July 17, 2025 • 19 mins
In this episode, Jerry addresses a question he received multiple times in one week from chiropractors: Why are there so many website visitors and so few new patients? He breaks down this common concern and explains why these numbers often don’t align in the way chiropractors expect. The episode offers perspective, highlights common misconceptions, and gives practical advice for improving website conversion.
The Misunderstanding: Expectations vs Reality
Many chiropractors expect a high percentage of website visitors to become new patients. In reality, this is not how online marketing works—especially with cold traffic. Chiropractors who believe they should convert 50% or more of website visitors into patients are setting themselves up for disappointment. Even a 6% conversion rate on cold website traffic is considered very good.
Jerry explains that in his experience with info products and affiliate marketing, getting a 3% conversion rate was difficult. A 6% conversion would have been life-changing. Chiropractors need to calibrate their expectations and understand what’s normal.
Cold Traffic vs Warm Leads
One of the biggest issues is confusing cold traffic with warm leads. Cold traffic includes people who:
-
Find your site through Google or ads
-
Have no prior relationship with you
-
Haven’t been referred and don’t trust you yet
These people convert at a very low rate.
In contrast, warm leads are:
-
Referred by friends or family
-
Already familiar with you through social media or community presence
-
Former patients or those who’ve interacted with your brand
Warm leads should convert at a much higher rate. If you’re only converting a small percentage of these, something is seriously wrong.
Website Traffic Doesn’t Equal Potential Patients
Looking at gross visitor numbers assumes every visitor is a potential new patient, which is simply not true. Website visitors may include:
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Bots or spam traffic
-
Competitors
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Existing patients checking hours or contact info
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People outside your service area
-
Accidental clicks
Unless you’re running a tightly controlled ad campaign with a direct funnel, gross website numbers are a poor indicator of performance.
Conversion Isn’t Always Linear
Unless your practice relies 100% on online scheduling, you can’t assume that every new patient came through the website. People may call, text, message you on social media, or walk in. If your site visitors and new patient numbers aren’t lining up, it could be because they’re taking other paths into your practice.
Trying to compare total website visits with total new patients is misleading because:
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Not every visitor is a qualified lead
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Not every new patient visits the website before booking
A Volume Reality Check
Jerry gives a basic example of how conversion typically plays out:
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hey guys, welcome to another episode of the Rocket Chiro Podcast, a business and marketingpodcast for chiropractors.
My name's Jerry.
I am your host.
I am a former chiropractor.
I help chiropractors now with websites and local SEO.
I help new chiropractors get started.
I help stuck chiropractors get unstuck and I host this little podcast.
Today, we're going to talk about why you get so many people to your website and so few ofthem become new patients.
(00:24):
This is a question that I was asked multiple times this week by
multiple different people.
I don't know if there's something in the water.
I don't know if I said something on my other podcast that made people look, but whatpeople have discovered is that they get a lot of volume on their website relative to the
number of new patients and some chiropractors are bothered by this.
(00:47):
And so we're going to unpack this a little bit, talk about why that is, and we're going totalk about some of the mistakes that people make with their chiropractic website.
And hopefully this will give you guys
proper perspective when evaluating your stats and also give you some ideas of, uh, youknow, how to avoid some of the common mistakes that chiropractors makes with, or make with
their websites.
Now, before I get into that, I do want to say, if you would like me to help you with yourchiropractic website, go to rocket Chiro and reach out to me through there.
(01:13):
If you'd like me to help you get more patients from Google maps, whether you're anexisting website client or not, I can help you with that.
if you're an existing client, you do get a little bit of a discount because you're anexisting client, but if you're not.
you can we can still work together totally fine totally cool.
ah If you are getting started or you're feeling stuck as a chiropractor, check out my nextstep program.
It's a great way to go beyond the podcast, get some additional content, get someadditional contact with me, get some help along the way and get started on the right foot
(01:40):
or get unstuck.
It's just sucks when you're in that starting or stuck phase because you're just wasting alot of money.
It's really emotionally stressful and next step is designed to sort of help you get out ofthat.
So
All that can be found at rocketcaro.com.
If you would just like me to look at your website in SEO, I do that with my website andSEO review.
do it absolutely free.
(02:01):
I look at your stuff specifically and give you some recommendations.
There's no obligation with that.
don't pressure people when I do those and most people are just really blown away by theamount of content and value that they get by doing that.
So if you're interested in just having me look at your stuff, because you're not reallysure if you want to work together, if you're not really sure what you need.
reach out to me and request a website and SEO review.
