After describing how most visitors scan websites according to an â€œFâ€ pattern, Therapist Marketing Tip #2 recommended taking advantage of this well-established behavior in the design and layout of your site.
Does your current homepage defy or fail to capitalize on the â€œFâ€ pattern? Are you considering a redesign as a result?
If the answer is â€œyes,â€ proceed carefully. Don't do anything until you've obtained additional feedback on your online presence as it now stands. A website may not follow all the design â€œrulesâ€ yet still be highly effective. If — after careful review, including taking into account other people's feedback — you still want to look at site alterations, here are some important considerations you should keep in mind.
Therapist Webpage Layout Suggestions:
- Headlines catch the eye before pictures do. This might seem surprising, since the trend has long been to add photos and graphics specifically to draw people in. However, research shows that people tend to look at headlines — especially in the upper-left corner — before they look at photos when they first land upon a page. So try to utilize that space effectively to engage your site's visitors.
- People generally skim the first few words of a headline before deciding whether to continue reading. The challenge, therefore, is to frontload all headlines with the most interesting and provocative words while still maintaining your personal style.
- Headlines must grab the visitor's attention within a couple of seconds. Online readers are grazers. If you want to hook them into reading something, you have to catch their attention very, very quickly — a fact that has been proven time and again.
- Multimedia works better than text for presenting unfamiliar or conceptual information. Reading relies on people having some understanding of the subject at hand. The more familiar they are with it, the faster and easier they will find reading about it. But if you're trying to describe a process — especially something that's new to most people — video will usually convey the information more effectively than text.
Take these excerpts from a video by Dr. Barry Duncan, in which he uses a simple presentation style combined with a strong analogy to bring home these main points:
- â€œPCOMS quickly and efficiently reports when treatment isn't working, enabling the therapist to use a more effective therapy.
- â€œIt doesn't matter how â€˜right' the treatment is: what truly matters is how the client responds to that treatment.
- â€œThe ORS and SRS (MyOutcomes) give a method for the client voice to be central to the care they receive.â€
Seeing/hearing these points in video format, with Dr. Duncan delivering them verbally, you're likely to find them much more clear and engaging than in written format as you just read them. In fact, a study by webmarketing123 found a 54 percent increase in the time visitors spent exploring websites after video was added.
Needless to say, web design is a dense and complicated subject that has given rise to mountains of information. But if you simply concentrate on the most critical findings — especially those detailed above — you can optimize your site to attract a stream of clients.