And there's more to it
This is also why your ads don't work as well as they used to.
Same ads. Same town. Same budget as three years ago. Fewer patients. Some of that is cost going up. But something else changed too.
People don't call straight off an ad anymore. They look you up first. They search your name, read your reviews, look at your photos, and a lot of them now just ask an AI app whether you're any good.
That takes about forty seconds, and you're not there for it.
If they find twelve reviews with the newest one from 2022, and a website that's slow on a phone, then your ad did its job and lost the patient anyway. Nobody tells you this happened. The lead just goes quiet.
Ads can fail for lots of reasons. The offer. Who saw it. How fast someone called back. This is just the one nobody checks.
"Our leads got worse" and "our website is old" are usually the same problem.