(02:23):
I'd be happy to look at your stuff.
All right, so a couple different people reach out to me.
One of them was a website client.
One of them was a former Next Step member.
The former Next Step member, basically just said, hey, you're kind of thinking about allof this wrong and here's some things that you should think about.
The website client, I sort of had the same conversation, but I also went above and beyondand we talked about some things that we could tweak and change on his specific website
(02:50):
because I do manage his website.
And some of the stuff he said, I thought, yep, you're probably right.
Let's make some changes.
Let's make some tweaks.
Let's see if we can ah make the changes to start getting more of those people to becomenew patients.
Because what I don't want to do through, even through this podcast, I don't want you guysto listen to this and just be like, oh, sucks.
(03:11):
Lot of people visit, not a lot of people schedule, must be nothing I can do about it.
You wanna make sure that you're doing the best you can.
You wanna make sure that you're constantly trying to improve your situation.
But you also don't wanna have unrealistic expectations.
If you expect everybody to visit your website, or even if you expect 50 % of people tovisit your website to call your office or schedule an appointment, that is hysterically
(03:36):
inaccurate.
Like that is not even close to what is going to happen.
And you're just going to be frustrated.
And I don't care if you have the world's greatest chiropractic website made by the world'sgreatest chiropractic website maker.
Just kidding.
It's not me.
Maybe it is me.
I don't know.
Uh, but even if you do, there's no possible way you're going to get a 50 % conversion oncold traffic.
(03:59):
Like that's not going to happen.
And in fact, the guy that got ahold of me that wasn't my website client, he threw out thenumber of 6 % based on his calculations and whatnot.
And I told him, I said, if you're 6 % on cold traffic, that's considered good.
And I know this from before I started rocket Chiro, I was doing some info products.
And I was working with affiliates and I was trying to make some money with doing somedifferent stuff.
(04:24):
And I would have, I mean, I would have given one of my kidneys up for 3 % conversion.
Like I had a really hard time getting my landing pages and getting my, uh, affiliate stuffto convert at a high number.
Like it was way lower than 3%.
And the amount of money that I would have made or could have made, if I would have justgot to 3%, it would have been tens of thousands of dollars.
(04:47):
And if I could have got to 6%, holy smokes, you guys wouldn't know me.
would be living somewhere else, doing other things, spending my money.
So 6 % would be great in a lot of cases.
Now, if you're going somewhere, and this is going to be my first point, we're going totalk about the difference between cold traffic and warm traffic.
(05:09):
If you're going out your community and you're shaking babies and kissing hands or kissinghands and shaking babies or shaking hands and kissing babies.
Whatever, if you're going out into your community and you're eye to eye with people,you're answering questions, you're talking to them and 6 % of those people are becoming
patients, that's probably a really, really, really egregiously low number.
(05:30):
If a bunch of people are referred to you, like you have a hundred people referred to youand only six of them become new patients, that's an egregiously low number.
That's absolutely atrocious.
And so if someone is a warm lead,
If someone knows you because they followed you on Instagram, if somebody knows you becausethey're they, have a reputation built up in the local community.
(05:51):
If somebody knows you because they, um, have a friend that goes to you or whatever thathappens to be.
If there's a certain level of trust and warmth that is within that person and those peopleyou're converting at single digits, that's a really, really bad sign.
But generally when you're talking about website traffic,
(06:13):
You're dealing with cold traffic.
You're dealing with people that found you through Google maps and you've found you throughads and found you through randomness, not necessarily people that are, have any sort of
connection to you at all.
That traffic converts at a really, really low rate.
And so it's important that you understand the difference.
And so the next thing we'll kind of talk about here is this, that website traffic does notequal perspective patients.
(06:40):
This is the other thing with wrong with looking at wrong numbers.
If you're just going to look at your website and say, man, I got a thousand visitors thismonth and I only got 20 new patients.
You're assuming those thousand visitors were potential patients.
They could be bots.
They could be people that accidentally found your website or clicked on your website forthe wrong reason.
It could be people that are out of your area.
It could be competitors.
(07:01):
It could be your own family.
It could be existing patients that are looking for hours or just, you know, whatever.
There's a lot of reasons why you might have really high numbers on your website and nothave high new patient numbers that have nothing to do even with what we're talking about,
which is like the natural kind of funnel and you know, 94 % of people not choosing youthat that could not, that might not be the case at all because there could be half of the
(07:30):
number, half of that number are not even potential patients.
