Should I be aiming for phone calls or form fills?

The days of the "golden" phone call are gone. I would certainly love to drive my practice more calls, but the reality is that we see 75%+ of our conversions (leads) come in through either form fills that lead to automated SMS funnels, or direct interaction with the SMS contact widget on the website. From this data it's clear that users absolutely prefer initiating a conversation over SMS when compared to picking up the phone to make a call. We make sure to have a robust contact form plus SMS widgets so that visitors can easily reach out to staff members to ask questions and schedule consults. Phone calls can always be initiated from your end later!