In 2023, it’s safe to say that most of us are familiar with what a website is— on the outside. After all, you’re reading this on one! However, they’re a lot more in-depth than they appear and there are many components to websites that most people aren’t aware of.
They’re also not the beginning and end of online marketing. Sometimes people get websites and funnels mixed up, which is an easy thing to do when you’re not a digital marketing guru! So, what is the difference between a website and a funnel?
This article explores websites and funnels and works to differentiate the two. For personalised advice, contact our team at practiceedge today.
What Is A Website?
Websites are constantly evolving and online marketing is always developing new ways to attract audiences. Despite so many changes, websites remain a steadfast necessity in our digital-centred world.
Websites are a collection of web pages focused around a particular idea or business. For many businesses, their websites may look like a homepage that gives an overview of the company, several pages outlining their products and/or services, contact information, and perhaps a blog page with articles like this one. Depending on the business and what they do, they may have many more pages for visitors to navigate to.
The aim of a website is to educate potential customers, clients, or patients on who the business is, what they do, and how they may be able to help the user. There’s a lot of choice when it comes to visiting a website, and limited direction regarding where to go next.
What Is A Funnel?
For anybody who doesn’t live and breathe marketing, the word funnel tends to conjure up, well, a literal funnel. In our world, a funnel is a little different.
A marketing funnel looks like the image in your mind— except instead of swirling water or another liquid, it’s converting website visitors into loyal, returning customers. They enter at the top, wide portion of the funnel and make their way through the thinning tunnel until they come out of the small end.
How Does A Website Work?
To get an idea of how funnels work in relation to websites, we first need to recognise how websites work.
Websites work when a potential customer, client, or patient arrives at the site (typically the home page, though they may land on a more specific page). They then navigate around the website on their own accord. While some people may do this in a linear fashion, most people don’t, so if you were to map out their steps (or clicks), it may look a little messy!
For example, visitors to websites for dentists may travel from the home page to the orthodontics page and then to the blog before heading to the contact page. Meanwhile, another user may land on the orthodontics page initially, make their way to a page about prosthodontics, and then cosmetic dentistry.
How Does A Funnel Work?
If a website is a centuries-old city with cobblestone roads veering off in different directions, a funnel is a man-made city with a well-thought-out traffic plan.
The funnel works to flow traffic in a direct, linear way from the point of entry through to the end point of the specific goal. Every funnel will look different depending on the business’ needs and ultimate end goal.
While all funnels will have their differences, they all share several steps. Funnel steps look like:
- Awareness— Where the user may or may not be aware we can address their problem. During this stage we provide information and be as helpful as possible to help them learn how we can help with their problem.
- Consideration— Now that the user knows we’re capable of addressing their concern, it’s over to them to consider whether they want to engage our services or use our products. During this stage, we need to help them understand why our product or service is the best option for them.
- Conversion— They’ve made the decision to engage with us. This can be making a purchase, signing up for a class or session, completing an application, calling to book an appointment, booking an appointment online, and so on. It’s important to make this process simple while providing an exceptional experience.
- Loyalty— The customer is ours, but now we need to keep them. To work towards that goal we need to nurture and engage with them, effectively encouraging them to not only continue to use our products or services, but to spread the word about our business as well.
Funnels are not leak-proof, however, and as a result you may find that some customers drop off between the entry and the exit. If this happens continually, you may need to work on understanding your customer more, such as by working on your marketing personas, for example. Another good way to address any leaks in your marketing funnel is by increasing user engagement. This can look like providing real-time assistance, adding a chat feature, or creating more interactive and engaging content.
Websites And Funnels: Together At Last?
Websites and funnels can go hand in hand to create a fantastic customer experience. Websites tend to have all of the information, while funnels are more specific. They work together to promote a business, and some businesses may even have multiple funnels depending on their end goals.
Need Help With Your Website Or Funnel?
Could your practice benefit from a new funnel? Is your current website lacking in information or direction? Maybe you have a funnel, but it needs some tweaking. Whatever the case is for you, our team at practiceedge can help. With a wealth of experience in helping healthcare professionals to reach more patients and grow their businesses, we’re on hand to understand both you and your potential patients. To find out more, book a call with us today.