You only have 7 seconds.
That's because our attention span on the internet is so poor (did you see the Times article that said our attention span is shorter than a goldfish!?) Animal comparisons aside, you only have a few brief seconds to capture a visitor's attention and KEEP them on your website. Use your seconds wisely. So how do you do that?
You need to put the important AND informative information "above the fold."
What is "the fold?"
The fold is whatever someone sees on their screen without scrolling. This can get tricky, because depending on what type of device, or the size of your computer screen, different people are going to see different amount of information "above the fold". So generally, we want your important and informative information near the TOP.
This idea is not new. Publishers of all kinds have been using this strategy for years. Think about newspapers, magazines, even handouts…if you don't have something to capture attention at the top, you're going to be thrown in the trash (or ,on the internet, you'll be the victim of the dreaded "back" button).
So how do you make sure you're doing all you can on your physical therapy clinic's website to make sure you capture a visitor's attention and keep them on your website?
Make sure you have these key elements "above the fold." But what exactly are those key elements?
#1: Contact Information Your Phone Number
This includes your phone number, and for PT businesses, the cities in which you operate. People expect to see these elements immediately. On my clinic's website, they're first thing at the top right-hand corner.
They also expect your phone number to be "click-to-call" if browsing on a phone. This means that if someone taps on your phone number, they will automatically dial you. Be sure your website builder has this capability, as Google is expecting this on all sites and will reward you (or ding you) for it.
#2 Thought-Out Headline
Your headline must immediately qualify (and disqualify!) people so that they know whether they're in the right place, or not. Your headline should call out to "your people" and let them know that you work with people "just like them" every single day.
You must call out your specific audience. If you're not disqualifying some people, then you're headline isn't good enough.
#3 Easy Navigation
Visitors to your website should be able to quickly glance and see what other pages are available on your website. You do NOT want a single drop down menu that hides all the other pages on your website. Instead, you want visitors to immediately be able to see what other pages they can explore. It piques their curiosity.
#4 Your Logo
While I'm not a huge proponent of spending a lot of money on image brand recognition, you do still want to have a logo and consistent theme throughout your business. This includes having an easily identifiable logo that you use everywhere to represent your company.
Think about it - visitors will first see it on your website, and then be looking for it when they come to your physical location. It's a visual that people expect and want to see.
#5 Call To Action
These days, the average website visitor isn't going to be ready to pick up the phone and give you a call when they first hear about your physical therapy services.
Heck - I don't even like to pick up the phone to order a pizza anymore. I just hop online or go on the app. That way I'm not shouting over the phone at the guy or gal trying to take my order amid the chaos of kitchen sounds.
People want other ways to find out more about you and inquire about your services. Having forms they can submit online gives them an option that may be more appealing than picking up the phone. You want to display at least one call to action "above the fold" so that people know it's available.
And the last thing, a welcome video, is optional but highly recommended. When people are choosing a service, they want to know who they're doing business with. Especially in healthcare, you have to establish trust and authority. One great way to do this is by a welcome video. This video starts to break down the barriers between you and potential patients. It's a great way to start to get people comfortable with you.
The video does NOT have to be professional done…in fact, people relate more to simple videos shot on your phone. You'll likely seem more "real" and "likable" In a video that you shoot with your own camera.
So there you have it. I've given you 5 things that NEED to be on your physical therapy business website…and one bonus idea :)
Free webinar this weekend only!
Learn more from The PT Website Wizard herself, Dr. Christine Walker! Register for her free webinar by clicking below! It's the last webinar she is running this year and if you want to turn your website into a Patient Generating Machine, you need to tune in! It's free and seats are limited!
Keeping it Eclectic...
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