When a potential client visits your website, they’re there for one of two reasons. Either they want to learn about what you do, or they’re ready to make an appointment.
So why would they click away from your homepage?
Poor website design, a lack of direction, and slow load times can all cause potential clients to click off your homepage. Keep reading to learn why clients are turning away and how you can get them to stay.
It Takes Too Long To Load
You have limited time to attract potential clients to your website and even less time to keep them there. The last thing you want to do is waste that valuable first impression with a slow-loading website.
To improve your load time, make sure to use high-quality web hosting. And, most important, compress any large images that might be slowing your site down and remove unnecessary clutter.
The Page Is Full Of Distractions
Clean, minimal designs tend to win out in the crowded online marketplace. People have short attention spans: if there’s too much going on, they’ll click away to find a page that is easier to scroll through.
Use a limited color palette to create a clean design. A limited color palette can also help you direct visitors through your website, as contrasting colors can stand out and guide them forward.
Keep content to small paragraphs with frequent breaks. This will help mobile readers, but it will also keep the page uncluttered.
Don’t overload the homepage with information—you want to direct them to the pages where they can find the information they’re looking for instead.
Finally, while images and videos are important, don’t go overboard. If there are too many visual distractions, the visitor won’t be able to find the information they need.
You Don’t Direct Them On Where To Go Next
You’ve got a potential client on your webpage and they’re interested in your services—now what?
A clear call to action (CTA) tells the visitor where to click and what to do. A CTA should be a clickable button with descriptive instruction that encourages the visitor to engage.
For your private practice, phrases such as “Book A Free Consultation,” or “Schedule A Free Introductory Call,” are a good starting point.
Use a color that contrasts with your basic web design to help the CTA stand out and place it where clients will immediately notice it.
It Doesn’t Feel Personal
Potential clients mostly come to your website to find out what you can do for them. They aren’t that interested in learning all your credentials just yet. At least, not on the homepage.
However, a cold and clinical homepage is going to be off-putting. You want to create a space that feels personal and showcases who you are and what you do, without becoming a resume.
Sounds difficult? It isn’t! All you need is a photo and a brief introductory paragraph. You can then direct the client to learn more about you with another CTA.
The Copy Isn’t Engaging
Your website homepage isn’t the place to start diving into every aspect of your practice, but don’t just leave it at empty platitudes. You want clients to learn about your practice from the homepage.
One way to improve the copy is to craft a client persona. This is essentially a description of the kind of client that you can help. Then, direct your copy toward that client. Be clear with your aim, and remember that you can build plenty of other pages (your Specialty pages) to explain the details.
It Isn’t Mobile-Friendly
Most people begin their searches from a smartphone, so much so that Google has given priority to mobile-friendly sites in its search results.
Your homepage needs to be just as easy to navigate on a smartphone as it is on a desktop. Images need to fit the screen, the text needs to be readable, and menus need to be easy to open (and close).
A good web hosting platform can help with this, providing you with templates for both mobile and desktop. If you’re building the website yourself, this is very helpful!
Make sure to check the page once it’s gone live. See if you can navigate it easily on various devices.
It Isn’t Accessible
You want every visitor to your site to have a good experience, which means accessibility needs to be a priority.
One quick way to improve accessibility is to use high-contrast colors. Pale fonts on pale backgrounds might look pretty, but they can be extremely difficult to read. Use a dyslexia-friendly font, particularly in large areas of text.
Also, provide an alt text description for any images, so visitors using a screen reader can navigate the page. And make sure you can move around the page with just the keyboard.
They Don’t Know How To Contact You
This links back to the CTA, but if you’re struggling to convert clicks to engagement, it might be that you aren’t giving visitors a chance to engage. Contact information needs to be clear and easy to access.
Your homepage needs to have obvious links to contact details, business hours, appointment forms, and any addresses.
Final Thoughts
Getting people on your homepage is the first part of the battle, now you want them to stay there! Your private practice homepage should be appealing to clients with a clear design, a personal feel, and high-quality copy.
But most importantly, it should tell them what to do next. If your clients are clicking away, it might be because they don’t know what else to do.