Why Most PT Clinic Websites Fail – And How To Make Sure Your Doesn’t

by · 25th June 2015

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Was at a mastermind yesterday.

In London.

8 smart businesses owners gathered together to talk about our biggest problems and challenges – leaving at the end of the day with the solution to each!..

And one of the hot topics we discussed was “web sites”… and their design.

Or, to be more specific, “WHY” people actually go on to a website in the first place.

And one of the conversations got a little heated as I aired my views about how an “accountant” in the room, should re-work the MESSAGE on his website.

(Note how I didn’t say “re-design” – not always needed!)

See, everyone else in the room was encouraging this Accountant to keep his message “broad” … in attempt to please as many people as possible who visit his site.

In other words, create a “me-too”… website (…basically, one which looks the same as everyone else’s).

But my suggestion, was this:

“Make your website specifically
for people FRUSTRATED
with their CURRENT
accountant”…

And yet, my suggestion was (initially) met with resistance.

With everyone else in the room worrying that it would turn people off who might be thinking about choosing this accountant (…but who isn’t currently frustrated by their accountant).

My reply:

“Tell me why they would they be on his website in the first place?”…
.
.
.

The answer is, they wouldn’t!

No body would.

The only reason 99/100 people would look for a new accountant is if the performance of their current accounts person has frustrated them enough, that it forces them to do so.

“But what if I had been recommended to him by a friend… and I went on his website to check him out – the website wouldn’t cater for me?”…

Was another objection.

My reply:

“Your decision to buy is already made up because of the recommendation of a friend – you’re only going on the website to *validate* the decision for yourself – and to get a contact number to call – therefore the message on the website is irrelevant as you wouldn’t even notice it”…

The relevance for Physical Therapists?…

Is this:

When designing your website, (or any sales and marketing piece designed to move people closer to your services…)

It helps to have an understanding of HOW and WHY people actually buy services in the first place.

People use “Google” primarily to solve problems – they search for information in the hope of finding out MORE about what ever problem they’re having at that moment.

If they havn’t got a problem, they’re not searching.

(They’re on Facebook!)

Just like in this story of the accountant – there’s no way another businesses owner would ever get to his site via Google… UNLESS he was frustrated by his accountants lack of help or poor advice and starts the search!

So the moral of the story is that your PT website should be designed to targeted one group of people…

…some body frustrated by pain and stiffness perhaps…

…and give them a compelling reason to respond to you for information or advice first… moving the relationship one step closer to the treatment room at a time.

Anyhow.

I have a surprise for you…

If you want to know “5” of my best tips for creating a website that is the most profitable on the entire internet (like my own!), and definitely in PT land, then check this out:

– Get 5 Ways To Boost Referrals From Your Website ! >

Right now you can save a $150 dollars on this 7 module course if you take action and order it today.

Sincerely.

Paul Gough.

P.S The course also shows you how to attract more people to your clinic by changing the way you offer a “free evaluation”.

Get it today, for not very much cost.

– Get 5 Ways To Boost Referrals From Your Website ! >

About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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