Physical Therapy Websites Archives

What’s Your PT Company’s Story?

“For a football fan, there might be nothing better than watching a playoff game at Lambeau Field – and seeing it decided, dramatically, in overtime. ”Cris Collinsworth - Sunday Night Football

One of the human brain’s most fascinating qualities is its ability to remember narratives…like a playoff game at Lambeau Field. You may not remember what time your mail carrier comes or recall your Netflix password instantly, but I bet you can talk about a sporting event, like Sunday Night Football, or a movie you love even if it happened weeks or even months ago.

Do You Recognize the Power of Story Almost Every Monday Morning?

If your practice is anything like ours, you probably have no shortage of team members arriving on Monday mornings eager to discuss the previous night’s episode of “Sunday Night Football!” Even if you don’t know all of the players on each side of the ball, I’m sure you can share some of the exciting plays and names of superstars like Patrick Mahomes or Lamar Jackson…that happened days or even weeks ago. This simply demonstrates just how impactful stories, like an exciting football game, can be.

Make Sure You Tell a Memorable Story About Your PT Practice

Leveraging the power of narrative is a great way to make current and prospective patients remember you. Think about the brands you most admire. Odds are that in addition to having great products and excellent customer service, these brands convey their identity and their purpose in a lasting way.

Have You Thought About Your Story?

Despite this truism, many practice owners I speak to haven’t thought about the story of their practice. Maybe that’s because telling this story in a succinct way can be difficult. One tool I’ve found immensely helpful is the BrandScript model created by Donald Miller of Building A StoryBrand.

Miller, an accomplished fiction author turned marketing guru, created a formula that allows all types of business owners to quickly articulate their core principles and message in a way that compels readers to action.

He achieves this feat by making the customer — in your case, the patient — the main character of the story. Generating a BrandScript involves zeroing in on the core aspects of your story, so you can quickly define who you are and what you can do for a patient.

You’re Not the Hero…Your Patient is the Hero and You’re the Expert Guide

We’ll call that patient a character for the purposes of this exercise. The character, like all protagonists at the beginning of a tale, has a problem they need to solve. After meeting a guide (the PT at your clinic), the character now has an action plan to solve their problem.

Your plan needs to compel them to that action (treatment), help them avoid failure, and lead them down a successful path. If you can convince the character that you are the guide they need, you’ve just earned a new patient.

The details of your story will vary depending on the size and nature of your practice. Nobody is a better fit to tell that story than you, and you should be an integral part of the message you convey anytime somebody logs onto your website. After all, somebody on your site is already looking for a guide. You need to demonstrate to them you are the right one, and there’s no better way to do that than through a story.

Formula = Hero, Problem, Guide, Plan, Call to Action, Avoid Failures, Achieve Success

In closing, I ask you one simple question: What is your story? If you need a little help defining it, I recommend buying the book Building a StoryBrand and then visiting MyStoryBrand.com and giving the BrandScript tool a shot. You can create one for free, and it will help you control the story you’re telling.

If You Want Help Writing Your Story for Your Practice Website, Give Us a Call

Reference: Image is from Donald Miller’s Building a StoryBrand book.

Your About Us Page Could Be Suffering From These 6 Mistakes

Your About Us page probably has more website viewers land on it than you think. Too many companies treat this valuable real estate like an afterthought. They knock off a paragraph about why they started their practice or add in their mission and that’s about it.

Take advantage of this missed opportunity!

With so many eyes on this content, it needs to be some of the better work on your website. While a bad About Us page probably won’t destroy your practice, it could leave potential patients wanting more, before they choose you.

If you’re making these 6 frequent mistakes, it’s time for a rewrite.

1. It doesn’t show your personality

This is a common problem with website writing. People default to corporate-speak and start using phrases they’d never use in real life, like leverage, cutting-edge, etc. Cut out the jargon and just write like you talk!

Small practices shouldn’t hide their personalities behind the veil of boring corporate lingo. There’s nothing wrong with a fun or clever voice, on your About Us page, but do remember, you are a healthcare provider.

For a great example of this, check out PT Central. https://ptcentral.org/about/ . Take a look at their commitments, values, and they even mention some of their partners in the community.

2. It focuses too much on you

Yes, it’s called an “About Us” page. So you will need to talk some about yourself and/or the company. But if you drone on for a full page about how great you are, your readers are going to zone out fast.

Dale Carnegie famously said, “…a person’s name is to that person, the sweetest and most important sound in any language.” The quote speaks to a broader point — the most interesting thing in our lives is us. So while your reader may have some interest in you, what they really want to know is how you can benefit them.

You have to relate your story back to a benefit for the reader — aka, your potential customer. This doesn’t mean you should turn your About Us page into a sales page. But you should include what sets your company apart from the competition, and how that can solve the reader’s problem.

3. It doesn’t have a strong headline

If the headline of your About Us page says “About Us,” we might want to change it. Your headline needs to hook the reader right off the bat, above the fold. That doesn’t mean it needs to be flashy or clever. In fact, clever copy can sometimes be confusing. Aim for clarity instead.

A good example is on the About Us page for Copyhackers. Their headline reads, “Helping Great Businesses Build Audiences.” It’s short and to the point, and tells you exactly what the company is all about.

4. It doesn’t include social proof

You can talk about yourself until you’re blue in the face, and it still won’t have the same impact as someone else’s words. One study showed that 88% of consumers trust user reviews as much as recommendations from friends and family.

Testimonials and reviews can be sprinkled throughout your website for a little dash of word-of-mouth. You can also include a list of other companies you’ve partnered with here as well.

Better yet, why not add in a patient video testimonial or two.

5. It doesn’t show your face

Small practices don’t have the marketing budgets and resources that the giant mega-corps have. But they do have the ability to forge genuine relationships with their customers.

It’s much easier to create a relationship when you put a face to the brand. Digital marketer Neil Patel knows this, and that’s why he puts his smiling face all over his website. Hire a photographer for a few hours and get some professional photos taken of yourself and your team.

