Here’s a quick audit of Greenhouse Treatment Center’s website:
… and here are my notes:
- Address top visitor priority above the fold
- “Upscale” / “former spa”
- Accepts insurance / possibly free
- Success rate
- Program specifics
- Offer
- Productized offer (“personal treatment plan”)
- “Get info” option
- Images
- “Edgy” vs wholesome
- The center & amenities
- Hugging family on the way out
- CTA
- “Take control”
- “Apply for treatment”
- “Book a stay”
- Sticky footer
- Remove expand/collapse and make buttons persistent
- Talking about pricing
- Give a range?
- Say “free for many patients” more prominently?
- Add appropriate CTA to “How much does it cost?” FAQ (assuming enough visitors tap that FAQ)
- Self-select interaction
- Alcohol, drugs or both?
- Yourself or a loved one?
- About the Program page
- Prioritize two or three key features without requiring interaction
- Clarify whether visitor needs to choose program features, or if it’s chosen for them, or the same for everyone
- “Brand” the program - give it a name, call out key features and differentiators
- Check Your Insurance Form
- Add “You’ll need your insurance card handy” messaging
- Clarify what happens after submit - do I find out right away or ?
*Not mentioned in the video but totally worth considering: Video prominence. I skipped over the video entirely - do visitors who watch it convert at a much higher rate? If so, try moving it higher up on the page, repeating it across pages