They're not within driving distance.
They're not ready to become patients.
They're not.
They were never going to become patients.
So it's sort of a bad number.
Now it is a little bit different if you are doing ads or if you're doing specificadvertising and you know, like you can track the specific pathway someone is taking into
(07:51):
your practice or into your website and then through to your new patient scheduler orwhatever that happens to be.
There are ways that you can track specific traffic because you've sort of set up thatpathway, but that's not looking at your gross numbers.
Looking at your gross numbers is a really, really bad way to, to go about figuring outconversion because you're assuming that those people are all potential new patients and
(08:15):
they're just not, that doesn't, they're just not, that's the simple answer.
The other thing to understand is this, is that the conversion pathway for your practice,like someone going from nonpatient to patient, it's not linear.
Now it could be linear if you're only doing online scheduling.
Like if the only thing you're doing.
People can't call, people can't text, people can't DM you, people can't message you onFacebook.
(08:37):
They can't do any of that stuff to get an appointment.
They can't walk in.
They can do none of that.
They have to use your online scheduler.
If that's the case, then it's right to assume that all those new patients you got thismonth, uh, they all went to your website.
That's the correct assumption because it makes sense.
But if you're doing any of those other things, like people call you, people direct messageyou people.
(09:01):
Then the numbers that you're looking at from a new patient standpoint, that's not even anaccurate number anyway, because you may have 20 new patients and a thousand website
visitors, and you're assuming that those 20 people went on your website and they're noteven part of the thousand.
So it just, it, once again, and I'm just kind of beating this point to death.
It's a terrible way to look at conversion and sort of track your numbers as a chiropractorby looking at those raw numbers, because there's a lot of assumptions baked into that.
(09:27):
And those assumptions are not correct.
Now, here's a volume reality check.
This is what this may look like.
So I kind of just wrote this down so you kind of have an idea not to depress anybody, butjust kind of having to have an idea what would be considered relatively normal.
Let's say you have 500 visitors on your website.
3 % of those people click on your like schedule now or book an appointment, new patientsstart here, whatever.
(09:53):
They go to your new patient page.
That's going to be 15 out of out of 500.
Then if you have a 50 % of people that actually follow through with scheduling theiractual appointment, now you're looking at seven or eight people.
And if 75 % of those people become patients, meaning that they, they actually, you know,they don't cancel beforehand, they come to their first appointment, they start care.
(10:14):
And for some people that number is low.
Some people it's high.
I'm just kind of giving you some random numbers out of 500 visitors.
Now you're looking at five to six new patients.
And that's not failing.
That's just math.
Like that's just how it is.
Like that, that doesn't mean your website sucks.
It could it be better?
Maybe.
Could it be worse?
Yes.
(10:34):
100%.
Absolutely.
There are chiropractors that get 500, 600, 700 visitors on their website.
They don't get a single patient ever from the internet.
And there's a lot of different reasons for that, but there that happens.
It's possible you could get a thousand, 1500, 2000 visits to your website.
If you want to get really depressed about
your new patient numbers, look at your Google Business profile numbers.
(10:55):
A lot of times the Google Business profile numbers are higher than the actual website.
And so you may look at your Google Business profile and be like, Holy cow, we have 1800people that visited our Google Business profile.
And we have 10 new patients.
How is that even possible?
And you look at your website and you're go, well, it's, know, it's 1000 or whatever 1200.
(11:19):
So a lot of times the Google Business profile numbers can be worse.
It's just sort of the way it is.
Now that does not mean you don't work on conversion.
You could do things to your Google business profile to make it more appealing.
And this is a drum that I beat all the time.
And I feel like I'm the only one that I feel like I'm the only one that's talking aboutthis that at least does designs websites for chiropractors.
(11:42):
Everybody wants to talk about search.
They want to talk about being found, being found, being found, being found.
Well, if you're being found and nobody's choosing you, it's not really all that helpful.
When I do the website and SEO reviews for chiropractors, what are the practiceassessments?
When I do those?
I'm always trying to answer two questions.
Is this chiropractor being found?
(12:02):
And then what do people do when they find the chiropractor?
Now, obviously, I can't, I can't look at numbers like raw numbers.
But I do understand human beings pretty well.
And I understand what patients typically do when they visit a website.
And when I see a website that's set up a certain way, I go
This website doesn't convert.
(12:23):
I just know it doesn't.
I don't have to look at the numbers to know it doesn't.
I know it doesn't.
And so I don't want any of those people to assume like, it's just the way it is.
