Imagine if I told you that you could place a billboard for your practice right in front of thousands of people in your local community who are looking for a podiatrist? In addition to having all-important visibility on Find a Podiatrist, there are other ways to be found online.
In fact, a strong online presence can transform your local podiatry practice into being the go-to provider in your local area. Ready to learn how? Let’s dive into some of the strategies.
Do you have a glorified business card?
It’s alarming how many practices are missing out on potential bookings due to poor website layout. With 98 per cent of websites resembling glorified business cards; what do I mean? They typically feature the business name, contact information, a long list of services, and an ‘About Us’ section.
Sound familiar? How do we turn it into an attractive appointment booking machine?
We have two main objectives: First, build a site that prompts clients to pick up the phone or book an appointment, acting like a 24/7 receptionist. Second, optimise the website to please the Google machine. More on that later.
If you want your website to work much harder for you, beyond being a glorified business card, then bear the following tips in mind.
1. Build an appointment-making machine
- Speak directly to your ideal clients: If you want to attract athletes to your practice. Talk directly to them, call them out. If you want more custom orthotics clients, position yourself as the go-to custom orthotics distributor and know precisely why your orthotics are better than others. Remember, the generalist never wins.
- Highlight your difference: Highlight the points where your service is different, or specific areas you focus on.
- Create a clear ‘call to action’: A confused client never books. Don’t leave your visitors guessing. Use strong calls to action like ‘Book Now’ or ‘Call Today’ in prominent positions on your website.
2. Nurture the Google machine
- Check your mobile-first optimisation: Have you ever looked at your website on a mobile device? With over 70 per cent of web traffic coming from mobile devices, your site must look great and load quickly on smartphones.
- Revisit your local strategy: Use relevant local keywords on your website that potential clients will use to find a podiatrist in your area. Examples include ‘Ingrown Toenail Treatment Melbourne’, ‘Custom Orthotics Brisbane’, or ‘Sydney Podiatrist’.
- Build local links: Think of links from other websites to yours as votes of confidence. The more reputable sites that link to you, the more credible your practice appears to Google. The more you will climb in rankings.
- Build relationships with your local community: Reach out to local health blogs or community websites, and offer to write guest posts or share insights. A link back to your site from theirs boosts your credibility.
- Collaborate with local businesses: Partner with local healthcare providers. For example, a physiotherapist could recommend your podiatry services on their site, and you could do the same for them. This mutual support enhances both of your online presences.
- Keep your Google ‘My Business Profile’ active: Regularly update your profile with new photos, service updates, and posts about special events or promotions. Businesses with complete listings are twice as likely to be considered reputable by consumers.
- Respect the business listing: Imagine driving to a new restaurant only to find the address listed online was wrong. Frustrating, right? Consistency in your business listing information is crucial.
3. Value the importance of reviews
- Build trust: What does a client have to feel before booking an appointment? Trust. Google reviews build trust and your new clients will read your online reviews before booking an appointment. The more positive reviews you have, the more likely they are to choose you. According to a study, 91 per cent of consumers read online reviews, and 84 per cent trust them as much as personal recommendations. I am sure you have read the reviews when seeking a new service, before trying a new restaurant or seeking more information on a product.
- Ask your clients: Asking your clients to see if they would be interested in leaving you a Google review. Please note you are not able to advertise reviews that refer to any treatment.
- Engage with reviews: Most practices forget to respond to the reviews. Yet responding shows you care about your client’s feedback. Thank those who leave positive comments and address any negative reviews professionally, and with respect.
- Read the guidelines: The Australian Health Practitioner Regulation Agency (Ahpra) has guidelines to help podiatrists understand what they can and can’t do.
4. Remember that content is (still) king
- See your website as an informative resource: Imagine your website as a treasure trove of valuable information. Regularly updating it with informative, engaging content keeps visitors coming back.
- Create original, valuable content: Focus on well-researched articles that address common questions and concerns of your patients. For instance, write about, ‘How to prevent ingrown toenails’ or ‘Choosing the right running shoes’. Businesses that blog receive 55 per cent more website visitors than those that don’t.
- Use different media: Incorporate videos and infographics. These varied content types cater to different preferences and can be more engaging than text alone.
The biggest takeaway
By optimising your website, gathering positive reviews, building strong network links, maintaining consistent business listings, and creating high-quality content, your podiatry practice can significantly enhance its online presence.
These steps will help you to become the preferred choice for podiatry services in your area, driving growth and establishing your practice as a trusted provider. Start implementing these strategies today and watch your patient-base expand as more people discover and choose your exceptional services.
