How To Build High Converting Physiotherapy Websites

Imagine walking into a restaurant and as you enter the staff are not friendly, the decor is terrible, the seating is bad and to cap it all the waiter brings the food to you after 30 minutes of ou waiting. This is probably something you wouldn't stand for and you would probably end up walking out of the restaurant and going somewhere else where they will better able to understand what you are looking for. 

The same thing goes with online. Would you really expect your customers to hang around when they come to your page and aren't served up with something from your website which they are looking for . The answer is no and they will probably look elsewhere. The difference is they will do this in a flash because tehy know that 3 seconds away there is a practice website that will cater more for their exact needs. On top of it all if you do serve your customers with irrelevant content on your site and not looking after them because you are not in tune with them, you are running the risk of them in a very quick space of time telling their friends about you via the different social media platforms. 

As physios, osteopaths and chiropractors I know we are always busy treating our patients so I have included some quick and easy wins from several websites I have randomly come across to see how we can critique and improve them.

1. Recentre

What I like

The call to action (CTA) for making appointment is clearly earmarked. The call to action on the buttons if not clearly marked with what the customer will recieve leads to alot of leaks in confidence. So the idea that they have spelt it out clearly so people  know what to expect. Here it could use a doubled line CTA taht starts with a primary first line Book your classses online, then a second line include your details"

What I would change

• I truly believe there are too many things going on on the page. What exactly is the intention is it to get the customer to book an appointment o to book a class. In a bid to get as many details of what the clinic does the message gets lost somewhere.

• Once you complete the form to book a class or an appointment, they should present the customer to spread the word again via Facebook or Twitter. This would be great use of the Thank You page real estate and this opportunity should not be lost.

• Structure - the page contains alot of information and all of it is competing for the users attention. Simplifying the structure would help the user to understand what they should be reading and in what order.

• There are two CTA's on the page for two seperate offers. The link should be included only for one CTA. If you more than one thing to offer your user, make it easy for them to select all the ones they want as part of a single CTA that clicks through to an option of other services.

• There are two different addresses on the bottom of the page. This needs to be one only if not this will pose problems as to what address will register on Google or in other niche directories. This is extremely important for building citation and looking to optimize your page for local search and local traffic which  will be better qualified leads.

• Having multiple signups buttons -  having buttons on the top and bottom of the page means that the CTA is always available, whether the reader reads the supporting information or not. For a landing page  where the CTA disappears as you scroll down the page although not in this example having multiple butons would be a must.

2. Clapham Physiotherapy

Things I'd change 

• There are so many things we could change on this site but we will only look at a few of the stand out things which need to be taken into account

• There are no CTA's which is missing on the opportunities to convert its customers

• The page really places more emphasis on social media and links customers out of he page to its Twitter and Facebook account. More emphasis needs to be attached to defining clear CTA

• Tabs and Buttons - the link directory tabs and buttons on the bottm of the page isnt serving a purpose and it should be removed especially if the page does not make it clear what it wants the customer to do

• More use of imagery to make sections distinct - use images to it representative of the copy in each section. Using images to introduce each section makes it easy for the user to scan the page.

• Have you got a favourite landing page or do you have your hands upo in despair at your landing page or home page whcih does not seem to be working for you. Share them with us in the comments.

3. Physiowork Company

What I like

• Clarity -  the page is structured clearly with good and uniform use of colour. The introduction states clearly what the practice is all about and what they specialise in. A clear value proposition.

• There is clever use of imagery and boxes to highlight different services on offer and copy is short and gives the customer the opportunity to read more about each service with drop down menu.

• Trust factors: the professional logos provide a strong sense of endorsement which helps to establish trust and credibility.

Things I'd change or test

• Single CTA - there is alot going on on the page but the practiceneeds to be clear about what it want the user to do. In this case it is to make an appointment but there are no tabs or buttons highlighting this to guide the user.

• Testimonials cold have been placed right next to the make an appointment phrase to encourage sign ups. Also by keeping them simple and personal they feel more genuine.

4. Bodylogic Health

What I'd test and change

• What is the value proposition? The first paragraph does not explain it well enough. To an ordinary person reading this what does a holistic approach mean and what benefits are the benefits for the customer? This should be clearly put forward in some way to customer.

• No clear CTA for the running masterclass or for booking an appointment. There is only a small URL on the bottom of the ad which the visitor has to go to.

• Social sharing location: Twitter is available in two locations and people are more inclined to share things after they have actually got it. Plus with such a large Twitter interface this distracts from the main page and the value proposition. I would keep with having a smaller Twitter and Facebook button but remove the large Twitter interface. I would even go as far as putting it on the confirmation page after someone has booked in the masterclass or booked an appointment.

• Testimonials: More use of testimonials logos of companies and local sport clubs with whcih they have affiliations.If you look at how this non healthcare associated company has promoted its testimonials there is no reason why the same principles cannot be applied to a physiotherapy website. 

• Change the name, address, phone number (NAP) positions on the page are not in the best positions and not clearly formatted. They need to be above the fold and easily visible. 

Please not that links are provided for the all the brands homepages I have talked about here as a thank you for using their screenshots. I am in no way affiliated with any of these brands and only offer my opinion on what i see as clear ways each of these brands could make some easy wins on their web pages. Please feel free anyone reading this to drop any comments. If you are looking to optimize your physio, osteopath or chiropractor website please get in contact with us.