Fertility and IVF clinic marketingA fertility patient does not behave like a normal lead.
They research for weeks, sometimes months. They read your page at eleven at night. They compare you against three other clinics on things you never thought to put on the site. And by the time they call, they have already decided — the call is confirmation, not enquiry.
Marketing built for a normal service business misses all of that. It optimises for the click, and the click was never the hard part.
Most of the time this decision is being made by two people, over months, at home — long before anybody rings the clinic.
Four things that change the whole approach
The decision takes months, not minutes
Anything that measures success on same-session conversion will conclude your marketing does not work. It measures the wrong window.
Cost is the question nobody answers
It is the first thing patients want and the last thing clinic sites publish. Every page that hides it sends the patient to a competitor to find out — and they often stay there.
Trust is built by accuracy, not enthusiasm
Confident marketing language reads as a warning sign to someone who has already been let down once. Precision converts better than optimism here.
Most enquiries arrive by phone
Which means a clinic without call tracking cannot see most of its own pipeline, and is optimising against the small visible fraction.
Where a clinic funnel leaks
Four steps between a search and a booking. People fall out at every join — and the ones you lose are the ones who were already looking for you.
Lost here. They land on your homepage instead of the treatment they searched for — whether the click came from an ad you paid for or a page that ranks.
Lost here. No tappable phone number. Slow on mobile. Cost is not answered anywhere on the page.
Lost here. The enquiry form asks eleven questions, so they close the tab.
Illustrative, not your data. The free website plan looks at where your funnel drops off, on your own pages.
Five places a consultation gets lost
Nobody books on the first visit. Between the search and the phone call there are five joins, and a patient who was ready can fall out of any one of them. More consultations comes from closing the joins — in this order, because each one feeds the next.
- They never reach you. No page for the treatment they searched for, and nothing published answering the questions they ask months before they call. We check which treatments have a page of their own, whether anything has been published in the last year, and whether what exists is findable at all.
- The page is too slow to be read. Measured on a throttled mid-range phone rather than a desktop, along with the things that make a page unusable on one: sideways scrolling, buttons too small to hit, text too small to read, a form that makes the screen jump when it is tapped.
- It does not answer the thing that decides it. Cost, and whether anything on the page is checkable. We look for a real figure, and for a named clinician and a review date on the clinical pages — a success rate with no source attached is the most discounted claim in this category.
- They decide to contact you, and cannot. A phone number that is not tappable, not in the header, or off-screen on a phone. A form asking eleven questions when three would do. Fields a screen reader cannot name.
- They contact you, and nothing records what caused it. Analytics, call tracking, and whether a paid click still carries its identifier after it lands. If the phone is not attributed, the reporting describes a minority of the pipeline.
We run every one of these against your actual site and send back one page: what we found, what each issue costs you as a mechanism, and the one thing we would fix first.
One thing we check that is not about leads at all: whether your advertising tags fire before the visitor has agreed to anything. Most clinics that have a cookie banner still do, because the banner is displayed while the tags load behind it.
And one we cannot do from outside: where your ads actually point. That needs read-only access to the Ads account. Without it we can still tell you whether a page exists for each treatment worth bidding on.
We will not take your competitor
Fertility is a referral-sensitive, reputation-driven category in a small number of metros. An agency running two clinics in one city is using one client's budget to learn lessons it applies to the other, and both of them are paying for it.
So we work with one clinic per area. If yours is already taken, we will tell you that rather than sign you anyway.