Let’s Be Honest About the Real Problem

You’re running ads. People are clicking. But hardly anyone is booking. The sales team blames the leads. The agency blames the platform. But most of the time, the real issue is the landing page.

Conversion Rate Optimisation (CRO) isn’t some fancy marketing term. It’s just about this: once someone clicks your ad, how do you make sure they actually take action?

For clinics, that action is either submitting a form or messaging on WhatsApp to book an appointment. If that’s not happening, no amount of ad spend is going to fix it.

What CRO Means for Clinics

CRO is simply improving the rate at which people who click your ad become real leads. Not views, not likes but actual people who want to come in.

Let’s say you get 100 clicks a day from Meta or Google. If only 3 of them submit the form, that’s a 3% conversion rate. Fix the landing page, and maybe you start getting 10 or even 15 leads from the same traffic. That’s CRO. No need to increase the budget. Just make the page do its job.

What a High-Converting Clinic Page Looks Like

Here’s what we’ve seen work across multiple brands in Singapore from aesthetic clinics to TCM to hair growth.

1. A Clear Headline That Speaks to the Right Person

Bad: “$59 Signature Premium Laser"
Better: “$59 Laser for Women Over 30”

Your headline needs to tell people what the treatment is, who it’s for, and what they get.

2. A Focused Offer With No Guesswork

Don’t make people scroll to understand what’s on offer. Make it obvious.

Use:

• First trial price
  
  

• Treatment duration
  
  

• What concern it addresses (e.g. acne, pigmentation)
  
  
  

3. Visual Proof

Don’t use stock photos. 

Use:

• Real customer results
  
  

• Treatment room shots
  
  

• Happy customer testimonials with photos
  
  

People want to see what they’re signing up for. The more real, the better.

4. Trust Signals

Add credibility. This can include:

• Clinic awards or certifications
  
  

• Featured in media
  
  

• MOH registration
  
  

• Google or Facebook reviews

5. Mobile-Friendly Form

Make sure your form has no more than 3 fields: Name, Contact, and Preferred Time.

Avoid dropdowns if possible. Use a big, bold button like “Book My Trial Now” that shows clearly on mobile.

6. WhatsApp Button

Especially in Singapore, consumers expect to contact businesses instantly and WhatsApp is the go-to. If your landing page doesn’t have a WhatsApp button hovering at the bottom right, you’re leaving money on the table. It’s not optional. It’s a basic expectation here.

Common CRO Mistakes Clinics Keep Making

1. Sending ad traffic to your homepage. Your homepage is for general info. It’s not designed to convert traffic from a campaign. Always use a dedicated landing page that matches the ad.
   
   

2. Weak or generic copy. If your headline could apply to any other clinic, it’s not specific enough. Speak to the concern: “Tired of stubborn pigmentation?” works better than “Glowing Skin Awaits.”
   
   

3. Slow loading speed. If your page takes more than 3 seconds to load, you’re losing leads before they even see your offer, especially traffic from Meta.
   
   

4. No follow-up. Even if someone submits the form, if your team takes hours to reply, that’s a leak in the funnel. Automate a WhatsApp message immediately after the form is submitted.
   
   

5. No retargeting. If someone visited your page but didn’t convert, retarget them with a testimonial or urgency-based message. A lot of clinics skip this step and lose warm leads.
   
   

How to Track If Your CRO Is Working

• Look at your form conversion rate: (Leads ÷ Clicks) x 100

• Check mobile vs desktop performance

• Use tools like Meta Pixel, Google Tag Manager, or Hotjar to see where people drop off

• Run A/B tests for headlines, images, CTA buttons, and layout
  
  

Even a small tweak like moving the form higher on the page can improve your results.

Final Word

If your ads are getting traffic but your calendar still has empty slots, the problem probably isn't your targeting. It's your page.

At Booked Beyond Media, we work with clinics that are focused on getting real appointments, not just leads. If you'd like us to take a quick look at your current setup and show you where the drop-offs are happening, just fill out the form below.

Let’s turn those clicks into actual bookings.