Even though all doctors of chiropractic have been taught how to manipulate / adjust, if I visit 10 DCs for evaluation and treatment of my low back pain, my experience undoubtedly will vary depending on the skill level and experience of the practitioner. The same is true when it comes to website creation.
Let's take a look at some of the misconceptions out there and what matters most when it comes to building a functional, appealing practice website that accomplishes its primary goal: converting site visitors to lifelong chiropractic patients.
Ask the Right Questions
When you are evaluating and comparing various website companies or individuals, the first thing you need to realize is not all websites are created equal. Website programmers / designers and graphic artists can both build you a website. Some have specialized training for on-page SEO (search-engine optimization); a small number have a strong marketing background or content or copy-writing skills, but they are out there.
Remember to ask about their skill level and if they can deliver what you want from your website. For example, not every website builder includes on-page SEO, and almost all of them charge more for copy-writing or content creation.
Also keep in mind that if you hire a database programmer to build your website, but in your mind, you envision them having a creative and artistic flare, most likely you will be disappointed. In their mind, you are contracting to "build a website." You want a website designer who can capture the meaning of your words. You ask for a website; they'll provide you a website. But it won't necessarily meet your expectations. The solution: Understand the different elements of a successful website and make sure you hire the person / company that can deliver.
1. A Solid Outline of Purpose & Functionality
Determine the purpose of the website – this may seem obvious, but you have to think about your average site visitor and what action you want them to take when they click on each of the pages of your website. Any website designer should start by asking you to define the general purpose of the website as a whole so they are clear on the functionality and how many pages you will need. It also will help both of you if you already have the action plan and target audience for each of the individual pages of your site.
Start with the home page and work your way through each page. This will help your programmer offer the best template or wire frame that is user friendly and will help get you the result you want.
2. Keyword Research and On-Page SEO
Some website designers will not invest the time in meta-tagging images for social shares and optimizing pages because they think you will not continuously provide content or invest time in SEO. Here's why that's a mistake: The initial on-page SEO does help get the website indexed by the search engines, but in most cases, without properly identifying your main points and best words to rank, and continuing to invest in ongoing SEO services, your website will likely never move up the search rankings. So, unless you specifically pay for on-page SEO or keyword research, it won't be included in the website quote.
Again, keep in mind if you want something done quickly, are on a limited budget and/or don't have the budget to keep investing in ongoing SEO, then paying for the additional services may not be the wisest choice.
Most website companies offer a SEO package upgrade offer. Ask about social share features and keyword research. Some of the packages are designed for mass use, meaning they provide generalized rankings for local businesses that may not be your ideal target audience.
3. Content Development
Once you have the general purpose of each page outlined and the structure of those pages, and you know what keywords best support that purpose, you can craft the content so the keywords flow naturally. Many practitioners, in order to save money, will write the content themselves. This can be effective as long as a) you invest the time to do it right; and b) you make sure you tailor content to the patient's perspective. You can't just write about what your practice does; you have to connect with site visitors so they feel you understand their problems. That takes a certain amount of finesse and artistry.
If you know what you want to say, but aren't great at saying it, you can write up the basics and then send it to a content-development expert for editing. Editing and rewriting can sometimes cost you much less, but it may take you longer because you will have to write it, send it to them for editing, and then review it after they have edited it to make sure it meets your approval.
When it comes to content, you also need to understand city, county, state and federal guidelines. Whether you write the content yourself, hire someone to write it for you or you use prewritten content from a template site, ignorance is not a defense. You are liable for everything you say on your site.
4. Creative Design
Now we get to the finishing touches; the "icing on the cake," so to speak. Creative design – how your website looks – is an important aspect of website creation because most of us are visual buyers. It is best if you can find a good marketer to help you with both the content and creative design, but most of the time, people hire a graphic artist who is excellent at creating something visually engaging, but has not been trained on how to create it so it converts. Yet creative design is where most people invest the majority of their time, money and effort.
Here's is a shocker – ugly sells, too! In fact, if you have defined your purpose, crafted engaging content with the right keywords optimized all your pages for the search engines, your website doesn't have to be "pretty" to produce numbers! Your graphic artist could be the most talented, incredible, gifted person in the world, but at the end of the day, if your website doesn't bring more patients to your door, it doesn't matter.
Putting It All Together: Marketing Perspective
When it comes to maximizing the impact of your practice website, your marketing perspective encompasses all of the above considerations and more. You need to understand what makes a good headline and sub-headline; what "hooks" speak your site visitors' language and make them want to schedule an appointment; what needs to go above the "fold" (the portion of the page you can see without having to scroll down); and where to place images and videos so they appear properly on all types of devices.
Again, keep in mind that website creation is much more than making your site look "pretty"; after all, "pretty" may not be the best marketing strategy to reach more patients.
So, whether you're looking to upgrade your existing website, scrap it altogether and build a new one, or understand how to use your website as the marketing tool it's designed to be, keep these considerations in mind. Obviously if you are in the market for a Jaguar, but you only have the budget for a Honda, you might not get everything you're looking for right now. Both vehicles can get you where you want to go, but you'll have two completely different experiences when driving them. And don't forget: Ugly sells, too, as long as it has solid planning, functionality and marketing perspective.
Editor's Note: Part 1 of this article appeared in the October issue and focused on Google rankings.
When sports chiropractors first appeared at the Olympic Games in the 1980s, it was alongside individual athletes who had experienced the benefits of chiropractic care in their training and recovery processes at home. Fast forward to Paris 2024, where chiropractic care was available in the polyclinic for all athletes, and the attitude has now evolved to recognize that “every athlete deserves access to sports chiropractic."
It is estimated that 61% of patients with CTS avoid taking surgical options due to postoperative complications and costly surgical procedures. Chiropractic care offers a comprehensive and effective treatment for carpal tunnel syndrome, addressing the condition from multiple angles. Recent studies also have unveiled a game-changing adjunct to chiropractic treatments for CTS: nerve flossing.
Some doctors thrive in a personality-based clinic and have a loyal following no matter what services or equipment they offer, but for most chiropractic offices who are trying to grow and expand, new equipment purchases help us stay relevant and continue to service our client base in the best, most up-to-date manner possible. So, regarding equipment purchasing: should you lease, get a bank loan, or pay cash?
