It’s 2022 so we no longer need to talk about the importance of having a website for your business. Not only does it build trust and credibility but it means you can reach a much wider audience than ever before. However, just having a website isn’t enough. Your website needs to be designed in a way that generates leads and if you’re a physiotherapist, this goes for you too.
First up, we need to get people to your site, otherwise, the rest of this blog would be pretty pointless. In order to do this, we need your website to rank high up in the Google Search because let’s face it, the yellow pages are no longer a ‘thing’ - if someone needs a physio, they’re going online. To ensure you rank highly on Google, your website needs to employ best SEO practices. This means considering what keywords people are using to search online for physiotherapists, and making sure your text is written in an informative manner that influences your SEO ranking. There are a number of plugins available to help you with SEO - check out our blog on some of our favourite plugins.
Your website also needs to be responsive. Over two thirds of Internet searches are done via mobile so it’s important your site looks good and is fully functionable on desktop, mobile, laptop, tablet and more. If you have to pinch and squeeze to see the content, it is time for a new site!
It’s important that your site is easy to navigate and shows clearly what services and treatments you offer people. Consider having a treatments page and maybe break it down further into particular conditions or body parts you treat, e.g. back pain, neck pain, leg pain, etc. You want people to know that you can tailor a treatment plan to their specific needs. You may also want to offer some advice to sufferers to ease their pain before they can get booked in.
An ‘about us’ section on your website is a good way for you to establish credibility and build trust. It may be good to take this a step further and include a Meet the Team section. Include pictures of your team and a bit about them. This might be their qualifications or experience, but it’s also an opportunity to have a bit of fun and show off the human side of your brand. People will feel familiar with your staff and may feel more comfortable booking in with someone they know something about. Having physiotherapy requires a patient to put full trust in their therpaist, so having a way for them to feel more familiar with your team and their qualifications can be incredibly helpful.
In a world where we have access to information on literally anything at our fingertips, genuine authentic knowledge can go a long way. As much as we know we shouldn’t, when we have an ailment, the majority of us go straight to Google. Add a blog page on to your website and use it to showcase the knowledge that you and your team have. Some blog ideas may include:
The top 5 causes of back pain
How to keep active if you have a sedentary job
4 Stretches you can do to keep your joints young
Video content is taking over at the minute so it may be a good idea to stick some videos on there with exercises and include links to your social media accounts.
Websites with testimonials and reviews have a much higher conversion rate than others. Testimonials help to build trust and develop an emotional connection. They work a bit like referrals - reading about someone else’s positive experience may be the motivation a customer needs to go with you rather than one of your competitors.
What good would a website be without clear Calls to Action. You should have a CTA on each page. In many cases for a Physio website, your CTA is going to be an enquiry form. This may include contact details and a brief description of the problem the visitor is having. In other cases you may want to have a schedule appointment button, or contact us button. Ensure your contact details are displayed clearly either at the bottom of every page, or on its own page. This should include your address, email and phone number. Details of parking or accessibility might be a useful tip too!
The recent pandemic has caused many businesses (including physios) to adapt to remote working and online alternatives. Most physio support still happens in-person so ensuring you mention the location(s) of your treatment rooms is key to making sure they are found by the right people (through SEO) as well as making it easy for site visitors to know if your location is a good fit for them. Including details around accessibility, parking and other key information will also reduce the questions that need to be responded to.
A great physio can take a look at your movement (or lack of) ,ask some telling questions and get a good grasp of what is wrong with and what course of treatment you require.
Equally, a great web design agency can look at your website, your analytics and diagnose your problems and then prescribe the best course of action.
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