The Secret Sauce to Building a Website Patients Can’t Ignore

All right. Hello, everyone. Welcome to our latest episode of our ChiroCast podcast.

Today, we are diving into a topic that's really essential for any thriving chiropractic practice, optimizing your website to attract more patients. Who better to guide us through this than our special guest, Ebisa, our sales manager for Inception Online Marketing.

Ebisa, we're so excited to have you here. Before we get into website optimization and SEO strategies, can you tell our listeners a little bit about Inception Online Marketing? What does your company do and how does it help chiropractors grow their practices?

Yeah, absolutely. First and foremost, thanks for having me here. I'm really excited to be here today.

A little bit about Inception. Yeah, we've been around since 2012 and what we do for chiropractors is provide websites, SEO, search engine optimization, which we'll talk about throughout this episode. Advertising and outreach on Google and social media, using advertising like Facebook and Instagram ads as well.

Just to help offices have an online presence that is on different platforms, allowing to reach really a maximum audience and give them tools to be able to convert those clients as well.

Awesome. We'd also love to hear about your role as sales manager at Inception. What's your day-to-day like and how did you get started in the world of digital marketing for chiropractors?

Yeah, absolutely. It's been kind of a journey for me. My journey began a little over four years ago now, where I joined Inception Online Marketing as a web builder initially.

I was actually one of the people that were building the websites and taking it from the ground up and making it look nice for chiropractors. Eventually, I got into consulting as I learned a lot about how the websites are built, how we can improve a website to get better conversions, or how to improve the SEO to move it up their rank, and the learning about advertising on Google and social media. Just allowed me to talk to a lot of different offices and provide them advice, essentially, on what to do in order to get better performance back from their website or how to attract more patients online or certain types of patients that they're looking for.

I also had the opportunity to work in all the different departments within Inception. My journey has been unique, but it's been awesome because it well-rounded me in all these different topics that we'll talk about today. I love what I do and it's been a great journey so far.

That's awesome. I can hear the passion coming through. Can you share a bit about your experience working with chiropractic practices specifically and what makes you passionate about helping chiropractors succeed in the online digital world?

Yeah, I love to talk about that. When I came into Inception originally, I actually have never seen a chiropractor prior to that. Coming into Inception, our original founders, they were chiropractors.

They got to teach me a lot about the chiropractic profession, what chiropractic is all about and really understanding how the spine and how it affects all the organs in the body and how we, basically, you know, there is a lot that goes on through the spine, but also taking a look at how people can heal and get better through chiropractic care and how adjustments help and all these different philosophies I've been able to learn about all these different techniques and it's really fascinating, honestly, and the passion came from being able to give people essentially an alternative way to be able to heal themselves as opposed to maybe some of the regular Western style medicine that's available today, but also I love small businesses. I have a lot of friends that own small businesses. I actually have friends that are chiropractors now and being able to see them run their practices and all the different things that they have questions about and things that they may struggle with when it comes to marketing and websites and all that kind of stuff gave me a real passion to be able to really dive deep into these topics and learn more about them and really be able to give the best advice I possibly can to offices to help them grow as small businesses, to help serve more people in their communities, to be able to bring more patients, build their business, want to feed their families as well, but also help out the community in different aspects.

So that's really what drives me and what pushes me to come to work every single day. And ever since then, I really truly love what I do.

Awesome. I love it. So, you know, just as a practicing chiropractor, it's always nice when you get to work with somebody.

Maybe it's not directly about your practice or like a chiropractic thing specifically from like the profession, but to feel like you are working with somebody on something that has to do with your business, but someone who's kind of on the inside and like already an ally, that is, that's really nice because you already have that knowledge. You understand not just about business, but about, you know, what our trade is too. So that's huge.

So it's clear that you and Inception have a wealth of experience helping chiropractors really stand out online. So let's dive into today's topic, which is optimizing a chiropractic practice website for better SEO and patient engagement. So to kick things off, can you explain why having an optimized website is really critical for chiropractors in today's digital age?

Yeah, absolutely. And this is a question that I get a lot, to be honest with you, is, you know, why should I have a website? Why does it have to be optimized?

And the answer to that is if we take a look at the way that people do searches in today's world, or just really how people look for services in today's world, you know, I'm going to pick up my cell phone, I'm probably going to search for something. Yeah, in today's era, right? And when I do that, most people, like when they do a search, are going to look for some of the things that are almost always at the top of the searches, or they're trying to find something that's most relevant to them, really.