6. It doesn’t tell the reader what to do next

With a higher traffic volume than most other pages on your website, the About Us page is a perfect opportunity to ask the reader to take action. You should add in a clear call to action and redirect them to your contact page as well.

You could also use this real estate to ask readers to sign up for your email list.

Make sure the Call to Action stands out. Instead of just adding a link, add a nice clickable button in a bright color. Studies show that buttons have a much higher click-through-rate than links.

Your turn…

Now it’s time for an audit. Is your About Us page making one (or more) of these six mistakes? If so, you’re actually in good company. Some major brands make these errors on their sites. But now that you know better, spend an hour or two brushing up your content.

Looking for a Physical Therapy Marketing Expert?

Need help with your physical therapy website? That’s our specialty. Give us a call or schedule an appointment to learn more about how we can help.

Some of the Physical Therapy Web Design Details Described in an Infographic

Nothing like an occasional visual graphic to help describe many of the things we consider when creating a physical therapy website design and what is included with physical therapy website development.

We like to describe what we do as a bicycle wheel.

E-rehab.com is a physical therapy website design and development company first and foremost. This is the hub of most online marketing strategies is the website. Practices should start with great website development first!

After you build the hub (i.e. a custom, responsive physical therapy website), practices can ad spokes – additional marketing strategies and tactics to reach their marketing goals…but the website is always first.

If you have more questions about how we can help, please contact us or request an appointment on our calendar.

A Guide to Writing Your Physical Therapy Website Home Page

Learn to create an appealing physical therapy website that will turn to visitors into patients by building a story

Just having a website is one thing. It’s extremely easy to create a website these days (that’s not much more than a basic online brochure), and most physical therapy practices have at least taken this initial step; but, creating a website that:

Communicates a promise,
Conveys a “picture” of how the clinicians can help,
Provides proof, and
Ultimately results in visitors becoming patients?

This is something else altogether, and a marketing strategy that many private practices really fall short of achieving.

It’s Not About You…A Physical Therapy Website Home Page is About the Patient

The primary issue most private physical therapy practices face when creating website content is simple: they spend too much time explaining who they are and what they offer, and not enough describing how it will actually help those reading it. As a result, a prospective patient may not become engaged, may not find what they’re looking for, and is likely to leave your website before they even understand what you can do for them.

Start with a Brandscript

There are many ways to address this common failing of websites, but one avenue way to think about how to communicate your brand message is to first create a BrandScript, which is a concept created by Donald Miller in his book Building a StoryBrand™ *.

We recommend reading this insightful book to anyone looking to build a new website or redesign a current one, but if you don’t have the time to do so, we’d like to offer a breakdown of its core principles and explain how you can utilize them for your practice.

The StoryBrand™ Framework: You’re the Guide, the Patient is the Hero

In order to understand how to create a BrandScript and develop a StoryBrand™, we’ll first need to walk you through some of the key elements of the book. As we mentioned, one of the biggest mistakes that private practices make when building a website or creating any other content is making the focus about you instead of about them. This could be the case if a website is loaded with pages like “About Us,” “Mission Statement,” and “Values,” but doesn’t tell a prospective patient front and center how you will make their lives better.

While many physical therapists may consider themselves heroes (and in a way they are, after all, they provide great care, relieve pain, and restore function), Miller would describe the patient as the hero instead of the physical therapist. The guide (the PT) is meant to elevate the hero (the patient) and help them succeed in any good story.

In essence, to truly appeal to website visitors (potential new patients) and make them care about what you have to say, all of your marketing content should follow the same formula as a captivating story.

The Players and Elements of a Good Story

Miller breaks down the key ingredients of every good story as follows:

A character
Has a problem
And meets a guide
Who gives them a plan
And calls them to action
That ends in a success
That helps them avoid failure

If you think about the majority of your favorite novels, films, TV shows, and any other stories you’ve come across, chances are that they generally follow this formula. It’s also likely that the reason these stories are intriguing is because of the above ingredients, since it’s a winning outline that usually keeps audiences interested when executed properly.

Building a StoryBrand™ advises that all practice owners like yourself also need to craft an engaging story about their business that clearly shows why the patient is the hero and why you, the physical therapist, is the guide that helps them reach their goals.

The StoryBrand™ (SB7) Framework

Each of these components is part of the StoryBrand™ 7 (or SB7) Framework and is described in more detail in the sections below.

A character: the patient is the hero, not you or your practice

Before moving forward, the first set of questions you need to ask yourself when going through the process of creating your story are these:

What do you offer?
How will it make people’s lives better?
What does someone need to do next to use your services?

For your practice, the answers may seem obvious at first, but spend some time thinking these questions through before providing answers, because how you respond will play a major role in each of the other steps of this framework.

The first part of the SB7 Framework is identifying the character in the story and positioning them as the hero. As we mentioned above, the character (i.e. the patient) is clearly someone who’s being held back in their life by an injury or painful condition. And what does each of these individuals want? This of course varies from person to person, but in most cases it’s likely along the lines of:

Getting rid of the pain,
Living a life with less pain,
Improving mobility, and
Recovering strength.

We encourage you to take plenty of time when trying to figure out what your character wants, because it should be at the heart of what you do as a private physical therapy practice.

Once you have identified the character in your story and landed on a clear understanding of exactly what that character wants, you can visit mystorybrand.com to start working on your StoryBrand™ BrandScript and continue to fill it out as you refine your story.

Has a problem: show that you solve internal instead of external problems

This step delves a bit deeper into what problem the character (your average patient) has and how that will guide your message. To more closely hone in on your patients’ problem, it’s also important to identify a “villain” in the story. The villain in the your patients’ stories, in most cases, isn’t a person.

Villains should be relatable, singular, and real, and should be the reason people will seek out your services in the first place. For a typical patient in need of physical therapy, the villain might be:

A torn rotator cuff
Sciatica
Ankle Sprain
Vertigo
Balance problems
Post-surgical deconditioning
Immobility,” or
Some combination of these elements.

