I once heard someone say, “Designing a website can be a bit like being a kid and inheriting a sweetshop. It’s easy to get carried away. There are so many choices.” Have you ever felt that way? I’ve also heard this one: “I figured I should have a website because that’s what everybody else was doing.” Both of these feelings are totally valid, and today, whether you’re more like the first person or the second, I’m going to tell you the 3 most important things you need to have a successful website. No more kid in a candy shop feelings, and no more obliviously following the crowd feelings. Let’s get right to it.
As a therapy business working to thrive in this digital age, it is crucial that you have a website that effectively represents your brand and communicates your unique message to potential clients. A well-designed website can be a powerful marketing tool that drives traffic to your business and helps you build a strong online presence.
In this blog post, we’ll touch on the three essential elements that every therapy-based business needs to consider when building a website: clear messaging, a simple and clean design, and effective SEO practices. We will explore each of these elements in more detail and provide practical tips for implementing them on your therapy-based business website so that you feel empowered and excited instead of overwhelmed and discouraged.
Messaging
Let’s jump right in and talk about messaging. You have a wonderful, unique message, but that message will be difficult to get across to your clients without these simple tips.
- Brevity: Keep your website copy concise and action-driven. While it’s tempting to talk about yourself, your website is not the place for lengthy self-promotion. Instead, keep your message to the point, so that you can really highlight what makes your business unique and more importantly, why you are right for your client.
- Make Conversation: When crafting your message, use language that invites visitors to relate and engage with your content. Address your visitors directly and ask questions to encourage them to learn more. For example, instead of empathizing with your clients by telling them, “Many parents struggle with children who have a hard time controlling their emotions,” you can say, “Do you struggle when your child cannot control their emotions?” While empathy is great, a conversation will keep your reader engaged.
- Emphasize Your Value Menu: Oh, you mean you don’t have a dollar menu? Just kidding, I know that you don’t really have a dollar menu for your clinic, but what I mean to say is to make your messaging value-driven. Rather than simply talking about what you do, focus on how your services can help your visitors. Share case studies, reports, or anonymous reviews that demonstrate how you have helped others, making it clear that you can solve their problems.
- Readability, Readability, Readability: Make sure your messaging is scannable and easy to read. Use short paragraphs, headings, and subheadings to break up your content and make it easier for visitors to read. Remember that visitors may be short on time, so make your message easy to digest.
- Clarity Over Clever. It can be tempting to be cute or clever on your website, but ultimately cute and clever are what tends to confuse prospective clients. When writing content make sure you are clear first and foremost. Be clear in what you say, how you say it, and what you offer. This doesn’t mean you can’t ever be clever, but beware, use caution, and maybe test it out on someone to make sure it still allows for clarity.
Design
Have you ever been on a website and been absolutely confused about what was going on? The menu was nowhere to be found, the text was in a strange font, and there were no pictures? We have, and it’s not fun. A well-designed website is essential for engaging visitors and keeping them interested in your business. To create a captivating presentation, it’s important to consider several key design elements.
First, use an easy-to-read font and colors that complement your message. This will help to ensure that your content is visually appealing and easy to understand. When in doubt, simplify. Second, use white space to make your content more readable and to allow readers to process information more easily. This is particularly important when writing blog articles or other lengthy pieces of content. In addition, incorporate meaningful images that support your unique message. Images of you with your patients, or exercises that you have advised while being performed by your patients can attract attention and make your content more relatable.
Note: If your practice is new and you don’t yet have photos like this that’s ok! incorporating images of happy people can help to create a welcoming atmosphere for visitors. There are plenty of websites that offer free images, such as Pixabay, Unsplash, Stocksnap, and Pexels. Just make sure you understand the copyright rules for the images you add to your website.
Finally, here is an insider tip from a certified StoryBrand Guide. Be sure to include clear call-to-action buttons throughout your website. These buttons encourage visitors to take action, such as scheduling an appointment or signing up for a lead generator. Surprisingly, many clients are ready to take a small step, but they aren’t quite ready to book an appointment. Giving these small opportunities will change the game for you and your clients.
SEO
Search engine optimization (SEO). You hear it everywhere you go, and you read it everywhere you look, but the specifics can be confusing. SEO doesn’t have to be a daunting task. We are going to walk you through some easy things that you can do to make a big difference in your online presence.
Start by identifying the keywords and phrases that are relevant to your practice, such as “therapy services,” “counseling,” or “mental health support.” Incorporate these keywords into your website’s content, including page titles, meta descriptions, and copy.
Many businesses don’t realize how important it is to include location-specific information on your website, such as your city, state, and zip code. You can also include information about the neighborhoods or areas you serve, as well as any local landmarks or institutions. In doing this, when people use their location to search for a business or when they add on near me at the end of a search, you are more likely to pop up.
In addition to on-page SEO, you can take measures to optimize your off-page presence as well. This includes creating listings on local directories and review sites like Google My Business, Yelp, and Healthgrades. Be sure to check that your business information is consistent across all platforms, including your name, address, and phone number.
See? Incorporating some SEO techniques isn’t some impossible algorithm, it just takes a few purposeful changes.
Conclusion
These tips may not be the earth-shaking changes you were expecting, but by taking the time to carefully consider each of these three key elements when creating or updating your therapy business’s website, you’ll be on your way to building a successful online presence that helps you grow your business. In each of these three suggestions, you can add your own unique details to help your client truly get to know you and learn to trust you before they’ve even met you. Give it a try, you won’t be disappointed!