And so, your website is essentially kind of your business front online. So it's kind of like, you have obviously your brick and mortar business that people walk into. You can kind of think of this as a business that you have online that people can walk into and learn more about you.

Your footprint. Yeah, exactly. I would say your footprint, absolutely.

And so, optimizing your website is going to allow you to show up in your community where people are searching for your services easily, so people don't have to look around to try to find you, or have to scroll past a bunch of different things to try to find you. They can easily see where you are. But also too, when they go to your website, we want to get them to be able to understand who you are and show them how to take action, to become a patient within your office.

And so building that trust and that credibility is really important. And so that is why it's so important to have a optimized website and a really online presence in today's world. Because if you don't have it, it's hard for people to be able to find you.

It's hard for people to be able to look up a service and see your office as one of the options in their market. And especially as we move forward in the digital era that's ever evolving and continuing to just become more and more really online for everything. We want to make sure that your website is optimized and it's essentially visible to the people that are in your area.

That's why it's really important today.

I think to touch on that, I kind of equate it to when you walk into a doctor's office, the atmosphere, it matters. So when you go on to a website, I know me personally from a patient perspective, if it's a website that's older, it's clunky, there's no good information, it doesn't look modern and like it's been touched in years, I'm probably going to go look for another one. Whether or not you are five minutes from my house, if it doesn't look like there's time and attention put into it, I'm looking elsewhere.

So I can honestly say from a patient perspective, like it really and truly matters.

Absolutely. To add on to that, I would even say like they don't know you yet, right? Somebody does a search, they click on your website, they're seeing you for the first time.

It's like a first impression that you have of somebody, right? When you get a first impression of somebody, that's usually a little bit, it lasts until maybe they can prove you wrong. So when somebody goes to your website and it is clunky, things are all over the place, there's no good information, they can't see who you are, right?

That impression lasts and unfortunately, you usually don't get a second chance. And so just like Danielle said, it's important to have a really modern, clean site that showcases these things to a patient so that they can understand who you are and then make that decision to reach out to you.

Yeah. For chiropractors who might not be familiar, can you break down what SEO is and why it matters specifically for chiropractors practice websites?

Absolutely. Search Engine Optimization, or SEO. I think a lot of people hear this word.

It's thrown around a lot. I'm sure as a chiropractor on your social media or just talking to colleagues or friends, they talk about SEO and they talk about optimization and those type of things. I don't think a lot of people truly understand what it is all the way through.

Search Engine Optimization, essentially what it means is the signals that you sent to Google to show you for the keywords that you want to show up for. It's a multi-factorial thing. There's many different parts that go into this.

There's something called on-page SEO, which is the stuff that you do on your website. There's off-page SEO, which is the things that you do off of your website. There's many different things that are listed under each of those different items.

The full scope of SEO is doing both things to make sure that you're sending all the positive signals to Google to make sure that you're showing up when somebody is searching for your service online. We will talk more about a little bit more in-depth as to the things that are underneath each of those things, but it's essentially all those different things that you're going to be doing to tell Google and other search engines to show you in the searches that you want to show up for.

Cool. What would you say are the first few steps that a chiropractor would take to start improving their website's SEO?

Yeah, absolutely. There are many different things, but one of the biggest things that is important to do when you are working on your SEO on your website for the first time, right? We've obviously here in Inception have had 12 years of experience and also working with 2,500 offices and a lot of research and time to spec on this in order to really get good at it.

But for somebody who's starting off for the first time, maybe if you're trying to do it on your own, it's important to use proper keywords on your website. What I mean by that is, let's say, for example, I'm here in Green Bay, Wisconsin, that's where I'm located. If I had an office here in Green Bay, Wisconsin, a chiropractic office, what I would want to do is in my website, I will want to have mentions of being a chiropractor in Green Bay, whether that be in the headline of the article on the home page of the website or within the text that I have in my articles throughout the home page and throughout the other pages on my website.

I need to sprinkle those keywords around in order to make sure that when Google sees my website, that it can understand, hey, I'm a chiropractor here in Green Bay, and then I want to show up. There's also many other different factors that go into it. There are things like meta descriptions, which is a text that shows up on Google.

If you've ever done a Google search, there's that blue text that shows up, and then there's a little black text underneath it with a little description. The meta description is that black text, the blue text is called a meta title. There are certain optimizations and certain wording that you want to use within those.