We got tons of people that visit our Google business profile.
There's nothing we can do.
There are some things you could do, and we'll talk about that last.
This is how we'll wrap this up.
(12:44):
So what are the things you can uh do to help with conversion?
We're specifically talking about the website here, not the Google Business Profile.
It's probably a different conversation.
So when it comes to the website, uh simplify and organize your website.
There is an epidemic of clutter in chiropractic websites.
Most of them look like absolute garbage.
And there's just so much, they just think more is more is more is more.
(13:07):
uh
Even chiropractic website builders that I used to refer to, I look at some of their sitesnow and I go, gosh, they're so cluttered.
It's so bad because when people are presented with clutter, you're hoping they make thedecision you want them to make.
you haven't, it's sort of like dropping somebody in the middle of the woods and you hathere's no clear path.
(13:31):
Like, I mean, you could just hope they find their way out.
But you know what would make it easier?
Like put some markers on the trees, know, like make a little path, make an obviousdirection for them to go.
Copyright websites don't do that.
They drop people into the middle of the woods and there's just, everything looks the same.
(13:52):
There's just crap everywhere.
And it's just like, oh, well, hope they find where, hope they find their way into theoffice.
Like that, that's just a dumb way to go about any sort of sales process.
And so there should be.
A simplified organized website.
should be easy on the eyes.
I'm not telling you to D I'm not telling you to pull all the content off your website.
Content's great, but it should be presented in such a way that it's easy on the eyes.
(14:16):
I started thinking about this a lot.
The first time I read, uh, this guy, does, sales books.
His name is Jeffrey Gettemer and he wrote this book called little red book of cellselling.
And then there's, there's like the little gold book of this, the little platinum book ofthat.
Like he has, he, that's sort of his thing.
Like he's got this like theme that runs.
through the names of his books.
The interesting thing about the Little Red Book of Selling, which I thought wasinteresting book, but actually haven't read it in a long time.
(14:41):
And the only thing that's really stuck with me about that book is the way that heorganized it.
It made it so easy on the eyes just to look at, to read, to skim through it.
And that really impacted the way that I think about structuring content, like laying itout in a way that makes sense.
And so just make sure that you do that.
you're, if you're
(15:01):
You know, think about the woods and think about that analogy.
And if you look at your chiropractic website and you're just like, man, there's just a lotgoing on here and there's no clear path.
Um, that's not good.
Uh, clearly communicate value that you offer.
Um, use the words that patients use.
It's just a good practice.
Don't say like, help you reach your fullest health potentials.
Like nobody's going to your website, hoping that you help them reach their fullest healthpotential.
(15:24):
Like they're not doing that.
So you use patient words.
Um,
Add trust signals.
So things like reviews, uh photos of yourself with people with real people, photos of yourstaff, video introductions, uh even social media.
If you're even if you're not a big social media person, putting content on your socialmedia that makes you come across like a real human being.
(15:48):
And I don't mean that I got I am not a fan of like canned content on social media.
Like if you're just having
someone you're paying someone to put like Einstein quotes and other stuff on your socialmedia, like stop doing that.
It's not it's not helping.
But if you're, you know, put a picture of yourself, put a picture of your office, put apicture of something you're doing, like whatever, even if you're not very good at social
media, uh there's you could communicate that you could build trust through social mediawithout uh is one of the ways of building trust so that people come to you and they feel
(16:18):
confident that they found the right car.
make it easy for people like make it easy for people to schedule.
I'm not a big fan of using email.
Like I know years ago, that was the common thing where it's like people could fill outthis form and, um, request an appointment.
have some website clients that still do that, but I, I try to tell people, look, textingand, um, online scheduling are definitely better, like way better options than even the
(16:44):
phone or email.
Now I would rank them as.
Texting and online scheduling is sort of like one a one B sort of the same idea that Ithink they're really good options for getting people to schedule.
I would say phone is next and distant, distant way down the alley.
Like maybe not even consider doing it is email because the problem with email is likepeople email you and then you try to call them back and they don't answer their phone or
(17:08):
you try to email them back and they don't respond because they don't check their emailsand they have 3000 unread messages.
Email is not a great way to,
schedule new patients.
And so when I when I say make it easy on make it easy for people.
uh Those are some things to think about.
If that's the best option you have, it's better than nothing.
But I'm not a huge fan.
(17:32):
Uh, what are my closing thoughts?
Um, my big closing thought is the same thing.
tell you guys all the time, unrealistic expectations is a freaking killer.
