Jason A. Duprat, Entrepreneur, Healthcare Practitioner and Host of the Healthcare Entrepreneur Academy podcast shares tips on optimizing website and landing page conversion. He also introduces Dr. Robert Cialdini’s 6 Principles of Persuasion and the attention, interest, desire and action (AIDA) model.



  • Many business owners tend to haphazardly create websites and landing pages without really thinking about the impact they have on a company’s gross revenue.
  • Small copy tweaks to your sites can lead to big differences in your return on advertising expenses.
  • With software like ClickFunnels, you can make A/B versions of particular landing pages to see which is more effective or produces the best return.
  • Utilize Robert Cialdini’s Principles of Persuasion and the AIDA model to entice people into making purchases from your website.
  • Cialdini’s 6 Principles include scarcity (limited time sale), commitment and consistency (customer commits to a free, small item), reciprocity (in exchange for an email, send something of value), social proof (validation), authority (create trust) and liking (influence). 
  • The AIDA model includes attention (utilize headlines), interest (provide a creative offer), desire (explain benefits to foster want/need) and action (answer questions).
  • Potential customers don’t really care about the messaging business owners often include such as awards, company history or company virtual tours. They want to know what’s in it for them.


  1. Robert Cialdini’s 6 Principles of Persuasion are scarcity, commitment and consistency, reciprocity, social proof, authority and liking.
  2. Pretend to be a customer who stumbled upon your website. Then, incorporate your thoughts into your landing page marketing based on your experience.
  3. According to the AIDA model, you need attention-grabbing headlines. Develop interest and desire by explaining the benefits of your product or service. Finally, actively respond to inquiries and objections. 



“Put yourself in your customers’ shoes.” – Jason Duprat


“Micro changes to your pages over time can improve your conversion rates.” – Jason Duprat



ClickFunnels: https://www.clickfunnels.com/


Robert Cialdini’s website: https://www.influenceatwork.com/


HEA Facebook Group for Digital Businesses: https://www.facebook.com/groups/HeathcareEntrepreneurAcademy/


HEA Facebook Group for Bricks & Mortar Businesses: https://www.facebook.com/groups/HealthcareEntrepreneurAcademyBrickandMortar/


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