Copyright Business Coaching for Osteopaths

BUSINESS COACHING FOR

OSTEOPATHSOsteobiz Shoestring

Marketing Website Checklist

Gilly Woodhouse

GET CONTROL OF YOUR WEBSITE! Why? Update promptly Make changes Implement new ideas instantly Add/remove seasonal info Change prices instantly Change opening times Add blog content Add/remove staff

YOUR WEBSITE IS YOUR SHOP WINDOW

It needs to show what you offer

It needs to look its best

It needs to be easily navigable

It needs to have simple and concise

information

ABOVE ‘THE FOLD’ SHOULD BE:

Branded colours

Striking logo

Prominent phone number

Meaningful header

Clean and sharp images denoting health

IT MUST ALSO HAVE:

Close up smiling images of all therapists

Address and Google map

Price list

Powerful headline

Social media links

A strong call to action

IDEALLY ADD:

Concise biographies

Brief descriptions of all services offered

Testimonials on every page if possible

Specific pages for each service offered

AVOID:

Long sentences and long, chunky

paragraphs

Welcome!

Jargon

Complex medical terminology

Skeletons! (Stan being an exception!)

THINK MARKETING!

Your shop window MUST be marketing to

your Perfect Patient

It MUST be about your patients and their

needs not about you per se!

Make it clear how you help them

Show them what you solve for them

Explain the benefits of what you bring

PRESS SOME PAIN POINTS! Help them to identify themselves: Are you fed up of putting up with stiff

and aching joints? Is back pain stopping you from enjoying

your favourite sport? Do you wish you could wipe away the

aches and niggles associated with pregnancy or when lifting and carrying toddlers?

OFFER SOLUTIONS: Here at ABC Osteos, we love a painful problem!

We’re highly trained pain detectives and we enjoy nothing better than to seek out the root cause of your pain and gently sort it out!

Not only do we ease you back to better mobility, we will advise you how to remain pain free for longer

If you’ve got an ongoing painful condition, we will help it back to the best it can be. Then we’ll maintain it occasionally in the same way as your car loves a service and MOT once in a while!

HANDLE POTENTIAL OBJECTIONS: Not only can we treat whatever pain you

may have, we are also qualified to diagnose the problem and refer you to other specialists or doctors if needed. You’re in safe hands!

Not sure about paying for Osteopathic treatments? Just imagine having less pain and more mobility – that’s always our goal.

Did you know that if you have private medical insurance you may well be able to claim for Osteopathic treatment?

WEBSITE CHECKLIST 1: Make sure your sales page is written

with your Perfect Patient in mind. If you have different Perfect Patients

give them each a separate page so that they can easily identify themselves and head there for relevant information.

Don’t worry about sounding ‘professional’ which can end up being bland and lacking personality. Write authentically, passionately and from the heart.

WEBSITE CHECKLIST 2: Use words which will resonate with them

and help them to take action and book! It may sound mean but press their ‘pain

points’! Empathise, tell them they’re not alone and write so that they are nodding their head at what you say.

Show that you understand their problems, anxieties and fears.

Show them how you solve their problems – what results do you hope to achieve (or work towards) and how will that make them feel?

WEBSITE CHECKLIST 3: Prices – make sure they are listed in the

appropriate place Use a rousing call to action. People

respond well to instruction! So tell them what to do next eg ‘Call now and book your appointment’

Make sure that your paragraphs and sentences are fairly short and punchy. We have the attention spans of goldfish in this fast-moving online world so be clear and brief

WEBSITE CHECKLIST 4: Split up each page with headings,

images and sections Ensure the essence of your personality

shines through. Make sure that there is warmth and caring evident in your words

Add in those testimonials to give gravitas and all important social proof to your abilities and skills

Use striking images to get the message across visually

WEBSITE CHECKLIST 5: Make sure you answer the questions you

are frequently asked. If people are unsure, they will not book.

Give them those answers to promote confidence that they are in the right place. Some may not like to show ignorance by calling up to ‘ask a silly question’

Make sure their fears are allayed from the outset eg It is not a painful treatment method

WEBSITE CHECKLIST 6: Could you add in a brief case study or

two if that demonstrates your success in dealing with a specific condition or type of patient. For example, relieving symptoms of debilitating lower back pain or resolving recurring ear infections in infants.