Author: Dr. Kirsten Strudwick (Chiropractor)
As a chiropractor who runs my own chiropractic clinic, I’ve picked up some important marketing tips in my business journey. I know how important it is to stand out online and to build trust and rapport with your patients.
One of the best ways I’ve done this is through my online marketing and specifically, my chiropractic website. I’ve learnt that a chiropractic website needs to provide more than just contact details and basic information.
It’s a tool you can use to build a connection with your patients before they make that first phone call or walk in the door.
I’m writing this article as an opportunity to discuss my marketing experience with you. I’ll share my thoughts on what I’ve done with my chiropractic website and why having a static website isn’t enough anymore.
Point 1) Use an online booking system
You want to make it as easy as possible for people to book with you! This means you really need to be using an online booking system. There are free systems like Setmore or paid software like Cliniko.
When it comes to online bookings, convenience is key. Gone are the days where you or your CA would play phone tag with a patient and leave messages back and forth. Patients expect the convenience of being able to book in a time that suits them at a time that suits them.
You want to make sure that the most obvious feature on your website is your online booking button. Prioritise it in your design. It should be visible on every single page. Usually at the top and when someone scrolls down the page, you want the online booking button to be visible the entire time.
Your patients value ease and speed. Whether it’s 8 AM or 10 PM, they want to be able to book an appointment when it’s convenient for them. It may be the difference between them choosing you or a competitor who offers online booking.
Point 2) Publish FAQs
When it comes to your website and pages about chiropractic care or specific conditions, you want to include as much relevant information as possible. This is where longer-form frequently asked questions become useful.
Now you’ve probably found that your experience with patients is often focused on education. Patients have a lot of questions, especially if they haven’t been to a chiropractor before.
Questions like:
- How long does a session take?
- Will it hurt?
- Can you treat neck pain and headaches?
- Can you treat more than back pain?
This is where a Frequently Asked Question (FAQ) section on your website comes in handy.
You can have one dedicated FAQ page and have all your FAQs listed on this page.
Or you can have different FAQs related to different conditions published across different pages as needed.
There’s two main reasons why your chiropractic website will benefit from FAQ content.
One reason for this is that you’re providing education to your patients, allowing you to answer many of their questions before they even arrive at the clinic.
The second reason is for marketing, specifically search engine optimisation. You see, the more keywords and the more content you have on your pages, the more likely those keywords will be picked up by Google.
Additionally, long form content generally outranks shorter content, so the longer your pages and the more useful the information is, the better you should rank online.
Point 3) Your Blog
When it comes to patient education, one of the best ways to connect with your patients is through your blog.
Having a blog on your website can be very powerful. It allows you to share tips on spinal health, on posture, exercises, and a whole range of other well-being tips.
By sharing this content and publishing it in your name, it’s going to position you as leader in the health space. It gives you a chance to demonstrate your experience and knowledge in a friendly and approachable way.
Another key benefit of publishing blogs is again related back to SEO. The more content you have published online, the more likely it is that you are to rank for those keywords and to show up high on Google page one.
For example, you might write a post about how proper ergonomics at work can reduce back pain, or you could share some quick stretches to relieve neck tension.
Patients love this kind of information because it’s helpful and easy to follow. Plus, a regularly updated blog keeps your website fresh and gives new visitors more reasons to stick around and explore.
Point 4) Showcase your professional experience
To build trust with a patient before they enter your clinic, use your website. It should offer more than just contact details; patients want to know who you are as a practitioner.
A well-developed, well-written biography page is essential. Include your qualifications, professional history, experience in the industry, areas of clinical interest, courses you’ve studied, and accreditations. Also, share why you chose chiropractic care and what drives your passion for it.
Patients are more likely to book with a chiropractor they feel they know and trust. When your website speaks directly to their needs and concerns, it builds that connection. You’re showing them that you understand their pain points and are ready to help.
Key points:
- Use an online booking system. Make it easy for patients to book with you, with a prominent online booking button on every page.
- Publish FAQs. Include as much relevant information about chiropractic care or specific conditions on each page.
- Publish blogs. Share tips on spinal health, posture, exercises, and other well-being tips on your website.
- Showcase professional experience. Include qualifications, professional history, industry experience, areas of clinical interest, courses studied, and accreditations on your biography page.
- SEO. The more content you publish online, the more likely you are to rank for those keywords and show up high on Google page one.
Thanks for reading! I hope this conveys some of my marketing understanding and personal experience with you. As a clinic owner, it’s important to think about more than just your contact information when designing your website.
Dr Kirsten Strudwick (Chiropractor) is a Doctor of Chiropractic with 15+ years of experience in Marrickville, Sydney, and runs Marrickville Chiropractic Clinic. Holding a BSc and M.Chiro from Macquarie University, her practice focuses on holistic, patient-centred care. Kirsten has a clinical interest in a range of areas including women’s health, paediatric care, and pregnancy-related treatments.
