Guest blog – is your website working hard enough for you?

In this blog, WebHealer – a supplier of websites to members of therapy associations – shares its tips on using a therapist website to save time, and improve the quality of client service.

The paperless office

Slowly but surely we are seeing paper replaced by digital solutions in most people’s everyday lives. In advertising, for example, you’ll be aware that Yellow Pages is a lot slimmer than it used to be – everyone uses Google these days. Administrative procedures too are now much easier to perform digitally than via paper, but are you taking advantage of this as much as you could be?

At WebHealer our primary goal is to help our customers improve the performance of their therapy practices. Often we are advising on matters related to search engines or marketing, but another important area of opportunity is to incorporate your website into your business procedures. Look at repetitive manual tasks that might be carried out more efficiently using online resources. We recently received some very encouraging feedback from one of our customers, Amanda Weller, at www.quantumbeing.co.uk who has been working on improving her admin procedures.

‘I send a link to a website page (hidden from the menu) with my intake form on it to every single new client for them to fill in. Easy, no paper – brilliant. I have another page set up as a ‘thank you’ page which is automatically activated when someone sends the form back to me.

‘I really feel happy referring potential clients to my website, as it’s an effective resource which enables them to find answers to questions they may have before making the decision to work with me. I also use it with existing clients when I want to refer them to certain resources, or remind them how to do a DIY technique, etc’ said Amanda Weller.

Resource pages

If you have a website already, you probably have an FAQ (Frequently Asked Questions) page, which can answer questions potential clients are wondering about. But, as Amanda suggests, consider pages to store information sheets which you may otherwise have printed or stored somewhere else. The convention on the web is that downloads should be in PDF format (as it is safer from viruses), so if you create something in Microsoft Word just remember to save it as an Adobe PDF.

Interactive / feedback forms

Another area with a lot of potential is online forms. These are now within the reach of anyone with a small website. If you have a WordPress website there will be plenty of standard plugins for this. WebHealer clients have an option called PHD Forms, which Amanda uses. You can also just Google ‘online form builder’ and find a number of options at different levels of price and complexity. The more sophisticated (and typically expensive) ones might store the data for you or they might just email the results of the form to you. 

Forms can be used in lots of ways such as:

  • Patient information or client information questionnaires
  • Feedback forms
  • Suggestion forms
  • Booking forms for courses or events

Automate for ease

Using online forms should not make things more complicated for you. Standardise your procedures and incorporate automated tools to make your life easier as well as providing a more consistent and therefore higher quality service to your clients. By making it easy for you to send forms and collate the answers, it becomes practical to do this as a standard procedure. You can now invite feedback from clients routinely and perhaps pick up ideas to improve the quality of your service or modify things that clients may find confusing.

 

eBook

For more tips and advice on how a website can improve the performance of your practice, see the WebHealer eBook “Using the Web to Attract More Clients”, which has just had a major revision. Download the full eBook, here.

 

Guest blog – using the web to attract more clients

In this blog, WebHealer – a supplier of websites to members of therapy associations – share their tips on using the web to attract more clients using their unique approach, AIDAN.

 

 

 

 

 

 

 

 

 

Understanding the weakest link

AIDAN is a method of achieving great results from a therapy website, developed and refined by WebHealer over the last 15 years. It is based on the classic sales and marketing system AIDA. Our five stage version has been tailored for the web and for therapy websites in particular. It is not a single quick fix solution as no such formula exists. In fact an important first level of understanding with any approach like this is that to achieve success you can’t be blinkered looking just in one area alone. For example, many customers understandably become very focused on Google position.

Whilst this is important, on closer inspection it may be that Google ranking or visitor numbers are not major weaknesses for them. Their website may be attracting a lot of visits but first impressions are off-putting and so focusing on a better first impression will do the most good. We all have limited time, and so an understanding of the linked stages which lead to enquirers is critical. It allows you to focus on the weak link that will produce the most benefit for you.

What is AIDAN?

Attention

It starts with gaining attention, but not just of anyone. You need to attract the right people to visit your website. Only then do you have a chance to communicate a relevant message to them. Google is an ideal channel to attract people interested in what you offer, but just as important now is social media as well as good old word of mouth.

Integrity

As a therapist your website’s first impression must be of integrity, and this starts with the basics, like checking for typos and poor quality images. Resist the temptation to include that funny animated frog you found online! A membership logo of your professional association will make a better impression. You may be a dedicated professional who doesn’t take themselves too seriously, but you only get one chance at a first impression. You also need to be mobile friendly – you will not convey integrity if your website looks broken on a mobile phone.

Dwell time

A positive first impression gives you the chance to engage your visitor’s attention, and a good indicator of this is dwell time. It answers the question “do my visitors like what they are reading?” The reason we use the more technical term dwell time is that it can be measured in terms of the minutes and seconds a visitor spends on your website. More is better! Increase this time by writing engaging content, genuine testimonials or perhaps a blog.

Action

Ultimately you hope your visitor will take some form of action. Pre-internet this meant picking up the phone and making an appointment but there are now many more ways you can connect with a potential client. Remember, they may not be quite ready to see you but you can still establish a relationship for the future. They may follow you on Twitter or sign up to a newsletter for example. Think about how you can increase these options to connect.

Nurture

Unlike a printed flyer your website is always work in progress, and by regularly reviewing performance across the prior four steps of AIDAN, you can nurture and improve your internet presence. Another perspective on nurture is that you can nurture your relationships with clients and potential clients. If you have a good Twitter following or several email newsletter subscribers you can invest time in those communications.

How well are you doing?

At WebHealer we build AIDAN into our customer service training and processes and into our customer’s website functionality, but you can use AIDAN by yourself. If you are looking to improve your website, why not take stock of how well you think you are doing in each area, and use it as a basis for your plans?

eBook

This article is based on the WebHealer eBook “Using the Web to Attract More Clients”, which has just had a major revision.  If you would like to download the full eBook, visit http://www.webhealer.net