Physiotherapy Marketing Tips

A collection of physiotherapy marketing tips, tricks and strategies to supercharge your clinics initials and referrals

10 Common Website Mistakes Physiotherapy Business Owners Make

Saturday, June 15, 2019
10 Common Website Mistakes Physiotherapy Business Owners Make

All physio clinics have a website (or at least they should!) but many are making some big mistakes that are affecting their conversions and overall success in the marketplace.

Make sure you’re not falling into any of these traps and avoid making these ten common website mistakes.

Mistake #1: DIY Websites

You’ve probably seen ads for cheap, easy ways to build a website yourself using programs like Wix, Weebly, or Squarespace. While the DIY part of it seems enticing, they often can cause more problems than they solve.

Bad SEO

Bad SEO

When you use a DIY website builder, you don’t have any control of the coding behind the scenes. This code typically won’t be structured well and Google often won’t be able to read or understand what your website is about as a result. This can really affect the way your website gets found in search results and ultimately affects the bottom line.

Flash Based

Another way DIY website builder make things difficult for Google algorithms is because they are often flash based programs. Flash is rather “old school” and once again, Google can’t tell what your site is about, therefore being unable to rank it properly. Besides that, flash is slower to load and can be insecure.

Not Unique

One of the qualities Google looks for when ranking one website over another is how unique that website is. This obviously poses a problem when your website is incredibly similar to another after using the same DIY website builder in terms of structure , content, keywords, images, lay-out and design.

Strings Attached

Business-owners should know very well that you often get what you pay for. Things that are deemed cheap should be looked at with at least some skepticism and DIY websites are no different. When using DIY websites, unless you pay higher premiums, other brands’ logos and even ads from your competitors can start showing up on your website. Long story short, don’t think this easy option has no strings attached.

You Don’t Own the Website

When you create a DIY website, you’ll be unable to migrate it from one hosting platform to another. If, for whatever reason, you need to migrate your site, you’ll have to start from scratch. You might as well do it the “hard” way from the get-go.

Mistake #2: Not Optimising for Mobile

These days, everyone has the world at their fingertips – or should we say, in their pockets. It’s never been more important to make sure your website works well on mobile devices. After all, people who access the internet on mobile surpassed desktop traffic in 2016 and the trend has been increasing ever since.

Even statistics show that 57% of users won’t recommend a business if their mobile site is off. In short, optimising for mobile is a must-do.

Mistake #2: Not Optimising for  Mobile

Optimising for mobile comes in three types: Mobile friendly, responsive web design, and the mobile first design method.

Mobile Friendly

A mobile friendly website means that your website is almost just as functional on mobile as it is when viewed on a desktop. Maybe this means larger text that can be read on a phone or vertical images instead of landscape view that makes it easier to see on a mobile screen.

Responsive Web Design

Responsive design is a little more automated and is designed with more forethought than mobile friendly websites. Basically, when you’re already optimising your website for every screen size from mobile phones, tablets, laptops, and large desktops, you’re one step ahead by thinking about these things as you’re designed – not as an afterthought.

Mobile First Design

With the popularity of mobile devices as internet search engines, it’s not surprising that many businesses are taking the mobile first approach. This means you’re actually creating your website to work best on a mobile device and then dealing with the desktop version. With desktop usage steadily declining, this could easily be the way of the future.

Mistake #3: Overpowering Visuals

This one is definitely an issue of business websites that is often overlooked. In some ways, we’re taught that visuals are the best thing you can do. Well, that’s not always true – especially if it’s distracting and doesn’t get the point across.

Nowadays, people want the answer to their questions as quickly and easily as possible. If they’re bombarded with videos, infographics, illustrations, and animations right at the start, especially if they haven’t found an answer to their query, chances are they’ll look somewhere else.

Do your best to declutter your website and focus on user experience. Answer questions and only offer visuals when it’s relevant. You can try an eye tracking application or an A/B test to see how users are interacting with your website to help determine what can be done better in regards to visuals.

Mistake #4: No Clear Call-to-Action

Probably the biggest mistake a physiotherapy clinic can make on their website is failing to offer clear calls-to-action. A call-to-action is some way to urge users to take the next step in their journey as a client. This might be signing up for your newsletter, submitting a query, or booking an appointment.

Clear and compelling calls-to-action help your bottom line and at the end of the day, your website is meant to draw in clients. When creating a call-to-action, make sure it’s:

  • Goal-oriented
  • Designed with the client in mind
  • Constantly refined and adjusted

Depending on your goals, your call-to-action might change from month to month or from page to page. By using programs like Cliniko or Nookal, you can take your calls-to-action to the next level and stay organised with your online services so that customers can take the next steps toward becoming clients right on your website. 

Mistake #5: Lack for Content for Every Stage of Client’s Journey

There are four distinct stages of a client’s journey with your brand whether they’re a new client or an existing one: awareness, consideration, purchase, and retention.

 Lack for Content for  Every Stage of Client’s Journey

A common mistake that physiotherapy business owners make with their websites is that they don’t have content that’s appropriate for each of these four stages. Most often, brands are hyper focused on the purchase stage but forego the other important steps. Make sure your website offers content for every phase of the journey.

