Episode Transcript
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Speaker 1 (00:01):
Welcome back to
another episode of Marketing 101
for Chiropractors.
Today, we're talking about oneof the most overlooked yet
critical aspects of yourpractice success your website.
Is your website actuallybringing in new patients or is
it just sitting there?
A well-optimized,high-converting website can be
(00:22):
your best marketing tool.
So let's break down exactlywhat works.
We'll cover what makes greatfirst impression, what you must
have on your website, conversionboosters, seo strategies and
common mistakes that might becosting you new patients.
Let's dive in.
We all have heard that firstimpressions matter and what you
need to remember is the fivesecond rule.
(00:42):
You actually have three seconds, but it's a five-second rule.
When somebody lands on yourwebsite, no matter where they
came from, your website shouldimmediately communicate what you
do, who you help and why avisitor should choose you.
This has to be there within thefirst five seconds.
Visitors decide within onesecond whether to stay or leave.
So you got to make it count.
(01:02):
So it's got to look good.
It's got to upload the speed.
It's got to be clean.
It's got to be crisp.
The call to action has to bethere immediately, both on
mobile and on desktop, right atthe top.
The key elements are just theprofessional design, clear and
clean branding, easy navigationand that CTA, that call to
action either the button to bookan appointment is to make that
(01:25):
call something that's rightthere.
Use high quality images and awarm welcoming message and
that's pretty much your recipefor the five second rule.
You do that, your success goesthrough the roof.
Now people can scroll and figureout what else they need to look
for, whether it's your address,what you do, what other
services you do, a particularcondition you may help.
Whatever it is, then they candive into your website and go a
(01:48):
little bit more.
But 80% of people that land onyour website are looking for
direct information like a phonenumber, directions, your address
or an email to contact you.
That's really it.
Otherwise they're not sittingthere reading every page on your
website.
Otherwise they're not sittingthere reading every page on your
website.
The essential pages everychiropractic website needs are a
(02:09):
homepage that's clear, valueproposition, engaging imagery
and a call to action like bookyour first visit here.
You need to have an about page,a compelling story about you and
your practice.
People connect with this.
This is the emotional componentthat we talk about in sales.
The About Us page tells you aquick story, your elevator pitch
(02:30):
about why you're there, how youcreated that business, why that
location and the people youserve.
Then the services this is maybethe most important page, but
the services page listseverything that you do in your
office in a categorized way.
So break down all yourofferings, especially that you
do in your office, in acategorized way.
So break down all yourofferings, especially if you
specialize in upper cervicalpediatrics, sports rehab, auto
(02:50):
injury, shock wave decompression, massage therapy, acupuncture,
pediatrics, pregnancy, webster,icpa, functional medicine.
We do a lot, don't we in atSkype Actors, yeah.
Testimonial page this is agreat thing to have on there.
Your testimonials right fromGoogle, right from YouTube, all
the stuff, the social proof thatbuilds trust, include videos
(03:14):
and the written testimonials andhave a testimonial page about
the key successes that you'vehad in your office and a very
simple contact us page easy tofind address, phone number and a
simple way to book appointmentsor even leave a message that
goes directly to your email sothat you can reply back via
email.
That is the recipe to successin a website.
(03:35):
Please take a moment to reviewyour website.
Make sure it's super clean.
Check it out on your mobiledevice.
Does it upload quickly?
If not.
You've got major problems, major, major problems as a consultant
coach, the digital coachhelping chiropractors and a
marketer and doing all thedigital agency and doing all
that stuff for chiropractors.
(03:55):
The biggest thing is how wefumble our potential leads and
new patients because of somecertain business things that
we're just not good at, and thewebsite is one of them.
Website and the callbacks or weshould do a whole different
episode on callbacks but thewebsite is the big thing.
People land on there.
You spend the money to get theclick.
(04:15):
You spend the money to get thelanding page.
You spend the money to get thatperson to become a lead and
land on that page and theybounce.
It's frustrating.
There's a certain amount ofbounce rate.
When you're doing cold leads,having a 50% bounce rate is okay
.