It’s also important to know the difference between internal, external, and philosophical problems:

External problems: the obvious obstacle in the way of success (eg, back pain, knee pain, balance issues)
Internal problems: how does the external problem affect the character’s internal feelings and emotions? Using the above example, external problems:
- Back pain is preventing me lifting boxes,
- Knee pain is preventing me from running, and
- Balance problems prevent me from walking on uneven surfaces.

Philosophical problems: why it all matters. Each of the external and internal problems really add up to why it a medical problem really matters so much to the patient. Following through with the above examples (the bold text describes the philosophical problems):
- My back pain keeps me from lifting boxes which prevents me from working and providing for my family.
- My knee pain prevents me from running which keeps me from running the marathon I’ve been training for over the past 3 months.
- My balance problems keep me from walking on uneven surfaces which means I can’t go to Disneyland with my grandkids.

By considering your patients’ perspective and identifying the “villain” in each of their stories, we can better understand their external, internal, and philosophical problems.

Then you’ll be able to more clearly see why it’s so crucial to show that they can overcome these obstacles, and that you are the guide that will help them do it.

And meets a guide: to be clear, you are the hero’s guide

The next step of the framework is all about positioning you and your practice as the guide responsible for leading each patient towards success and positive outcomes. The two things you need to communicate to make it apparent that you are this guide are empathy and authority.

Empathy is showing your patients that you understand where they’re coming from, and that you truly care about improving their health and wellbeing. It means expressing common frustrations that they are likely dealing with and telling them that they are not the only ones experiencing these issues.

Demonstrating authority means presenting your clinic as a place that they can trust to provide the best possible treatments to help them improve. This is where you have the opportunity to promote all of your accolades and the nice things others have to say about you, but in a manner that’s humble and not pompous.

Some of the ways this can be accomplished are through:

Ratings and reviews,
Videos expressing positive outcomes,
Awards that your practice has won over the years, and/or
Statistics on how many patients continue to come back to you for therapy.

Balancing empathy and authority will help your patients feel confident in their decision to choose you to address their problem.

Who gives them a plan: to be a good guide, you need to have a good plan

If you want your patients to trust you as the guide that will help them succeed, you must show them that you also have a clear plan that will get them there. A good plan should walk visitors on your website through what you offer and how this process will work if they decide to come to you for treatment. When done effectively, it should also eliminate any fears or concerns that might be holding them back from initiating therapy.

According to Building a StoryBrand™, there are two plans you can use to effectively encourage visitors to choose you:

The process plan
- This type of plan is recommended and it describes the steps a prospective patient will take if they decide to visit you for treatment; for your practice, it might look something like this: 1) Schedule an appointment, 2) Prepare for your first visit, 3) Undergo a detailed evaluation, 4) Get started on your personalized treatment program
The agreement plan
- This type of plan is essentially a list of agreements you make with your patients to help them overcome fears of going through with treatment; these plans generally work in the background and are there to give you visitors a deeper understanding of your practice; to create an agreement plan, think about all potential fears an individual might have about physical therapy and then counter that list with agreements that will alleviate these fears

And calls them to action: make the next steps clear and easy

If you’ve effectively shown a visitor that they are the hero and you are the guide with a plan to solve their problems, it’s imperative that you make it obvious what they should do next. This is accomplished with a “call to action” that gets them to the next phase. There are generally two kinds of calls to action:

Direct: these include requests like “schedule an appointment” or “call our clinic today” that will directly lead the visitor to take the action needed to initiate their path of care
Transitional: this type of call to action involves less risk and usually offers something for free; they are there for website visitors that aren’t quite ready to set up an appointment, but are still interested in your practice and who are considering your services; a good transitional call to action should help position you as the most trusted physical therapy practice in your area, and some examples include:
- A video or PDF of testimonials from patients with similar problems as the viewer
- A downloadable list of reasons why a patient should choose you over competitors
- An infographic that lists all the benefits of physical therapy at your practice

By using calls to action, you will give your visitors what they need to move forward with you or enough information to transition them from uncertainty to certainty.

That helps them avoid failure: what do your visitors stand to lose without treatment?

This step of the framework builds off of #2 (identifying the problem) and is designed to remind your visitors what could happen if they do not choose to undergo physical therapy with you. The goal here should not be fear mongering, which can do more harm than good. Instead, find a way to effectively show your prospective patients what could potentially happen and what they stand to lose if they fail to have treatment for their condition with a subtle approach. Some examples might include the following:

Progressive functional loss
The need for opioid drugs, injections, or surgery
Increase financial costs for more expensive procedures

Once you have identified these, try to lightly sprinkle them into your story and message to make it clear why it’s a wise decision to move forward with therapy.

And ends in success: tell your audience how you will change their lives for the better

The final step is to create a vision for your prospective patients of what things will look like on the other side, after they have completed their treatment program with you. A good exercise to guide you through this final part is to make a grid of “before” and “after” completing treatment that looks like this:

	Before completing treatment	After completing treatment
What do they have?
What are they feeling?
What’s an average day like
What is their status?

It will also help to once again think about the structure of a good story and what the hero gets in the end. In most cases, a good story ends by allowing the hero to:

Win some sort of power or position
Be unified with somebody or something that makes them whole
Experience some kind of self-realization that also makes them whole

With this in mind, try to vividly describe to your audience how a successful course of treatment with you will enhance their lives and accomplish one or more of these goals. There are many possibilities here, but some ideas would be “getting your life back on track,” “moving better to feel better,” or “overcoming your pain to become whole again.” Making this clear to prospective patients will allow them to visualize the success that you can bring about and lead them to realize that your clinic is the best way to help them get there.

Bringing it all together: how to apply this framework to your physical therapy website development

Now that you have a general understanding of the StoryBrand™ BrandScript—and hopefully some ideas to get you started—the next step is to zero in your own practice’s story, and then put it into action. This applies to many aspects of your online presence and marketing plan, but most directly to your website.

