7 tips to reload your chiropractic or health site
Online behavior of new patients reveals local digital opportunities for your chiropractic or healthcare website
You wanted a practice. But you are in a small business, facing the same challenges that all small businesses face: getting and keeping customers. Of course, we call it a practice, but it is a business. We call them patients, but they are customers. In the age of Google, you’ll want to devote most of your local marketing energy to digital channels for your chiropractic or healthcare website.
The practice of “build it and they will come” dates back 30 years. And these days, you can’t just rely on a good pair of hands and good references to grow your practice.
Like it or not, when people want something, they go online. And that’s where you need to be – for the same reason bank robber Willie Sutton revealed a century ago why he robbed banks: “Because that’s where the money is. “
5 success factors for digital marketing
After analyzing the online behaviors of over a million new patients, some revealing trends are emerging. To win online, there are five factors to consider:
- High conversion rate website – Achieving your new patient goals starts with a high converting website.
There are websites, and there is the high conversion health care site. The difference begins with a design that creates an emotional connection with your ideal patient. It requires persuasive content. It means understanding the concerns and fears of those who make health care decisions. Only then will visitors want to learn more about you and your approach to patient care. Because something better can be just a click away.
- Website traffic – Once you have a chiropractic or healthcare website designed to convert visitors into new patients, you need traffic. Website traffic is generated in two ways. You can attract organic traffic with search engine optimization, or you can buy it using pay per click advertising.
Gaining traffic organically takes time. You’ll want to make sure that the essential trust signals on the page are in place. This includes a responsive, mobile-friendly design, clean code, and fast load times. Don’t forget about the proper title tags, photo optimization, and high quality content. Google increasingly relies on visitor behavior when ranking websites, such as bounces (fast arrivals and departures), time spent on page, and number of pages visited.
- 5 star review – More and more people trust reviews as much as a friend’s recommendation. In addition, Google has been shown to give weight to your review profile in its ranking. This is because Google risks his reputation on your reputation. And you have two.
One is your reputation with patients, which includes your personality, your listening skills, your attitude at the table, your compassion, and your coping skills. Your other reputation is digital, which lives on with Google, Facebook, and Yelp. Since they have no way of knowing your endearing reputation in the real world, they depend on patient feedback. That’s why a consistent flow of five-star reviews is essential, especially to counter the occasional bad reviews that you will most certainly receive.
- Social media management – It surprises many chiropractors to learn that social media does not directly produce many new patients. Before making an appointment with you, 92% of new patients will visit your website first.
But social networks play an important supporting role. First, it reveals the personality of your practice and attracts your ideal patient. Second, it creates a sense of community. How? ‘Or’ What? By sharing wellness tips and helpful suggestions that will keep you and your health a top priority.
- Email advertising – Email marketing consistently outperforms all other digital marketing channels. It is the only digital marketing channel that you fully own.
Email marketing fuels the growth of the practice from the inside out by connecting with those who already know and trust you. Mastering the right tone and pace for your message allows you to educate, celebrate, up-sell, and cross-sell.
Sending relevant health information, practice updates, birthday greetings, and occasional office promotions is one way to stay at the top of the list. The key is to avoid email fatigue, which leads to unsubscribes.
Deploy these five digital channels and over time you will dominate the canvas of your new patients.
Your Chiropractic or Health Site: 7 Things to Do Now
Here is a checklist for chiropractors who tend to be allergic to technology and computers in general:
- Buy your domain – If you have not secured your property on the Internet, do so today. Select a domain name that is short and unambiguous when spoken aloud. Buy it for five years, or three years minimum. It gives Google more confidence than buying it timidly for just a year.
- Differentiate and identify your ideal patient – You will want to separate yourself from others so that new patients can choose you. And not only all new patients – ideally patients who belong to your “tribe”. What about you or your practice for a new patient to walk past others on their way to your home? Trying to be everything to everyone is a recipe for obscurity.
- Visit other chiropractic websites – It helps to know what other people are doing. Take a tour and see what happens. Keep track of the sites you visit and take screenshots. Copy snippets that suit you. Find examples of what you like and don’t like so that you can share your vision with those who will build your website.
- Understand the journey of the new patient – It is important to know how potential new patients use a practice website. There are five essential “money pages” that almost all new patients visit. The typical sequence is as follows: home page, meet the doctor, about us, chiropractic and contact us.
- Avoid “No Man’s Land” – This is when a practice is located near the city limits of a large city but attracts patients from an adjacent smaller suburb. It’s no man’s land because Google will use your postal address (major city) to decide who your competition is. You may then be forced to continuously buy traffic from the adjacent suburb.
- Harness the power of personalized photography – Sure, stock photography is cheaper, faster, and more convenient, but it won’t create the emotional connection you need. Plus, personalized photography can reduce apprehension by showing the inside of your practice and the types of people you serve. Avoid the neutron bomb effect of showing empty rooms devoid of people.
- Get help with your digital marketing – Doing it yourself may save money, but it will cost you due to underperformance. Plus, writing a compelling bio on yourself and crafting content with proper keyword density is, well, unlikely. There are four main website resources:
- Inexpensive DIY platforms like Wix, Weebly, and Squarespace
- Discount providers who host website templates for chiropractors
- Local graphic designers, who you will need to educate about chiropractic
- Digital marketing experts totally invested in your success
Each has its advantages and disadvantages. Digital marketing is a thumbs up game. When done correctly, you can often outperform other more established practices.
Exceed local competition
It’s like the two Colorado Rocky Mountain hikers meeting a mother bear and her cubs. One of the hikers carefully sits down to remove his hiking boots and put on sneakers. His partner whispers to him, “What are you doing?” You can’t outrun a bear!
“I don’t need to outrun the bear. I just have to outrun you!
BILL ESTEB has been a chiropractic patient and advocate since 1981. He is the Creative Director of Patient Media and co-founder of the Perfect Patients digital marketing website service.