26 Jun 2011 |
Posted by ilancloud | 5,358 Comments.
What is the main purpose of your website? I like to ask this question of every client I work with. I often hear, “to teach people about the benefits of therapy” or “to show my credentials as a therapist”. These are both important things but they’re not the main goal.
The main purpose of your website is simple: To generate leads for your practice.
Seems obvious right? You’d be surprised how many lose sight of this goal and get caught up trying to express themselves or impress their colleagues.
There are two critical things you MUST make sure to accomplish to get people to contact you and generate new clients.
1. Greet them with an opening headline that assures them they’re in the right place and you have the answers to their problems.
Studies continue to show web viewers have an increasingly short attention span. This is due to the amount of information we must process daily. On average you get 10 to 30 seconds to communicate to a new viewer and entice them to keep reading.
Here’s a title I recommended be changed recently:
“Depth Psychology: A Jungian Approach, the over all best approach”
What’s Jungian therapy? Does it fix my issues with Anxiety? Is it more expensive then normal therapy? The general public does not know what Jungian Therapy or Depth Psychology is. They have a problem and are looking for answers they can understand. Here’s what we changed it to:
“Overcome Anxiety, Depression and Stress. Helping Southern Californians Live Richer, Fuller Lives!”
This one headline does three very important things.
First it lists the symptoms the viewer is most likely suffering from.
Second, it tells them where your practice is assuring them they’re in the right place.
Most importantly it tells them what they will gain from your service.
After the headline you need to follow up with easy to read and concise copy. Imagine a discussion you’ve had with a client on their first visit or call. What questions did they have? How did you answer them? For more information, read my article “How to Write Effective Copy for Therapists”.
2. Make it easy and entice for them to contact you.
First make it easy for them to contact you. Now that you have them interested make contact info clearly visible at the top section of your site. Most viewers need more info before they are ready to really sign up and schedule an appointment. Make it easy for them to ask questions with a contact form or display your phone number clearly.
I find it helps to include a professional quality image of yourself. Therapy is an intimate practice and people need to feel comfortable with who they are going to be meeting with.
Next, entice them to contact you. Offer the first session for free or a time to talk over the phone to answer any questions they may have.
Another tactic that has shown success is to offer a free guide. Write up a couple pages about getting started with therapy and include a couple of frequently asked questions. Include space on your site for them to sign up and request a copy. This is a great way to get contact info from interested viewers.
After you send it, follow up with an email and see if they have any further questions or would like to schedule an appointment to begin. See my article: “Offering a Guide to Effective Therapy to New Clients”, for more info.
If your website can accomplish these two things you’re on the right track. I’ve met with many therapists and other professionals over the years. I’ve found that building a client base and a prospering practice requires building a strong foundation. A web presence is becoming a very important part of this.
If you have any further questions or if you’re ready to start building a strong web presence that attracts new clients contact me.
5,358 Comments for Building a Web Presence – Part 1 -What is the Purpose of your Website?