As a quick reminder of what we learned above, we have the following StoryBrand™ elements:

A character (the patient)
Has a problem (pain, functional limitations, life limitations)
And meets a guide (the PT)
Who gives them a plan (follow these steps to come see me for treatment)
And calls them to action (contact me to set up and initial eval)
That helps them avoid failure (use of drugs, imaging, injections, surgery)
That ends in a success (patient goals achieved and discharge)

If you don’t have a website or you don’t feel your current website effectively tells a story in which your patients are the heroes and you are the guide that will help them achieve success, it’s probably time to make some changes.

For many prospective patients, your website is likely the first detailed impression they will have of your practice, which means it should be designed to convey that you can be trusted to deliver whatever they are seeking. These prospective patients should leave your website with all of their hopes confirmed and be convinced that you can offer the solution to their problem.

Building a StoryBrand™ lists five basic things that your website should include to help get you started thinking about what changes you need to make:

An offer above the fold

This is a short line or sentence combined with appropriate images that clearly explain what your practice does and how it will help your patients’ lives. In most cases it should include a tagline or headline that is aspirational and specific, and a sub-headline that goes into a bit more detail of exactly what you offer. Here we are offering ourselves as the guide, addressing what success looks like for the patient, and helping them avoid failure. In most cases, this is text that is over-the-top of the hero image discussed below.

Obvious call to action (in the upper right and overlaying the hero photo)

Calls to action are the fifth part of the SB7 Framework. Your number one call to action should be to have the viewer call your office. A secondary call to action is to have the viewer click on an Appointment Request button. You’ll need to make sure that both of these are easy to locate. The two main places direct calls to action should be placed are at the top right of the website—which should appear on every page of your site—and in the center of the screen. They should also be of a different color, font, or size than the rest of the copy on your website to increase their visibility and make them more distinct.

Outcomes Oriented Imagery (the Hero image)

Writing good copy is the first step to creating an appealing website, but this also needs to be accompanied by images that clearly illustrate your message. For a physical therapy website, the best approach is usually to display smiling images of happy people engaging in recreation, sports, and other physical activities. We call these types of images, “outcomes-oriented imagery.” Using these types of photos will essentially show your prospective patients what’s possible if they complete treatment with you. This addresses point number 6 in the SB7 Framework.

A list of services (your Value Stack)

This tip demonstrates authority and shows your website viewers that you can specifically solve their external, internal, and philosophical problems.

A clear outline of what they can expect and success stories/ratings & reviews

The simple steps the website viewer needs to take to start the recovery process as well as ratings and reviews demonstrating social proof of positive outcomes with patients.

A limited number of words

While it may be tempting to be as thorough as possible when communicating your message, you can lose readers’ interest if you’re overly verbose. Most people only scan websites, so focus on trimming the fat and condensing your key talking points down to the minimal amount needed to convey the core of your practice. This is easier said than done, but will go a long way when executed correctly.

Most decisions you make for your website should also be closely based on your StoryBrand™ BrandScript by reinforcing the key elements of the story you’ve crafted. Words, images, and ideas shared on your website should be informed by your script. This means that everything should show your patients that you are the guide they need to be the hero in their story and achieve a successful outcome that will improve their lives.

We can help you build your Physical Therapy Website Including Your StoryBrand™ BrandScript

If you’d like to redesign your website or overhaul your practice’s marketing plan, E-Rehab can help. Our team is well-versed in the fundamental concepts of Building a StoryBrand™, and we can guide you through the process of creating a BrandScript and executing it in your website content.

Need Some Help?

Contact me, David Straight, at 800-468-5161 or Click Here to schedule some time on my calendar. I look forward to learning more about you and sharing with you how we might be able to help.

*This website is NOT affiliated with, funded, or in any way associated with the StoryBrand™

Physical Therapy Website Accessibility – ADA Compliance in the Digital World

Physical therapists understand the importance of creating an accessible environment better than most professionals. Working with people who are injured or struggling with pain often involves meeting them on their level, and the same is true for creating a space that’s welcoming for people with physical disabilities.

When it comes to creating accessible spaces, we usually think first about entryways, bathrooms, and other concrete obstacles that may present challenges for those with limited function or mobility. Tackling these areas is essential, but it’s also important to ask yourself whether or not your website is as welcoming as it could be.

Does the Americans with Disabilities Act Apply to PT Website Design & Development?

When the Americans with Disabilities Act (ADA) was passed in 1990, the idea that being able to use a business’s website would be essential to engaging with their business didn’t exist. As such, the bill has few guidelines for accessible website design. In the 30 years since, though, online commerce and interaction has become a much more integral part of our lives.

This year, the idea that a website is an essential part of a business was debated on the floor of the Supreme Court. Early in October, 2019, the Supreme Court upheld the right of blind people to sue Domino’s for failing to make their website and app accessible.

According to the LA Times, the court’s decision was based on the idea that the ADA “protects access not just to restaurants and stores but also to the websites and apps of those businesses.” The ruling doesn’t mean the plaintiffs will win their suit; it simply means they have a right to bring it. Legal precedence on the matter is still far from established, but that won’t stop lawyers from finding as many businesses as possible to bring suits against.

E-rehab has accessibility tools for your website that might help you to avoid the hassle of a lawsuit.

Contact Us today at (760) 585-9097 or request a free consultation by clicking here.

To learn more about accessible digital design, visit W3.org/standards/webdesign/accessibility.

Physical Therapy Online Marketing – Focus on the Fundamentals

Most practices owners would agree, that in today’s competitive PT market, you need a great physical therapy online marketing to win. With the myriad of online marketing options, get-rich-quick, “be a 7-figure practice” schemes, misinformation, and time constraints, practice owners are often left very confused.

While every practice has different needs, we’ve found that there are seven fundamental strategies that practices should invest in to win online today. Focus on these, and you can beat the POPTS, HOPTS, and corporations…and in most cases generate some significant new business.

1. A Physical Therapy Responsive Website

Your website is hub of your of your physical therapy online marketing strategy, but if it’s not mobile-optimized, you’re simply missing out on patients that would like to easily connect with you on their smartphones.

According to our research mobile visitors account for over 40% of visitors to physical therapy websites. This is slightly less than the research site Statista, which indicates that mobile website visitors account for approximately half of the web traffic worldwide. In the first quarter of 2019, mobile devices (excluding tablets) generated 48.71 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017.

In addition, Google has made it clear that it evaluates your website for a mobile optimized version, and if the site isn’t optimized for the mobile user, it’s likely to impact your search rankings. Google states:

“Mobile-first indexing means Google predominantly uses the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. Since the majority of users now access Google Search with a mobile device, Googlebot primarily crawls and indexes pages with the smartphone agent going forward.”

If your site isn’t optimized for smartphone users, your search rankings are very likely to suffer.

NOTE: one tool that can be extremely useful on physical therapy websites, is chat. 79% of customers prefer live chat over email or social media for customer support due to its immediacy.

The problem with live on small PT practice websites is staffing the live chat. If you do have a request from a website viewer to chat and no one in your office is available or knows how to use a chat service, it can negatively impact your reputation.

A good solution is a chatbot. Physical therapy chatbots can proactively answer common questions and provide immediate answers to common questions and can help nurture users to the end goal of requesting an appointment. Interestingly, E-rehab.com chatbot data suggests that 1 in 10 chatbot users actually request an appointment. A chatbot should be included in your website and is an affordable way to convert more website viewers to new patients.

2. A Fast & Secure Website for Physical Therapy SEO

Search engine optimization (SEO) is the marketing practice of engineering your online brand and website content to increase your website’s chances of appearing at or near the top of search results.

According to a recent study, the number one search ranking position earns around twice as many clicks as the number two. Once you reach position six, you start receiving clicks from less than 3% of the people who see your search result listing.

More specifically, “People will have a really hard time finding your practice if you aren’t ranked near the top of search results, and you’ll miss out on the lifeblood of your practice – new patients!”

It’s been reported by many SEO authority websites that Google’s algorithm contains over 200 factors that impact a practice’s physical therapy search rankings. Some of them are out of your control and others can be addressed to improve your search rankings. Two such factors are a. having a secure website and b. the speed at which your website loads.

Here’s what Moz.com has to say on the topic:

“Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. And research has shown that Google might be specifically measuring time to first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.”

“Page speed is also important to patients that are visiting your website on their smartphones. If your web pages take a long time to load some of your website visitors will leave and search for your competition. Longer load times have also been shown to negatively affect conversions.”

Simply put, a faster-loading site will rank higher and when people click on your Google listing, they will have a better experience and are more likely to become a patient.

If page speed isn’t something you’ve considered in the past, we do recommend you consider it now.

3. Physical Therapy Reputation Management

Physical therapy reputation management has a negative connotation. Many think of reputation management as the process of limiting negative reviews, responding to negative reviews, and getting them removed from your online directory profiles (Google, Yelp, Facebook, Healthgrades, etc.).

Here at E-rehab.com, we use the term Reputation Marketing for physical therapy private practices. It’s the process of not only making sure you deal with negative reviews but also the systematic approach of capturing ratings and reviews and marketing those reviews to generate more new patients.

First, a quick reminder about why you should be building your online reputation.

People will drive past your competition if you use this form of marketing
It’s the second most trusted form of advertising
86% of consumers read this type of marketing
50% of consumers visit a local business after reading this type of marketing
79% trust this form of marketing as much as a personal referral
65% of patients say this marketing is moderately or very important
48% are willing to go out-of-network if you use this strategy
72% of consumers use this as the first step to choosing a doctor

Implementing a process this like this can have a profound impact on your bottom line. Making the active choice to be number one in your market, as evidenced by a large number of ratings and reviews, can generate 5, 10, even 20 or more new patients per month.

Unfortunately, many practice owners don’t understand or are unwilling to do the work to capture ratings and reviews. The good news is we’ve made the process very simple. Some of our clients are generating over 50 new patients per quarter. It’s one of the most affordable marketing opportunities for small practices and one of the only ways to compete with the large corporations and hospitals ( that will always have a bigger marketing budget than almost all small practices ).

Reputation marketing is also a marketing multiplier.

Not only does having a large quantity of ratings and reviews increase the likelihood that someone will choose your practice, they can also impact or enhance other areas of your marketing efforts. For example, if you are looking to hire a PT. We’ve heard a number of anecdotal stories from practice owners stating that they had PT employment applicants mention the practices “large number of reviews” as a factor as to why they considered applying for a job at the given practice.

Another example is the importance of Google ratings and reviews and your search rankings. As noted here in this 2018 Local Search Ranking Factors article, SEO experts agree that ratings and reviews account or approximately 15.44% of the “influence” on search rankings.

While some say it is “the way” to rank number one, this is simply not the case. Take a look at this search for “physical therapy costa mesa”.

As you can see here, the company with the most Google ratings and reviews (i.e. Ann Steinfeld Physical Therapy) does not rank number 1. Nevertheless, accumulating ratings and reviews is a positive factor that can help with your Google Maps/Three Pack ranking. It’s just not the only factor.

Nevertheless, Google ratings and reviews are indeed a marketing multiplier and physical therapy reputation marketing should be one of the top fundamentals you implement in your marketing mix.

4. Physical Therapy Content Marketing

As the saying goes, “content is king”. This means that good physical therapy content will have a positive influence on new business generation. Good physical therapy content can:

Help capture the attention of potential new patients,
Help define you as an authority,
Help you rank in the search engines for various keywords, and
Your physical therapy content can be used across a variety of online marketing channels.

Whether it’s a blog, videos, podcasts, or all of the above, your physical therapy content should be a great resource about the conditions you treat, the services you offer, and above all, make it clear that for most diagnoses, physical therapist directed care is a great first choice.

But content is also the way prospects find and evaluate your clinical expertise. Content that educates, answers questions, puts a patient/reader’s mind at ease and is generally helpful can then be followed by a call to action that can generate more initial evaluations.

Content is an important part of your search engine optimization efforts. Google loves to index new content, meaning that more frequent quality content is produced, the more likely your content is to rank for a given keyword search.

As marketing guru Gary Vaynerchuck famously said, “ We are all media companies now.”

Commit to producing high quality content on a regular basis. It’s a fundamental marketing strategy.

5. Physical Therapy Email Marketing – A System for Keeping in Touch

Once you’ve done all of the hard work of generating new patients, you also need a system to educate patients about the additional services you offer. Retention marketing or patient reactivation are the terms commonly used to market to past patients and get them back in your clinic.

Email marketing has long been a reliable channel to stay in touch with your past patients. Offering “good will” by providing quality educational information is an easy way to stay top-of-mind with your past patients.

It’s also a good idea to use other options like SMS if you have special offers like a free screening offer for past patients. Younger generations are rarely in their email inbox, preferring the speed of text messages and the social connection of messaging apps instead.

Regardless of the choice of technology, build your list and keep in touch to maximize the value of your marketing activities and the relationships you develop.

6. Really Want to Stand Out? Use Physical Therapy Videos

Video has officially taken over the Internet! According to Cisco’s Visual Networking Index, online video will account for 80 percent of all web traffic by 2019, up from 67 percent in 2014.

Ninety-five percent of people say they have watched an explainer video to learn more about a business, product, or service.

Why is video specifically a great choice for physical therapy practice owners:

It helps build trust. People like to see the providers that will be treating them and the clinic where treatment is provided.
You can deliver your specific message. Fact is that most scan web pages these days. With a good video, patients will watch the entire piece and will hear your entire message.
It’s a great educational tool. Using video to in the following ways can be extremely beneficial:
1. Help potential patients understand their condition,
2. Share the services you offer,
3. Share success stories and the experiences of other patients,
4. Help patients understand what will happen during their first visit,
5. Help patients understand why physical therapy should be their 1st choice

You don’t need a degree in film to produce great videos. Creating quality video is very simple with a newer smartphone and any number of apps to assist you.

If you really want to set yourself apart, physical therapy video marketing is a great opportunity. Most do nothing more than share exercises. There aren’t many (or enough) videos to describe why patients should be choosing physical therapy in the first place.

7. A Physical Therapy Social Media Presence

According to Verto Analytics, as of July 2017, we spent more than 41% of our online time on social media apps, which equates to an average of more than 25 hours per month per user. This number has stayed pretty consistent so far through 2019 as well.

Social media has its place in physical therapy marketing. The problem is that most potential new patients DO NOT look for a physical therapist on social networks. Let me illustrate this with a simple question. “If you are in need of a locksmith, an emergency dentist, a plumber, an orthopedic surgeon, or a physical therapist, would you search for someone on Facebook, Twitter, or Instagram?” Most answer this question with a resounding “NO”! First this reason, social media marketing shouldn’t be your top priority. I’m not saying that you shouldn’t do it or it isn’t important. When practice owners think of marketing, they think about generating new patients. Your social media presence might help with the retention of past patients when they follow you on Facebook, but if you want to generate new patients, posting content on Facebook, Twitter, Instagram, and/or YouTube isn’t going to generate many calls or appointment requests.

That said, advertising, or paying to get your social media posts/content in front of your local audience can be an effective way to generate more new business. This type of marketing is an advanced advertising strategy though, and requires considerable time, money, and ongoing effort. It’s not a fundamental marketing strategy for most new and small PT practice owners.

I absolutely believe that practices must have an active social media presence. However, measuring ROI can be a challenge.

Conclusion: Focus on Physical Therapy Marketing Fundamentals

There are a number of online and offline marketing options. It’s easy for practice owners to get confused, waste money on bright and shiny objects…marketing tactics that promise riches, and lose focus on the basics. Don’t make this mistake.

E-rehab.com has been helping private practice with their physical therapy online marketing and physical therapy offline marketing for over 15 years and chances are, we can help you too.

Click here to request an appointment with me or call (800) 468-5161 to learn more about how we can help.

Thanks for reading!

David Straight

Are You Website Converting Visitors to Patients? 7 Thoughts on Physical Therapy Website Development

When a potential new patient visits your website (we’ll call them a visitor) there are seven questions you need to be answering for them. Good physical therapy website development should address all of these and your physical therapy web designer/developer should have experience in and the ability to help you answer all of these questions.

1. Can “You” Solve Their Problem?

Patients are looking for a clinician that can put an end to their pain and dysfunction. Does your website communicate clinical excellence to your visitors?

2. How will Physical Therapy Help Them Out?

Why should visitors use physical therapy versus a pill or an orthopedist? Do you let visitors know they will have better outcomes if they start PT sooner than later?

3. How will Patients Benefit from Going to “Your Practice”?

What makes your practice unique and different? What is your USP? Is it your location, specialties, certifications, education, insurance plans you accept? Can you get them in fast? Boutique/family oriented versus big-box corporate?

4. Do You Convey Social Proof?

Why should a website visitor expect to have a great experience and outcome with your practice? Do you have case studies? Do you have video of other patients with similar diagnoses as visitors that might be considering your services?

5. Are You Trustworthy?

Over 90 percent of consumers consider ratings and reviews when making buying decisions. Do you have a high aggregate rating? Do you have a high volume of reviews? What’s the overall sentiment of the reviews? Are your reviews recent? Do you offer quality, educational, and cutting-edge information to build trust?

6. Is Your Online 1st Impression Credible?

Visitors judge what they can’t see based on what they can see. Do you have a website that accurately reflects the quality of care you provide or is it simply a poorly designed online brochure without any interactivity? Does it load fast? Is it secure? Is it responsive for smartphones and tablets? Is it easy to navigate?

7. Do You Offer Clear Calls to Action?

Once a visitor decides to use your clinical services, what do they do next? Is your NAP (Name, Address, Phone Number) at the top of each page? Do you tell them how to contact you/a particular location? Is your location information clear? Do you have Click to Call, Click to Map, Click to Review Us options easily accessible? Can visitors request an appointment?

SUMMARY

A physical therapy private practice website serves many functions. Get it right and you can educate, build trust & credibility, and drive more business. Get it wrong and you are certainly losing business.

