Website essentials for therapists and health practitioners

Content marketing

20 Nov

laptop open with google search engine — `Image by 377053 from Pixabay`

It surprises me, how many businesses (from restaurants to health professionals) who do not have a website. They often don’t have a website because they have a business page on Facebook or another social media platform. But, relying on people to find you via social media is a risky move for any business.

Why?

Because you don’t own your social media content. It’s owned by Facebook and Instagram and whatever other platform you use. The algorithms are constantly changing which makes it impossible to predict how they will impact your business and how (and if) people find you.

While social media is an amazing way to build awareness and position yourself as an authority, a website is a place you bring people back to. It’s the real estate on the internet that you own.

Your website is your home.

Invite people into your virtual home

When people land on your homepage they want to feel welcome. They want to take a look around and see if what you are offering is a good fit for them.

The homepage aims to build a connection with the visitor and let them see a little of who you are and what you do. But more importantly, they want to know how your service will benefit them.

A homepage is not the place to tell the visitor all about yourself or all of your qualifications and credentials.

Can you imagine if you opened your door to an unexpected dinner guest and said, "I'm an amazing cook, I have 20 years of experience, I've cooked for celebrities and powerful business people. I also have the most beautiful dinner plates."

What impression would that have? Yes, your guest may be impressed and know they will be cooked a solid meal, but will they feel anything? No.

Imagine the same situation, but instead, you say, "Had a hard day at work and feeling hungry? Want a wholesome meal to fill your belly? Want to feel at ease and comfort? Want to know you are in the hands of an experienced chef who provides individualised meal plans to guests? Then come on in."

What impression does this leave you with? You instantly feel hungry, curious, and invested in the dinner and you feel understood. Yes, I had a hard day and I’m starving. This person really gets me.

Which door do you think the dinner guest will return to the following night?

Your webpage is where people knock on your door. Invite them in with genuine, warm content that makes your clients feel understood. Leave all the (very important!) credentials, expertise and professional experience for your ‘about’ page.

What are the essentials for a good website?

Firstly, good content will engage your clients, moving them from contemplation to action. But people also rely on visuals, so a well-designed website with quality graphics and photos is equally important.

The essentials of a good website:

o A homepage

o About page (bio- share a little bit about who you are, your credentials)

o Services page- list the services you provide/ who you work with/ who you don’t work with

o Pricing page- if you don’t want to publicise your rates, that’s fine but have a page on your site that tells people what rebates are available and how they can get in touch with you to find out more. Pricing is often a factor when booking an appointment with a health professional. When people know the upfront fees (and the gap fee) it helps them make an informed decision about your service. Do you have a higher initial consult fee and a lower subsequent consult fee? Write that down.

o Contact Page

o A blog- This is where you add value to your audience by sharing your expertise with them. Blogs help you build an audience, connect with your ideal client and it positions you as an authority in your field.

What else can you put on your website?

A frequently asked questions (FAQ) page is also useful. Along a link to a newsletter mailing list, an events page and an appointment scheduler so people can make an appointment at their convenience.