And so if you are expecting to look at your chiropractic website stats, whether you'redoing your own website or somebody else is doing it for you and see.
Thousand people, you know, visit your website and 250 of them schedule an appointment.
(17:54):
That's ridiculous.
That's just not how it works.
Um, the numbers are much, much lower.
And obviously if you're, if you're meeting people and you have warm contacts andeverything else, those numbers should be much higher, like drastically higher.
Uh, but the website itself, I don't think it's helpful for any of us to be looking atvisitors on the website, looking at our raw numbers of clients, patients, whatever, and
(18:18):
coming to any sort of conclusions from that.
think that's probably a really bad way to look at stats and look at your website.
So that's it guys.
I'm going to ahead and wrap this up.
Thank you for listening.
Thank you for subscribing.
Thank you for commenting, for sharing the podcast with other chiropractors.
If you would like to work together, go to Rocket Chiro and reach out to me.
I'd be happy to help you however I can.
(18:38):
And if I can't help you, I will send you somewhere or at least try to make a good referralthat you can get the help that you need.
I'm done.
I'm out of here.
I'll talk to you guys on the next episode.
See you.
Hey guys, welcome to another episode of the Rocket Chiro Podcast, a business and marketingpodcast for chiropractors.
My name's Jerry.
I am your host.
I am a former chiropractor.
I help chiropractors now with websites and local SEO.
I help new chiropractors get started.
I help stuck chiropractors get unstuck and I host this little podcast.
Today, we're going to talk about why you get so many people to your website and so few ofthem become new patients.
(00:24):
This is a question that I was asked multiple times this week by
multiple different people.
I don't know if there's something in the water.
I don't know if I said something on my other podcast that made people look, but whatpeople have discovered is that they get a lot of volume on their website relative to the
number of new patients and some chiropractors are bothered by this.
(00:47):
And so we're going to unpack this a little bit, talk about why that is, and we're going totalk about some of the mistakes that people make with their chiropractic website.
And hopefully this will give you guys
proper perspective when evaluating your stats and also give you some ideas of, uh, youknow, how to avoid some of the common mistakes that chiropractors makes with, or make with
their websites.
Now, before I get into that, I do want to say, if you would like me to help you with yourchiropractic website, go to rocket Chiro and reach out to me through there.
(01:13):
If you'd like me to help you get more patients from Google maps, whether you're anexisting website client or not, I can help you with that.
if you're an existing client, you do get a little bit of a discount because you're anexisting client, but if you're not.
you can we can still work together totally fine totally cool.
ah If you are getting started or you're feeling stuck as a chiropractor, check out my nextstep program.
It's a great way to go beyond the podcast, get some additional content, get someadditional contact with me, get some help along the way and get started on the right foot
(01:40):
or get unstuck.
It's just sucks when you're in that starting or stuck phase because you're just wasting alot of money.
It's really emotionally stressful and next step is designed to sort of help you get out ofthat.
So
All that can be found at rocketcaro.com.
If you would just like me to look at your website in SEO, I do that with my website andSEO review.
do it absolutely free.
(02:01):
I look at your stuff specifically and give you some recommendations.
There's no obligation with that.
don't pressure people when I do those and most people are just really blown away by theamount of content and value that they get by doing that.
So if you're interested in just having me look at your stuff, because you're not reallysure if you want to work together, if you're not really sure what you need.
reach out to me and request a website and SEO review.
(02:23):
I'd be happy to look at your stuff.
All right, so a couple different people reach out to me.
One of them was a website client.
One of them was a former Next Step member.
The former Next Step member, basically just said, hey, you're kind of thinking about allof this wrong and here's some things that you should think about.
The website client, I sort of had the same conversation, but I also went above and beyondand we talked about some things that we could tweak and change on his specific website
(02:50):
because I do manage his website.
And some of the stuff he said, I thought, yep, you're probably right.
Let's make some changes.
Let's make some tweaks.
Let's see if we can ah make the changes to start getting more of those people to becomenew patients.
Because what I don't want to do through, even through this podcast, I don't want you guysto listen to this and just be like, oh, sucks.
(03:11):
Lot of people visit, not a lot of people schedule, must be nothing I can do about it.
You wanna make sure that you're doing the best you can.
You wanna make sure that you're constantly trying to improve your situation.
But you also don't wanna have unrealistic expectations.
If you expect everybody to visit your website, or even if you expect 50 % of people tovisit your website to call your office or schedule an appointment, that is hysterically
(03:36):
inaccurate.
