Ms. Anna ran an aesthetic medicine clinic in Manchester. Her website recorded quite a lot of traffic, mainly thanks to well-managed Instagram profiles. Women visited the site, looked at the price list, read about the treatments and... left. The bounce rate was huge.
Ms. Anna thought her prices were too high. The truth, however, was different. Her website did not have a designed sales funnel. It required the customer to make an immediate decision about an expensive treatment right at the first visit. It's like proposing on the first date and expecting an immediate "yes".
In digital marketing, the customer's decision-making process takes time and proper guidance. As a Polish advertising agency in the UK, we implemented a classic sales funnel on Ms. Anna's website, which increased the number of bookings by over 200%.
What is a sales funnel?
A sales funnel is the path through which you guide a potential customer - from the moment they learn about your company until they make a purchase. Well-designed websites in the UK are not static brochures. They are automated funnels that lead the user by the hand.
A classic funnel consists of 4 stages (the AIDA model):
- Awareness
- Interest
- Desire
- Action
How did we build the funnel for Ms. Anna's clinic?
Instead of attacking users with a "Buy a treatment for 500 pounds" button, we divided the process into smaller, easier to swallow steps.
Step 1: Awareness and free value (Lead Magnet) At the very top of the page, we placed an attractive guide to download for free: "5 skincare mistakes that accelerate aging". To download it, the client had to provide her email address. This drastically lowered the barrier to entry. The client didn't risk money, and she received valuable knowledge. In this way, we started building a database of potential clients.
Step 2: Interest and Education (Email Marketing) People who downloaded the guide fell into an automated email sequence. Over the next few days, they received emails with cosmetology advice that gently referred to the treatments offered at the clinic. We educated the clients, building Ms. Anna's authority as an expert.
Step 3: Desire (Social Proof and Offer) In the third email, we sent a success story (Case Study) of one of the clients, along with photos before and after the treatment. This aroused desire and proved the effectiveness of the services. Only at this stage did we present a specific offer.
Step 4: Action (Low-barrier CTA) Even at this stage, we weren't selling the most expensive treatment. The call to action was a "Free, 15-minute skin consultation with computer analysis". When the client appeared at the clinic for a free consultation, she was already educated, trusted Ms. Anna, and was ready to buy an expensive package of treatments.
Automate your sales
The implementation of the sales funnel made Ms. Anna's website stop being a passive business card. It became an active system for acquiring and "warming up" leads. Even if the client wasn't ready to buy during the first visit to the site, the system educated her until she made a decision.
If your website has a lot of traffic but few inquiries, you are missing a funnel. Don't force customers to propose on the first date. Contact us. We design websites and WooCommerce stores based on sales psychology. We will build a system for you that, step by step, will turn your visitors into loyal, paying customers.
