Drug Treatment Marketing: You Have Traffic, Now What? CTA’s and Conversions

The biggest shift in this modern age is how the digital world has become such a huge part of everyone’s life. Everybody is online almost 24/7 so it is no wonder why businesses have followed this trend in order to reach the consumers.

But reaching out to the target audience is only half of what is being done as companies also look into individual’s behavioral pattern particularly on what people like, where they spend most of their time, and how often do they visit the sites.

For drug rehab facilities where the battleground is almost always online (also taking into account the underlying question patients’ ask “can you have a cell phone in rehab,” your call-to-action (CTA) messaging is crucial to conversions. According to the National Institute on Drug Abuse, there are more than 14,500 drug rehab centers in the United States, so the competition is definitely stiff.

In digital marketing, CTAs are most often overlooked. But statistics reveal that it’s almost as important are your headline as 9 in 10 of your visitors arrive at a decision after reading your CTA. In fact, just putting a CTA on your drug rehab Facebook page will boost conversion by as much as 2.85%.

But it’s not just as easy as asking your visitors to “sign up now!” or “register online today!” If your CTA is too weak, you fail to convince potential clients. Too strong, and you risk turning them off.  Below are some of the quick tips in order to tweak your CTAs to boost your conversion.

Add Value to Your Text

Your CTA is the topping for your cake. Or to make another analogy, the uppercut that will finish off the fight. If your visitors managed to read the whole text, then you have already a captive audience. You got them hooked, now you need to reel them in. The customers should still feel that their needs are being met when they read the CTA. In this sense, the call-to-action text or button will feel like the next logical step, a guide to what they will do next.

Your CTAs Should Stand Out

There are many strategies that drug rehab centers adopt for their CTAs. A quick browse of your competitors’ sites should give you an idea of how they do it. Some use sound to draw attention to the CTA button. Others will employ contrasting colors so the button will stand out.

To achieve this, you should:

  • Avoid too much noise around your CTA button
  • Make your text on the button distinct (e.g. “Does your loved one need help?”)
  • The CTA button should be surrounded by white space so it “floats”

Create a Sense of Urgency

This strategy is no different from the “SALE” or “75% off” promo on shopping malls. Mallgoers, even if they had no intention of buying, will find the huge discount too tempting to resist.  You are going to appeal to people’s basic sense of instinct and trigger an emotional response. Putting in the words “now” or “today” is just one example of creating a sense of urgency. You may have noticed that they are still being used by most websites. The simple explanation is that they still work, just like the red label tag on shopping malls signifying a sale.

Make sure that your CTA is:

  • Clear
  • Relevant
  • Provide value
  • Not confusing

Positioning Matters

The eye-tracking study by the Nielsen Norman Group revealed that online readers follow the F-shape pattern. This means that they spend too much time on the left side of your page as well as the top. This is why your first paragraph is crucial if you want your readers to continue reading. The F-shape pattern also gives you an idea of where to place your call-to-action button. It should be at the top to the right side of the window where your readers will naturally see it even if they don’t finish the whole page.

Make Sure Your CTA is Aligned With Your Landing Page

A bad landing page is the fastest way to lose your customers. You just did all that work for nothing. The landing page should fulfill or add value to what you are promising in your CTA.

You are only going to confuse your visitors if the landing page is very different from the CTA. They are going to leave immediately thinking that they hadnt arrived at the right place. Another way to stand out in the drug rehab industry is not to put any CTA button on your website.

Admittedly, this is a risky proposition, but it’s been proven to work in countless cases. If you can’t convince your visitors of getting your services after they browse through the page, you have no fallback plan. However, you need the help of an experienced digital marketing company to make this work because your value-proposition is contained in your main message, whether it’s video, audio or text.

Treatment Center MARKETING

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