Guest Blog From | Sophie Wood | Buzz Web Design & Consultancy and Pocket Site (https://pocketsite.co.uk) – The Website Builder Designed For The Busy Therapist
Potential clients visit your website to learn more about you and the services you offer. You’ve put in all the hard work to attract visitors to your website: social media campaigns, postings, built up a referral network, run paid ads, registered with business directories, and invested in getting your website visible to Google. After all this time, effort and cost you want to make sure that once they are on your website their hopes are confirmed and they decide you are the one for them.
What do you need to do on your website to give you the very best chance of being the chosen one?
1. Keep It Simple
Obvious but often overlooked. The fewer the words the better. Don’t overload those key landing pages with text. Look at what you’ve got and half it. Visitors to websites speed read and visually scan a web page. If you’ve got paragraphs of text I can guarantee they are not being read by a potential client. They are being passed over.
Your website pages should be an elevator pitch. Think of the text on it as punchy short statements about what you offer and how. Replace text with images if possible. Replace paragraphs with simple bullet points. If you’ve got a lot of text you can always add a ‘Read More’ button so customers can expand the text if they want to, ensuring you’re not overloading them.
You can use more text as you scroll further down the page but the top part of the page needs to be brief and specific to your customer.
2. An Offer ‘Above The Fold’
When customers land on your website the first thing they need to see is an offer/request for action ‘above the fold’. ‘Above the fold’ is a term from the newspaper industry and refers to stories that are printed above where the newspaper folds in half. This area is key real estate – in Monopoly terms it’s a Park Lane! Don’t waste this space make it count. A customer’s eyes will hit this space first before anything else.
Whatever you put here needs to reach out and speak to your customers. Select one image or 45-90 second video carefully for this section. Ensure it will appeal to your ideal customer. Avoid scrolling images as evidence shows these are rarely read. Add a sentence of text (what you do / what problem you can fix) if necessary, and then the request for action – call me, book an appointment, get in touch, lets chat, free 1st session. Whatever your offer is, put it front and centre. Carefully select a colour that will stand out. Orange is one of the most clickable colours around – who knew!
3. Don’t Make Me Think – Clear Calls To Action
Remember visitors are scanning your website and you don’t want them to have to think about what it is that you want them to do. As they move around the website you should have a ‘this is what to do now – click here, pick me, pick me’. It’s obvious to you what you want them to do, you need to make it obvious to your potential client. A call to action is designed to provoke an immediate response from the customer. If you make them think and use energy they are gone! Simple as that.
For a therapist the – get in touch, book an appointment, contact me, call me should be in as many places as possible across your website – top, bottom, middle, left, right, pop up, footer, header. If you’ve got a website with only one – Contact Me point then you’re losing customers guaranteed. Visit your website now and add more contact me points so your customers don’t have to think.
Quick Tip: Clickable Phone Number On Your Website.
These days you can add telephone numbers on your website that when clicked by a customer from a mobile will automatically start calling – one click done. Great for putting customer’s in touch with you easily from mobiles. To do this you just need to create a hyperlink as normal on your website – the same way you’d create a link to another website or mail address, but in place of the usual mailto:email@example.com you’d use tel:01625456789 with no spaces. I highly recommend you set this up.
4. Images Are Important
Images are important on a website, just showing an image of your office or therapy suite whilst useful, is best saved for later on in the decision process. Whoever is visiting your website is likely there to experience a better life in some way. Your website needs to convey an emotional destination. Images of smiling people or people looking satisfied speak to us. Using images devoid of people will mean your website will struggle to appeal to the visitor. I’m not suggesting you go overboard here but certainly choose an image that communicates a sense of health and well-being.
I’d always recommend for therapists to include an image of themselves and if at all possible, a 45 – 90-second introduction video is a fantastic way to engage with a visitor and ensure you appeal to your ideal customer.
5. Convey What You Do – Bite-Sized
Conveying what you do on your website clearly and concisely is critical. If you have just one therapy offering, then the job is easier. If you have several offerings, ensure you convey these simply without confusing your message.
Again, linking back to tip 1 – the fewer the words the better. Show key services with perhaps an image for each and one sentence of text – clarity is key. If you offer supervision consider separating these away from your main therapy services so as to not confuse your potential customers. If you have a lot of therapy services consider grouping these for your home page and then linking to other web pages that show the group in detail. Cramming it all on one page won’t work and visitors will leave.
These are the five most important things to do on your website. There are plenty of others but these 5 really can make a huge difference. Start working through them and get more clients today!
Sophie maintains the IPSIG web site. She will be presenting a free webinar for CBT Psychotherapist Briefings on January 10th, 10.30-11.30am about the Pocket Site web site builder and how you could use it to design a web site for your independent practice. For more information on Pocket Site click here >> Learn More Pocket Site
To book a place on the free webinar, follow this link: