Drew McLellan wrote an excellent article called â€œBuild your digital footprint in a hub and spoke modelâ€. He suggests that every business needs a hub that all their online and offline content point back to. He explains how using a hub/spoke model will increase your visibility on the web. Studies show over 70% of people check out a health care practitioner online before booking an appointment. Therefore, having a website easily found by clients and search engines is now central to a therapist drawing in clients.
Your website is where you most effectively present your skills, training, unique offerings, contact information and valuable content (articles or blog posts). The logic of have everything you do point back to your website is pretty straightforward as Drew explains:
- You want to point all your links and backlinks to the same location. This builds up your site's SEO (search engine optimization) and as a result makes it easier to be found by search engines and potential clients.
- You want people to easily find your best thinking, depth of knowledge and most authoritative voice – typically a blog or website.
- You want the search engines to drive people to where they can actually connect with you – human to human.
Therapist Marketing Takaway:
So if you look at the chart, it is a representation of what you may have as content both online and offline. In the center is your website and around the hub is all your content. All that content should direct everyone that comes across it to your website. So here are some questions to check out your wheel/hub:
1) Do all your offline contact points such as business cards, yellow pages listings and brochures have your website address clearly displayed?
2) Does all your online content outside your website direct people to your site? Check:
- That all your social media profiles have your website address.
- That any directory listing or associations your belong to have your website listed (if possible).
3) Is your website up to the requirements of being your hub? Is should:
- Be well designed both for aesthetics and usability. For example is all your contact information easy to find?
- Give the best possible picture of who you are as a therapist.
- Does your site contain something that makes you unique? If not consider adding something like a video or article explaining the benefits of using MyOutcomes. As Barry Duncan points out in his blog post a video is a great way to connect with website visitors. You could highlight points like how PCOMS quickly and efficiently reports when treatment isn't working enabling a therapist to use a more effective therapy. The fact using MyOutcomes allows the clients voice to be central to the care they receive. This message will resonate with many potential clients. It will make you stand out among all the therapist sites potential clients may visit.
If your â€œwheelâ€ appears to be missing some spokes or if the spokes are not pointing to your â€œHubâ€ (website) take the necessary steps to get it into shape. You will see the payoff in increased traffic to your website and inquiries for your services.