How many visitors view your website each month? Analytical data from our clients tells us it’s in the hundreds of visitors …even more of you drive traffic with search engine optimization and/or pay-per-click ads.
It just makes sense that you put some time into your website copy. Copywriting is meant to persuade someone to take an action. It’s not written words simply to educate someone.
When writing home page copy, you need to refer to the clinical research, business experience and make some assumptions about the people that are visiting your site. When it comes to physical therapy, a vast majority are prequalified. Most have already made the choice to go to physical therapy versus another form of health care. They have been referred by a friend, a family member or their doctor.
Here are some assumptions and experiences we’ve noticed about local physical therapy markets:
Reasons people visit your website and might choose your practice:
- Confirmation: Some are making sure that a referral to your practice is a good referral.
- Comparison shopping between clinics: Some that visit your website are comparison shopping –this should impact your copy.
- Comparison shopping between health care services: Some may be comparing physical therapy to chiropractic, medicine, massage, acupuncture, or personal training.
- Other reasons people choose your practice: Your communication with them or their referring physician, your company culture, your location, convenient appointment times, your specialty, or if nothing else, because you accept their insurance.
Inspiring Prospects to Choose You over the Clinic Next Door
There’s one test I would like to share with you. You should apply this to the copy that you put together for your practice. The test is a simple question, “If you were to replace your name and logo with that of any of your competitors’, could the copy just as easily represent them?” In other words, what unique competitive advantages can you include on your home page copy that will set you apart from anyone else? I know this isn’t easy but here are a couple of thoughts:
1. Include testimonials to support your statements (nowadays, it’s called social proof).