1. Osteobiz Shoestring Marketing Website Checklist Gilly Woodhouse Copyright Business Coaching for Osteopaths

2.  Why?  Update promptly  Make changes  Implement new ideas instantly  Add/remove seasonal info  Change prices instantly  Change opening times  Add blog content  Add/remove staff

3.  It needs to show what you offer  It needs to look its best  It needs to be easily navigable  It needs to have simple and concise information

4.  Branded colours  Striking logo  Prominent phone number  Meaningful header  Clean and sharp images denoting health

5.  Close up smiling images of all therapists  Address and Google map  Price list  Powerful headline  Social media links  A strong call to action

6.  Concise biographies  Brief descriptions of all services offered  Testimonials on every page if possible  Specific pages for each service offered

7.  Long sentences and long, chunky paragraphs  Welcome!  Jargon  Complex medical terminology  Skeletons! (Stan being an exception!)

8.  Your shop window MUST be marketing to your Perfect Patient  It MUST be about your patients and their needs not about you per se!  Make it clear how you help them  Show them what you solve for them  Explain the benefits of what you bring

9.  Help them to identify themselves:  Are you fed up of putting up with stiff and aching joints?  Is back pain stopping you from enjoying your favourite sport?  Do you wish you could wipe away the aches and niggles associated with pregnancy or when lifting and carrying toddlers?

10.  Here at ABC Osteos, we love a painful problem! We’re highly trained pain detectives and we enjoy nothing better than to seek out the root cause of your pain and gently sort it out!  Not only do we ease you back to better mobility, we will advise you how to remain pain free for longer  If you’ve got an ongoing painful condition, we will help it back to the best it can be. Then we’ll maintain it occasionally in the same way as your car loves a service and MOT once in a while!

11.  Not only can we treat whatever pain you may have, we are also qualified to diagnose the problem and refer you to other specialists or doctors if needed. You’re in safe hands!  Not sure about paying for Osteopathic treatments? Just imagine having less pain and more mobility – that’s always our goal.  Did you know that if you have private medical insurance you may well be able to claim for Osteopathic treatment?

12.  Make sure your sales page is written with your Perfect Patient in mind.  If you have different Perfect Patients give them each a separate page so that they can easily identify themselves and head there for relevant information.  Don’t worry about sounding ‘professional’ which can end up being bland and lacking personality. Write authentically, passionately and from the heart.

13.  Use words which will resonate with them and help them to take action and book!  It may sound mean but press their ‘pain points’! Empathise, tell them they’re not alone and write so that they are nodding their head at what you say.  Show that you understand their problems, anxieties and fears.  Show them how you solve their problems – what results do you hope to achieve (or work towards) and how will that make them feel?

14.  Prices – make sure they are listed in the appropriate place  Use a rousing call to action. People respond well to instruction! So tell them what to do next eg ‘Call now and book your appointment’  Make sure that your paragraphs and sentences are fairly short and punchy. We have the attention spans of goldfish in this fast-moving online world so be clear and brief

15.  Split up each page with headings, images and sections  Ensure the essence of your personality shines through. Make sure that there is warmth and caring evident in your words  Add in those testimonials to give gravitas and all important social proof to your abilities and skills  Use striking images to get the message across visually

16.  Make sure you answer the questions you are frequently asked. If people are unsure, they will not book.  Give them those answers to promote confidence that they are in the right place. Some may not like to show ignorance by calling up to ‘ask a silly question’  Make sure their fears are allayed from the outset eg It is not a painful treatment method

17.  Could you add in a brief case study or two if that demonstrates your success in dealing with a specific condition or type of patient. For example, relieving symptoms of debilitating lower back pain or resolving recurring ear infections in infants.