Is Your Addiction Treatment Website Designed for Lead Nurturing?
John Maxwell, author, speaker, and pastor famously remarked, “Nurturing has the ability to transform people’s lives.”
Few vocations could empathize with that quote to the depth of the addiction industry, where nurturing addicts back to healthy recovery is the focus.
Can you say your rehabs website reflects the same thoughtful approach your staff takes to nurture addicts and transform lives?
Google and Facebook restricted rehabs from placing paid ads due to unscrupulous activities like addict brokering. That means the good apples in the industry need to emphasize credibility, build trust and conduct lead nurturing ethically.
Today, we’re helping your addiction treatment center tackle this difficult objective. Your website is often the first touchpoint a struggling addict or concerned loved one will have with your center. You’ll learn:
- Five tactics your rehab can take to improve its websites lead nurturing potential
- Information on our published eBook, to help your rehab marketing team promote its treatment programs ethically following the paid channel shakeups with Google and Facebook
Tactic #1: Create more Top-of-Funnel Content
In a crucial stage during an addict’s recovery, they realize they’ll need help to overcome their problem, and turn to online resources during a time of need. The content your rehab marketing team works diligently to create could serve as that helpful resource.
This highly informational, non-promotional content is often referred to as top-of-funnel, or ToFu content. The important distinction between ToFu content and content farther down the funnel is that in this stage, we aren’t putting the hard sell on. Which is why having a library of ToFu content available to website visitors is essential to lead nurturing and building real connections with site visitors.
The key to creating impactful ToFu content is to directly address the questions and concerns addicts and concerned loved ones are having about their condition. They are not yet searching for a place, they just want insight into a perceived problem. Blogged content is the form most ToFu content will take, though exceptions occur. Make your ToFu content easily accessible to your online audience.
ProTip: Don’t try to be everything to everyone with your ToFu content. Separate blog posts based on each distinct persona your rehab marketing team has identified. For example, struggling addicts might appreciate a blog post titled, “How long does opiate withdrawal last?” versus a post curated for concerned loved ones and friends titled, “Home for the holidays? Telltale signs to spot a loved one suffering with addiction”.
Tactic #2: Provide an Intuitive Website Experience Making Information Easily-Accessible
Your website visitors aren’t taking their time to form opinions about your addiction treatment center. In fact, it takes 2.6 seconds for a website visitor’s eyes to land on an area that influences their opinion and first impression of a website.
What does that mean?
Both user experience (UX) and aesthetically pleasing design play a role in how successful your treatment center will be with lead nurturing from the start. If your rehab’s website doesn’t appear authoritative, credible, professional and helpful, visitors will bounce to another treatment center’s site they perceive is. Your online presence might not accurately depict the quality care your staff prides itself on. In that case, make a redesign a priority to capture site traffic.
Perception is reality to your site visitors. That means your rehab marketing team needs to work closely with your design team to ensure your website provides as seamless an experience for site visitors as possible.
ProTip: Test your site frequently to make sure your most important elements are within a click or two for site visitors. Heat maps help prioritize where your design team places certain elements on your site based on clicks and traffic.
Tactic #3: Place Applicable Calls-to-Action (CTAs) Consistent with Content Offerings
When lead nurturing, nothing will jolt prospects more than calls-to-action that feel intrusive. That’s because they aren’t matched to the stage they’re at in the buyer’s journey. It’s imperative that the language in your CTAs reflects the content users are reading.
What do we mean?
For example, if an individual is exploring a ToFu piece of content, a CTA saying “explore our insurance options” will feel jarring. Most likely, that individual isn’t even mentally ready to consider payment options yet. Instead, a CTA such as “learn more about our programs” or placing a large, clickable phone number to your treatment center is more applicable.
For content that’s aimed to convert traffic at the bottom-of-funnel, or BoFu, consider adding in a clickable link to your photo gallery. Indicating the insurance your treatment center accepts is also applicable for site visitors who are nearly ready to convert into an intake, because it addresses the concerns that prospect has during that stage in the buyer’s journey.
Tactic #4: Reduce the Number of Fields in Your Forms
In a perfect world, your rehab marketing team would get a plethora of useful demographic data from site visitors after they complete a form. But does your treatment center really need to know what a struggling addict’s favorite snack is during road trips?
Not likely. At least when initially nurturing a lead on your site. The reality is that for each additional field your center adds – it also adds a hurdle that prospects are less likely to jump over.
For online lead nurturing success, compromise is necessary. In practice, this means reducing your form fields to essential elements. Most of the time, this will be somewhere between 3-5 fields. The simpler the requirements in your form fields, the better. This activity will encourage a greater percentage of conversions, allowing your staff the opportunity to continue nurturing that lead.
Concerning your form fields, less is more.
Tactic #5: Create Thank You Pages Where Applicable
Lastly, don’t forget to thank site visitors after they complete an action you wanted them to take! This seems like a “duh” recommendation to seasoned marketers, but you’d be surprised how many websites, in and out of the addiction industry, forget to thank site visitors.
We’re not necessarily recommending a sophisticated page. But additional elements a thank you page can contain are:
- A statistic or message reinforcing why the action the website visitor took was a smart one
- Laying out next steps – such as a message indicating your staff will contact that individual to see if they had questions in the near future
- Your treatment centers phone number so visitors can reach out to you when questions arise
Availability, appreciation and attentiveness will assist your lead nurturing efforts. That will help your rehab stand out from other treatment centers solely focused on profits. Genuine relationship building takes time.
Like water to a plant, a thank you to an individual who’s completed an action you want to take will nurture them. True nurturement takes time.
Has your addiction treatment center passed the website lead nurturing test?
Need Additional Ethical Marketing Tips? Download our eBook
For many rehab marketing practitioners and facility owners across the country, the past year has been difficult. Though paid Google and Facebook ads are no longer options without a LegitScript certification, there are still reputable, reliable channels to promote your treatment centers offerings to addict’s in need.
Our eBook was created to help drug rehab centers like yours accomplish its goals ethically, while accomplishing business objectives. You’ll learn:
- Six different channels your rehab marketing team can use to diversify its lead generation efforts
- Eighteen tactics your addiction treatment center can use to maximize the effectiveness of the six advertising channels in the eBook
- A background into Google and Facebook’s recent advertising policy changes for the addiction industry
- A checklist to help your treatment center with its LegitScripts certification, so it can continue rehab marketing efforts on Google and Facebook’s paid ad platforms
As a digital marketing agency dedicated to helping the addiction treatment industry, we’ve been no stranger to the changes that have taken place.
Don’t let the next addiction industry shakeup be the one that prevents your ability to help those in need. Call our team, and we’ll help your rehab strategically invest in sustainable and ethical marketing strategies.