We get a lot of questions from our clients about what should be on a physical therapy website home page.
Your physical therapy website first and foremost should be responsive – a website that adapts to or changes its shape and presentation in response to the screen that the viewer is looking for at your website on. A physical therapy website that’s responsive looks different on the smartphone versus a tablet versus a desktop.
Starting from the Top of the Home Page and Working Down
At the top of a physical therapy web site you can include what is called a “hello bar”. It’s a thin row across the top and is typically a different color from the rest of the website. It usually has an appointment request link and a link to your payment page where patients can pay their bills online.
Next is the main banner. In the banner on the left-hand side is where your logo is located and on the right-hand side you usually have your address with your phone number.
Moving down the home page, there is commonly a slider or a “hero photo”. A slider is a series of images that are slide across the home page and are very popular in a modern web design. It’s a graphic feature that is very pleasing and makes a great first impression…especially if you use photos of you, the practice owner. I recommend you have a picture of your team as one of the slider images. Then a photo you or your staff performing special neuromuscular reeducation exercises with your patients. Don’t put a picture of a clinician stretching someone’s hamstrings. Personal trainers do that.
Next consider having a picture of you educating a patient a about a condition. You can be holding a model like a spine or the shoulder, or the knee and talking to a patient about that body part. Another good photo to include is a picture of you performing hands on treatment. People like to go to physical therapy and receive hands on treatment and frankly, manual therapy is one of the things a physical therapist do best. Why not include it on the homepage slider?
It’s important when you have these slider slighter images moving across the page that you also have key messages or text overlying the pictures. You first of all want to get their attention. Include phrases about where you are located, your reputation, your clinical expertise. These should be short 3-4-word phrases on top of the slide images, that encourage people to choose you.
Next, moving down the page, I would suggest you have a row of patient reviews. Today, patient ratings or reviews, in the form of star ratings and testimonial reviews are very common. I recommend you have a row of these across your page. Use slider controls to enable viewers horizontally scroll through a number of these; have perhaps ten, twelve, or fifteen of them.
Below your ratings and review is where you want to have your primary message.
Your “welcome to the practice message” and additional content text goes here. I recommend you have a video that perhaps floats in the right portion of your text. This video should share information about who you are, your expertise, why people should use you, and should be presented by the owner or one of the partners. Make sure you have a call the action at the end of the video. Use YouTube to host this video for you, and of course this video should be on your YouTube channel as well. Use lightbox plugin to allow physical therapy website viewers to click on the thumbnail picture of the video and have it “pop up” over the top of your website’s home page.
Then, I recommend including your location(s) information. Make the photos or city names clickable links that go to the specific location(s) page(s) on your website.
Moving down the page, have a list include a graphic list of your services. Have web cards (squares or circle images) that people can click on to go to individual service pages where they’re described in detail.
Then you might consider including a row of blog excerpts. A blog excerpt is the title of a blog post and then the first two or three sentences.
In the next row on your website you might consider having a link to your store so people can easily clic over to it and buy physical therapy products.
Below the link to the store, you might have the badges of any awards that you’ve received from companies like the BBB, ZocDoc, local top ten awards, etc.
Next, you might have links to your lead magnet pages. Lead magnets are pages that require people to enter their name and email address and in turn you give them a white paper or some information about why they should come to your physical therapy practice.
Then, have a link(s) to your workshop landing pages where people can sign up to attend one of your presentations.
Finally, have a mega footer built for you at the bottom of your home page. Include your PT practice name, your address, and your phone number exactly as it appears on Google (this is called your NAP [name, address, phone number]). If you have just one location, then include your office hours, an embedded Google map, and then links to your social media business pages. If you have multiple locations, then consider linking the locations in the footer over to specific locations like we have done in this example.
A Word on the Text or Copy on Your Home Page
Before I end this post, I want to go into some detail about the text or the words that you should have on your home page. Since the words are present to inspire the viewer to take the action of calling you, we will call this your home page web “copy”.
As people are scanning down your website and most other websites these days, it’s very visual. Therea are lots of graphics and image. But, we ultimately need to have some good text or copy on the home page.
What you want to do first is get their attention. Use text that stops them from scanning down the page. A common question I like to use is, “Did you know that not all physical therapy practices are the same?” That’s going to get their attention.
Then the next thing you want to do is arouse some desire in the viewer to choose you. Talk about the fact that your expert physical therapy services
1. Saves them money,
2. It’s fast and easy to get an appointment with you right now,
3. that your treatment is conservative, natural, hands-on, personalized, and customized treatment for them.
Tell Patients Exactly What They Want to Hear
The next section of the copy should pique the reader’s interest by addressing four important factors that patients are looking for when choosing a PT practice.
These four factors are:
A. Clinical excellence – your board certifications, your doctoral degree, fellowships, and areas of specialization.
B. Empathy – write about your caring staff and the fact that you’re a family-oriented practice and that exceptional customer services is one of your corporate values.
C. No Long Waits – mention that patients are not going to have long waits to get into your practice for their first visit or long waits when they come into your practice for treatment. Patients are busy and they don’t want to wait around for treatment.
D. Shared Decision Making & Treatment – share some information on the page about your treatment approach. Patients want to be involved in the treatment and decision process. they want to know what their problem is, how you are going to help them, how long it is going to take, an estimate of how much it is going to cost, and what their role is going to be in the recovery process.
Money always matters. Have a brief section on your website that might say something like, “We accept a variety of insurance plans, click here for details.” Then link over to a comprehensive list.
End Your Page Content with a Clear Call to Action
Finally, make sure you have a clear call action and don’t just put your phone number at the bottom of the page. Side note, for goodness sakes, don’t ask them to sign up for an e-book. The call the action on your home page should be clear and should be in a large heading, known to web coders as H1 or H2 tags. Consider using some language before the phone number to inspire a viewer to call you now.
Use were phrases like, “Don’t wait, call now.” Talk about a delay in starting physical therapy care may cost them more money. Perhaps indicate that getting into your clinic fast will allow them to alleviate the pain sooner. You might want to create a sense of scarcity by saying something like, “We are now accepting new patients.”
Make sure you give anyone that is browsing your website multiple ways to contact you. What I mean by this is don’t just put your phone on the bottom of the page, but also include an online appointment request form too.
There’s a lot to Consider on Your Physical Therapy Website Home Page
Above we discussed some ideas about layout, graphics, and copy that you might be included on your physical therapy practice home page. It’s important to have a good designer that can create a clean design and layout with responsive technology. Following the above concepts can go a long way to converting patients that are visiting your website.
If you want more information want about how E-rehab.com can help you with your physical therapy give us a call. We’ve been helping PT practices market their business online longer than Facebook or Yelp have been around.
We have the experience, the passion, and great customer care to serve you. Just check out our ratings and reviews and give us a call if you have any questions. You can reach us at (760) 585-9097.