Congratulations! You’ve done the hard work of getting discovered online: improving your SEO, making sure you’re on Google My Business and Google Maps, and maybe even running Google Ads.
But now that a patient is finally on your site, you only have a few seconds to prove that you are the best solution for their pain. What if you could attract more new patients by making these 4 simple changes?
Here are the 4 things patients will scan your website for in under ten seconds:
1. Empathy: Evidence that you understand and care about their pain.
Newsflash: Your patient doesn’t care when your clinic was founded. Frankly, she doesn’t care about you at all. She is looking for a solution to her pain. As soon as she lands on your site, she is scanning for signs that you understand and care about her injury.
To hook your website visitor, you need a website header that clearly states:
1) Your patient’s problem.
2) That you are a solution to that problem.
Here’s a great example from Hampstead PT. Before they updated their website, their header focused on themselves: “One GREAT Company.” But after they joined Practice Promotions, their header focused on the patient and their pain, through the words “One-on-One Treatment Just for You” and “Relieving Pain, Restoring Function.”
Because we worked with Hampstead PT, we know that their passion was always to help their patients. We just helped them express that empathy more clearly in their header.
2. Authority: Proof that you have helped people just like them.
Now that your patient knows that you understand and care about her pain, you need to prove that you have a solution to help her restore function.
One great way to do this is through testimonials that show how people got better at your clinic. These testimonials should be spread across your website, not just concentrated on one page.
3. A vision of success.
In just a few seconds, your website needs to show what your patient’s life could look like if she chooses you as the solution to her pain.
Pictures of patients playing sports, being active outdoors, and spending time with family help cast a vision of recovery for your patient!
Here’s a good example from Apex PT. While their passion for individualized care was always clear, their original website did not show how great life could be after finishing their plan of care.
After working with Practice Promotions, Apex PT’s new website header makes it clear: after you work with us, you will get back to moving like you should!
4: Their next step.
Now that you’ve already expressed empathy, authority, and cast a vision of recovery, all you have to do is show your patient how to take the next step and make an appointment.
Put “Request Appointment” buttons on the top right and center of your website header. These buttons should be in a bright, contrasting color so they stand out and catch your visitor’s eye!
Also include a web page dedicated to the types of insurance that you take, to eliminate your patient’s fears about cost!
The Bottom LIne
So, to recap…
In just a few seconds, your website has to express empathy, authority, a positive vision of the future, and then call your patient to action! If your website doesn’t include these 4 things, website visitors will not convert to patients.
Your Website Needs To:
- Express empathy for your patient’s pain
- Prove your authority through testimonials
- Present a vision of success
- Lead the patient to the next step
The good news is that none of these changes are hard to make. In fact, we created a 10 Minute Website Makeover Workshop that includes these tips and more! Take control of your website today. Register for our 10 Minute Website Makeover now!
When you make these 5 simple changes, your PT website will convert more visitors to patients.