Here are some examples:

  • Awareness: Create a blog, e-book, and infographics
  • Consideration: Include product comparisons and case studies
  • Purchase: Offer demos, coupons, and pricing options
  • Retention: Share success stories, newsletters, and social media posts

Mistake #6: Page Duplication

Page duplication is bad for SEO because when Google sees a duplicate, it’s automatically disregarded. A common reason for unintentional duplication is when a company gains an SSL certificate and the page is migrated to https. Have you ever noticed that when you’re buying something online, you’re redirected to an https site versus an http site?

The “s” means that the website your visiting is secure, which is a good thing since you’ll be entering sensitive financial information. So, if you invoice clients through your website or you sell products online, you’ll need an SSL.

To make sure your website isn’t being duplicated during migration, you must have 301 redirects in place. This is true for www and non-www versions of the same sites. Ensuring you have your 301 redirects in order will prevent duplication.

Mistake #7: Poor Internal Linking and Website Architecture

Internal linking is pretty simple. It’s when you add links to other parts of your website. A good example is within your company’s blog. As you create new blog posts, you can internally link to old blog posts that are relevant. Similarly, you can go back and add links within old blog posts to newer content.

Poor Internal Linking  and Website Architecture

Internal links improve indexing on Google, it often leads to a purchase page and therefore conversions, and it truly provides value to users. It keeps people on your site for longer and should definitely be a priority for your website development.

Overall, your website architecture comes down to how you’re building your website and when you don’t have a solid structure of internal links, easy navigation, and a strong foundation, your website won’t reap as many rewards as you may have hoped.

Mistake #8: Not Conducting Competitive Analysis

You probably have searched the ins and outs of your own website’s analytics but if you haven’t checked out what’s happening with your competitors, you could be making a big mistake. To be clear, it’s not about “stealing” tactics or being a copycat. The point is to learn what users want and why your competition is ranking higher on search engines. Basically, what are you missing?

Not Conducting  Competitive Analysis

When doing a competitor analysis, focus on these ten things:

  • Usability: How fast do webpages load? What’s different about their navigation? How are they using call-to-action?
  • Layout and Structure: Are they working with a responsive design? How have they set up their URLs? Where do they have internal links?
  • Website Platform: Figure out what CMS or hosting server is used
  • Keywords: What keywords do they use and how are they used?
  • Sitemaps: Are they taking advantage of sitemaps and a robot.txt file by letting Google know they’re there?
  • Backlinks: Check out how they’re using a linking strategy to increase traffic
  • Rich Snippets: Do simple Google searches to see how they’re implementing SERP snippets to gain traction
  • Content: Analyse the length of their content, keyword usage, social media content, and meta descriptions
  • Top Ranking Keywords: Do they focus on location or demographics? Where are the keywords positioned?
  • Social Media Reach: Which platforms prove most successful? How do they engage with followers?

 

Mistake #9: Poor Keyword Optimisation

When optimising your website with keywords, you’re helping it to rank higher on SERPs to help you get found by users looking for your product or service. It’s pretty straightforward in theory but a lot of physiotherapy business owners get this wrong.

First, you’ll want to choose which keywords to prioritise with help from Google analytics.

Mistake #9: Poor Keyword  Optimisation

Then, you’ll go ahead and check if the keywords you’ve chosen are being indexed by the search engine. To do this, check out the text-only cache from the two arrows that come up when you hover on a link that comes up after searching your website on Google. In the cache, you’ll be able to see if your keywords are there and therefore being indexed.

As always, you want to make sure the phrases in which you’re inserting keywords is unique. As previously mentioned, Google ranks for uniqueness so this is important.

Next, you can do a search of the keyword that you’ve chosen to see what’s currently listed on the SERP. From there, you can decide what they have in common and do that for your website.

Additionally, make sure you include keywords in headlines. This also helps with ranking.

One simple mistake you might be making is having keywords in images. Google can’t read images like a human can. Make sure you create “image-like” text within your website using something like CSS or at the very least, use the alt text to include the keywords.

Finally, include keywords in HTML titles and meta descriptions as another way for Google to properly index and rank your website. It all matters so, without dumping pointless keywords, add them wherever you can.

Mistake #10: Ignoring the Importance of Contact Details

You’ve done everything right with the help of this guide and yet you still don’t have a contact page. It might be surprising but many physio clinics skip this step thinking that a website is just a place on the internet to get to know their brand.

Without including contact details, how will people book an appointment, visit your location, or ring you for more information? An online presence for any business is all about conversion and boosting the bottom line.

If you do nothing else, you absolutely need a contact page which either consists of your online booking platform or phone number.

Having an interactive google business map of where you clinics business is a no-brainer as well

Now It’s Time to Execute

Now that you can see clear as day all the mistakes you might be making with your website, now it’s time to execute.

Under the Physio Inq brand and service network, all of the heavy lifting as far as business tools like helping with these website mistakes is already done. All you need to do is stay true to your values and connect with your community.

If you want to chat to a business consultant about how you too can have ready-made website tools that are custom made for your business, give us a call on 1300 731 733 today, or email franchising@physioinq.com.au for more info.

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