physical therapy branding Archives

Transform Your Homepage into a Patient Magnet: Copywriting Essentials for Physical Therapy Website Home Pages

Complexity Results In Confusion, And Confusion Means You Get Nothing Done – Start With This For A Quick Win

Navigating the complex world of digital marketing can be confusing. For a practice owner, there are constant distractions, this company promising 30 new patients, that company promising double digit growth etc. For a small practice owner, the key is leveraging your money to buy the time of other niche experts. One example of this is physical therapy website design and development – one of the core services here at E-rehab.com .

Understanding your market’s fundamentals, like how they use the web to find you and become a new patient, and implementing the right strategies can significantly amplify your success and save precious time.

PT practices on average get about 150 visitors to their website every month. Converting more of those viewers to patients (i.e. conversion rate optimization), is an easy way to generate more new business without breaking the bank.

Focus On Your Home Page To Increase Conversions

In the past, I’ve talked about Donald Miller’s copywriting strategy that he discusses in Marketing Made Simple. In this post, I’m going to delve into a slightly different way for practice owners to think about how they can write good copy for their home page…the most commonly visited page on your website (and therefore, the most important).

The Important Sections Of The Physical Therapy Website Home Page From Top To Bottom

1. The Hero Section: Your Digital Handshake
Your website’s hero section is the virtual equivalent of a firm, warm handshake. It’s the initial interaction a potential patient has with your physical therapy website, and it sets the tone for their entire experience. Ensure this section succinctly communicates who you are, what unique benefits you offer, and how potential patients can engage with your services. A compelling headline about what you offer, a subheadline about the main benefits of your services, and a clear call-to-action (CTA) are not just elements; they are your first conversation with a potential patient.

2. The Problem Section: Addressing Pain Points
Understanding and articulating your clients’ challenges resonate more than listing services. Your website should empathize with the common issues your patients face, be it chronic back pain or post-surgical rehabilitation needs. This section is about connecting at an emotional level, showing that you not only understand their struggles but also have the expertise to alleviate them.

3. The Solution Section: Showcase Your Expertise
After highlighting the problems, it’s time to present your services as the antidote. Detail how your approach to physical therapy can transform your patients’ lives. Be specific about the benefits of choosing your practice. This could be your innovative treatment techniques, your personalized care plans, or your supportive, experienced staff.

4. The Journey: Guiding Through the Process
Like a treasure map, your website should guide potential patients through their care journey. Outline the steps from the initial evaluation to the completion of their treatment plan. This not only demystifies the process but also builds trust. Transparency in your service delivery process reassures potential patients that they are in capable hands.

5. Social Proof: The Power of Testimonials
Leverage the power of social proof. Share success stories, testimonials, and case studies. Let your satisfied patients speak for you. Seeing real-life examples of how your services have improved others’ lives can be a powerful motivator for potential patients to choose your practice over others.

6. The Call to Action: Nudging Towards the Next Step
Every section of your website should have a purpose, driving visitors towards a decision. A well-placed CTA can make the difference between a visitor and a patient. Whether it’s scheduling a consultation or simply making a phone call, make sure your CTAs are clear, compelling, and lead to a straightforward next step.

7. Let Them Know How They Can Pay For Your Services

Let’s face it, health care is expensive. Your website should communicate how patients are expected to pay for services. Do you take insurance? Are you in-network? Are you a cash-based practice? Let patients know how they will pay for your services and it will bring them one step closer to becoming a new patient. Note, make sure not to include too much information. You don’t want to dissuade a viewer from calling. Detailed money discussions are best done over the phone.

Reminder - You Provide Exceptional Value, But You Have To Sell It

There are literally hundreds of research papers that suggest that physical therapy is the best first choice for musculoskeletal disorders. If you haven’t read the information at valueofpt.com, it’s worth a read. It’s a great refresher of how we can save patients time, money, and help them get back to enjoying life again.

Crafting the copy for your physical therapy private practice website is more than just listing your services. It’s about creating a journey for your potential clients, one that acknowledges their pains, presents solutions, and guides them towards a healthier future.

By integrating this approach, you can create a website that not only stands out but also effectively converts visitors into patients Remember, in the digital world, your website is your storefront, your receptionist, and your best salesperson all rolled into one. Make every pixel count!

Want An Expert To Do All This Work For You?
That’s What We Do Here At E-rehab.com. Contact Us At (760) 585-9097 or Click Here To Request An Appointment

UGC – An Advanced Physical Therapy Marketing Tactic

One Tactic that You Should Include in Your Physical Therapy Marketing Mix – UGC

User-generated content (UGC) can be a powerful tool for building brand loyalty and increasing engagement, especially in a profession as impactful as physical therapy. Given that physical therapy is often the best first choice for addressing pain and musculoskeletal disorders, it’s crucial to communicate this message effectively to your target audience of seniors aged 55 and above. Here are eight UGC ideas tailored to your client’s needs:

1. “My Journey to Mobility” Video Testimonials

Encourage satisfied patients to share short video testimonials detailing their journey from pain to mobility through physical therapy. These real-life stories can resonate deeply with seniors who may be facing similar challenges.

