Why a self booking process needs to be at the core of your client acquisition process

“We should have been doing this much sooner.”

Isaac Smith, LMFT

The first thing I will take a look at when I review an account is whether or not there is a self booking process. It is the beginning and end of my ad strategy and brings great benefits to my clients. All of my clients are satisfied when switching to this system and it shows in their bottom line. I have seen conversion rates on Google ads increase by as much as 55% for my clients once a self booking system is paired with their ads. Here are the reasons why a self booking process has such a dramatic impact the client acquisition of my clients.

Higher Paid Client Conversion Rates

On average (for private pay firms) only 24% of clients that call or submit a contact form become a paying client. While 40% of client that self schedule become a paying client. While the gross number of conversions drops slightly at about 8% with the switch. That means the average firm gets a boost of 31% more clients out of the same marketing spend.

Fewer No-Shows

With most self booking systems you can add features that reduce your no-shows. This can mean email or text reminders before the appointment or requiring a paid deposit.

Improved Client Experience

With phone calls or contact forms, clients need to follow multiple steps:

1. Decide whether to call or email
2. Check what the firms hours are to call, find the number to call
3. Take out their phone to call
4. Potentially end up at a voicemail
5. Wait for a call back
6. Be available when they receive the call back

This also assumes a client stops looking for another therapist after a voicemail. Emails include back and forth that can lead to attrition. At every extra step you reduce your conversion rate. A self booking system is the optimal client user experience, and it psychologically establishes your practice as a premium service provider.

Lower Staffing Costs

By allowing clients to book their initial call, you don’t need to worry about phone lines being busy. Single clinician practices often take these inquiries themselves without the need for a full-time (and costly) front desk staff.

Expand Your Ad Schedule to 24/7 – Improve Your Ad Efficiency

46% of all searches for therapists occur in off hours! (M-F 6pm-9am, sat, sun)

Cost per click in off hours is 16% less than business hours. That’s a great discount!

Conversion rate is 27% higher in off hours than business hours. (less competition)

Higher Quality Data = More Leads and Less Spend

When it comes to data the phrase “junk in = junk out” and that includes all the data related to your ads. When you include low quality leads in your ad management data, it clouds your data and optimizes for tire-kickers, clients who will call or email to ask about price, but who will not book a session. This fact is especially important for private pay practices, where every dollar not attracting a paying client is a dollar wasted. Once you have high quality conversion data it can be used to train your google ads targeting in a positive feedback loop.

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