It can be really HARD to grow a successful private practice. A great website will become your new best friend if it’s built to be marketing machine that brings you clients while you sleep.
This article will cover the 13 Website Changes To Make Today That Will Generate More Private Practice Clients:
- Pick the perfect domain name and get found
- Build brand loyalty through effective branding
- Choose the best platform to showcase your practice
- Tailor your content to connect to your ideal client
- Simplify your home page to keep clients on your site
- Show you’re the expert through niched service pages
- Pick the right images to connect with website visitors
- Land the client by making your About page about them
- Blog strategically to connect AND rank
- Make it easy for new clients to contact you
- Get ranked and CYA with two critical pages
- Generate more clients by building an email list
- Look good on mobile with responsive web design
Let’s dive straight in and start growing your reach.
1. Pick the Perfect Domain Name and Get Found
Securing the best domain name for your private practice is a critical component of your online marketing strategy. Your domain name should be short, easy to spell, and memorable.
Read our helpful article here for detailed information on how to choose the best domain for your private practice, whether you should use your name, and what to consider for best SEO.
2. Build Brand Loyalty Through Effective Branding
Your brand represents your promise to your clients and encompasses how your clients experience your business.
Building your brand is a critical first step to a successful practice that will inform every piece of marketing content you create, most especially your website.
You may have heard the saying: “You are your brand.” That means that what you offer your clients, how you help them, how they feel when they think about your business, and what they have come to expect from you all define your brand.
If you haven’t taken the time to dig deep and formulate your brand messaging (which goes far beyond getting a logo), do it now to get the most bang for your marketing buck. Here’s our article that will help you get started with your branding.
When it comes to branding, remember that the goal of your website is to get you clients. Your website is the face of your practice, and your site needs to radiate your brand so that your ideal clients can find and then connect with you. You want your ideal clients to feel connected to your site, to your words, and to who you are as a private practitioner so that they trust you can help them. They will then feel compelled to contact you.
Are you unclear about the difference between branding and marketing? They are commonly confused, and we have a helpful article that explains the differences.
3. Which Website Builder Should You Use for Your Private Practice Website?
There are enough website platforms available to make your head spin. We’ll cut to the chase and say that, while there are pros and cons to each, we favor WordPress for the following reasons:
- You own your site. While subscription-based platforms may seem cheaper upfront, the caveat is that you don’t own your site. So if you decide to move your site or can’t swing the monthly payments, you lose your site.
- You have total control. You can achieve almost anything with WordPress. You are not limited by templates or lack of options.
- WordPress is great for SEO.
Here’s a handy infographic comparing website builders that might help in your decision-making.
Quick tip: If you do choose WordPress, be sure to use the free version at wordpress.org and not wordpress.com.
4. Tailor Your Content To Connect To Your Ideal Client
The first step in creating laser-focused content that will connect with your reader is to do some work to nail down your ideal client avatar. Read here for a step-by-step walk through on how to do it.
Once you’ve identified your ideal client avatar, you’ll be able to create laser-focused content that resonates with your ideal client and turns your website from a static business card to a marketing engine.
5. Simplify Your Home Page to Keep Clients on Your Site
Many private practice websites try to include too much information on their home page which overwhelms a visitor causing them to leave the site.
Keep it simple. Give an overview of what you do, what you offer, and who you are. Create links to the other pages in your site so they can read more if interested.
Ask the visitor to do only one thing. Do you want them to contact you? Read a certain blog article? Sign up for your email list?
Decide what you want your visitor to do, then make it clear through a call-to-action (CTA) button that stands out. Place the same CTA in your menu bar, under your title, and near the bottom of the page.
Click here for our top home page mistakes to avoid for your private practice website.
6. Show You’re the Expert Through Niched Service Pages
Many private practitioners are nervous to niche. Some feel called to serve many different kinds of people and issues. Others fear limiting themselves or becoming bored. Do you have a niche? If not, what is your belief about having a niche? Do you fear that it will limit you, that people outside of your niche won’t find you, or that you will get bored? It won’t, they will, and you will still attract variety.
Niching on your website is primarily a marketing strategy. Having a niche simply establishes you as an expert. People want an expert. They don’t want someone who is good at everything but great at nothing. A niche builds credibility, strengthens referral sources, and attracts your ideal client.
Your website positions you as an authority so that your ideal clients flock to you like the Golden Snitch to Harry’s hand (Harry Potter fan, anyone?).
We recommend limiting the number of services on your website to three or below. For best SEO, you should have one service page per niche. So if you are a therapist who offers anxiety counseling, EMDR, and couples counseling, you will have three service pages.
You will want to optimize each service page using the following on-page SEO best practices:
- Each service page should be 900-1500 words in length.
- Use a keyword in the page’s URL (like “/anxiety-counseling”)
- Use a keyword (like “Anxiety Counseling”) in your page title.
