Chiropractors – in today’s quick tip, we’re going to do an over the shoulder tutorial where I look at a chiropractor’s website, point out some of the elements that are missing and that could be improved, and I’ll show you exactly what I would do to make that website convert more visitors into patients.
If you’re ready, let’s dive in.
All right, let’s take a look at this website and I’m going share with you what they may need to change to make this a lot better, to get more conversions and more patients to be booking for this chiropractor.
The first thing that strikes me is this background video. This is typically not a good idea, particularly at the top of your website for a couple reasons.
One, our eyes naturally follow movement, and as I’m sitting here watching this, I can’t stop staring at the family riding their bicycles. I’m not looking at anything else. It’s very, very distracting to me.
The other reason you don’t want a video at the top of your website is it slows down the page load speed.
When I initially landed on this website, it took about 10 seconds to load completely. This is not a good idea to have any type of real movement up at the top. What we want to focus on instead is getting our visitors to know exactly what we do, who we do it for, how that benefits them, and how they can get it.
And right now this top section, it’s called the hero section of this website, isn’t really doing this for us.
You see that their headline is: ‘we welcome new patients’. Well, that doesn’t tell me anything about how this is going to benefit me.
Most chiropractors welcome new patients. So this is not standing out compared with our competitors.
This doesn’t tell me anything new.
They do have a ‘Request an Appointment Today’ button. However, when you click on this, it just brings us to a contact form.
What I would do instead is I have some sort of online booking automation set up so that visitors can actually book an appointment directly from this website.
The other thing they are missing up here is some sort of social proof.
Typically, your headline and your sub-headline are telling visitors exactly what you do, how that benefits them, and then the social proof that’s there helps reinforce that headline and sub-headline, and I don’t see any testimonials up here.
In face, you have to scroll all the way to the bottom to find the testimonials.
If I were Dr. Jill, I would take a snippet of one of these testimonials and place it up in the hero section right at the top. This helps build social proof and it gets people to know, like, and trust you.
Now, what’s interesting about this website is, they’ve got a family riding bicycles here, and then the next image is another person riding a bicycle.
So initially when I landed on this website, I thought that Dr. Jill specialized in sports chiropractic.
However, she doesn’t necessarily – she does work with sports athletes, but she also works with auto accidents, work-related injuries, general wear and tear and stress relief.
So, I would consider changing out some of these images of her and her staff working with patients.
If this is the first time that you’ve been to this website and you don’t know who Dr. Jill is you’re trying to figure out if she would be a good fit.
You may be distracted by all this and say, well, she only works with people who are interested in sports, or maybe just cyclists.
If you’re a generalist when it comes to chiropractic, then select an image that you’re going to place at the top that’s an action image of you working with a patient and make it very clear the types of patients you’re looking for.
Let me show you how I would redesign this website to make it much better. These change are something that will work for any local service business.
Let’s take a look. So this is what I would do if I were Dr. Jill.
I’d have a very clear headline:
Is Pain Holding You Back From Living Your Best Life?
Dr. Jill’s unique approach helps you regain your health and become pain free in just six weeks schedule today.
So is pain holding me back from living my best life? Yes, of course it is.
And her unique approach helps me regain my health and become pain free. That’s what I want. So, Immediately I know I’m in the right place here. And what does she want us to do? She wants us to schedule, and this would go to a booking automation where I could schedule an appointment right here.
I don’t have to fill out a contact form and wait to hear back.
Now, directly below this top section of the website is some social proof. A little snippet of a testimonial, and this social proof should support the headline and the sub-headline.
“This is the first time I’ve been pain free in over 20 years. Thanks Dr. Jill!”
That supports her unique approach that she can help me regain my health and become pain free.
Because it’s worked for Jeremy here, maybe it’ll work for me.
One of the last things that I want you to notice, and this is not by accident – look at where this man’s eyes are pointing. Look at where this man’s eyes are pointing. And this woman – they’re all focused on what we want visitors to do when they land on the website – scheduled today.
If you’re going to use an image, make sure that if people are in it, it’s facing the main call to action. This is a psychological principle where our eyes follow a person’s eyes in an image, so let’s focus our visitors on our main call to action.
If this man were turned and facing the other way, then this wouldn’t actually call attention to our main call to action.
Let me show you another option. I changed it slightly. I changed the background image. Let’s say Dr. Jill works with golfers and, and you know, people that are a little bit older, to help them become pain free.
This would be a great background image.
Is pain holding you back from life’s special moments?
This sub-headline is exactly the same schedule today, and you’ll notice this boy’s eyes are pointing directly to the ‘Schedule Today’ button.
So everything that’s here, the image, the headline, sub-headline, call to action, the social proof – they are all here to help grab a visitor’s attention when they land on your website, tell them exactly what you do, who you do it for, how that benefits them, and how they can get it.
I hope this information was helpful.
