Digital Marketing for PT Practices

Using Digital Marketing for Physical Therapy

Websites, social media, Google AdWords, SEO…the list of online marketing buzzwords seems to keep growing. How can a practice owner stay on top of it all and manage a busy physical therapy clinic? Let’s tackle digital marketing for PT practices one step at a time and soon you will have a standout online presence that generates additional revenue for your business.

First, you need an accurate understanding of digital marketing and its many components.

Download our free guides for online and social media marketing best practices to attract more patients


4 Types of Digital Marketing


A website is a grouping of web pages containing text, images, and data. These pages share the same primary URL (www.ABCphysicaltherapy.com). A website is the most important digital marketing asset as it helps to promote your practice, provides contact information, and gives online credibility.


Social Media

Social media is any online platform that supports the sharing of text, images, and media. Popular social media platforms are Facebook, Twitter, and LinkedIn. By creating an account or profile on these platforms, you can engage with potential clients and drive traffic (visitors, page views etc.) to your website.


how to use SEO to market physical therapy

Search Engine Optimization or SEO

SEO helps with increasing traffic to a website through a search engine or organic searching. For example,web pagess and websites contain page titles, keywords, and meta descriptions that help to increase searchability for that content. When someone types “physical therapy in Richmond, VA” into Google, the search results are populated based on the websites’ SEO.


Search Engine Marketing or SEM

SEM increases traffic to a website through paid campaigns that increase the site’s visibility to search engines. For example, when searching in Google, you typically see the first 2-3 results with an orange Ad icon. These are paid campaigns that promote specific websites before those in the organic search listings.

Now, it’s time to plan your PT practice’s digital marketing. First, does your practice have a website? Many will answer, “Yes!” Next, is your website current? An updated website ensures that all the information is correct. Additionally, it should have a professional, modern design. Can the site be easily updated or does it take days or weeks for a simple change? Also, are you utilizing SEO best practices? Lastly, how does your website look on a mobile device or smartphone? You might not know all the answers to these questions. But, that is OK! Let’s learn about digital marketing best practices to get started.



Digital Marketing Best Practices

Website Design

A website design is critical. The site needs to be visual cohesive and be the best possible representation of your practice to online audiences.

  • Logo: is your logo prominently placed throughout the site? Are your brand’s colors utilized throughout the pages?
  • Images: are the photos high-quality? A picture is worth 1,000 words. Your images should be either professionally photographed and/or purchased stock photography. Properly size your images to avoid pixelation and should scale appropriately on mobile devices.
  • Layout: are your page’s easy to scan? Most viewers will scan a page to find the content that appeals to them. By carefully laying out the page and its content, you can control what marketing messages viewers see.


Website Content

Your website needs to be informative, accurate, and compelling. If the design is the lettuce, tomato, and onion, the content is the burger—full of “meat” that gives the viewer something to “chew on”. Here are the features we always include for PT websites

  • Contact Us: is your practice’s contact information immediately visible on every page? Your site should have your phone number in the header to allow clients to call you for questions or to book appointments. Your physical address, map, and email should also be readily available.
  • Services: patients are often looking for a specific service to treat their pain. Your website should include a listing of all the services you offer and detailed descriptions about the diagnoses you treat and how PT can help. Think of your site as a patient education resource as it will guide them to seek your care and treatment.
  • Referrals / Administrative Forms: can doctors’ offices refer patients to your clinic online? Can patients access forms prior to their visit? Are online appointment requests available? More patients are coming into a clinic from online sources. Your website needs to act as an online front desk for your patients.


Technical Aspects

If the design and content are the fillings, the technical aspects and function are the burger bun. By ensuring that your site has a solid foundation, you will continue to generate even more results for your practice.

  • Content Management System (CMS): a reliable and adaptive content management system can save you from lots of stress and troubleshooting when it comes to your website. A CMS, such as WordPress, is your one-stop-shop for updating your website. You are able to change page copy, swap out images, and update contact info easily throughout your site.
  • SEO: informative content will engage patients and coupled with effective SEO, you will get even more new patients through natural search. Most CMS have a plugin to help you create page titles, keywords, and meta descriptions for your web pages. This will help your website rise to the top of the search engine listings.
  • Social Media: does your website link to your Facebook, Twitter, or other profiles? By incorporating links to your site in your social media posts and sharing content directly from your site to your followers, you can increase your digital marketing. And, it’s FREE!

Want to learn more about digital marketing for physical therapy practices?

Check out Free PT Marketing Downloads today!