By Dr. Greg Grillo
As a practitioner, you want to help people enjoy more of life without pain and mobility issues. You want workers to recover from injuries and return to work, and you want to see the elderly to build their balance and independence. While you’re busy improving lives, your community is looking for your services. Google receives over a billion healthcare-related searches daily, and some of them come from potential patients seeking to find you.
Although most healthcare practices have a website, many of them fall short of reaching their target audience. A standard physical therapy website design meets a basic standard that describes services, business history, location, and contact information. But when potential clients drop onto your site from a pay per click or Facebook ad, you want to impress them. Your site should blend essential elements proven to match the trust-based needs of healthcare consumers. The main goal of your site is to:
Make a relevant promise
Offer a solution to real problems
Provide proof you can help
Give straightforward ways to take the next step
Make A Promise
Some patients may find it interesting to see the year you started practicing at the top of the page, and they’re marginally impressed by the picture of the outside of your building. But prospective patients look for clues that you understand and care about their pain or injury and that your physical therapy clinic offers the value they’re seeking.
Physical therapy websites need a mix of imagery, words, and design to convey empathy. These elements should blend to send messages and clues about your Unique Value Proposition: why should a patient choose you, and why are you different? The answers to their questions need to emerge within seconds. Even if they stay, 75% of visitors make judgments about the credibility of your practice based on your website.
Your web design can feature lots of bells and whistles, but people don’t visit your pages for entertainment. Most people who click on your site want an answer to their problem, and they’re trying to see if you’re the answer. Once they’ve decided you offer something different than the practice below you in their Google search results, they’re interested in personalized solutions.
Assessments embedded into your site encourage visitors to provide contact information and explore their condition further. Questions designed to tap the emotional side of their concerns help create more profound value for the help you give. These integrated tools allow you to offer follow-up email workflows that address more details about how you can improve their lives. Include photos of patients enjoying activities and spending healthy time with family to convey what’s possible.
Whether contemplating cars or doctors, most people spend time researching online. And consumers researching physical therapists, optometrists, and nursing homes are the most likely to use a search engine. Search results usually lead to reviews and practice websites, and both tell more of your story.
Social proof built into your website reinforces the promise and solutions you’re displaying. Testimonials from your patients sprinkled across various pages are generally more effective than a testimonial page. About 75% of patients report that online reviews and feedback influences their decisions about providers, and these comments carry almost as much weight as family and friends.
Guide Next Steps
Components of your physical therapy website prove their total value when visitors decide to become patients. Call-To-Action (CTA) buttons and contact forms provide clear avenues to schedule an appointment. Downloads for free eBooks on specific topics can provide a secondary action for people who aren’t quite ready for a visit.
The average person consumes about an hour of online video daily, and on-site video can increase conversion rates by 80%. Consider adding short videos on specific services, and use the same solution-focus used in other elements of your site. Video testimonials from patients coupled with a CTA at the end add a human element and emotional appeal to your brand.
Physical Therapy Digital Marketing Includes Your Website
Reaching the hearts, minds, and search results of today’s consumers takes a comprehensive physical therapy digital marketing strategy. A website that presents empathy, authority, solutions, social proof, and clear pathways to action anchors an overall approach. Think of patients setting out on a journey, and they’re making specific stops along the way. If your website gives a reason to stop, they’ll stay awhile. If it’s lacking, they’ll move to the next practice and see what they offer.
Physical Therapy Marketing Companies Can Help
Let’s face it: digital marketing involves many moving parts from social media marketing to optimizing your Google My Business page to an engaging website. Yet most of the components operate below eye level. Whether we’re physical therapists, sports medicine physicians, dentists, or optometrists, our best use of time is spent healing our patients. I recently worked with one client who produces life-changing results with complex dental implant procedures. But he’d spent countless hours working on website content and Google ad campaigns. Frustrated by the lack of results, he reached out for guidance.
As providers, we grow our practices by partnering with healthcare marketing companies that understand the nuances of our professions. Legwork checks all the boxes for a complete, single-platform solution that attracts, nurtures, and retains more patients who trust our services. Physical therapy marketing relies on a high-quality website as a cornerstone piece, and Legwork gives us more opportunities to do what we do best: care for patients and improve their lives.