Your ads are running.
People are filling out your forms.
Your inbox is getting inquiries.
On paper, your marketing appears to be working.
There’s just one problem:
Not enough of those leads are becoming paying clients.
When this happens, it’s easy to assume you need more leads.
But generating another hundred leads won’t necessarily solve the problem.
Sometimes the biggest growth opportunity isn’t at the top of your funnel.
It’s what happens after the lead comes in.
A Lead Isn’t a Client
Generating interest is only the first step.
A prospective med spa client may be considering several providers. She may be researching the treatment,
comparing prices, worrying about results or simply not be ready to schedule today.
That means your business needs a strategy for moving someone from initial interest to an appointment.
Consider your current process.
What happens immediately after someone submits an inquiry?
How quickly does your team respond?
How many times do you follow up?
Do you answer the questions that commonly prevent people from booking?
What happens if someone isn’t ready today?
If the answer is essentially “we call them and hope they book,” there’s a major opportunity to improve
your conversion system.
Speed Matters
Imagine someone sees an advertisement for a treatment she’s been considering.
She submits an inquiry while sitting on her couch at 8:30 p.m.
She’s interested right now.
If she doesn’t hear from the practice until sometime the following afternoon, that initial excitement may be
gone—or she may already have contacted another provider.
Automated communication can help bridge that gap.
A prospect can immediately receive confirmation, information about the treatment and a clear next step
while your team follows up personally.
Automation doesn’t replace human interaction.
It makes sure the human interaction doesn’t happen too late.
Not Every Lead Is Ready Today
One of the biggest mistakes businesses make is treating leads as either:
Booked or Lost.
There’s a large group in between.
Someone may be interested but waiting until after vacation.
Another prospect may need to discuss the expense with her spouse.
Someone else may simply need more confidence in the treatment.
Instead of abandoning those opportunities, your business can continue nurturing them.
Educational emails, FAQs, treatment information, testimonials, before-and-after content and strategically
timed offers can keep your med spa top of mind.
A lead that doesn’t book this week may still become a client next month.
Look at Your Entire Customer Journey
This is why growth strategy matters.
Lead generation shouldn’t exist in isolation.
The entire journey should work together:
Awareness → Lead → Follow-up → Consultation → Appointment → Repeat Client → Referral
If there’s a weakness anywhere along that journey, you’re potentially leaving revenue on the table.
And sometimes fixing one conversion problem can be more valuable than simply increasing your
advertising budget.
Before You Spend More on Marketing…
Look at the numbers you already have.
If you’re generating 100 leads and only five become clients, don’t immediately ask:
“How do we get 200 leads?”
First ask:
“Why did 95 people not become clients?”
Improving your conversion process could potentially produce significantly more revenue from the
marketing you’re already doing.
That’s the difference between simply generating leads and developing a true growth system.
Strategy First. Then Scale.
At Prendergast Media, we don’t believe growth comes from simply throwing more money at advertising.
We help med spa and aesthetic businesses examine the entire client-acquisition journey, develop the right
growth strategy and build lead-generation systems designed to turn more opportunities into customers.
Because the goal isn’t simply to generate leads.
The goal is to grow your business.