50% of those people were justclicking on it to see what that
discount was or whatever you'redoing.
The other 50% are taking fiveseconds to see whether they
(04:38):
should use you or not.
Those are the ones we'retalking about.
Another thing to focus on isconversion boosting features
turning your visitors intopatients by having an online
booking system or a simple bookhere to a calendar.
This eliminates barriers.
It allows patients to bookappointments directly on your
site.
Of course, it's got to be HIPAAcompliant if you're going to
(04:59):
take any of their information.
Having, maybe, a live chat orchatbot.
I know some of you like AI,some of you don't, but those
quick answers to questions,those frequently asked questions
, can really keep people on yourpage and engage them and get
them into a conversation, tobecome a new patient.
So having these live chatbotsare amazing.
Facebook Messenger, yourwebsite you chatbots are amazing
(05:19):
.
Facebook Messenger, yourwebsite.
You can ask your web developerabout these things.
There's widgets that they canadd on and they'll be like okay,
give us your top 10 questionsthat you want answered and then
these things are recorded.
So if people are askingdifferent questions, you can
have automations that are set upto answer those specific
questions and they can evolveover time.
Ai is fantastic at that.
Use this stuff.
Most people know they're usinga chatbot when it's there and as
(05:41):
a chiropractic office, I wouldsay hey, I'm Liz.
Please ask us any questionshere via chat.
I'm an AI-generated chatbot tohelp you move.
Be very transparent right offthe bat.
That way, when they get engagedin this, they can answer the
simple questions that they wantand they know they're not
speaking to someone in youroffice.
And then a video introduction.
These things are great.
Have a one to two minute videothat builds trust and personal
(06:03):
connection before a patient evensteps into your office.
We email a patient this andit's linked right to our website
a YouTube video and they get awelcome to full life
chiropractic video that's abouttwo minutes long, saying hey,
this is what we do, this is whywe're here, this is why we're
excited to help you.
Another one SEO forchiropractors getting found on
Google.
(06:23):
This is really important.
Optimize for local SEO.
Make sure your Google myBusiness profile is up to date.
Everything has to be up to date.
Everything the descriptions.
Follow the guidelines.
When you go in there and sayedit my profile the hours, the
address, the description thedescription will say up to 500
characters allowed.
I would do 499 characters.
(06:44):
I would follow those guidelinesbecause those things are read
by the bots and they're givingyou more SEO.
When people are searching foryou, it's on my you know Google
my Businesses profile andthey're literally telling you
leave us up to a 500-characterdescription and you guys are
like chiropractic office.
That's a direct invitation.
(07:08):
To have better SEO is byfilling out everything on my
Google, my business profile.
On Google Keywords.
Use search-friendly terms likechiropractor in Pittsburgh,
chiropractor in Polk County,chiropractor in.
Putting those things in theremultiple times gives you more
(07:28):
keyword strategies to help withsearch.
The best back pain relief nearme, best back pain treatment for
sciatica.
Best sciatica treatment inCharlesburg County.
Whatever it is.
Those are keyword terms that bescattered all over your website
(07:50):
Blogs.
Blogs are a great way to getlong form text and just feed the
Google bots.
Feed them with tons ofinformation about what you do
and in your blogs you'rerepeating keywords all the time
your city, your chiropractor.
In your blogs you're repeatingkeywords all the time your city,
your chiropractor, thecondition you're serving, why
it's best, your community, yourcity, your name, your office,
the condition you serve.
Just read that's how blogs goand go back to our blog podcast
(08:10):
about that and learn how toauto-generate some great blogs
that help you, and you can beuploading at least two a month
to your website blog section.
Site speed and mobileoptimization there are free
tools on Google.
You go to rate my website speedand then it'll have these free
(08:31):
apps and you put in your URL andit gives you a score out of 100
and tells you how fast it'suploading.
These are really importantbecause that will show you
across multiple devices how fastyour site's going up, both on
mobile and on desktop.
These are important things.
The role of AI and automation inwebsite success.
Like it or leave it, it's up toyou, but AI-driven email
automation can follow up withleads who visit your site.