Like that is not even close to what is going to happen.
And you're just going to be frustrated.
And I don't care if you have the world's greatest chiropractic website made by the world'sgreatest chiropractic website maker.
Just kidding.
It's not me.
Maybe it is me.
I don't know.
Uh, but even if you do, there's no possible way you're going to get a 50 % conversion oncold traffic.
(03:59):
Like that's not going to happen.
And in fact, the guy that got ahold of me that wasn't my website client, he threw out thenumber of 6 % based on his calculations and whatnot.
And I told him, I said, if you're 6 % on cold traffic, that's considered good.
And I know this from before I started rocket Chiro, I was doing some info products.
And I was working with affiliates and I was trying to make some money with doing somedifferent stuff.
(04:24):
And I would have, I mean, I would have given one of my kidneys up for 3 % conversion.
Like I had a really hard time getting my landing pages and getting my, uh, affiliate stuffto convert at a high number.
Like it was way lower than 3%.
And the amount of money that I would have made or could have made, if I would have justgot to 3%, it would have been tens of thousands of dollars.
(04:47):
And if I could have got to 6%, holy smokes, you guys wouldn't know me.
would be living somewhere else, doing other things, spending my money.
So 6 % would be great in a lot of cases.
Now, if you're going somewhere, and this is going to be my first point, we're going totalk about the difference between cold traffic and warm traffic.
(05:09):
If you're going out your community and you're shaking babies and kissing hands or kissinghands and shaking babies or shaking hands and kissing babies.
Whatever, if you're going out into your community and you're eye to eye with people,you're answering questions, you're talking to them and 6 % of those people are becoming
patients, that's probably a really, really, really egregiously low number.
(05:30):
If a bunch of people are referred to you, like you have a hundred people referred to youand only six of them become new patients, that's an egregiously low number.
That's absolutely atrocious.
And so if someone is a warm lead,
If someone knows you because they followed you on Instagram, if somebody knows you becausethey're they, have a reputation built up in the local community.
(05:51):
If somebody knows you because they, um, have a friend that goes to you or whatever thathappens to be.
If there's a certain level of trust and warmth that is within that person and those peopleyou're converting at single digits, that's a really, really bad sign.
But generally when you're talking about website traffic,
(06:13):
You're dealing with cold traffic.
You're dealing with people that found you through Google maps and you've found you throughads and found you through randomness, not necessarily people that are, have any sort of
connection to you at all.
That traffic converts at a really, really low rate.
And so it's important that you understand the difference.
And so the next thing we'll kind of talk about here is this, that website traffic does notequal perspective patients.
(06:40):
This is the other thing with wrong with looking at wrong numbers.
If you're just going to look at your website and say, man, I got a thousand visitors thismonth and I only got 20 new patients.
You're assuming those thousand visitors were potential patients.
They could be bots.
They could be people that accidentally found your website or clicked on your website forthe wrong reason.
It could be people that are out of your area.
It could be competitors.
(07:01):
It could be your own family.
It could be existing patients that are looking for hours or just, you know, whatever.
There's a lot of reasons why you might have really high numbers on your website and nothave high new patient numbers that have nothing to do even with what we're talking about,
which is like the natural kind of funnel and you know, 94 % of people not choosing youthat that could not, that might not be the case at all because there could be half of the
(07:30):
number, half of that number are not even potential patients.
They're not within driving distance.
They're not ready to become patients.
They're not.
They were never going to become patients.
So it's sort of a bad number.
Now it is a little bit different if you are doing ads or if you're doing specificadvertising and you know, like you can track the specific pathway someone is taking into
(07:51):
your practice or into your website and then through to your new patient scheduler orwhatever that happens to be.
There are ways that you can track specific traffic because you've sort of set up thatpathway, but that's not looking at your gross numbers.
Looking at your gross numbers is a really, really bad way to, to go about figuring outconversion because you're assuming that those people are all potential new patients and
(08:15):
they're just not, that doesn't, they're just not, that's the simple answer.
The other thing to understand is this, is that the conversion pathway for your practice,like someone going from nonpatient to patient, it's not linear.
Now it could be linear if you're only doing online scheduling.
Like if the only thing you're doing.
People can't call, people can't text, people can't DM you, people can't message you onFacebook.
(08:37):
They can't do any of that stuff to get an appointment.
They can't walk in.
They can do none of that.
They have to use your online scheduler.
If that's the case, then it's right to assume that all those new patients you got thismonth, uh, they all went to your website.