Same thing with all the images that you have on your website. When Google looks at your website, they don't see the pictures in the way that we see pictures. I can look at a picture, I can see if it's a picture of a dog, I can see a picture of the dog with my own eyes.

But Google, when they crawl your site, they don't see the actual image. They see what's referred to as the alt text or the alt attribute behind the image. And so like that information should be optimized with the proper keywords and the right description behind it too as well.

All these things kind of tie in together. You want to, it's not just one thing that you do, right? You want to do all these things together so they tie in and essentially support each other to help your website rank.

So those are just a few things. But all everything that you do on your website, these little things, they do matter.

Okay.

I just want to say, I'm totally overwhelmed and would never want to build my own website.

As he was talking, I was like, this is very technical and I would have no idea what I'm doing. Yeah.

That's why I think, you know, I talk to offices and sometimes I explain these types of things to them and they're like, yeah, no, you guys can just do it for us. We'd rather not have to deal with it.

We're like, no, have fun. What about a mobile site? Does it matter?

Anybody can get on the computer and make a website. We'll just assume that we all have the skills to do that. But do you need to make sure it's viewable on everybody's phones?

How would you even do that? Everyone has different phones. Why would that matter?

Yeah. It matters a lot in today's world. Because I mean, if you take a look at some of the statistics that are out there of how people do searches, some statistics out there say about 85 to 90 percent of people do searches on their phone.

So I mean, there's a majority of people that are doing searches and looking up things on their phone. And so the mobile version of the website is really important. Actually, Google, a while back, a few years ago released something called Mobile First Indexing.

Essentially, what that means is like, instead of looking at the desktop version of your website to rank you for your terms, now Google is looking at the mobile version of the website first.

So if you don't know, you're going to be in deep trouble.

You're going to be in deep trouble. Yes. Yes.

So it's so important. And so when people are doing their website, usually people build a website on a computer and they're looking at the desktop version. But it's really important to make sure the mobile version is just as good, if not better, than the desktop version.

Because again, Google is looking at it first to index you properly for your keywords. But also that's what people are looking at nowadays. So like here, Inception, we have something called responsive design.

Essentially what that means is like when we build a website, we make sure that your website is going to look good on the top five most used screen sizes. And it's able to kind of fit itself and mold itself to these different screen sizes so that really anybody that visits your website is going to see a really nice clean website. Whether it's on an iPad or an Android tablet or an iPhone or a Samsung Galaxy or they're on a big desktop or they're on a small laptop, they're able to see your website and it looks really good no matter where it's being pulled up on.

Now, different builders out there have different capabilities to do this, but it's super essential to make sure that we give users a good experience no matter what device that they're looking on for trying to find your service or looking for a chiropractor online. So it's really important and I would highly recommend that, hey, if your website does not look good on mobile, take an action if you need to in order to make sure that it does.

That's wild. You wouldn't have been able to pay me to reiterate everything. I can think of it like the Wizard of Oz.

You guys are the wizard behind the curtain because here I am thinking technology is just smart and it just does these things. No, there are people that have built it to do these things. I would have never guessed that was something that one, you even had to do and two, you have to maintain that and keep on top of these things because technology is ever changing.

That's incredible.

Yeah, I never heard anybody call us wizards before, but I love it. I think I will start using it now.

I love it. I love it.

That's awesome. Okay, so shifting over to ChiroTouch and Inception, how do ChiroTouch and Inception Online Marketing work together to support chiropractors in building and maintaining optimized websites?

Yeah, absolutely. That is a great question. I think the integration and the work that goes between ChiroTouch and Inception, it really has to do with more of the conversion side of things.

And what I mean by that is getting people to take action on your website and then making it easy for people to do other things that kind of have to do with the work flow in the office too as well. We'll take care of the SEO stuff, making sure people get found. And then the nice thing is ChiroTouch does provide tools to make things easier for one, booking patients online.

So we live in a world today where people like to move fast. I want to be able to book my appointment, order my Starbucks, go pick up my groceries, all by just doing it on my phone real quick, right? And so by having the ability to book people online through some of the tools that ChiroTouch has within their software, people can just go to your website, click a button, pick a time, schedule, and then be done.

