Engaging People On Your Website

Why do people go to your website? It's an easy answer, right? Somebody has a need for chiropractic services and they have done a Google search and your name pops up and they click your link.  But why do they stay?

Posted in Marketing on Sunday, December 25, 2016

That is the money question, but it shouldn’t be that difficult to answer.  Think about what keeps you engaged when you are online. It is likely it includes the following list.

• Appealing design.  These days, less is more in website design.  Not only do you have to have a clear message, but you need to make sure that it is simple, clean and current.  In other words, if you haven’t looked at updating your site in a couple of years, take a hard look at your site and compare it to other D.C.s and sites you like to visit.  Often, with a couple of simple changes, you’ll be fine.
• Easy navigation. Nothing is more frustrating than if you cannot find what you need quickly.  Don’t scatter the navigation across the home page. Navigation should be in a central location, and is still largely expected across the top of the website with drop down menus if necessary. You can easily create links in your copy to send patients to specific information.
• Readable, engaging copy.  Bad copy is outdated, poorly written or sometimes plain boring.  A commitment to updating copy frequently is important.  It doesn’t have to be daily, but consider a weekly or monthly schedule where you update content, add new information and simply make sure it is helpful to both current and potential patients.
• Clear, understandable message.  What do you want to say to your patients and can they determine that with a quick scan? Right behind a cluttered, outdated site, people searching for information are frustrated if they cannot tell if they are on the right page or not.  Within the introduction, as well as images you select, visitors to your site should be able to determine if they are in the right place – or not.
• Site is mobile-friendly. Many people use their smart phones or tablets to search for information.  If your site isn’t designed to be viewed on a screen smaller than a computer, it creates unnecessary difficulties for your visitors.

Remember, your website is often the first impression someone has of your office.  Potential patients who visit your site find an outdated, difficult to view site, they will likely choose another site and another D.C.  However, websites are easy to fix if you are willing to spend the time and resource to make sure your online presence best represents you and your practice.