portion of your company’s website pages should serve to replace and/or replicate your outbound marketing systems, for example:
Yellow Pages – “Googling” a business for their address and/or phone number has replaced the old yellow pages book as a source for directory information.
Brochure – Your website is an opportunity to provide information about your practice with the advantage of being able to present considerably more information than the average office brochure with the added ability of frequent updates and edits as your company evolves.
A customer’s first impression of you and your business used to be via the yellow pages. Their expectations were fairly low and they were never really able to form an impression about your business. The Internet has changed the potential customers “first impression” experience and more importantly it has changed their “first impression” expectations.
We also suggest that clients use their website to reinforce a sale after the sale has been made to prevent buyer’s remorse. You’ve just spent 60 – 90 minutes with your patient. Hopefully, but not realistically, you’ve answered every question they have and allayed every fear they may have after they leave your business. Your website can help to answer unasked questions and allay latent fears that any consumer, who just spent thousands of dollars, is bound to have.