Is your website a valuable business tool, or is it merely a piece of digital art? If your practice website isn’t earning its keep, consider an objective look at the design of your website.
And while the design component of a website is important, it’s only one factor that decides whether or not your online presence will grow your patient roster. A new chiropractic website’s design alone is unlikely to incite prospective new patients to pick up the phone and set up an appointment.
So what is the key to turning visitors to your website into patients in your practice?
Complement Your Design With Content
Organizations that have adopted an active content marketing strategy see a website conversion rate that is nearly six times higher than those who have no active content marketing strategy. This means that chiropractors who market their practices through online content gain six times as many patients from the Internet than those who are not utilizing a content marketing strategy.
Content sits at the heart of today’s online marketing efforts, as more and more chiropractors use the Internet to showcase their knowledge and expertise in chiropractic care. Publishing unique content on your practice site – in the form of frequent blog posts or other content – is a way to show your prospective new patients that you are an influencer, and a chiropractor who can be trusted.
And it’s one of the most powerful ways to gain favor from search engines. Search platforms like Google, Yahoo, and Bing are able to determine your practice website’s authority by analyzing visitor engagement on your site, including metrics like:
- The number of pages users visit on your site
- The average time users spend on your site
- Whether users engage with your site by watching video or clicking through to multiple pages
By publishing quality content that helps solve visitors’ problems, you’ll encourage prospective patients to navigate your site and learn more about you and your practice.
Unique, High Quality Content Wins the Race
Shoveling out page after page of generic, uninspiring words isn’t going to help convert any new patients. You want compelling content that is relevant to your prospective patients and presented in an insightful way.
Content is king. That’s a phrase you’ll hear over and over again when it comes to growing your practice through online marketing. Get your content right, and you’ve built a foundation to drive all of your online marketing efforts.
When crafting content, ask yourself a few questions:
- Are you going beyond the typical brochure-type content that provides the same information you would find on hundreds of other websites?
- Are you giving your visitors a reason to spend more than only a few seconds reading your pages?
- Are you offering true value, something that is unique and compelling for prospective patients who have stumbled across your site?
These are just a few questions to ask yourself when assessing whether you’re offering quality information to your website visitors. After all, something more interesting could be just a back-button click away!
So How Do You Generate Quality Content?
The content on your site is the cornerstone upon which nearly all other online marketing factors depend. So it’s not a place to cut corners.
Unless you have considerable experience – not to mention time – to produce content on a consistent basis it is best to hire professional writers. Keep in mind, discount website companies will lean on you to write your own content as a way to keep their fees to a minimum.
But if you don’t have experience writing persuasive web content, it will be a burdensome task. It is often difficult for chiropractors to write content that speaks to the patient, and they end up with content written in chiropractic jargon, more appropriate for other chiropractors – something that will not encourage patients to pick up the phone.
So how do you get high-quality, persuasive content for your website? Choose a website service with a professional writing team.
For instance, here at Perfect Patients, we overcome common web copy challenges with our unique telephone interview process. Our experienced writing team is able to learn about your practice and transform your chiropractic philosophies into compelling content that will prompt your website visitors to pick up the phone and schedule their first appointment.