Is a website essential to successfully market your chiropractic practice? The answer may surprise you.
A website is NOT essential to successfully market ANY business. As a matter of fact, if you have a horrible website or a website that can’t be found by the search engines, you may be better off saving your self the hosting fee and investing those marketing dollars elsewhere.
However, a chiropractic website that CAN be found by the search engines can make marketing your chiropractic practice a whole lot easier AND make your marketing messages more effective. Here’s why.
Chiropractic services are an example of a MAJOR SALE. Neil Rackham in his book, “Spin Selling” defines the major sale as one where the buyer’s financial and/or emotional investment is significant. As such, the purchase warrants significant time and research into alternatives. One of the reason patients need to research this decision is there is the potential for a long-term relationship between you and your patient. As a result, the consequences of making a purchasing mistake are high.
What does this have to do with a website? A lot it turns out. See, the best chiropractic websites are designed with the Major Sale in mind is a GREAT tool for converting visitors into patients. When you recognize that prospective patients need a LOT of information before making a decision – that’s when you realize how important your website is to marketing your chiropractic practice.
See, when you run a print ad in either the newspaper or a weekly flyer – patients can see your name, the address of your practice and possibly your face (if you include a photo) but not much else. However, if that newspaper ad gives your web address – then interested prospective patients can visit your website – created with building trust in mind – to learn more about you and what you do.
If your chiropractic website is NOT designed with the Major Sale in mind – well, then chances are that your chiropractic website is not doing much to build your chiropractic practice.
