Your website is an incredible lead generation tool. Not only can you use your website to attract potential chiropractic patients to your practice, but you can also turn your website into an educational resource for that same target audience.
An effective chiropractic website won’t just act as a glorified Yellow Pages listing for your practice.
By the end of their visit on your website, your prospective patient should feel like they know a little bit about you and your team, and should be ready to book an appointment. After all, your prospective patient isn’t just there to find your location information (they’ll see that information on the Google search results page).
Instead, prospective patients visit your website for deeper reasons. They want to learn more about their physical issues. They also want to learn how you’ll remedy their issue. And last but not least, your prospective patients want to get a feel for who you are. What separates you from the chiropractor down the street? Can they trust you?
You can answer these questions and more through your optimized website.
We spend a lot of time obsessed with SEO (a.k.a. Search engine optimization), but if you focus on delivering a quality experience to your visitors, you will improve your SEO dramatically and without a lot of effort.
In this post, we discuss the most important pages that belong on your chiropractic website. We also share tips on how to optimize those pages so that they connect with your target audience and increase your number of online appointment bookings.
In no particular order, let’s get started with the most important pages on your website using our demo as an example.
Home Page
Your home page is often (but not always) the first page that prospective patients land on when visiting your website.
Your home page has a heavy burden. It must convey your value proposition, including who you are, who you serve, and why a prospective chiropractic patient should choose you. In addition to those responsibilities, your home page should also link out to the most important pages on your website.
Let’s dissect an effective home page for a chiropractic website.
Let’s talk about what you see “above the fold” (a.k.a. before you scroll down).
The first thing you may notice on this website is the eye-catching headline. “Get hassle-free chiropractic care in Miami today.”
There are a few takeaways from this headline.
- It’s actionable – The headline prompts the website visitor to take action. The words “get” and “today” are motivators that encourage immediate action.
- It reduces hesitation – Prospective patients may put off chiropractic care because they’re concerned that the process will be complicated. This headline addresses that concern and reassures them with the phrase “hassle-free.”
- It cues the location – Because you run a local practice, you should focus on optimizing your website for local searches within your city. This headline includes a city (Miami, in this case) that tells both search engines and site visitors where you serve.
The next thing you may notice is the image of a chiropractor and a patient. This image does several things:
- It breaks up the monotony of text
- It echoes the message that you’re on a chiropractic website
- It gives the prospective patient a glimpse of you at work
The final thing you may notice is the call to action that says “Book an Appointment.” This call out gives the visitor the next step to take now that they’ve arrived on your site.
However, a lot of visitors will continue to scroll down the rest of your home page to see what else you have to say.
If you continue to scroll our demo site, you’ll see that immediately under the fold, there are three options: Make an appointment, book a video visit, and ask a question. You don’t have to go with these options, but we’ve found that these calls to action perform well at moving a visitor further down the funnel.
Other elements to include on your home page:
Your mission – You’ll probably delve more into your mission on your About page. However, on your Home page, you can give a brief overview of your guiding mission.
The conditions you treat – Discuss the treatments that you provide. This way, your visitors will quickly discover if you can help them.
Patient reviews – While you should create a reviews page (more on that later), it’s also a smart idea to display a few reviews from actual patients on your home page. These reviews provide social proof and immediately build trust with your prospective patient.
How you help patients – Along with naming the conditions that you treat, consider educating your visitors on your home page. In our demo, we highlight the different phases of chiropractic care to help prospective patients decide which treatment plan is right for their needs.
About Page
Your About page helps visitors learn more about who you are and what you offer.
On our demo site, the About page has a similar setup to the Home page. First, you’ll see an image and a strong headline, which are designed to grab the visitor’s attention. Under the headline, there’s space for a blurb to introduce yourself to the visitor.
Other elements to include on your About page are:
Your story – Who are you? What is your story? How did your practice come to be? People love stories, so don’t just list facts, but tell a compelling story of how you built your practice and the challenges along the way.
Your mission – You may have briefly stated your mission on the Home page. On your About page, you can expand your mission state to help the prospective patient understand more about your purpose as a practice.
Your unique value proposition – What sets you apart from everyone else? Do you have a unique philosophy? Do you use innovative equipment?
Your social proof – Share testimonials, reviews, awards, press mentions, and so on. When you show that other people and organizations trust you, you’ll earn your prospective patient’s trust, too.
Your team – Introduce the people who work in your practice. Don’t just share the main faces, but include everyone with who your prospective patients may come into contact with. This allows you to “humanize” your practice and makes it easier for people to connect with you and decide to book an appointment. Remember to share photos of your team, too.
Don’t treat your About page as an afterthought. If someone navigates to your About page (and they definitely will), they’re interested in learning more about you and your practice. This page provides you with the perfect opportunity to build trust and connect with your patients on shared values.
Location Page
Your Location page (also known as your Contact page) is one of the most important pages on your chiropractic website. Why? A visit to this page signifies that your prospective patient is ready to take the next step and book an appointment.
This is why your Location page should be solely focused on the end goal: To get the prospective patient to book an appointment.
The key elements to include on your Location page are:
A map – Show where your office is located in your city. Embed a Google map on your website. By including a Google map on your website, the visitor can easily get exact directions to your practice.
Your address
Your phone number
Your email address
Your hours of operation
The option to book an appointment directly on the website
Service Pages
Your website can serve as an educational resource for prospective patients.
Take the time to build up a reference library where you discuss symptoms and the conditions that the symptoms point to. It may take a while to create content, but turning your chiropractic website into a resource for your prospective patients is a smart idea. Your extensive content will prove that you’re knowledgeable about the problem. This establishes you as an expert and instantly increases your trust factor.
On our demo site, we’ve created three educational pages: Symptoms, conditions, and treatments/ techniques. Your visitor may know their symptoms but not their condition. Or they may know their condition but not the right treatment to book. Your website can serve as a guide for your prospective patients, no matter where they are, in terms of awareness.
Your Service pages also provide interlinking opportunities. Interlinking (a.k.a. Linking to other pages on your website) reduces your website’s bounce rate and is important for SEO.
Testimonials Pages
Do you have testimonials, reviews, or other endorsements for your practice? Create a page dedicated to just your reviews. This is a simple, no-frills page containing only your very best reviews. It doesn’t need to be balanced with the occasional negative review. A Testimonials page is all praise all the time.
Testimonials should include the reviewer’s name and photo, if possible.
Blog
To blog or not to blog… Creating and maintaining a blog may sound like a lot of work, and it is. But your blog is important to your visitors and is essential from an SEO standpoint.
You may think that a blog is redundant if you already have Service pages on your website. However, your Service pages are static, meaning they won’t be updated or added regularly.
Here's why you need a blog on your chiropractic website: Share on XA blog is different. Instead of static, your blog is dynamic because you’ll add new content regularly. (Aim for at least once a month and be consistent with your posting schedule.)
Blogging increases your visibility on search engines, especially if you’ve done keyword research and understand what your prospective patients are searching for. And the more content you post, the more chances you’ll have to get found by your target audience. Just remember to focus on quality over quantity. Create valuable, high-quality content that your audience will actually want to read.
Final Thoughts
Your chiropractic website has the power to grow your business. After attracting visitors, your website should also be able to convert them into new appointments. If your website isn’t operating at peak efficiency, we’d like to help.
Click here to schedule your FREE one-on-one Lead Flow strategy session.
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