Every business wants to increase revenue and customer loyalty, but it takes more than a quality product or quantity of sales to do so. The foundation of any successful business is relationships, and that has everything to do with trust. As you build or refine your marketing strategy, it’s important to take a close look at your website and determine whether or not it too can be trusted.
It’s All About Reputation
In business, reputation is everything – and this is especially true for addiction rehab facilities. While your exceptional quality of service may speak for itself, the Internet has become the go-to source for consumers looking for more information about a company.If you’re not found when that person searches for you or if what they do find turns him or her off, you can damage your reputation and lose a potential client. In a digital world where you’re judged by your online presence, it’s more important than ever to take control of it. But different people are influenced by different things. For instance, baby boomers may find a company’s years of experience important, while millennials might see a big Twitter following as an indication of success. This is why it’s important to have a thorough understanding of what your target market wants, and a comprehensive website that delivers it. Visitors will find your rehab website trustworthy if you incorporate the following:
Years of Experience
Rehab facilities that can show vast experience instill trust because they position themselves as experts in the industry. Remaining successful after years of existence gives the impression that you are trusted by thousands of clients and probably have a leg up on the competition.
Awards and Recognition
Has your rehab facility been voted “Best Place to Work” or received accreditation by the Joint Commission for your level of quality and patient safety? Awards and recognition from prestigious groups are key elements to include on your website because they support your position as a leader in addiction rehab.
Reputable rehab centers are often acknowledged in the press. Whether it’s a newspaper article about a positive patient experience or a television news segment about a renowned doctor on your staff, your website should boast its positive PR in a section dedicated to press mentions.
Many websites provide visitors comfort by telling how many clients they have served over the years. This gives them peace of mind knowing many people have been cared for before you and many more will likely follow. A trustworthy website may tout a statistic such as, “X number of our patients are now in recovery.”
Professional Web Design
Eighty-one percent of people conduct online research before they make a purchase. Sixty percent begin by using a search engine to find the products they want, and 61 percent will read product reviews before making a purchase. That means that right at this moment, potential clients are searching online for your business. Will they find you? Will they like what they find? Your website will likely form their first impression of your company, which is why its design is essential. Elements of a trustworthy website design include:
User-Friendly Navigation and Quick Load Speeds
The design and flow of your website should convert your visitors, not confuse them. Don’t fill your site with tons of text and imagery. A cluttered website only makes the user have to work harder to find the information they’re looking for. Each page should have a clear message, a call to action and contact information. This ensures the visitor gets the content they need and knows what to do next. Also, keep in mind that 47 percent of all web visitors expect your site to load in two seconds or less. Slow-loading sites tend to appear unprofessional, damaging the trust relationship.
Social Media Presence
Sixty-nine percent of adult Internet users in the U.S. are active on at least one social network as of 2017. Having a social media presence is a must for any business. Many organizations place Twitter and Facebook widgets on their home page to direct visitors to their social media pages. To the viewer, this lends the business some credibility because it shows they’re active online, and other people like and trust them.
Increasingly, consumers are turning to the Internet to get recommendations and referrals for addiction rehab facilities. In fact, 88 percent of consumers trust online reviews as much as personal recommendations. So, what’s the crowd saying about you? Chances are plenty of people are ready and willing to say good things about your facility, so be sure to encourage them to write testimonials for your site, and reviews on Yelp and Google.
It’s important to show visitors that the content they’re seeing isn’t on some abandoned website left to rot in the Internet archives. Display some recently updated content (with a date) like blog posts or press announcements, to show that your site is up to date. Also, be sure your website’s copyright date listed at the bottom of the page is current.
When it comes to websites, there’s nothing like spelling or grammatical errors to destroy trust. Poor writing and editing tell the visitor that you aren’t taking his or her time seriously, which is a bad start for establishing a relationship.
The most trustworthy websites often show up on the first page of search results. But how do you get there? To improve your search engine ranking and increase traffic, be sure to research and use the appropriate keywords that a visitor would use to find your type of business. The search engines also pay more attention to sites that are rich in content and updated consistently, so be sure to stay on top of your updates.
The Human Element
People don’t necessarily trust a website – they trust the people behind it. Your copy should be written in the first and second person so it feels like you’re having a conversation. Try to use real, authentic images of the facility and your team. This way people can see that real people are behind your website, rather than some robot.
When it comes to establishing trust, if your visitors have any doubts about your business, they’ll leave and never come back. Choosing to go to rehab is difficult as it is, and if they’re going to choose your facility, they first have to trust that you’ll deliver on your promises.
At MPA Rehab Marketing, we understand the importance of trust in addiction rehabilitation because we’ve researched the most effective marketing strategies for this unique market for decades. From the creation of brand-building strategies to the construction and promotion of websites that convert, we are ready to show the world what your rehab center has to offer. To learn more about our award-winning services, contact us today at 732-214-9600.