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3 Numbers

The 3 Numbers Every PT Owner Should Know

What’s the balance of your credit card right now?

How much is your mortgage?

What can you afford to spend on food? On internet service? On vacation?

I bet you know.

You wouldn’t just spend whatever you wanted and hope you had enough money at the end of the month, would you?

Of course not.

You’re not 12, spending every cent of your birthday money on candy and American Girl accessories and video games (are you?).

If you don’t know how much you are making and spending each month then you might as well be.

You keep a budget so you don’t end up bankrupt and living on the street.

The same is true of your business.

You know your revenue.

You celebrate every sale.

You keep track of expenses.

At least once a month, right?  Ok, maybe every quarter.

So let me ask you another question:

How many visitors did your website get last month?

What pages did they look at?

How many clicked on your forms?  Or gave you a call?

If you don’t know, you’re probably wasting a ton of money and losing a lot of revenue.

Your website is probably flat broke, living behind a dumpster in some back alley of the web.

I get it, though.

Just like finances, the numbers can sometimes seem overwhelming.

Just like finances, it’s absolutely essential to running a business in the modern world.

So let’s try to make it simple.

Here are the 3 numbers you should you know every month, why they are important, and how to fix them:

  1. Visitors:
    • What it is: The number of people who came to your site.  More is better (obviously!).
    • Why it’s important: No one will call you if they don’t know you exist.  The more people who see your site, the more potential leads you can get.  It also builds on itself.  The more people who view your site and find it useful, the more authority you will have according to Google, leading to better search rankings, which then creates more views.
    • How to fix it: If the number is low, it might not be your site’s fault.  Even the best site can’t do anything if no one sees it.  This is likely a marketing problem.  You aren’t getting your name out there, either in the real world or in online spaces.  You can boost it by passing out fliers, getting word-of-mouth referrals, running some Google or Social Media ads, or working on your SEO to boost those search engine rankings.
  2. Pageviews:
    • What it is: Similar to visitors, but in more detail, pageviews tell you how many times each individual page on your site was viewed.  Your homepage is almost certainly your highest, but what was second or third?  What are people rarely seeing?
    • Why it’s important: It can show you what is most important to your clients.  Are they looking at a particular service or product most often?  Do they primarily care about your team (the About page is usually 2nd highest)?  Maybe you should put extra focus there, or maybe you need to do a better job of highlighting less visible offerings.
    • How to fix it: Where exactly your visitors go is only a problem if they go back.  If your homepage has a lot of views but no other pages do, something probably isn’t right.  Either your homepage isn’t attracting and keeping their attention, or you aren’t offering them a clear path to navigate around the site.  When they get to the bottom of the page or finish reading a section, do they know where to next for more information or to take action?  If a visitor gets lost or confused, they probably aren’t going to stick around (or buy anything).  Always give your visitors a clear path forward.
  3. Conversion Rate
    • What it is: The percentage of visitors to the site who take some action you want, whether it is to call a phone number, download a free guide, or fill out a form.  That gives you a lead.  The average for PT sites is around 2%, but you want to be closer to 5%, and even higher is better. Why? Money!
    • Why is it important: Getting people to visit your site takes marketing time and money.  The higher percent of people who take action, the more leads you will get for your budget.  If you have 1000 visitors and 2% convert, that’s 20 leads.  But if you get 5% to convert, you just got 50 leads without needing to attract any additional people to the site.  It’s a good indicator of the overall quality of your site, how well it targets your market, and how good it is at selling your services to them.
    • How to fix it: A low conversion rate is a good indication that your site’s message and design need help.  You might not be speaking the right language to the right people.  Or you might not be giving clear calls to action.  Or you might be turning them off with confusing images, too much information, or pushy demands.  To fix it, go back to the basics and think through exactly who your ideal patient is.  What are their problems?  What do they want?  How do they talk about it?  Then design your whole site around those people.

You may see a lot of other numbers, too, such as bounce rate, session duration, source, referrals, etc.

Those are useful, but stick to the basics for now.

When you’re living on the street, you need to balance your budget to get yourself in the black before you start thinking about day trading in the derivative market.

If you can track these simple numbers and keep them heading in the right direction, you’ll build a thriving lead-gen platform to house your whole business.

You might actually enjoy looking at your budget next month.

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