To survive and thrive, Healthcare organizations require an influx of new patients and in 2022, savvy organizations recognize that relying on physician referrals alone is simply not effective. A multi-channel digital marketing approach is required, with website and landing pages playing center stage. Yet without a conversion-centric website strategy, it will be next to impossible to convert traffic, paid or organic, into patients (learn about 7 Completely Avoidable Healthcare Marketing Mistakes in 2022 in part 1 of this series). To generate qualified leads, medical facilities are taking the time to research the psychology and motivation behind their prospective patients and apply these learnings in a customer-centric website design. In digital marketing terms, this is leveraging the power of conversion rate optimization (CRO), the practice of increasing the percentage of users who perform a desired action on a website.