80% of Americans have complained of back pain at one point or another. – med.unc.edu
It’s that time of year when people start setting goals for not just their personal lives, but also their businesses. And with the statistic above, there are a lot of people out there in need of your services. If you’ve got your sights set on growing your chiropractic practice this year, a solid online marketing strategy is a great place to start.
Whether you have a website and need a redesign or are new to marketing as a whole and are starting from the ground up, your website is the best place to start. This is because your website is likely to be the first bit of exposure people looking for what you have to offer will have to your business.
Before you dive into the somewhat mystifying world of chiropractic web design, there are some important factors to take into account. Regardless of how your website is designed and the personality you’re going for, it’s important that it has these features on it.
Reviews and Ratings
The new word of mouth is online reviews. Websites like Facebook and Google all offer opportunities for users to rate businesses and share their experience. When a person posts a review, regardless of whether it’s good or bad, they publish the review publicly, which then exposes it to their friends and anyone else who might visit the Facebook page or perform a search online.
Because of this, it’s important that you have a solid reputation management program in place to respond to any reviews you get. It’s helpful if you have a page on your website that is dedicated to reviews and offers patients the opportunity to publish their own review if they haven’t already. Reviews published directly to your website give you the most control over what is published and what isn’t. While on outside websites you can only respond to reviews, on your own site you can determine which posts are worthy of publishing.
Looks Are Everything
We’ve already talked about how your website is the first bit of exposure people will have to your practice. As a result, your website must be attractive and have cohesive messaging.
Additionally, it’s important that you use great photography to communicate your point clearly to visitors. In many instances, the photography on your website will serve to get your message across before words. In fact, your words should compliment your photography. Why? Because in today’s busy world people spend more time skimming. This means they’re reading less and taking in visual cues more.
Take the time to have professional photos taken of your practice and staff and make sure you use quality stock images that you have copyrights to.
Choose photos that compliment the overall personality and mood of your practice. If you have a more serious tone to your practice, a casual photo won’t accurately depict who you are as a practice.
Make It Interactive
You’ve likely heard about search engine optimization (SEO). This is the practice of making sure your business gets in front of people searching for chiropractor websites. Part of how websites like Google determine whether a website is worthy of being ranked is how long people stay on the site, how much they engage with it, and the click-through-rate from the Google search page to the website.
While content is the largest piece of this puzzle, the type of content doesn’t necessarily have to be written. Video is one of the best ways to make your website interactive and increase the time people spend on your site, as well as how often they share your website with their social networks.
Videos should be useful. Some of the best are patient education videos, meet the doctor videos, and clips from parties or staff celebration that give people insight into how your practice runs.
Your website and overall online presence must be transparent and honest. People want to feel like they’re interacting with a person, not just a business. As a result, make sure your contact info is easy to see and access. Have your phone number at the top of the page and ensure it can be clicked from a mobile device to instantly connect them to your office.
Additionally, offer secure contact forms that are HIPAA compliant. These allow people to engage with your office even when they can’t pick up a phone to call. It gives them control as to when and how a conversation is started.
Finally, ensure your entire staff is trained on how to interact in a transparent manner with new and existing patients. Your online marketing can only go so far. If your staff doesn’t evoke feelings of trust with the community, then it’s highly unlike that you’ll earn the reputation and patients that you want to.