2. Before-and-After Photos or Videos

Patients can submit before-and-after photos showcasing their progress, such as being able to walk without a cane or lifting an arm after shoulder surgery. These visual stories can be compelling proof of the efficacy of physical therapy.

3. Pain-Free Golden Years Social Media Challenge

Create a hashtag like #PainFreeGoldenYears and invite seniors to share their tips and experiences for maintaining a pain-free life through physical therapy. The best entries could win a free consultation or a set of resistance bands, for example.

4. “Ask a Therapist” Q&A Sessions

Hold monthly live Q&A sessions on social media platforms where seniors can ask questions about physical therapy, and have real therapists answer them. Encourage participants to share these sessions, thereby spreading valuable information.

5. Community Exercise Challenges

Initiate a monthly exercise challenge focused on a specific area like “knee strength” or “back flexibility.” Participants can share their progress and tips, creating a supportive online community.

6. “Therapy Thursdays” Blog Posts

Invite patients to write guest blog posts about their physical therapy experiences, what they learned, and how they improved. This not only provides valuable content but also makes the patients feel like valued members of the community.

7. Spotlight Local Heroes

Feature stories of local seniors who have significantly improved their quality of life through physical therapy. These can be shared as blog posts, social media updates, or even short documentaries.

8. Virtual Workshops/Webinars

Host virtual or in-person workshops on topics like “Managing Arthritis” or “Improving Posture in Your Golden Years.” Encourage attendees to share their key takeaways and how they plan to implement them in their lives.

Focus on Engaging Your Community to Build Your Practice’s Brand Name

Each of these ideas serves dual purposes: they provide valuable information to your target audience while also encouraging interaction and engagement. By implementing these UGC strategies, physical therapy practices not only boost their online presence but also establish themselves as a trusted resource for seniors seeking to improve their quality of life through physical therapy.

Physical Therapy Website Design 2023 – Stick with a Good Story

About physical therapy website design in 2023 – think about the primary function of your website…it’s to sell, so the words matter when creating a 2023 physical therapy website design.

In the digital age we live in now, every physical therapy business needs a well-designed website. But your website needs to do more than just show off your services and skills. It also needs to convince people to become patients. One of the best ways to do this is to tell a story that your audience will remember and that leads them to your call to action (CTA).

In this blog post, we’ll talk about why storytelling is such a powerful marketing tool and give you a step-by-step guide to writing a gripping story that will help you turn website visitors into loyal patients.

1. Why Storytelling is Important in Marketing for Physical Therapy Websites

Storytelling has always been an important way for people to talk to each other and bond. They make us feel something, help us relate to the knowledge, and help us remember it. This is why telling stories has become an essential part of marketing in recent years. Storytelling has been used by successful brands in many different industries to build strong emotional connections with their audiences, which leads to engagement, loyalty, and, in the end, sales.

2. Creating a story for your physical therapy website that people will remember

Finding your unique selling proposition (USP) is the first step to telling a story that works and sticks with people. What makes your physical therapy business stand out from the rest? It could be the way you treat patients that is on the cutting edge, the knowledge of your team, the unmatched customer service you provide, or the inspiring success stories of your patients. When you know what your USP is, you can start to build a story around it.

Using story aspects like characters, plot, conflict, and resolution is the key to making a story interesting. Regarding the text that’s on your home page of your physical therapy website, the characters are your patients, and the story is about how they get better. The problem is their illness or injury, and the answer is the better quality of life they get from using your services.

To make a story about the patient, you should focus on the problems you help them solve and the changes they go through with your guidance. This will not only build trust and give your story more credibility, but it will also make it easier for people to understand and remember.

3. Adding your story into the design of your website

The next step is to work your story into the design of your website, using layout and video to lead people through the story. Start by setting the scene on your home page with a catchy headline (your offer statement) and text that makes people want to read more (your benefit statement).

On the “About” page, you should talk about your team, corporate values, and practice philosophy and show potential patients how committed you are to thir success.

On your services page, you should list the solutions you offer and explain how they can help your patients solve their problems and reach their goals. Use the testimonials page to show that your services are of relatable by sharing the stories of real people who have used them.

Think about adding high-quality pictures and videos, infographics, and interactive features like a chatbot or virtual tours to your story to make it more interesting. These can help you give your viewers a more realistic and interactive experience.

4. Lead people to your call-to-action (CTA).

Once your story has gotten your audience’s attention, it’s time to send them to your CTA. This could mean setting up a consultation, requesting an appointment, or contacting you by phone. Make your CTA clear, straightforward, and convincing. Use language that makes people feel like they need to take action now and emphasizes the benefits of doing so.

Put your call to action (CTA) in strategic places on your website and at the end of blog posts or stories. Use analytics to track conversions to demonstrate that the investment in time and money for your website is worthwhile.

