1. Make sure your website is simple
One of the biggest mistakes chiropractors (and their web developers) make is crowding their website with too much information, graphics, and bells and whistles. Your instinct may be to impress the website visitor with a host of information and data that demonstrates your expertise and educates them to a tee, but in fact, it’s counter productive. Studies show that the more cluttered and the more options available on your website, the less effective your conversion rates will be, and your #1 goal on the site is to give them just enough to take the next step and contact your practice.
2. Remove risk with giveaways or offers
A great tools for better utilizing your website to attract, engage, and convert visitors to patients is by removing their PERCEIVED risk or discomfort about using your services. (We know there is very little risk, but it's all about their comfort and perception.) By offering a free patient consultation, free exam, family discount, lunchtime adjustment special, etc. you are essentially reducing the perceived risks or obstacles a potential patient might hold. But after they have a positive experience with you and your team, they’re sure to come back and become a loyal patient.
3. Increase urgency for them to book an appointment
Likewise, removing risk by giving is great, but there has to be some incentive to act NOW, and that includes limited time offers or a limited number of giveaways, etc. This taps into the facet of consumer psychology that the fear of losing out is far greater than the perceived benefit of gain, so making something more scarce by limiting the time or number will actually increase its perceived value – and motivate people to act. You can also talk about what days and times on the schedule are NOT available and how fast it is filling up to get potential patients off the fence and scheduling with you.
4. Focus on creating a clear and effective marketing funnel starting with your site
Do you have a well defined and efficient sales funnel? Research shows that a well-planned sales funnel will lead the website visitor and potential client through the stages of familiarity, establishing trust, connecting with your practice to answer questions and finally, making an appointment. An efficient sales funnel should include a drip system of information, value, and problem solving via email, social media, testimonials, chiropractic education, short video demonstrations, etc.
5. Add a blog to your site and keep it up to date
It’s important to frequently update content to your website, including patient testimonials, announcements about special events, success stories, chiropractic education, images, and seasonal content, and the best way to do that is via a blog right on your website. Not only will it give you great content to share via social media, but also it will pull in readers, increase your audience, and increase your rankings in the search engines.
6. Cut your word count (then cut it again)
People do not want to read paragraph after paragraph of text these days, especially on a website. In fact, studies show the vast majority of web visitors and browsers don’t read at all, but only scan the text on a web page, stopping only when they see something relevant to them or that answers one of their questions. So cut your website’s word count in half, then cut it in half again. Take what’s left and organize it into a Q and A format with headers, sub headers, and bullet points, and you will vastly improve the chance of relaying this information to your patients.
7. Make contact info and vital details glaringly obvious
This seems like a no-brainer, right? But I can’t tell you how many websites jump immediately into the fine points and minutiae of chiropractic care while neglecting the simple basics that patients NEED. So front and center, perhaps on the top right corner of every page body, list your practice name, your name, your phone number, email, probably a headshot, a link to get driving directions or a map, and a big bold link to book an appointment. For good measure, repeat this information as a footer on each page.
Look for part two of this blog when we cover the next 8 ways chiropractors can improve their websites