That's the correct assumption because it makes sense.
But if you're doing any of those other things, like people call you, people direct messageyou people.
(09:01):
Then the numbers that you're looking at from a new patient standpoint, that's not even anaccurate number anyway, because you may have 20 new patients and a thousand website
visitors, and you're assuming that those 20 people went on your website and they're noteven part of the thousand.
So it just, it, once again, and I'm just kind of beating this point to death.
It's a terrible way to look at conversion and sort of track your numbers as a chiropractorby looking at those raw numbers, because there's a lot of assumptions baked into that.
(09:27):
And those assumptions are not correct.
Now, here's a volume reality check.
This is what this may look like.
So I kind of just wrote this down so you kind of have an idea not to depress anybody, butjust kind of having to have an idea what would be considered relatively normal.
Let's say you have 500 visitors on your website.
3 % of those people click on your like schedule now or book an appointment, new patientsstart here, whatever.
(09:53):
They go to your new patient page.
That's going to be 15 out of out of 500.
Then if you have a 50 % of people that actually follow through with scheduling theiractual appointment, now you're looking at seven or eight people.
And if 75 % of those people become patients, meaning that they, they actually, you know,they don't cancel beforehand, they come to their first appointment, they start care.
(10:14):
And for some people that number is low.
Some people it's high.
I'm just kind of giving you some random numbers out of 500 visitors.
Now you're looking at five to six new patients.
And that's not failing.
That's just math.
Like that's just how it is.
Like that, that doesn't mean your website sucks.
It could it be better?
Maybe.
Could it be worse?
Yes.
(10:34):
100%.
Absolutely.
There are chiropractors that get 500, 600, 700 visitors on their website.
They don't get a single patient ever from the internet.
And there's a lot of different reasons for that, but there that happens.
It's possible you could get a thousand, 1500, 2000 visits to your website.
If you want to get really depressed about
your new patient numbers, look at your Google Business profile numbers.
(10:55):
A lot of times the Google Business profile numbers are higher than the actual website.
And so you may look at your Google Business profile and be like, Holy cow, we have 1800people that visited our Google Business profile.
And we have 10 new patients.
How is that even possible?
And you look at your website and you're go, well, it's, know, it's 1000 or whatever 1200.
(11:19):
So a lot of times the Google Business profile numbers can be worse.
It's just sort of the way it is.
Now that does not mean you don't work on conversion.
You could do things to your Google business profile to make it more appealing.
And this is a drum that I beat all the time.
And I feel like I'm the only one that I feel like I'm the only one that's talking aboutthis that at least does designs websites for chiropractors.
(11:42):
Everybody wants to talk about search.
They want to talk about being found, being found, being found, being found.
Well, if you're being found and nobody's choosing you, it's not really all that helpful.
When I do the website and SEO reviews for chiropractors, what are the practiceassessments?
When I do those?
I'm always trying to answer two questions.
Is this chiropractor being found?
(12:02):
And then what do people do when they find the chiropractor?
Now, obviously, I can't, I can't look at numbers like raw numbers.
But I do understand human beings pretty well.
And I understand what patients typically do when they visit a website.
And when I see a website that's set up a certain way, I go
This website doesn't convert.
(12:23):
I just know it doesn't.
I don't have to look at the numbers to know it doesn't.
I know it doesn't.
And so I don't want any of those people to assume like, it's just the way it is.
We got tons of people that visit our Google business profile.
There's nothing we can do.
There are some things you could do, and we'll talk about that last.
This is how we'll wrap this up.
(12:44):
So what are the things you can uh do to help with conversion?
We're specifically talking about the website here, not the Google Business Profile.
It's probably a different conversation.
So when it comes to the website, uh simplify and organize your website.
There is an epidemic of clutter in chiropractic websites.
Most of them look like absolute garbage.
And there's just so much, they just think more is more is more is more.
(13:07):
uh
Even chiropractic website builders that I used to refer to, I look at some of their sitesnow and I go, gosh, they're so cluttered.
It's so bad because when people are presented with clutter, you're hoping they make thedecision you want them to make.
you haven't, it's sort of like dropping somebody in the middle of the woods and you hathere's no clear path.
(13:31):
Like, I mean, you could just hope they find their way out.
But you know what would make it easier?
Like put some markers on the trees, know, like make a little path, make an obviousdirection for them to go.
Copyright websites don't do that.
They drop people into the middle of the woods and there's just, everything looks the same.
(13:52):
There's just crap everywhere.
