Here is a common scenario to consider regarding physiotherapy practice website content:
A business owner decides that she can no longer ignore the fact that an Internet presence can help her business and invests resources into having a website built. Her web designer of choice does what he does best and constructs a website with little or no thought as to what the visitors will actually want. He may ask the business owner about this, but she has no idea where to start.
After months of back and forth design tweaks, technical mumbo-jumbo and demo websites, the thing finally goes live. After the novelty wears off, the business owner realises that nobody really cares for the handful of pages the website contains. Sure it has some lovely graphics and talks about her and her physiotherapy practice in detail on the “about us” page. But really, who reads this stuff entirely? Is THIS what visitors will be coming to the website for?
Put yourself in your visitors’ shoes: how long would you stay on such a site to explore its few pages? Would you return for another visit?
In contrast, consider a physiotherapy practice website, content enriched page-after-page; injury types, treatment methods, health tips and benefits, designed to be easily navigated and consumed. Wouldn’t such a site lend itself to engaging current and potential consumers?
Where traditional marketing methods aim to increase sales or awareness through interruption techniques, such content-rich websites subscribe to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action, retains reader attention and improves brand loyalty more so than traditional marketing techniques.
The intention here is not to spout the virtues of your own services, but to inform target customers and prospects about key topics, sometimes involving your services. The motivation behind the content is the belief that educating the reader results in your brand’s recognition as a thought leader and industry expert.
This sounds like common sense, but then you may think “I’m a physio – who will write all this content? who will maintain such a large website?”… Read on