(08:52):
You can use AI-powered chatbotsthat work 24-7 for you.
Those are great, and automatedreviews and testimonial
collection can build yourcredibility on autopilot by
having these little AI toolsinvestigate in them and ask your
web developer to do this.
All of you should have a webdeveloper.
I have not met a chiropractorthat can be a great web
(09:13):
developer and a greatchiropractor.
You suck at one or the other,but I don't care what you wanna
tell me.
The good ones that are greatweb developers and chiropractors
quit chiropractic and they nowhave website companies like
Inception.
I highly recommend Inception.
Go to them.
They quit the profession orthey don't do.
Both Make sense.
(09:33):
You can make fun of me forbeing a marketer and a
chiropractor, whatever you like,but you know what I'm saying.
So you're either good at one orthe other.
So those are the things.
Pick the web, guys that aregood at what they do and gals
right.
Common website mistakes thatcost you patience.
There's no clear call to action.
Number one go review.
See if it pops up on yourmobile device at the very top of
(09:56):
a book and appointment here.
That's gotta be there, if not,get your website person to fix
that.
Number two a cluttered oroutdated design.
If you haven't had a refresh inyour website in over three
years, it's time to do it.
I used to say five years, butthe things are moving so fast
with devices that you have toclean this up for upload speed.
So have a new, professionallook on there.
(10:17):
Hard to find contact info.
Isn't that frustrating whenyou're looking for something a
restaurant, a dry cleaner,whatever it is and you just
can't find it or count the man.
Make sure that's super easy tofind Stock photos instead of
real images.
It can be an issue.
Use real images, real images ofyour office, don't use stock
photos.
(10:38):
You can make your real imageslook as good as you want with
professional photography, butuse real images of your office
and just ignoring your analytics.
That's the number one mistakemost of you make is you just
don't know your analytics.
If I ask you a question abouthow's your upload speed, how
many keywords are beingregistered, all these things?
You don't go to your Googleconsole to go look at this stuff
(10:58):
and see how many hits you'regetting, how much activity your
website's getting, how muchactivity over time you're
getting to know if you're movingin the right direction or if
you're going down.
These things are all reallyimportant when it comes to your
overall SEO help and websitehelp.
It's really important to stayon top of these things.
So, website design don't get toointo this, don't get too
(11:22):
overwhelmed with this.
It's just those simple rulesthat you need to there.
And the fun thing about websiteis it is a profile for your
office and you can do anythingyou want with the other pages at
any time and you can upgradeanything you want and make it
yourself on the other pages Ifyou want to highlight a
technique that you do or youwant to talk about something
(11:42):
more in depth, or you want andmake it yourself on the other
pages.
If you want to highlight atechnique that you do or you
want to talk about somethingmore in depth or you want to get
into the science of something,you're more than welcome to do
this stuff on other pages thatpeople can delve into after
they've made it five seconds onyour website.
The longer they stay, thebetter.
It is even for rankings on yourwebsite as well, so I highly
recommend that as well.
If you have questions aboutwebsites, reach out to me, reach
(12:03):
out to Inception, reach out tothere's a bunch of great website
developers out there.
Perfect Patience does a greatjob just with SEO capacity.
Now they're on top of it againand staying on top of it.
If you've been loyal to awebsite company for a long time,
make sure they're staying ontop of it.
Ask them, send them an email,say hey, I haven't checking in
on you for like a year.
Uh, how's your website doing?
(12:24):
Can you score it?
Is there anything I need toimprove?
What would you change If youwere me?
How do we get more people andmore traffic on here to convert
Um, and they may have someoffers for you.
They may have some options foryou.
They may have some add-ons.
They may have some servicesthat you're not utilizing.
That you can utilize right nowA lot of cool stuff that you can
choose from.
So delve into that.
That's your homework for theweek.
(12:45):
You should make sure yourwebsite is getting a 9 out of 10
or a 10 out of 10 score, andthen you can rest assured that
the efforts that you're doing inyour marketing and your SEO is
actually going to lead to ahigher conversion rate.
So go get them.
Have a great week.
Keep doing what you're doing.
We all need you.
Take care.