[00:00]
Cameron: Hi, I'm Cameron from Smooth Digital [Smooth Digital, now Prosperwell], and welcome to Tea with Tobi, the show where I put your care home and home care marketing questions to our very own marketing strategy director, Tobi Alli-Usman. Welcome to the show.
Tobi Alli-Usman: Thank you, and it's good to have my very first show. To be fair, you and the team have been saying I should do this for a while, so I'm very happy to be here.
Cameron: Excellent. So, the question for today, from the internet: "We employed a company to run some ads for our care home and have since seen a large increase in the number of visitors to our website, which is very good. However, the number of call and email enquiries coming through seems proportionately low, and we're not sure why. Do you have any ideas?"
Tobi: This is always the thing, right? You're investing money to send traffic to your website, but you're not getting the kind of conversion you'd expect. This is a big subject, but I'm going to boil it down to three things.
The first is people coming to your site and, for whatever reason, not engaging. They're not buying into your business. It could be because they don't like the website. It could be because they've come on the site and seen a really low CQC rating. It could be the imagery. But they're just not buying in.
The second thing: you mentioned they're getting a lot of traffic, but it's not converting. It could actually be the traffic. Is there an issue there? Is it relevant? Is the campaign bringing through people who aren't actually looking for that service? Was it a care home or home care?
Cameron: It's a care home.
Tobi: It could be people who are looking for a different service, so that's something they'd want to talk to their company about.
And the final thing is, what if they can't actually find what they're looking for? One of the things we usually recommend is that if you're running paid ads, Google PPC or Bing PPC, you set up landing pages, or turn your service pages into landing pages.
Cameron: Just on that, in case anyone doesn't know, Tobi, what is a landing page?
Tobi: Good question. In the simplest sense, a landing page is the page people land on once they've clicked on an ad. So someone searches "care home in Oxfordshire", they see a Google ad, for example, they click on that ad, and that's the page they land on. We usually say make sure that page is as high-converting as possible and put all the relevant information in front of that user, so they don't have to navigate away and they can take action there and then.
[03:00]
Cameron: OK, so quite high level, but we've got to keep these quick. If there's anything you want to ask on any of these subjects, just leave us a comment and we can put it in another Tea with Tobi. Thanks very much, Tobi.
Tobi: Thanks for having me. Cheers. Thank you, everyone. Bye.
Podcast Sponsor
Prosperwell is the UK’s leading sales and marketing growth partner for private-pay care providers. We help care homes and home care businesses attract and convert more private-pay clients, from the first enquiry through to move-in.