- Use appropriate heading structure throughout the page such as making the title of your page an H1 tag using your keyword.
- Sprinkle the keyword appropriately throughout the page.
- Add optimized images
7. Pick the Right Images to Connect With Website Visitors
Do not use scenic images on your website. There, we said it.
How many websites have you visited that have lovely vistas of babbling brooks, scenic overlooks, and impressive mountains? You may have had a moment of exhale… but did the images paint a picture for you of how that business will help you or what services they provide?
Your website has about 2 seconds to make an initial impression. You need to make those seconds count, and images are a critical piece of your site’s story.
While it’s okay to have a scenic photo here and there, focus on images with people instead. While an occasional scenic image is fine, focus on images that show how people will look during or after using your services or products.
Remember that the reason you have a website is to get clients. Your images are a powerful tool to help your clients feel supported, trusting, and hopeful which results in leads.
Best Stock Photo Sites To Supercharge Your Website
Here are some of our favorite stock photo sites:
Tip: Be sure to check the fine print regarding image licensing. When using an image from any free or paid stock library, take a screenshot of the image download that shows the photo is licensed for free commercial use. Keep this screenshot in your files in perpetuity as proof of your licensed permission to use it.
8. Land the Client By Making Your About Page About Them
Your About page will be one of your most-visited website pages and is a great opportunity to build connection and trust. Many private practice websites treat the About page as an afterthought of bulleted accomplishments or professional-speak that potential clients won’t care about or understand.
While it’s a good idea to include a short bio blurb at the end of the page listing your educational accomplishments or professional association memberships, the focus of this very important page should relate to how you can help your ideal client.
Components of a Winning About Page
- Explain who you work and the outcome from your services
- State the most pressing problems your ideal client currently faces that leads them to seek your services
- Position your services as the solution to their problem
- Share some bulleted resume points including your education, credentials, memberships, advanced trainings
- Add a few appropriate details about your personal life to connect even further
9. Blog Strategically to Connect AND Rank
Think blogging is so 1990’s and a waste of time? No worries. You don’t have to blog. Just know that your website might then be shunned to the darkest corners of the interweb never to be seen unless someone battling insomnia makes it to page 824 of a search at 3:00am.
Why is blogging so important for your private practice website?
Consider these blogging statistics:
- 34% of buyers will make an unplanned purchase after reading quality content.
- Updating blog posts can increase traffic by 106%.
- 23.84% of readers say bad content quality destroys a blog’s credibility.
- The #1 traffic source for high-income bloggers is organic traffic from Google.
- Blog posts remain the most effective form of content over email, ebooks, and white papers.
- WordPress owns 64.2% of the market share.
- While shorter articles are preferred, longer articles do better in rankings and website visits because they are more comprehensive.
- On average, long-form content generates eight times more page views, three times more social media shares, and nine times more leads than short-form content.
Blogging is looking a little more useful now, eh?
Our recommendation to add blogging to your strategy is not just to add yet another business to-do to your list. Blogging serves two essential purposes for growing your reach:
Blogging Purpose 1: Blogging helps you rank so people find you in searches.
Blogging is the #1 source of driving organic traffic to your site. Posting regular blog articles to your site tells Google that a living, breathing business owner is on the other side of keyboard. Google likes fresh content and rewards the savvy souls who continually add to their site by nudging them up the ranks.
To help you rise steadily through the ranks, here are a few blogging tricks to remember:
- Use keywords in the title tag for each post. For example; “Top Tips To Help Anxiety” would have the word ‘anxiety’ included somewhere in its title tags so search engine crawlers know what this page is about without having to go through all of its content first. This helps people find your blogs more easily when they’re searching for specific topics or terms related to your site topic(s). The best way to do this is by using a keyword research tool like Ubersuggest or SpyFu‘s free trial to find some relevant keywords related to your site topic that are high traffic with low competition so they’re easy for both humans and search engines to rank.
- Repeat these keywords throughout the content on each blog post, which helps them appear higher up in Google searches without any additional effort from you. It should be noted that having too many keywords isn’t always good either since it may come off as spammy; but adding just a few relevant keywords will help make sure your blog gets found.
- Include keywords in the title of the blog post
- Keep older posts up to date. Blogs can be a great way of sharing current content, but it’s important to keep older older posts from getting stale.
For more, see our article how to find the best keywords for your practice.
Blogging Purpose 2: Blogs help potentials clients know, like, and trust you.
The other purpose for blogging is to form a relationship with potential clients until they are ready to seek out your services. Imagine someone randomly landing on your blog (or better yet, seeing an article you guest-posted). Your words, your viewpoint, or your information immediately resonates with them. This once cold lead is now turning warmer. This person will eagerly seek out other content you have created and may later seek out your services. In short, blogging allows you to grow your brand awareness.
