Developing An Effective Physical Therapy Web Site

Physical therapists have unique web presence needs. An effective site must:

* Introduce the practitioner, and outline his or her style of treatment;
* Provide straightforward content establishing the practitioner's credibility;
* Review services and common procedures performed by the practitioner;
* Inform the prospective client of the features and value of selecting the practitioner as a service provider;
* Offer immediate contact options, including a web e-mail form;
* Display office locations complete with photos, address, and driving directions.

Style and Navigation

Thephysical therapist's web site should be clean, professional, and to thepoint. Avoid loading the site with Flash, Java applets, or otherfeatures that go beyond basic programming. Keep the practitioner'starget market(s) in mind; potential clients are looking forinformation, not savvy design.

Of course, this shouldn't takeaway from the web site's on-screen appeal. Images and text should beeasy to review, however this doesn't have to infer plain web design.Let the information stand out; compliment the text with images andbasic page graphics.

If a logo, font, or color is already in useon printed marketing materials, incorporate this into the site so thatall marketing materials present the practitioner consistently.

Content Elements

Presentingcontent in a basic, explanatory fashion will ensure the web siteappeals to the greatest target market possible. If the site is loadedwith concepts or terminology that is beyond traditional understanding,the reader will indirectly lose interest. Again, keep the target marketin mind.

If at all possible, be sure to include a photo of thepractitioner, as well as a limited biography. Photos of in-office staffare also helpful in developing a relationship between theclient-prospect and the practitioner.

Each practitioner has hisor her own style of treatment. Highlighting the specific featuresand/or benefits of the practitioner's services is the most effectiveway to turn prospects into clients. Increasing the unique value of thepractitioner will establish credibility, promote interest, and increasethe likelihood of taking a "next action step."

Establishing anext action step is imperative in developing an effective web presence.All areas of the site must lead the prospect to a point of action,whether it be telephone contact, filling out a consultation form, orrequesting additional information by mail or e-mail.

Tweaks and Tips

*When developing content, be sure to include plenty of key terms andphrases in the site's general text. Search engines such as Google relyon content text, not meta tags, to determine search placement.

*Include key terms in image description tags and hyperlinks. Describeeach image or link using terms and phrases relevant to the image,industry, and practitioner.

* Offer point-to-point drivingdirection to each office location by linking to a Google or Yahoo! map.This free service is a great way to increase prospect-to-clientconversion, as visitors will recall the site provides drivingdirections.

* If you are a practitioner attempting to developyour first web presence, seek the advice and support of a full-servicesmall business web design firm. Professional, affordable web design isavailable. Creating a "do it yourself" site may appear cost effective,however this can quickly become a complicated and time consumingproject. Stay focused in your profession, and recruit the wisdom of aweb professional.

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