Chiropractic Websites and Marketing

When you’re setting up a chiropractic website you’ll want to find a template that accurately reflects the personality of your clinic and maximizes patient conversion rates — the percentage of visitors who “convert” into patients by scheduling an appointment or requesting information. It’s often a balancing act between features and minimalism and I strongly recommending leaning toward simplicity. Nothing scares away visitors faster than difficult navigation and too many choices. In fact, this is such a prevalent problem in chiropractic websites and marketing that there’s a term for it: “decision paralysis.” This is a simplistic way of describing a psychological phenomenon where people will freeze, like deer in headlights, if you present them with too many options simultaneously. Ideally you should present visitors with no more than 4 major decisions at once and clearly tell a visitor what they should do next. For instance, if you have a chiropractic website introduction video on your homepage, you should end the video by saying something like “and now I’d encourage you to take a look at our service and give us a call to schedule your initial exam.” Always end with a call-to-action that clearly describes what a visitor should do next.

Contrary to popular belief, people actually like being told what to do because it gives them clear direction and eliminates insecurity — so don’t hesitate to be assertive.