This is Jordan from MarketingWell, returning with another insightful video and blog post on a matter that has been percolating in my thoughts over the past several weeks.
Several clients have recently voiced concerns about a puzzling trend: their JaneApp analytics indicate a substantial influx of visitors, yet their appointment bookings have not correspondingly surged. This discrepancy warrants examination.
This relates to a pivotal principle I discussed in my previous blog post—the power of a single call to action. However, another consideration has surfaced: ensuring the booking process is as frictionless as possible.
Holdings Client’s Hands And Guiding Them
If your practice offers complimentary consultations, this principle becomes even more imperative. Likewise, if your services encompass diverse therapeutic approaches or specialized modalities, it is paramount to guide prospective clients seamlessly to the exact section of your JaneApp booking portal.
To illustrate, I have selected a therapy practice with which I have no affiliation—not to critique them but merely to exemplify a salient point in real time.
Upon navigating their family counselling page, I immediately noticed two competing call-to-action buttons. I advocate for a direct “Book an Appointment” button that propels visitors into the JaneApp booking interface.
Let’s examine their setup. I encounter an additional navigation layer when I transition to their JaneApp page seeking family counselling services. I must first select an option, then execute another click, then scrolling and another selection to finally land on the desired service.
Reducing Friction
Each additional click introduces friction—a potential drop-off point where prospective clients may abandon the process due to impatience or distraction. Instead of merely directing visitors to your JaneApp homepage to mitigate this, embed links that lead directly to the appropriate service-specific booking section.
For instance, any call-to-action button related to family counselling should be directly linked to that precise service in JaneApp. The only exception is the universal header call-to-action, which remains immutable across all pages. However, for every specialized service—whether it be family therapy, couples counselling, or niche modalities like EMDR or IFS—each should have a dedicated, deep-linked booking URL.
An often-overlooked factor influencing client decisions is their ability to peruse counsellor profiles beforehand. Individuals seeking family counselling may wish to see which practitioners specialize in that domain before committing. Thus, embedding direct links to those therapists’ profiles within the relevant service pages enhances user experience and decision-making efficiency.
Setting up this infrastructure within JaneApp demands an upfront investment of time. You will need to setup each counselling service distinctly within the backend system. Additionally, these options must be itemized if you offer virtual and in-person sessions. Similarly, if you extend free consultations for specific modalities, those should be integrated separately.
The implementation process itself is straightforward. Once each service category is established within JaneApp, retrieving and embedding the respective links is simply copy-pasting into the appropriate call-to-action buttons across the specific pages for each therapy and modality, is straightforward.
Furthermore, an optimal refinement would be crafting each service page to showcase the therapists who exclusively provide that specific modality. If visitors land on a family counselling page, they are unlikely to be interested in browsing a roster of therapists offering unrelated services. Keeping content highly relevant to the visitor’s intent enhances clarity and decisiveness.
A crucial takeaway from this discussion is that the paramount objective is to minimize obstacles in the booking process. You have already expended SEO, Google Ads, or social media marketing resources to drive traffic to your site. The last thing you want is to lose potential clients due to an unnecessarily convoluted booking experience.
The Time Is Worth It
Dedicate a few hours to structuring your JaneApp setup meticulously, ensuring each therapy type has its direct booking link. This minor yet significant enhancement could increase conversions and client engagement.
I hope this insight proves valuable. Do not hesitate to reach out if you require assistance with digital marketing—whether through SEO optimization or targeted Google Ads campaigns. I offer a complimentary 20-minute strategy session to explore tailored solutions for your practice.
