A leased website is one which you don't own the domain, the content, or the design. These types of websites typically require a monthly fee (for very little to no maintenance), over-estimate the cost of helping with SEO, and can limit your ability to expand your chiropractic marketing channels as your practice grows.
Our chiropractic website tips are here to make your website stand-out and attract more new patients.
Marketing for your chiropractic office done right. Reach more new Chiropractic patients than ever using online retargeting.
How much do you spend on your website doc? Between hosting and design it is more than likely thousands of dollars over the lifespan of your site. The truth is that this is a small price to pay considering it is the first point of contact for nearly every patient that ends up in your office. The importance of a professional and well written page cannot be overstated. As a matter of fact, research shows that over 90% of people research their doctors online before making an appointment.
Chances are that you meticulously researched the design and functionality of your site; making sure the SEO was maximized, the content was placed appropriately, and a strong call to action was present. Hopefully, you also use it as a place to provide true value for potential patients and community members. Wow, that sounds like a lot of hard work!
So after all this time, energy, and money; do you have any idea how are people interacting with your website!?!?!
Lets face it, user testing seems expensive and cumbersome (and in the past it was). However, just last week I discovered Peek UserTesting which is a completely free service that you should use immediately. To use it you simply enter your email/website address and within a few hours you are emailed a link of a 5 minute video of a random person visiting your website and interacting with its content.
Here is a personal example. I used the service just last week and discovered that one of my links was "dead". So everyone who had previously clicked this certain link was taken to the wrong page. Oops. Given that fact that my website receives hundreds of views per day this is very important!
In short, people are interacting with your website each and every day. Many people are making healthcare decisions based upon their findings. Using a free service like Peek will give you a ton of insight on how you can clarify your message and improve your website; ultimately serving more people and better representing our wonderful profession.
Recently, I was listening to Jason Fried (co-founder of 37Signals/Basecamp) talk about pulling back the lens on product development. While not every chiropractor is developing products; we are certainly all in the service industry. In a practical sense, I think this can be applied to every Chiropractors blog. For instance, why did you choose this brand of a new chiropractic table? What goes into your decision to upgrade the copy/design on your website? I believe that the answers to these questions are important, not only to your patients, but also to other chiropractors struggling with the same questions.
In light on this I want to touch on the evolution of our MD Research Briefs. We did not choose the design out of the sky, but rather it has been a journey. The original design is a distance cousin of our current design. Originally, I had a multipage letter/newsletter hybrid as you can see below.
The design was a bit cumbersome and lacked the elegance I had hoped to achieve. Additionally, one of the biggest challenges in reaching MD's is time. They are completely swamped in practice and probably don't have the time to read multiple pages of text (even if the layout is world class).
This started the process of our transition to the current format; a single page PDF with a customized header/footer, clear indication of the highlighted study, short and direct analysis, beautiful graphics, and some direct quotes. We have found that this design really fires on all cylinders.
In 2015, we will continue to explore new design ideas which can improve our message. Simplicity, elegance, and efficiency are the hallmarks of good design. And truthfully, the bottom line is that good design solves problems. The problem we encounter is the inequity of referrals from other health care professionals. I believe we can solve this problem with hard work, persistence, a clear message, and perhaps a little bit of good design.