6 Tips For Your Website Homepage
Your website homepage is the digital front door of your PT practice. When a prospective patient first comes to your site, you want them to be impressed with your professional design and informative content. Additionally, you want to provide an experience that functions flawlessly across all devices. It takes a combination of both PT marketing and web development to create a successful homepage. Let’s explore some homepage design ideas that have proven successful for other physical therapy practices.
1) Use High-Quality Full-Color Photos
The first thing people will see when they visit your homepage is the imagery. You want them to be impressed! Professional, high-resolution photography is essential as it will be able to handle all devices from smartphones to large monitors. The photos also need to set the stage and mood for your practice. Images of patients receiving hands-on care, doing activities they love, and being active work well to show the improvement PT treatment can have on their life.
2) Feature Patient Testimonials
Someone who is visiting your website may be visiting 3-4 other practices before choosing a provider. Therefore, it is important to make an emotional connection with them to start building a relationship beyond the screen. Reading what other people say about your practice provides a sense of reality and authenticity. It also shows that you value your patients enough to feature them prominently in your online experience. Similarly, prospective patients are also visiting review sites to see what past patients say about your practice. You validate those 5-star reviews by including some of your own on your homepage.
3) Describe Common Conditions and Benefits of PT
An informed prospect is 10x more likely to become a patient because they can feel confident in their decisions. You need to educate website visitors about physical therapy and how it can help them. Now, this doesn’t mean a 500-word essay on PT. Your content still needs to follow website best practices and be quickly scannable. Focus on bulleted lists or short statements that get to the point. Additionally, this a chance to build some content for SEO (search engine optimization) so look for keywords or phrases that are commonly searched. We recommend conditions such as back pain, knee pain, shoulder pain or post-surgical rehabilitation. Incorporating a mix of text and icons or small thumbnail images also improves comprehension.
PRO TIP: A list of conditions on a page does not rank well in Google. Instead, have a menu dropdown with a page for each condition. Remember to make sure each page then has at least 350 words, an image or two, and a testimonial if you have one about the topic.
Another great way to educate visitors is an interactive conditions library on your homepage where they can select the area of the body they want information about. Here’s an example of the one we create for our web clients.
4) Make Your Contact Information Easily Accessible
Think about the last time you needed to call a local business or get directions. Was it easy to find the phone number and address? If it was, you probably don’t even remember the experience because you were able to get to your goal quickly. But, when you struggle to make a call or find an address, you get frustrated. A patient’s first experience with your practice should never be remembered as a hassle. Make it easy for them to find your contact information straight from your homepage. Then, they can call to make an appointment, ask questions or get directions easily.
Similarly, you can update your Google Business directory record to allow them to get this information straight from Google search (saving the patient even more time). Prospective patients who feel like they “wasted time” are less likely to come see you for PT. Use your homepage to make it effortless and simple to contact your practice.
5) Add Your Blogs and Social Media
Being current and relevant is important for PT practices. Patients need to believe that you are on the edge of care, treatments, and technology. Showcasing your blogs and social media feeds directly on your homepage keeps you looking on top of it. Especially if you see a lot of young professionals, it is important to be up to date. That means that blogs from 2 years ago and Facebook posts from months back won’t cut it. Professional websites are able to pull in the most recent blogs and Facebook posts directly onto your homepage. Patients can see that you are frequently sharing informative content and staying active in the community. As an added bonus, there is little to no effort on your part—just blog and post like usual and your homepage is automatically updated. For more on blogging and social media download your free social media marketing eBook today!
6) Think About Mobile Users
Over 80% of website traffic comes from mobile phones (and that number continues to grow!). How does your current PT website look on your iPhone? Is it easy to scroll, click and navigate to key information? Do you have to zoom in and move around a lot to read the text? Are the images grainy or blurry? If 8 out of 10 people are seeing your website on their smartphone, you want them to have an ideal experience. Professionally developed websites are mobile-first and responsive while using the latest technologies. They will resize images, scale up text and reduce page load times to optimize the experience for mobile.
Likewise, you should consider little things like click to call phone numbers (when you just tap the phone number and it initiates a call) and maps navigation to easily get directions on the go. Every chance that you have to improve a patients experience, whether in clinic or online, is key in attracting more patients to PT.
Why Homepage Design Really Matters
Your PT website homepage is the number one most visited page of your site. It introduces your practice and digitally “greets” patients. You want it to visually highlight the benefits of physical therapy, explain how you can help patients and build a relationship with them.
Your homepage also needs to simply work and make it effortless for patients to connect with your practice and, ideally, book appointments.