And then on the other side of things, we talk about like workflows and making things efficient within the office, online paperwork tends to be one of those things that can slow things down, especially if a patient has to go get a PDF, print it out, which a lot of times I'm guessing they probably don't do that. But two, if they have to go in the office and then sit down and then fill out a pen and paper paperwork in the office, it usually takes another like 15, 20 minutes to do that, and it kind of slows things down in the office. But if a patient can go, click on a button, they can fill out a paperwork online, and be sent directly to the office, and they come in, they just go to their appointment, and it's really nice and easy and smooth.

It really revolutionizes the experience that the patient has within the office. But also for the practitioner, it allows things to go move a little quicker, which in turn allows them to see more patients throughout the day too as well. So those are some of the integrations that I've seen to work really well between ChiroTouch and Inception.

We'll add those different things to the website. We can embed the scheduler or add a link. Same thing with the paperwork, and just create that efficiency for the patient and for the office too as well.

Yeah, just on the paperwork note, there's nothing worse than say the patient did have a printer, and they printed it out, or you mailed it to them, the paperwork, or they came and picked it up ahead of time, and they fill out the paperwork, and then they forget to bring it back with them. And I mean, usually, all your acknowledgments and all that stuff is in there, and HIPAA things and all the things or whatever, and you literally cannot take care of that person if you don't have that paperwork, technically. So then you have to sit there and ask them to fill it out again, and they don't like that at all whatsoever.

So I'm totally on board with the online forms. It's really good. And you know what, if they forget to do it, then they could just still do it online in the office.

They're still doing it online, not dealing with the paper, all the things. So big fan.

Or on their phone. We talked about this on the last episode. If you can avoid paper and having to deal with storing paper and remembering paper, do it.

Going digital just makes your life easier. And then having a company that is going to help you be more digital, win-win.

Yeah, makes a big difference. I mean, even personally for myself, I stopped using notebooks. I just take all my notes in OneNote on my computer now.

Saves me a ton of time. So I can only imagine how it really saves a lot of time for chiropractors, but also just for the patient too. It's got to be just really convenient at the end of the day.

And it just makes the office look really great. Like, oh, they have great technology. It just also just that trust and credibility side of things.

People don't think about that, but it does build that up as well. It's like, oh, they're really in the loop kind of thing now.

And Dr. Steph, coming from a chiropractor's perspective, you would say your absolute favorite thing in the world is doing paperwork, right? And staying on top of all that paperwork.

Oh, yeah, exactly. No. Absolutely not.

I mean, no one likes having to do it. We all know it's a necessary evil, but yeah, if you can find a better way to manage that data and information, I mean, it's just going to help tremendously. And you know what?

Even when someone... You know, obviously the goal is you want everyone to become a patient, but maybe there's a reason why someone decides not to choose your practice, which maybe we'll talk about in a few minutes here, because I do have a question. But you're still making a good impression on those people that are visiting your website, even if they don't become patients themselves.

But then you've made that impression on them. They might even remember it and not saying they're going to refer someone to you, but they might or they might come try to find your website again later. And so it's just, it's not a lot different than making sure your office is clean.

You know what I mean? Like you never know who's walking in. You always want to put your best step forward.

And just having that piece of technology where, hey, we can do this. I just think that's really neat. Even if it's somebody who prefers to fill out a paper form, because that's always going to happen if we're talking about paperwork.

In my experience, there's still people that appreciate that you have, like they perceive it as like this extra like bell and whistle and they appreciate it.

So yeah, absolutely.

Okay, so question on SEO practices, are there certain keywords? This is a twofold question. I have a part two, but are there certain keywords that a chiropractor would want to try to be engaging with on their website?

Yeah, I mean, if we talk about like, statistics wise, like what are people searching to find a chiropractor? I always give a good example, you know, if you kind of step out the profession for a little bit and kind of think about like dentists, for example. If I'm looking for a dentist, I chipped my tooth today, right?

I'm looking for a dentist. What do you think I'm probably typing in? Chipped tooth.

Near me.

Emergency dentist near me. Dentist near me. But I'm not typing in like chipped tooth dentist near me, right?

That's funny.

Just dentist near me or emergency dentist near me. It's kind of the same thing for chiropractors. Like if I'm a person, I'm experiencing back pain or I'm experiencing, you know, whatever condition it is that I know a chiropractor can help me out with.

I'm not going to search the condition because I know a chiropractor can help me out with that. I'm just going to search the person. So I'm going to search chiropractor near me or chiropractor city state or chiropractor city.

