Best Practices for Chiropractic Websites Design | FL Marketing Blog
Chiropractic websites design has come a long way since the first ones appeared several years ago. Marketing chiropractic services to new patients has always been a challenge but now that search engines have matured and social media platforms have become an everyday event in the lives of most people, chiropractors now have opportunities to find and target interested potential patients rather than carpeting the neighborhood with direct mail.
That's the good news. The bad news is far too many chiropractic practices either do not understand how online marketing works or simply do not have the time to commit to optimizing their online presence. Too many chiropractors saw websites as being the digital equivalent of a Yellow Page ad. Put it up and patients will find you.
It doesn't work that way.
If you are considering a new website or an update to a chiropractic website design then we have a few "best practices" for you to consider to get the biggest bang out of your online marketing effort.
- Reactive design. There are 150 million smart phones in America. Over half of the American population over the age of 18 has a smart phone. The number one activity that a smart phone is used for is surfing the net (actually making a call is number 5) and the number one activity when surfing is searching. Search has changed the way people find and act on information. If your website is not optimized for mobile you are losing out on a large portion of the market. Reactive design sniffs out the type of device making the connection and adjusts the site design to fit the smaller screen. Make sure you have it.
- Opt-in email addresses. Constant Contact did a study and determined that of those first time visitors who didn't opt in to your list, 70% would never return to your site…ever. Think of all the work put into ranking to drive traffic and then think about the consequences of a onetime visitor. Your opt in offer has to be of value and it has to be relevant. A 15% off coupon to someone who isn't sure about chiropractic services in the first place won't cut it. A report on exercises that prevent back strain in golfers or a free sample of Biofreeze will be much more effective. The money is in the list. You can market to these people repeatedly via email and hopefully turn them into not only patients but advocates.
- Know what they are saying about you. Your reputation is key to your success. One of the great things about the internet is that everyone has a voice; of course that's the worst thing about the internet as well. You want to know what people are saying about your practice. There are tools you can get to do this comprehensively but if you just set up Google Alerts using the company and your name you can have comments made sent to your inbox. Dealing with negative comments is going to require a concerted effort to "bury" that posting by swamping the keyword with quality content that outranks it. It's not easy and you would be best serve by hiring a professional to deal with it.
There is obviously much more to optimizing your site but if you can ensure that the site can be seen on mobile devices, you have an opt in offer that will gain addresses, and you can control the word of mouth on the net you will have a great start to a successful site.