Do you have a chiropractic website? Does it bring in new patients?
Most chiropractors sum up their whole internet marketing plan
with one sentence…
“I got a website”.
These websites might look pretty, have flashy graphics, music, and lots of other cool things, but they don’t even scratch the surface at being an automated chiropractic marketing machine. Even though it may have cost hundreds or even thousands of dollars to design and put up, it fails at getting new patients through the practice doors. Why don’t “traditional” chiropractic websites work?
2 Big reasons:
1.) Most chiropractic websites don’t give the person visiting any relevant information. Think about it this way…
A new patient walks into your practice. They’d like to find out if you can help them with their headaches. But the first thing they see is a flashy banner sliding in front of them. Then, you turn up some loud music or a video educating them about chiropractic.
Next, they are given the option of going through one of 10 different doors.Each door has a word written on front of it. Words like… “Home”, “Location”, “Conditions”, “Contact Info”, ”FAQ”, “Chiropractic”.
They really aren’t sure which door to pick. None of them really say “headaches”, which is what they were thinking you could help them with. So the new patient goes about opening one door after another, trying to find something relevant to their problem. Finally they give up and hit the “back button”, walking out the door to look somewhere else.
Is that what your do in your practice? No chance right?
Here’s the point, a website needs to give relevant information to the person landing on it. If it doesn’t, they aren’t going to hang around very long, much less make an appointment. Most people searching for your services don’t go online to receive an education about chiropractic history. They want to know how chiropractic can help them.
2.) Websites are just one piece of the puzzle, not the complete puzzle.
There are four pillars of building a chiropractic internet marketing plan. Only one of the four pillars is a website (and even then, it’s not the typical website you see every chiropractor with).
Here are the other three pillars…
-You need a source of web traffic. Just like your offline marketing, you need a
method to get new patients to your web pages.
-You need a method of collecting information, like first name and email
address. This can be in the form of a landing page, or simply a email form on your main website.
-You need a follow-up system that continues to remind and educate
them about how your unique care can help with their problems.
So if you have website, look at the other three pillars I mentioned above and see how you can improve it. Remember, the purpose of an internet presence is to bring in new patients. You don’t need an online brochure, you want to use technology to automate your marketing.