Something like that to find a chiropractor. And so when we're looking at what are the major things that I want to rank for, it's going to be that term of chiropractor city state usually, which is equivalent to somebody searching chiropractor near me in a market. And so that's what we're really focusing on.

And I would recommend most offices to really focus on because that's the majority of the searches that people are doing in the market to find a chiropractor. We're talking about like warm leads, people that are looking to get into an office within the next 72 hours or so. That's probably the keyword that they're going to be typing in.

And so you want to use those kind of terms throughout the site to try to rank as high as possible within those searches to be able to kind of adhere to that audience. So but then there are other things too as well. It doesn't hurt to show up for conditions and symptoms by having pages for those certain type of things like back pain or neck pain or sciatica.

You know, I know sometimes sports medicine, sports sports, sports medicine, sports chiropractic, you know, whiplash, those type of things. Because people will search them just looking for information and maybe sometimes it can lead to a patient. It's not a ton of time that that happens, but that extra traffic never hurts.

It's good to get traffic to your website. And so but a majority of the searches that are going to produce you a patient, it's going to be the chiropractor near research. And it's good to have the keywords that revolve around that on your website.

I have a question. So what if you do something more unique or like super unique in the profession? And I have two examples.

One, like if I was a pediatric chiropractor, I would probably be want to mentioning things about pediatrics or babies or kids or, you know, whatever like around my website, I guess. And I guess the point I'm trying to get at is those keywords and things you do from an SEO standpoint could also be disqualifiers if you want them to be, because maybe you don't want that person looking for somebody who hurt their back yesterday. Maybe you want the mom who's looking for chiropractor for my baby or whatever.

So, I mean, those are going to help also, correct? Because it's just going to be based on what the person is searching.

Yes. Yes. And in my time doing this, obviously, I've learned there's many different emphases within the chiropractic world, right?

We have, like you said, pediatric chiropractic, prenatal chiropractic, sports chiropractic, all these different types of emphases that are out there. Now, for example, you talked about pediatric and pregnancy, so I'll touch on that. The way that you want to go about that is kind of two-folds.

One, you still want to show up for the chiropractor in your research. That's still one of the most important searches you want to show up for because people will still search that when looking for chiropractors for their kids or if they're pregnant as well. Now, on the site itself, you want to have some additional pages with some good content on there for chiropractic care for kids or pediatric chiropractic and you can use those keywords kind of entertainably.

And then same thing for like prenatal or pregnancy chiropractic, you know. And so by having additional pages on the website for that and having good content that revolves around that and then additionally, third, images, right? So if I'm a person that is looking for a chiropractor for my child, some things that I would want to see on our website is pictures of this chiropractor working with other kids, seeing that, you know, kids are having a good experience and they're looking at reviews of other parents that might have brought their children to this office.

If a pregnant mom is looking for a chiropractor, right? She'd want to know if this chiropractor has helped other pregnant women and their office and images and testimonials and stories of that. And the vibe of the website, the way that it looks, should kind of be light and airy, right?

It should kind of show those kind of pictures and verbiage throughout the website. Maybe something that I would do on a website for, that works primarily with pediatric patients, is have that kind of front and center on the website. You know, we specialize in chiropractic care for kids.

So if somebody lands on the website, that might not be the ideal patient. They see that, and then they might be like, maybe I'll find somebody that's a little bit more going to help me with like acute pain and those type of things, as opposed to somebody that is really primarily working with kids. And so, you know, the front end of the website, when people land on there, kind of gives them a vibe, and you kind of get an idea of what they do.

And that will definitely help you drive in the right type of patient. So we, I mean, we work with a ton of offices that work with kids and work with pregnant moms. And so, and almost every single one of them, you can tell right away.

It doesn't even, you don't have to read a single word on the website to know that they work with kids and moms. So those are the kind of advice that I would give on that, on those type of things. Yeah.

I have a question. In the similar space, so it's not niche, but how do you handle multi-specialty, where it's a chiro, but maybe also an NP and they do aesthetics, and do you have to do or take extra steps for targeting those types of practices, where you could go for one thing, but you could also go for three other things?

Yeah. That's a fantastic question. I mean, in my time, what I've noticed, especially over the course of my time working with chiropractors is that more and more chiropractors are kind of integrating other services into their offices.