5. Selling Your Services from Your Website is Priority One – and a Good Story Can Help

There’s no denying the power of stories in marketing, and physical therapy offices can use this tactic to turn website visitors into patients. By finding your unique selling proposition (USP), writing a memorable story, and guiding readers to your call to action (on Desktop, Tablet, & Mobile Devices) you can increase the number of calls/sales…and it’s one of the most cost-effective marketing strategies you can implement!

And Here’s Our Call to Action – Need Help Capture More New Patients from Your Website?

Physical Therapy Website Design for 2022

Here are five features that your physical therapy website developer must include in 2022.

1. Define your offer above the fold.

This means that you should state clearly what you are going to provide a viewer of your website (i.e. prospective patients). What kind of offer to we recommend? It depends on the type of patients you serve. For the orthopedic practice, we suggest you include something about pain relief. 90%+ of the patients that come into your practice have pain, so you want to let them know you can relieve it.

2. Repeat Your Calls to Action.

Why is it that department stores have cash registers throughout their location? They want to make it fast and easy for your to check out. On your PT website you don’t know when someone has read enough to take the next step. Make sure you include your calls to action frequently as the reader progresses down your homepage.

3. Add an Outcomes-Oriented Image.

Patients are more likely to work with you if they can see themselves as a successful patient in your clinic. Include pictures of happy, smiling patients on your website so patients can see themselves in the story that you are telling.

4. Stack Your Value.

There are a number of factors that can persuade a patient to choose your practice. Make sure that you list your value propositions clearly on your website. Make them short and easy to read as well for mobile viewers.

5. Make Sure You Have a Click-to-Call Button

Take a look at your website analytics and in particular, the number of visitors to your website that are using smartphones. You’re likely to see that half of your traffic or more are seeing your website on their smartphones.

If that is the case, then you need to make it easy for them to call you right from your website. While most phone browsers will recognize your phone number and enable this. you can use the <tel> tag to make sure this is happening. Then make sure you test this.

Add in These Features to Better Convert Website Viewers to Patients

Too often PT practice owners are more concerned with how their website looks rather than how they communicating with potential patients. If you include the following features in your PT website design, you’ll increase your conversion rate without spending any additional money on marketing.

Need help with Your Physiotherapy Website Design in 2022?

If us a call at 800-460-5161 or you can click here to request an appointment.

Common Physical Therapy Branding Mistakes

If you are just starting your practice, here are some physical therapy branding mistakes that could torpedo your company’s image.

The value of a strong brand cannot be overstated when it comes to growing your business. We call adhesive bandages Band-Aids and cotton swabs Q-tips because those companies excel at creating memorable, trusted brands that consumers can rely on.

There’s no recipe for creating a brand so strong that the name of your practice becomes common vernacular, but developing a strong, consistent brand is within the reach of every clinic owner.

DO IT RIGHT – AVOID THESE MISTAKES

This is why it’s frustrating to see practices hurt their branding through easily avoidable mistakes. Practice owners often deprioritize branding in the early stages of their company, but that’s a dangerous mistake. If a potential patient interacts with your brand and it doesn’t resonate with them, it’s going to be hard to convert them into a patient or win them back as a repeat client.

By avoiding these common errors, you can create a brand that people will support and interact with.

AVOID BLAND PHYSICAL THERAPY PRACTICE BRANDING

Branding is deliberate differentiation…Debbie Millman

In other words, don’t create your brand by copying somebody else’s. The best brands stand out. Think about the iconic Nike swoosh, one of the greatest logos in business history. There was nothing like it at the time, and there’s little like it today.

A Quick Example

If you do a search for physical therapy logos, you’ll see so many of them have what we call a “stylized human” that is moving. We just signed a new client recently who rebranded his company by creating a new logo. His comment on logo design was, “The first thing we were NOT going to do is have a one of those moving people (i.e. a stylized human) in our logo.” Take-home message – search for the competition in your area. Look at their logos. How can you make yours different?

DON’T WRITE SLOPPY WEBSITE COPY

Branding is far more than just a cool logo and a flashy website. The words you use to convey your values — and the value you offer customers — are crucial. Bad grammar, weird word choice, and other linguistic faux pas can make you look silly. Make sure you have professional editors look over your copy to ensure it relays your intended message.

AVOID PLATFORM INCONSISTENCY

Have you ever logged onto a mobile version of a website and wondered if you were in the wrong place? When that happens, it’s because a company hasn’t made the effort to mirror their branding across all platforms. It’s one thing to have an irreverent online presence — look to MoonPie’s Twitter feed for an example — it’s another to have such disparate branding that you leave customers confused.

A great brand synergizes all aspects of their brand. Share your values, convey clear messages, and provide a professional image. Once you’ve done that, you’re on the road to building a brand that people want to support.

ONE LAST THOUGHT – TELL A GREAT STORY

Next month, I’ll review the power of telling a great story and give you a simple template that you can use to differentiate your physical therapy clinic from the droves of others in your community.