A web site for your practice or business can help you educate and retain clients. In this article, we’ll provide advice, so you can start building your own web site. Find out what you should consider before you start, and get tips to improve your current site if you already have one.
Getting started:
1. Define the purpose of your web site.
Write a mission statement for your practice web site. For example, "To provide our clients with the latest holistic healthcare information so they can make educated decisions and choose optimal care. To bond clients to our practice through education and 24/7 accessibility."
Consider your site one of several tools that you use to communicate with clients, including newsletters, reminders and handouts. Don’t assume that you’ll attract new clients with a web site. Instead, use your web site as a client retention tool that builds trusting relationships.
2. Set a budget
Like any marketing project, your web site needs a budget. Estimate the costs associated with an Internet service provider and web design professional.
3. Assign a web caretaker.
Designate a staff member as your web master. He or she is accountable for interfacing with your web designer to update information, writing content, and answering or forwarding e-mails daily. You may want to form a team to work with your web designer to create the site map, plan content and ensure the project stays on schedule.
4. Use testimonials.
Testimonials from your customers are one of the strongest marketing tools available. A testimonial is a statement, written by your customers, saying nice things about your business. Testimonials can be gathered from thank you letters or surveys. You can also ask your customers if they would be willing to write a recommendation for you.
5. Making use of photos on your site.
Your site can make use of photos taken of your practice, stock photos that have been purchased, or a combination of the two. We recommend showcasing photos of your business to add a personal touch. These can include a headshot of yourself, a group staff photo, an exterior picture of your facility and interior shots of your office.
If hiring a photographer does not fit within your budget, a average digital camera can do a very nice job of producing photos for use on the Internet. Unlike for a piece that is being printed, your images do not need to be high resolution to have a high-quality appearance. There are numerous sites where affordable stock photos can be purchased. Sites such as www.bigstockphoto.com and www.istockphoto.com offer images that range in cost from less than $25 to $150 each.
6. Use keywords to optimize for high search engine ranking.
To properly optimize your web site to rank highly on Internet search engines, you may want to consult with an expert in web site optimization. These professionals will embed keywords and use other techniques to help your company appear when some searches Google, or another search engine, for the products and services you provide in your geographic area. Search engine optimization usually involves an initial investment and monthly maintenance to help you keep your site ranking highly.
7. Heavily market your site.
Make a list of ways you can let clients know about your new web site. Add your web address to business cards, handouts, brochures, newsletters, prescription labels, signs, shopping bags and more. Receptionists can tell phone shoppers and new clients to "Visit our practice online at www.yourpracticename.com."
Hang a banner on your building. When you launch your site, have a sign company create a large vinyl banner that you can hang outside. Passers-by and clients will learn about your new web site. And, if you’ve chosen a web designer who is also a marketing professional, you can gain valuable advice on many other ways you can market your site.
Set a schedule and stick to it. I recommend updating your web site monthly because you need to keep clients coming back. Consider "Ask the expert" e-mail and post frequently asked questions. Feature a "Case of the Month". Post your client handouts online and organize them by categories. Offer a virtual tour, profiles of staff members and an online version of your newsletter.
Designing a web site for your holistic practice can be fun when you follow a plan and involve team members. Stay focused on your mission to educate clients and you’ll enjoy steady traffic to your site—and repeat visits to your practice.