Lead Generation

What it is

Lead generation is the practice of giving a visitor a reason to identify themselves before they are ready to book. Most people who visit an aesthetic website are not ready to commit to a treatment and a price on their first visit — but they will answer questions about their own skin, because the answers are about them.

Why it matters to your bottom line

• The gap between 'interested' and 'ready to book' can be weeks. Without a capture step, everyone in that gap is lost, because you never learned who they were.
• A completed assessment tells you what somebody is concerned about in their own words. That is a far better starting point for a consultation than a cold enquiry saying 'how much is Botox'.
• It shifts the first conversation from price to problem. Somebody who has just described their pigmentation concerns is no longer shopping for the cheapest option — they are looking for the right answer.

How it works here

1. Offer

   The Skin Assessment is presented as something useful to the visitor rather than as a form — a short set of questions about their skin, not about their budget.

2. Answer

   Questions step through one at a time with a visible progress indicator, which is what keeps completion rates up compared with a long single-page form.

3. Capture

   Their answers and contact details arrive together, so the follow-up references what they actually said.

4. Follow up

   Routing the result to the right person, and the automated email or SMS that follows, is part of the platform package rather than the demo.

Questions owners ask

Is this just a quiz?

The difference between a quiz and lead generation is what happens next. A quiz entertains; this captures a named person with a stated concern and hands them to somebody who can help. If nothing happens after submission, it is a quiz.

Why would a patient bother completing it?

Because it is about them and it is free. People will answer a great many questions about their own face. They will not fill in a form headed 'request a quote'.

Related

• FunnelThe path a stranger takes from first finding your practice to becoming a patient who returns and refers.
• CRMOne place where every enquiry, patient and follow-up lives, so nothing depends on somebody remembering.
• Marketing AutomationFollow-up that happens on its own — the reminder, the reactivation, the seasonal campaign nobody has time to send.