Need Help? Visit our contact us page and simply request a free, no-obligation consultation or contact us at (760) 585-9097.

Chances are we can help.

Design & Development of Your Physical Therapy Home Page

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.

Physical Therapy Website Design: Creating a Brand That Stands Apart from Competitors

Physical therapy website design is a great opportunity for a private practice to differentiate themselves from the competition. If you run a physical therapy clinic, you know who your competitors are, and you know what makes you different from them. So, how do you convey what makes you different from the rest when crafting a physical therapy website design?

Astute branding choices, plus specific attention to SEO, so you’re found easier online, is the right strategic formula. Additionally, you need a site that is patient friendly, loads fast, offers the right information to your viewers (i.e. services and specialties), and has clear calls to action throughout. Of course, you want your website to work well on not only desktop computers but tablets and smartphones too (this is called a responsive website and you can read more about what that means by clicking here).

Here at E-rehab.com, we’re an experienced team that gets your business there, step by step.

Branding in Your PT Practice Web Design

Your physical therapy practice needs to demonstrate how it stands apart from others. While it’s important to use quality images, graphics, and a consistent color palette to make a statement, branding should also be about the information you share with your prospective patients. Here are some ways you can differentiate your practice:

Share innovative physical therapy techniques others don’t offer?
List special credentials and the benefits of seeing a PT that has them (perhaps you have and OCS and/or doctoral degree)
Do your outcomes set you apart? If so, list them. FOTO has a widget for that. Ask for the code and we can include it.
Do you have a unique physical location?
Do you treat/touch every patient every visit? While it’s getting harder to do so with declining payment, this is a good differentiator and something the big box clinics don’t do much of anymore.

Include Your Own Physical Therapy Images & Video – Images and Video are Everywhere and You Should Leverage This Too

In the age of visuals, providing videos on your website that showcase what you offer, is a great method of branding. Don’t just do a video about a treatment technique, create a series of videos on the conditions you treat, why physical therapy is a great choice, and then why someone should choose you.

Patient Video Testimonials and Social Proof

Also, patient testimonials are one of the best methods of branding for websites. Real results are everything when it comes to patients choosing physical therapy, and they’ll hear it directly from your best cases. This is called social proof. Here’s what social proof means:

…often in situations where we are uncertain about what to do (i.e. I don’t know which physical therapist I should choose), we would assume that the people around us (experts, celebrities, friends, patients.) have more knowledge about what’s going on and what should be done. Reference: https://blog.bufferapp.com/social-proof

Effective SEO

Your website should be optimized not only for your brand name but also for the keywords “physical therapy + city your business is in”, so those in your local area find you easier on search engines.

It’s also important to include appropriate titles, include keywords, and alt tags for your images and videos, so the search engines have a better idea of who you are and where your business is located.

While keywords in text are still important, be careful in being too general. Developing unique long-tail keywords pertaining to specialized physical therapy procedures you provide, will help you get found easier too.

Easy Integration with Social Media

Integrating a website with social media is essential in order to provide content about the physical therapy services you offer. You can do this by creating social media buttons that link to your social properties as well as easy shares on your web pages, blog, and videos.

Creating educational information on your site for social media sharing is important to alert your followers about services and specials you offer. The more detail you include in your content, the more apt it is that visitors will share. Just be sure the content you create for social media is information not found anywhere else. You want to get all the “juice” you can which will help with your search engine rankings.

Customizing Your Site for Mobile

Responsive design for mobile devices is more essential than ever for your physical therapy site. As more and more people use mobile devices to look up information (statistics indicate that approximately 35% of PT website viewers are using mobile devices now), your site needs to be optimized for mobile platforms as well. If you aren’t sure if your current website is mobile optimized, we recommend you check it out here: https://search.google.com/test/mobile-friendly

15+ Years of Experience – We’ve Got You Covered

We’ll help make your site easy to use so those searching for you will find exactly what they need and fast. This means possibly restructuring the desktop version of your site, so the most essential information gets seen first.

Stand out and show prospective patients that you’re there to help. Contact us here at E-rehab.com, so we can create a unique website for your physical therapy practice.

Responsive Physical Therapy Websites – E-rehab’s New G5 Platform

We are pleased to offer physical therapy responsive websites. Websites developed by E-rehab.com are even better with our advanced G5 development platform. Built on top of the WordPress infrastructure, they are screaming fast, extensible, and highly customizable. Today, I want to share with you one of the very important features of our new G5 platform…our responsive, mobile optimized websites. Why does this matter? Take a look at your website analytics. You’ll notice 25-40%+ of your website traffic is coming from mobile devices. It’s critical that all PT private practices have responsive mobile website… one that is not only optimized for smartphone screens but is also optimized for physical therapy patients. You see when a patient looks you up on their smartphone, chances are, they want to contact you right now. You want to make sure that your website has the right technology. You need what we call quick access buttons. Here’s an example. Notice quick access buttons right on the home screen of the mobile optimized website. They are highly visible, designed for the specific actions that physical therapy patients commonly take, and make it faster and easier for patients to:

Tap once to call you,
Find you on Google or Apple Maps,
Request an appointment,
Follow you on Facebook, and
Even review your practice online.

Does this really matter. The answer is yes. We’ve tracked over 250,000 calls, calls appointment requests, Facebook actions, and Maps request from our physical therapy mobile optimized websites. The calls are often from patients that are ready to come in for treatment. Don’t miss out on new patients that are trying to contact you. Let us help. You can see several examples of our responsive designs by clicking here. Call E-rehab.com today for a free consultation. You can reach us at (760) 585-9097. We hope to hear from you soon.

Increase Visibility and Perform Market Research via Physical Therapy Social Media Marketing

It appears to be more useful on a personal level but physical therapy social media marketing can help greatly in increasing the visibility of your business. By promoting interaction with your patients, it can also help you to perform market research.

The Aura of Authenticity About Facebook “Likes”

Since Facebook is largely an informal space, people feel free to comment on it, either positively or negatively. And a positive Facebook comment counts for a lot more than an advertisement, because those who read it know that there was no coercion involved. If someone “likes” a post, it’s generally because they genuinely like it, and not because they were paid to say so. So there’s an aura of genuineness and authenticity about physical therapy references you might get via Facebook or Twitter.