Use the hub and spoke model in blog optimization.
If you’re game to start blogging, have committed to a consistent schedule, but aren’t sure where to start… We recommend using the hub and spoke model of blogging.
Effective websites connect one page to another through links. The hub and spoke model is an effective method of creating those connections for your blog articles.
Think of a bike wheel with a large hub in the middle surrounded by many spokes.
The “hubs” will be your heavy-hitting blog articles that are drawing in traffic and keeping visitors engaged. These hubs are particularly important for SEO to help you rank higher. The “spokes” are strategically placed internal links taking visitors from the hub articles to other areas of the site.
Basically, the hubs are the gateway that brings a visitor to your site and then invites them to continue visiting other parts of your site.
This article is a hub for us. Have you noticed the spokes scattered throughout this article?
Strategic blogging entails creating hubs to drive traffic to your website, then adding the spokes to keep visitors on your site to learn more about your practice and how you can help them solve their problem.
Wondering if there’s a best time to post a new blog article?
Research shows that the best time to publish to attract the most traffic is Monday at 11 a.m. EST.
To get the most comments, the best time to publish is Saturday morning from 9 a.m. EST.
Want done-for-you SEO optimized monthly blog articles?
If you recognize the value of blogging to grow your practice but creating weekly or monthly content gives you the shakes, remember that outsourcing is your friend. We here at GrowingREACH are happy to take over (or start) your blog from start to finish. When a new client then shares with you that your latest blog post is the reason they were finally ready to contact you, all you have to do is sit back and nod wisely.
10. Make It Easy for New Clients To Contact You
Your ideal client is cruising through your website and has decided they must contact you. You are who they need to solve their problem, and they are excited, ready, and eager to book.
Then they can’t figure out how to get ahold of you. They scroll down, they click another page, where is your number? Do you have an email listed? Frustrated or distracted, off they bounce. You, my friend, just lost a dream client.
Instead of this sad story, let’s give your website a happy ending by making your contact page easy to navigate to with no distractions.
Pop that link right up on the far right of your menu bar on a brightly colored button so it really stands out. Now is not the time to use cute or confusing language. Do not say “Let’s Connect” or “Want to Chat?” Be direct. Be bold. Own the sale. Some suggestions include “Contact Me Today” or “Get Started.”
11. Get Ranked and CYA With These Two Critical Pages
These pages are now a legal requirement for all websites, and websites that don’t have these pages won’t rank well.
To simplify the process for our clients, we’ve partnered with and highly recommend Termageddon. (We also use Termageddon’s policies on our website.) For a nominal fee, Termageddon will prepare your policies and automatically update them on your website when the privacy laws frequently change.
12. Generate More Clients by Building an Email List
Many private practice owners don’t realize the power of a website’s marketing potential, and building an email list says you’re in it to win it.
Website visitors subscribe to your list because they like what they’ve seen and want more. An email list is a great way of nurturing potential clients until they are ready to purchase your service or product.
So how do you build an email list? You will add a lead magnet to your website which is a free incentive offered to your visitors in exchange for their email address. Just be sure that your lead magnet truly offers valuable information to your potential clients that they need to solve their current struggle.
If creating a lead magnet and email sales funnel sounds like gobbeldygook or just something you don’t want to manage, we here at GrowingREACH have you covered. Let us grow your practice with a lead magnet that will have your potential clients clamoring for more while you sit back and watch your list grow.
Warm up your marketing leads by building trust
After someone has joined your email list through your website, you still have some work to do to keep their attention as you slowly move them from being a cold to hot lead who is ready to hire you.
Today, people are on a lot of lists and it can be hard to stand out.
Building an effective marketing funnel is worthwhile, however, and can result in a group waiting in the wings to purchase your latest and greatest offering.
13. Look Good on Mobile with Responsive Web Design
A recent study showed that 57% of users won’t recommend a business with a poorly designed mobile site.
You want a beautiful and effective website, but you must also ensure that your website is responsive. Responsive web design is about creating web pages that look good on all devices and will automatically adjust for different screen sizes.
Present your practice like the pro that you are with a modern mobile presence, or risk the chance of alienating your referral sources and losing potential clients.
Is your current website mobile-friendly?
Check your site using Google’s Mobile Friendly Test Tool.
Growing Your Private Practice Reach
We hope today’s post showed you how to improve your private practice website. If you want a beautiful website that converts, will get you noticed, and makes your ideal clients choose you over your competitors, contact GrowingREACH. We are a boutique marketing agency who have helped hundreds of private practices just like yours nail their marketing strategies, book more clients, and find a better work/life balance.
Now we want to turn it over to you: Which of the website strategies listed here are you going to try first? Let us know the 1 item on this list that you’re going to take action on first.