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.
November 27th, 2008 at 8:57 pm
My website has helped my practice to grow in ways that printed materials never did or could. Combined with word of mouth, http://www.drstuart.net has given people a sense of who I am and what I do. It has helped to differentiate me from the faceless pack. And it is extremely cost-effective.