If you want to get real leads who are more committed to and more educated about your practice, Marcus Sheridan, author of They Ask, You Answer, has found the top 5 converting blog posts that you need to write so that you can market your clinic the right way.

For over a decade, Marcus Sheridan has been helping businesses own their own marketing and excel in their space. In 2017, he wrote the book They Ask, You Answer and it was an immediate hit. The biggest takeaways from his book are the 5 blog post ideas that are proven to enhance your visibility. Businesses from all around the world have been using these 5 blog posts to boost their marketing and vastly increase clients and leads. So what are these five blog posts? Let’s find out.

1. The Cost and Pricing Blog Post

Have you ever been interested in switching doctors or finding a specialist, but struggled to find the price anywhere on their website or through your insurance? Think back to how you felt at that moment. Most consumers feel frustrated, or as Marcus Sheridan puts it, they feel the ‘f word’ of the internet. It’s your money, it’s your health, and it’s your right to know the cost of what you’re looking for. If you can’t find the price, you aren’t going to hang around any longer trying to find it, you’re going to go somewhere else.

As a therapy business, you just lost a client because you were too afraid of the effect that your prices would have on them. In his book, Sheridan talks about three main reasons that businesses or in your case, clinics, shy away from posting pricing on their website and he gives three counterarguments for these reasons as well.

Reason 1: Every situation is different. You can’t give an exact price because well, it depends on the client’s needs.

Reason 2: Your competing offices will find out your pricing, and you just can’t have them knowing that!

Reason 3: What you charge will scare clients away.

Here are the counterarguments he mentions:

Counter argument 1: Yes, every situation is different, so give them a range. Your clients understand that you may not always be able to give an exact cost, but you can at least give them some idea of pricing.

Counter argument 2: Your competitors will find out what you charge? Guess what, they already know, and it’s not that big of a deal.

Counter argument 3: You’re too afraid of scaring off your patient with your pricing when in reality, it’s the lack of pricing that scared them away.

The main takeaway? Do not hide from your pricing, and do not hide your pricing from your clients. Just tell them.

Check out our example: How Much Is My Therapy Website Really Going To Cost?

2. The Problems Blog Post

Now, you may be asking yourself, problems? What about problems? Do I talk about my problems? Their problems? My specialty’s problems? None of these sound like a very good idea. Marcus Sheridan would have to disagree. The biggest problems to focus on are the problems associated with your field. The truth of the matter is that when faced with an important buying decision, like which doctor they would like to start seeing, every consumer is going to search for information about it on the Internet. Spend time talking about common problems, fears, or misconceptions around your field that others mention and simple ways to correct or avoid these problems. Your clients are going to find horror stories that are taken completely out of context through their internet searches. Why not let them find out the truth from your website where you can potentially hold onto that lead and convert it into a new patient? Take those problems and give them solutions.

Check out our example: What Could Go Wrong? A Closer Look at Therapy Web Design Projects

3. The Comparison Blog Post

Now, I know I said that when faced with an important buying decision, every consumer is going to search the Internet for problems, but that’s not the only thing that they’re going to search for. My husband and I recently felt the desire to attend couple’s therapy. We didn’t just search “therapist near me”. We spent hours and hours asking friends or searching on the internet to find the right therapist for us. We found numerous practices that were better for families or children; practices that specialized in PTSD cases; practices that were mainly for physical therapy; practices that had reviews containing words like friendly, understanding, life-changing, inefficient, biased, judgmental, among others. We compared for what felt like an eternity. It’s the same research process for your consumers. As I mentioned before, don’t let that lead go to another website just because you were afraid to mention how your product may not be the best in every single category that exists. Keep that lead in your grasp, and compare openly.

Check out our example: Which is the best Website Builder: WP vs. Squarespace vs. Webflow

4. The Reviews Blog Post

This one is simple. What’s the easiest way to find out if a clinic is for you? Ask those who have gone before. We all jump right to the reviews when making a purchase or picking a new doctor because we want to know how others felt about their experience. We want to know if they felt like they got their money’s worth and if they felt like the experience was helpful or not. Writing honest reviews both for types of therapy that you offer and types of therapy that you don’t offer is a great way to get a presence in the market and gain visibility.

Check out our example: An Honest Review of Therapy Marketing Solutions

5. The Best of the Best Blog Post

Not everyone can be the best. But when given the chance, everyone will try to have the best things. When was the last time that you searched “a pretty surgeon near me”. Or “mediocre place to have your tonsils removed”? Hopefully never. The most popular searches in our day include the word best or other words like it. That’s why blog posts addressing the best in category are so successful. Spend time creating blog posts that rank your competitors based on different categories. Don’t worry about revealing the strengths of your competitors. Again, your clients are already going to find out, so let them find out from you. Be open and unbiased.

Check out our example: The Top 5 Therapy StoryBrand Guides


I know that this is a lot to take in, but don’t just take it from me. Marcus Sheridan is a legend in marketing, and his method is tried and true. Try it out. Stop hiding things from your clients. Gain their trust and become an expert in your space. Don’t be afraid to be honest with yourself and with your clients. They will thank you later. For more information and tips, go check out They Ask, You Answer by Marcus Sheridan or leave a comment.