How Poor Copyrighting Can Kill a Chiropractic Practice- by The Evidence Based Chiropractor
Copyrighting can be your best friend or your worst enemy. How you position and project yourself online, and offline, can literally make or break your practice. Today we are going to focus online. Unfortunately, many chiropractors get caught up in design rather than content.
So what is copyrighting? Copyrighting is defined as, "writing copy for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs".
The focus for many chiropractors when updating their website is design. And I will not argue that good design not only solves problems, but certainly helps to position your practice. Here is typically process for most chiropractors. You type "chiropractic websites" into google and start checking out the results. Typically, you will find a company or two have website templates which resonate with you and you email them for a quote. They install and tweak the template, add the content, and viola (!), a new website is born. Does anyone see the potential pitfall with this scenario?
The problem is that the visual aspect was decided first, instead of the content. Content (i.e.- copy, copyrighting) is the most important aspect of your site. Its your message! Slick design with poor content does not serve your, or your potential patients, best interest. By focusing first on content you can then decide which visual representation best suits your message.
Here are a few questions to consider:
- When someone visits my website is the message clear? (what do I stand for? what can I help them with?)
- Does my website design obscure or reinforce my copy/text?
Finally, we all know it can be tough to take a truly objective look at our own "stuff". If you are ready for a eye opening experience I suggest you visit Peek. My friend TJ Mapes RIPT Apparel, recently turned me onto this service and I can't recommend it enough. It's a free service where you type in your website address and within a hour you will receive an email with a 5 minute video of someone interacting with your website. I can guarantee you will learn a few things; I certainly did! The bottom line is that the copy on your website is the most powerful tool you have to entice or repel patients whom are searching for your services. Choose wisely.
-The Evidence Based Chiropractor has assisted hundreds of chiropractors around the globe build interdisciplinary referral relationships.
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