One of the issues I see that chiropractors seem to be struggling with is sharing all of the information they know about chiropractic and overall health in a concise and convincing manner.

They know so much, they want to share, they want to help — and the message gets muddied and unclear. The message can become more about what the doctor wants to share instead of what the patient wants to know.

The other issue is that by sharing so much information, trying to capture every condition that could possibly come your way, you may lose more than you catch.

There’s an old saying, “When you market to everyone, you market to no one.”

The same can be applied here. When you teach to everyone, you’re teaching to no one. What type of patient do you really want in your office? Sports injuries? Auto accidents? Wellness?

Does the message you’re sending out indicate that? Will the perfect patient you want to attract feel like the message is speaking directly to them? If not, it may be time to reassess who you really want in your office and tailor your website and marketing efforts to them.

When I sat down to make my chiropractic website, I asked myself, “What would someone looking for a chiropractor really want to know? What would make them want to call my office?”

I decided that the most common questions had to be addressed. Since I visualized that someone was dialing the phone while laying flat on their back in pain, I tried to speak to them. I gave them the basics; what conditions do you treat, where are you, when are you open, and can I afford it (aka – will my insurance cover it)?

What else is there? What else would someone seeking out chiropractic care want to know before they came in?

I assumed that they would also like to see who they are visiting, and a little bit about them. What does the doctor look like? Is the office nice? What can I expect to happen on the first visit?

Some would want to know this, but probably less than the people that were just trying to find out when I’m open. So the secondary information is quickly available, but not on the first page.

Keep it clean. Keep the message clear, and direct it at the people you hope will find your office and seek out your care. They don’t need to know the history of chiropractic or find out that the “About The Doctor” page is still “under construction.”

I think we would all make better choices on our websites if we really tried to think about it that way. Most docs just don’t want to think about it at all and that will hurt your site in the long run. Give your site a once over and see if it’s the message you’re really going for.

If it’s not, make a change! That’s what’s so great about websites and internet marketing. Changes can really be made at any time. So there’s no reason to keep your old site or your old content unless it’s what you really want.