Having a Web site is now a necessity for any type of business, especially a chiropractic practice. In fact, statistics show that over 80% of consumers search for health-related information online first – before they do anything else.
And while some chiropractors tell me their clients don’t specifically find them on the Internet, they feel it’s important to have a Web site because it acts as a brochure. A place patient’s can check them out once they’ve been referred. It’s also a place doctors can easily send their clients to learn more about their practice. They can showcase their services, offer educational information, post testimonials, and give prospects some background on their business.
Because they don’t obtain much business from the Internet and don’t think they will, chiropractors often don’t put much thought into how search engines, like Yahoo! or Google work and whether their site even comes up when prospects search.
The fact is, nothing is more frustrating for a consumer trying to look up a chiropractors phone number, find their address or directions and they can’t find it because they are not listed in the search engines.
Strategically placing keywords that search engines use to locate your business is beneficial for many reasons, but most of all because you never know where your next lead may come from.
Here are a few easy things you can do to optimize your Web site for better search engine placement:
1. Make a list of keywords prospects would use to find you. Make another list of keywords prospects could use to find someone who does what you do. For example, if someone is specifically looking for you, they may use keywords “Joanne’s Closet Organizing”. If they were searching for a closet organizer, they may type in “closet organizer” or “closet organizer Colorado”.
2. Put your most important keywords in the headline on each page. Headings on pages are one of the most important criteria search engines use when determining what your Web site is about. Many businesses have a “welcome” headline, which is wasting a heading. “Joanne’s Closet Organizing” can just as easily be the headline and you’re using important keywords the search engines use to find you.
3. List your keywords in the beginning of your sentences rather than the end.
4. Use your keywords throughout the copy, not just in the headings. However, make sure the copy sounds good. You don’t want to use keywords just to use them, but if you can incorporate them into the text and still say what you need to, do it.
5. Make sure important sites are linked to YOU. “Important” is pretty subjective, however, search engines place more importance on a link to big sites, like a large Chamber of Commerce that gets thousands of hits a day, compared to smaller sites that may only receive 10 or 20 hits.
About the author
Author of Healthcare Copywriting Secrets Revealed and The Practice Evolution Success Kit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, 5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits at Kelly@AMarketingConnection.com or 303-460-0285.
Imagine your ideal patient. She cares about her health. She takes an active role in the healing process. She is a long-term client that refers others to you. Sounds perfect doesn’t she? Why are these ideal clients so hard to come by? Why are these types of patients such a rare find?
Many of us put most of our energy and time into finding new clients. We invest in marketing products – read books and ezines from the experts, keep up-to-date on the newest trends and listen to what our successful competitors are doing – which is an essential part of running any business.
Honestly think about how much time and energy you put into turning your existing clients into ideal clients? Do you “teach” your clients how to be ideal clients? Could you do more?
Let’s use a chiropractor’s office as an example and examine some steps that could be put in place right away to teach their patients how to be ideal patients.
1. Teach your patients why you do the things you do and the long-term effects of maintaining their health. Their level of understanding is imperative for getting them to spread the word about you to others.
2. Their understanding is also important because a time will come when they need to justify to themselves why they should continue to see you. Explain to them the importance of continuing their visits as well as maintaining their overall health. Teach them at every visit.
3. Understand that when patients come for their visit they are thinking about what they’re going to ask you, how they are feeling, what’s not right, where they have to be in 15 minutes. They are not usually in a relaxed state. They may not be in a place of learning and ready to absorb the information you’re sharing with them. Understand that they may be listening but are not hearing what you are saying.
4. Remember that not everyone learns verbally. Give patients easy-to-read handouts that explain why you’re doing something. Why it’s important to come to a class you’re offering. Sell them by explaining how chiropractic care and proper nutrition go together, for example.
The important thing here is that it can’t all be verbal. Think of as many different ways to talk to your patients as you can. Post cards, newsletters, flyers, hand-outs, free talks, the receptionist, or articles in the paper. Be creative. Be diverse.
5. Communicate with patients in a variety of ways. Talk to them at their appointment of course, but also have hand-outs they can take home (which they can also pass on to spouses and friends). Mail educational information to their home. Even a post-card with a special tip or exercise can be helpful. Email them tips once a week or month.
The key is to talk to them at places outside your office so they don’t only think about you when they are hurting - because when the pain stops so will their visits to your office. It’s your job to become integrated into their life and to become a key resource in their ongoing quest for health.
About the author
Author of Healthcare Copywriting Secrets Revealed and The Practice Evolution Success Kit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, 5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits at Kelly@AMarketingConnection.com or 303-460-0285.
