7 Ways to Use Website Analytics to Grow Your HME Business

As a home medical equipment provider, your website isn’t just a digital storefront—it's a 24/7 salesperson, a patient education hub, and a lead generation tool. But how do you know if it’s actually working for you?

With how busy you are, it can be tough to find the time to understand how visitors interact with your website. You might be investing in marketing strategies that don’t work, missing out on potential customers, or failing to address critical issues that affect the user experience. That’s where website analytics come in.

By tracking the right data, you can make smarter business decisions, attract more customers, and improve the online experience for patients and caregivers. Here's how you can use analytics to drive better decision-making for your HME website:

1. Know Where Your Website Traffic Is Coming From

Wouldn’t it be nice to know how people find your business online? Website analytics tell you exactly that by breaking down your traffic sources:

• Organic Search: People who find you on Google (SEO is working!)
• Paid Ads: Visitors who clicked on Google or social media ads
• Direct Traffic: People who typed your website URL directly
• Referral Traffic: Visitors who came from another site, like a local hospital or industry partner
• Social Media: Traffic from platforms like Facebook, Instagram, or LinkedIn

Why This Matters: If most of your traffic comes from organic search, you’re ranking well on Google. If paid ads drive the most visits, it may indicate that you need to improve SEO on your website for long-term, cost-effective growth.

Our Expert Recommendation: Invest in Search Engine Marketing (SEM) services through VGM Forbin! With SEM, you can target high-intent customers actively searching for your products and services, ensuring they find you before competitors do.

Tip: Use Google Analytics to check your top traffic sources under Acquisition > Traffic Sources.

2. Understand What Pages Are Actually Working

Not every page on your website is pulling its weight. Analytics can tell you which pages drive engagement—and which need work.

• High-performing pages = Well-optimized, useful content that keeps visitors engaged
• Pages with high bounce rates = Visitors leave quickly (could indicate slow load times, poor content, or missing information)
• Top exit pages = Where visitors tend to drop off (might be a sign of friction in your online process)

Why This Matters: If your product pages get tons of traffic but no conversions, it might mean visitors aren’t finding what they need—or your call-to-action (CTA) needs improvement.

Tip: Check Google Analytics under Behavior > Site Content > All Pages to see which pages perform best.

3. Track Conversions and Lead Generation

Website traffic is great—but if visitors aren’t taking action, it’s not helping your business. You should be tracking:

• Contact Form Submissions: How many potential customers are reaching out?
• Phone Number Clicks: Are visitors calling directly from your website?
• Live Chat Interactions: If you have a chatbot, how many visitors engage?
• E-Commerce Sales: (If you sell products online)

Why This Matters: If people visit your site but don’t convert, your CTAs might need better placement, wording, or design.

Tip: Set up Google Analytics Goals to track form submissions and phone clicks under Conversions > Goals.

4. Use Heatmaps to See How Visitors Navigate Your Site

Want to know exactly where users click, scroll, or get stuck? A heatmap tool (like Hotjar or Microsoft Clarity) gives you a visual representation of user behavior.

• Where are people clicking? – Are they interacting with key buttons or getting distracted?
• How far are they scrolling? – If visitors don’t reach your CTA, it might need to be higher on the page.
• Where do they get stuck? – If users stop engaging on certain pages, it could indicate confusing design or content.

Why This Matters: If users aren’t clicking your “Request Equipment” button, you might need a more visible CTA or clearer messaging.

Tip: Use heatmaps alongside analytics to optimize page layout and call-to-action placement.

Feeling Overwhelmed? Let VGM Forbin Handle It for You

We get it—SEO, paid advertising (SEM), and web optimization can be a lot to manage, especially when you’re focused on running your HME business. That’s where we come in.

• Need more traffic? Our SEO experts will improve your search rankings.
• Want faster results? We’ll build and manage strategic paid ad campaigns.
• Website outdated? Our web development team can create a modern, optimized site. Learn more about PowerWeb for HME today.

Let us handle the heavy lifting while you focus on providing quality care to your patients. Contact VGM Forbin today for a free, no obligation consultation on how we can grow your online presence!

5. Improve Your Website Speed and Mobile Experience

Speed matters. A slow website can drive potential customers away.

• Check Your Load Times: Pages should load in under 3 seconds.
• Optimize Images: Large files slow down your site.
• Make It Mobile-Friendly: Many HME customers browse on their phones.
• Test Regularly: Run speed tests using Google PageSpeed Insights.

Why This Matters: 40% of visitors leave a website that takes longer than 3 seconds to load. If your site is slow, you could be losing business before you even get a chance to engage with a customer.

Tip: Use Google PageSpeed Insights to identify speed issues and get recommendations for fixes.

6. Use Customer Data to Improve Your Marketing Strategy

Website analytics don’t just help your website—they help you refine your overall marketing strategy.

• Identify your audience demographics – Who visits your site the most? Seniors? Caregivers? Respiratory patients?
• See which products or services get the most interest – Use this insight for targeted ads or special promotions.
• Track seasonal trends – Do certain products or pages see spikes at certain times of the year?

Why This Matters: If most of your visitors are caregivers researching equipment, you might want to create more educational content that speaks directly to them.

Tip: Use Google Analytics > Audience Reports to track visitor demographics, interests, and behavior.

Our Expert Recommendation: Start considering a blog strategy to educate patients and caregivers about your products and services. Blogging helps:

• Build trust and credibility with potential customers.
• Improve organic search rankings with relevant content.
• Answer common questions before customers even call you.

By positioning your company as an expert in home medical equipment solutions, blogging drives more organic traffic and converts more visitors into customers!

7. Monitor and Adjust Regularly for Continued Success

Your website isn’t a “set it and forget it” tool—it should evolve based on data.

• Review analytics monthly to track trends
• A/B test different headlines and CTAs to see what converts best
• Update content based on what’s working (or not working)
• Adjust marketing efforts based on data-driven insights

Why This Matters: Small, consistent optimizations based on real data will boost conversions and improve the customer experience over time.

Tip: Set up monthly website performance check-ins and track key performance indicators (KPIs) to measure progress.

Turn Your Website Into a Data-Driven Powerhouse with VGM Forbin

Your HME website should be more than just an online brochure—it should be a tool that drives leads, improves customer experience, and grows your business.

At VGM Forbin, we help home medical equipment providers make sense of their website analytics and turn data into actionable improvements.

Need help optimizing your website for better conversions and decision-making? Let’s talk!