And it's just like, oh, well, hope they find where, hope they find their way into theoffice.
Like that, that's just a dumb way to go about any sort of sales process.
And so there should be.
A simplified organized website.
should be easy on the eyes.
I'm not telling you to D I'm not telling you to pull all the content off your website.
Content's great, but it should be presented in such a way that it's easy on the eyes.
(14:16):
I started thinking about this a lot.
The first time I read, uh, this guy, does, sales books.
His name is Jeffrey Gettemer and he wrote this book called little red book of cellselling.
And then there's, there's like the little gold book of this, the little platinum book ofthat.
Like he has, he, that's sort of his thing.
Like he's got this like theme that runs.
through the names of his books.
The interesting thing about the Little Red Book of Selling, which I thought wasinteresting book, but actually haven't read it in a long time.
(14:41):
And the only thing that's really stuck with me about that book is the way that heorganized it.
It made it so easy on the eyes just to look at, to read, to skim through it.
And that really impacted the way that I think about structuring content, like laying itout in a way that makes sense.
And so just make sure that you do that.
you're, if you're
(15:01):
You know, think about the woods and think about that analogy.
And if you look at your chiropractic website and you're just like, man, there's just a lotgoing on here and there's no clear path.
Um, that's not good.
Uh, clearly communicate value that you offer.
Um, use the words that patients use.
It's just a good practice.
Don't say like, help you reach your fullest health potentials.
Like nobody's going to your website, hoping that you help them reach their fullest healthpotential.
(15:24):
Like they're not doing that.
So you use patient words.
Um,
Add trust signals.
So things like reviews, uh photos of yourself with people with real people, photos of yourstaff, video introductions, uh even social media.
If you're even if you're not a big social media person, putting content on your socialmedia that makes you come across like a real human being.
(15:48):
And I don't mean that I got I am not a fan of like canned content on social media.
Like if you're just having
someone you're paying someone to put like Einstein quotes and other stuff on your socialmedia, like stop doing that.
It's not it's not helping.
But if you're, you know, put a picture of yourself, put a picture of your office, put apicture of something you're doing, like whatever, even if you're not very good at social
media, uh there's you could communicate that you could build trust through social mediawithout uh is one of the ways of building trust so that people come to you and they feel
(16:18):
confident that they found the right car.
make it easy for people like make it easy for people to schedule.
I'm not a big fan of using email.
Like I know years ago, that was the common thing where it's like people could fill outthis form and, um, request an appointment.
have some website clients that still do that, but I, I try to tell people, look, textingand, um, online scheduling are definitely better, like way better options than even the
(16:44):
phone or email.
Now I would rank them as.
Texting and online scheduling is sort of like one a one B sort of the same idea that Ithink they're really good options for getting people to schedule.
I would say phone is next and distant, distant way down the alley.
Like maybe not even consider doing it is email because the problem with email is likepeople email you and then you try to call them back and they don't answer their phone or
(17:08):
you try to email them back and they don't respond because they don't check their emailsand they have 3000 unread messages.
Email is not a great way to,
schedule new patients.
And so when I when I say make it easy on make it easy for people.
uh Those are some things to think about.
If that's the best option you have, it's better than nothing.
But I'm not a huge fan.
(17:32):
Uh, what are my closing thoughts?
Um, my big closing thought is the same thing.
tell you guys all the time, unrealistic expectations is a freaking killer.
And so if you are expecting to look at your chiropractic website stats, whether you'redoing your own website or somebody else is doing it for you and see.
Thousand people, you know, visit your website and 250 of them schedule an appointment.
(17:54):
That's ridiculous.
That's just not how it works.
Um, the numbers are much, much lower.
And obviously if you're, if you're meeting people and you have warm contacts andeverything else, those numbers should be much higher, like drastically higher.
Uh, but the website itself, I don't think it's helpful for any of us to be looking atvisitors on the website, looking at our raw numbers of clients, patients, whatever, and
(18:18):
coming to any sort of conclusions from that.
think that's probably a really bad way to look at stats and look at your website.
So that's it guys.
I'm going to ahead and wrap this up.
Thank you for listening.
Thank you for subscribing.
Thank you for commenting, for sharing the podcast with other chiropractors.
If you would like to work together, go to Rocket Chiro and reach out to me.
I'd be happy to help you however I can.
(18:38):
And if I can't help you, I will send you somewhere or at least try to make a good referralthat you can get the help that you need.
I'm done.
I'm out of here.
I'll talk to you guys on the next episode.
See you.
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