Celebrity Endorsements vs. Reviews from Friends

The skeptics among us might point out that celebrities are often paid to endorse products or services online. This is true but most of us are more likely to be swayed by what our Facebook friends tell us rather than what a celebrity might say. This is because there are many similarities between us and our friends. We perceive them as being at the same or only a slightly different level of attractiveness, economic class and intellectual understanding. We pay more attention to their “likes” because they’re like us!

Coming up with a Social Media Marketing Plan

If you’re unconvinced about the role of social media marketing companies, keep in mind that you can come up with a social media marketing plan, as suggested by this Hootsuite article. Depending on your business objectives, your social media marketing plan may include an evaluation of what your current social media accounts are doing for you, the creation of new accounts, the development of accounts you already have and the addition of new, relevant content. Checking out what your competitors are up to can also help you to figure out where your business is going and how social media can help you to get there.

Interacting with Prospects via Social Media

Social media helps you to stay in touch with your audience. It’s an interactive space from which you can learn what your patient prospects are looking for. For example, if you put up an update regarding a new type of physical therapy you’re offering, it’s possible that you’ll get a number of positive or negative comments with regard to it. Depending on what your patients are saying, you can decide whether you want to make any changes to your service.

Staying Alert to Figure Out The Tipping Point

If you stay alert on social media, you can also figure out which way the wind is blowing, before it actually gets there. In his book, The Tipping Point, Malcolm Gladwell talks about Hush Puppies, a type of shoe that had slowly been declining in popularity. The makers of Hush Puppies had almost decided to stop producing them when there was a sudden upswing in their sales. Although the middle-aged, conservative demographic had stopped wearing them, they had suddenly become popular with hipsters.

Using Social Media for Market Research of “Niche” Services

What happened with Hush Puppies came as a surprise to many people. But this is the kind of change that soon becomes noticeable via comments or likes on social media. Although a number of people might feel the same way about a certain product or service, there might be undiscovered market segments/audiences that feel differently. If it’s possible for your niche service to start appealing to a new demographic, social media is a great way to find this out first. In this sense, social media is not just a marketing platform to increase sales; it’s also a great place to perform a bit of market research and change direction if need be.

Experiment with the marketing of niche services – sports performance, vestibular rehab, women’s health, tmj treatment, and more. Run an ad, point the viewers to a page on your website about that niche service, give them something of value (this is called a lead magnet or a trust trigger product) in exchange for their name and email address, and see what happens.

Make Your Physical Therapy Website Local SEO Friendly

The phrase “location, location, location” doesn’t only apply to real estate. When you design your physical therapy website, focusing on your location with search engine optimization (SEO) in mind is an absolute must, whether you have one location or multiple offices spread across the state.

The thing is, you can’t just have your physical address posted on your website and call it a day. There are multiple strategies that you should use to help you promote and improve your local SEO. By utilizing all of these practices, you’ll improve your reach across the Internet and among local searchers that are in need of your physical therapy services. Read on to find out how to make your physical therapy website more “SEO-friendly.”

Make Your Location a Prominent SEO Keyword

Your address or location should not be listed only in the header or footer of your website. Instead, you should focus on integrating it into your SEO strategy by putting it in key elements of your website. For instance, title headings for your webpages can be SEO-optimized instead of just giving them generic titles. Here’s an example: instead of using “Our Office” for your location page, optimize it with your location to “Our Brooklyn Office.” Other elements you can optimize include headings, titles, tags, image tags and other HTML and metadata descriptions. The more you use the name of your location throughout your website, the more optimized it will become.

Make Separate Local Pages for Each Location

If you have multiple offices, it’s important to provide separate pages that are dedicated specifically to these locations instead of just publishing content for multiple locations on the same page.[pullquote4 bgColor=”#ea8400″ textColor=”#000000″]Having multiple local pages not only helps people find the right location for their needs, but also improves your searchability across different places.[/pullquote4] Having multiple local pages not only helps people find the right location for their needs, but also improves your searchability across different places.

On each separate page, also be sure to include location-specific descriptions and content, instead of copying and pasting the same generic description or your mission statement. A good practice is to include local events you’ve sponsored in that area or describe the location in relation to special features or physical landmarks to make the description rich with local SEO.

The same should be done with other location listings: have separate pages on Google+, Yelp, Yellow Pages and other sites for each of your locations, too.

Attempt Address Accuracy Across All Map Listings

Search engines prefer consistency, especially when it comes to contact information like telephone numbers and addresses. To reach the most people, make sure that your practice is listed with the same contact information in every listing. For example, if your physical therapy office is located on “43 Main Street,” decide whether or not you will spell out “Street” or abbreviate it to “St.,” and stick to this designation throughout all uses of your address. The same goes for your practice name. The more consistent your name, number and address are, the more likely your website will be cited correctly and found.

Collect Reviews

Reviews are also an important part of building your practice’s local reputation. Besides adding testimonials to your website, you should also try to gather reviews for your local listings, such as your Google+ local page.

One of the best ways to get a Google+ review from your patients is to kindly request that they add a review before leaving your office. Set up a laptop or tablet that they can log into, and give them a few guidelines to help them write a short review. Not only does this give you a better spotlight in Google rankings, but they can also be helpful for you and your office. A great tool to use is Whitespark’s Review Generator, which will print out instructions for computer or smartphone use based on your office’s information.

Improving Your Local SEO Can Better Establish Your Physical Therapy Website

[highlight1 bgColor=”#000000″ textColor=”#3391ff”]Overall, improving the local SEO of your physical therapy website can make a big difference in your online efforts and significantly draw in new visitors that may become patients. By establishing your local SEO presence, your potential patients will be able to find you and your current patients can lend their own experience and recommendations to your practice. To get more help with your physical therapy website, contact us at E-Rehab today, and we can show you how to elevate your SEO to the next level.[/highlight1]