Why do physiotherapists have some of the worst websites online?
The answer is because no one has really tried to help Physios online yet.
At Avily we have a team of experts who care about your success online.
There is a sure way to do better, and here are a few tips:
1. Get a website
The point of having a website is to help someone in need. A website will help you to help others.
► According to the Social Times, “81% of shoppers conduct online research before they make a purchase. 60% begin by using a search engine to find the products they want, and 61% will read product reviews before making any purchase.”
If you don’t have a website, you are losing out to those who do.
2. Make your website awesome
Online, there are awesome websites – and then there’s everyone else.
Unfortunately, Physiotherapists have some of the worst websites online. People who need a therapist have nothing to gauge how good you are, so they do so by visual cues and comparisons.
► A bad website is not helping someone build confidence in your services. It’s hard to promote yourself when your website suggests otherwise. Research shows that 50% of your visitors may leave your site if it looks bad and has irrelevant content.
3. Know the truth about directory sites
Directory sites are not fun to use when it comes to finding a therapist. However, they are good for building your ‘link profile’.
► I’d like to be clear here:
It is nearly impossible to get business good from directory sites.
Hundreds of therapists are listed here, but visitors only click on the first five or so. With no guarantee, they’ll take it further. Therapists are often displayed randomly every time the site loads, so if you aren’t showing up in the top five results, you’re basically paying to be invisible.
The money you pay a directory site allows you to link to your website from your profile. This helps your personal website to rank a little bit better in Google (especially with directories like GetaDoc).
► But watch out for some other directories; the company often links to your website in a way that prevents you from getting the linking benefits Google algorithms search for.
4. Take a good photo of yourself
The only things you need for a great photo is outdoor, natural light, a camera that blurs out the background and your smile. Avoid studio photography; it makes you look artificial and generic.
► But also avoid low budget cameras because their image quality can make you look cheap as well.
You want to meet your visitors with a smile and have a photo that makes you look professional. Who would you trust with your therapy? The smiling professional or the non-smiling person with the low-quality photo?
5. Have fun with your writing
The point of having a website is to be able to help someone in need. The writing on your website is your opportunity to help and inspire a visitor.
► Be authentic.
► Talk about benefits.
► Be entertaining.
It’s not a website, and it’s a relationship.
Use it to build rapport. Use this rapport to build your practice.
6. Create a ‘Google Places’ page
Go to Google Places and create a profile. This is your best opportunity to improve visibility online. You cannot compete with directory sites for top rankings in Google. But you can let Google know where you are located. This will greatly increase your local visibility.
7. List your site.
Try and do this with health insurance providers instead of directory sites.
Seriously, a lot of people check with their medical aid providers to find therapists.
► You need to be there too, so get listed as soon as you can.
This channel, together with a great website does better for business than most directory sites.
Finding a good physio online is stressful.
If someone needs a therapist, that individual is probably already in some pain, stressed, or both.”
And when it comes time to find a physio online it gets even more stressful. If you search for “Physio in Joburg” all the results are directory sites with a few local results sprinkled in.
Now imagine said person having to wade through the hundreds of therapists listed in these sites without knowing how to choose the best one.
As a general rule, the more options you have the more anxiety and confusion you create. When this person finally selects a physiotherapist from a directory site, he or she will find that you don’t have a website or your website is cheap, confusing or boring. This is a horrible way to go about helping people and building confidence in your services.
8. Craft a winning web strategy
There is an art and there is a science to helping people and your business, online.
“People want quick, helpful and engaging answers to their questions. And they want visual cues that confirm their confidence in your skills and service.”
Your business needs to connect with people. People connect with virtues, so it is imperative that your business reflects virtues like trust, care, inspiration, humour, and thoughtfulness.
It is very hard to do this with free or cheap websites that look more generic and low-budget than virtuous. It’s even worse not to have one at all.
► What if you had to date your website?
► Would you even be interested?
It is essential to confirm your visitors’ confidence in your services. You do this by helping, being inspirational and looking more organised than your peers. Failing at this is the reason potential clients leave your site, never come back and do business with the other therapists with a better online presence. It’s the unfortunate reality.
9. Focus on helping
All you need to do is help. Helping is the one main ingredient to a successful website. Helping is a passion that I believe every good physio has. So, make it fun, make it helpful and make it inspiring. Physios’ websites are about to get a whole lot better. And we’ve decided to lead the way here in South Africa.
Let’s talk about how we can help more people and help ourselves succeed.
Feel free to mail the team at firstname.lastname@example.org