Why a Good Website Can Grow Your Chiropractic Practice
The 4 Pillars of a Strong Website to Drive Conversions & Optimize Your Online Presence
These days, your chiropractic practice does everything it can to stand out in a crowded field, but you may be overlooking the most essential element: a strong website. Sure, you realize an online presence is necessary in today's digital world — but is the occasional Facebook post and a basic website really getting you noticed?
Your website is foundational to your business. And because it's the foundation, you can't just scrap together a few web pages and expect success.
Ask yourself: Is your current site compelling enough to both capture visitors and convert them into patients? If not, you may need to rethink your online approach.
While getting a good site up and running may sound complicated, it only takes a few key elements to make all the difference. In this guide, we'll break down the four pillars of a successful website and how you can easily implement them.
Why Does Your Website Matter So Much?
It's no secret that today's patients find everything they need online, including chiropractic services. When 5% of Google's 8.5 billion daily searches are health-related, with roughly 80% of consumers conducting these searches, it's important to make your presence known.
What's more, there are over 70,000 chiropractors in the United States; in college, another 10,000 are cued up, preparing to take your place. With that level of competition, a standout website is a necessity. It can set you apart from the growing crowd and make you the go-to choice for patients in your area.
And if you're still not convinced, here are more reasons an optimized website can work in your favor:
- It makes it easier for new patients to connect with your practice.
- It helps you demonstrate your expertise and care quality, gaining patients' trust.
- It keeps visitors on your site longer, making it more likely they'll book an appointment.
However, a website that can pull this off isn't built overnight. It requires careful planning and strategic implementation.
The 4 Pillars of a Successful Website
Since your website is the foundation of your practice, it needs solid structure. Let's explore the four pillars that ensure your site's strength:
1. Personalized Pictures
Stock photos are easy to come by, but you shouldn't ignore an opportunity to really show off your practice. That photo of John Smith grimacing in pain isn't helpful to your website visitors; they want to know who you are, what your practice looks like, and importantly, what they can expect from a visit.
Consider hiring a professional photographer to capture high-quality images of your staff and practice. Also, including images that depict the treatments you offer can set patient expectations and alleviate anxieties. And when possible, use your pictures to tell a story about the patient experience, from arrival to treatment. It'll make it easier for potential patients to imagine themselves in your care.
2. A Clear Call to Action (CTA)
If potential patients arrive to your website and can't make out what to do next, there's a problem — especially since they don't spend a lot of time on your site to begin with. Consider this:
In our study of more than 2,000 websites, we found that 99% of patients only spend five seconds on your homepage and five seconds on your “About Us” page before making a decision.
A clear call to action is what drives visitors to act in those crucial five seconds, converting them into patients. To ensure your CTA grabs attention, place it prominently on your homepage, preferably above the fold so visitors don't have to scroll to find it. Make the language direct and specific, such as "Book Your Free Consultation Today" instead of a vague "Learn More." The button itself should stand out in color and size, making it easy to spot.
You can test different CTAs to help you find what resonates best with your audience. The goal is to make it as easy as possible for visitors to know what the next step is and how to take it.
3. Show Off Your Reviews!
When 83% of patients trust online reviews more than personal recommendations, you can't ignore how effective they can be for your website. Highlighting positive feedback — either on your homepage or in a dedicated reviews section — boosts your credibility and provides real-life testimonials that new visitors can relate to.
Plus, don't forget to include a variety of reviews that cover different services you offer, to provide a well-rounded picture of your practice. You can also integrate a live feed from review sites like Google My Business, so your reviews are always up to date. This social proof can be the tipping point that turns a website visitor into a new patient.
4. A High Ranking on Google
Even the best-designed website won't serve your practice well if nobody can find it. To gauge your website's ranking, try this: Open an incognito Google search and type "chiropractor (Your City)." If your practice doesn't appear in the top three results, or even on the first page, you've got work to do. But with good search engine optimization (SEO), you can climb the ranks:
- Integrate relevant keywords into your content, headers, and meta descriptions. This makes it easier for search engines to understand what your practice offers.
- Produce quality content that answers the questions your potential patients are asking. This can improve your website's search ranking and establish you as an authority in your field.
- Ensure your website loads quickly and is mobile-friendly. Slow or poorly formatted websites often get penalized by search engines.
- Build strong backlinks from reputable websites. These act as endorsements, signaling to search engines that your website is valuable and credible.
A high Google ranking makes it easier for potential patients to find you and trust that you're a reputable provider. Once you're up there, it's like having a billboard in the busiest part of town.
Build a Conversion Optimized Website with Inception
In today's digital era, your website can make or break your business. But building an effective website doesn't have to be a herculean task. By focusing on the four key elements —personalized images, a clear CTA, authentic reviews, and top Google ranking — you can lay the groundwork for a website that converts visitors into loyal patients.
With the right team behind you, the process is even easier. At Inception, our dedicated professionals offer:
- Expert website design to set you apart from the competition
- Google AdWords and SEO strategies aimed at boosting your online visibility
- Social media and video campaigns that engage your audience
- Reputation management for building trust
- Blogging that delivers valuable, informative content
- Data analytics and optimization for continuous improvement
Being a chiropractor often leaves little time for digital marketing. With Inception, you can offload the tech hassle and keep your focus where it matters most — on your patients. If you want a website that truly represents your practice, book a discovery session with our experts today.