It's not just strictly straight chiro anymore. Although we still see offices that do straight chiro, and that's awesome. But I see some offices starting to add in like aesthetics, if they have an MP in office, or they might be doing like soft wave therapy, shock wave therapy, spinal decompression, red light therapy, all these different things that are great for patients.

The way you kind of showcase that in an office is to, again, on the front end of the website, the visuals are really important. With all of this, especially if you are kind of a, you have multiple facets to your practice, you have different services like that, you want to be able to showcase these type of things really on the front end of the website, the homepage, through images. But then also being able to say, hey, we also have these other services in the office too as well displaying it there.

And then having pages that describe these type of services and what they do, what they help out with. You know, one thing to understand with like knee services maybe would like to focus off with therapy and like spinal decompression is that before somebody comes into your office, a lot of the times they don't even know what it is. It's kind of a newer type of modality that's out there.

And there's not a whole lot of searches that happen for it, simply because people just have no idea what it is. But when you get a chiropractic patient on the website and they're able to say, oh, look, they're able to help me out with other aspects. They have other services that I've never heard of.

It might spark them when they come into the office, maybe for a chiropractic appointment, to ask about these things. But a lot of times, what I hear when talking to offices is they'll get a chiropractic patient and they're able to essentially talk to them and say, hey, you're dealing with this type of condition. We actually have this other service that we've seen to help out patients and essentially be able to get them to these other services that really help them out further in their care and maybe couple it with chiropractic as well.

So on the SEO side of things, it's really making sure we have additional content and pages for these services. And so if I'm, if I'm, if I do have aesthetics, I want to have an aesthetic page on my website. If I do do, if I do have software therapy in my office, I want to have a software therapy page.

I want to show them what the device looks like. I want to explain to them what conditions and symptoms that it helps out with. And by doing that, we're able to get more patients that either ask about it or are simply coming in through the website and just asking for that service specifically.

So eliminating the guesswork and giving them more information so that they're knowledgeable when they walk into the office. They kind of have an idea of what these services are. That's awesome.

Exactly.

What about like blogs? I feel like that was a big thing a long time ago. Maybe it still is.

You can correct me. But I felt like there was a while where it was like, oh, you have to have a blog. You got to be blogging all the time.

It's got to be updated. So what about like how might that content impact a website or SEO or marketing and traffic getting driven to your page? Like having it, not having it?

Is it updated, not updated? How it works?

Yeah, that blogging is like the hot topic always when I'm talking to people. It used to be really, really big back in the day, especially in the early days of the internet, really, when there was no other content beside content that you could read online, right? Today, we live in a world where there's so much different types of content out there, mostly short form video content.

That's probably the most popular type of content in today's world. You've got your TikToks and your Instagram reels and your YouTube shorts and everything. Trust me, I spent enough time on that to know that people do like it.

But blogging, if we're talking about chiropractic blogging, in today's world, it's not as important, really. I'll explain why. If I go to a chiropractic website, as a patient, we're talking about just patients in general, when they go to a chiropractic website, statistics show us, and this is coming back from over 2,500 offices we've worked with over the last 10 years, being able to take a look at analytic data and be able to get an average on these numbers, most people will spend about 20 seconds or less on your website, usually before they make a decision.

It's not a long amount of time, right? It only takes them that short amount of time to understand, hey, am I going to have a good experience? Here's this right place for me to go to, and then they know how to take action and become a patient.

So they're not really reading much on the website. It's rare that we see people going to a blog page to read blogs, right? The kind of thing about this, if you look up a dentist, how often are you going to their dentist, like the blog page on the dentist's website, or reading about root canals and the latest on dentistry?

Oh, it's never. Exactly. So blogging is not as important as it used to be.

I mean, we do have people that do blog, and if they are blogging, they're usually sending out some type of email blasts out to their patient base, saying, we got a new blog on here, and maybe just engaging their current patient base. But it's not something that's really attracting a ton of new patients per se, right? It's just something there maybe to add some additional content to the website, maybe build out the website a little bit larger.

But we've had offices that have been with us for eight, 10 years, they might have posted two blogs in that time, and they do really well. So it's not like a absolutely necessary thing that you need on the site. Honestly, I always tell somebody, don't stress about it.

If you don't want to do it, you don't have to do it, you could still be successful as a chiropractor and have a good presence online without posting blogs on a regular basis.

You know what it reminds me of? It's unrelated to chiropractic at all, but when you go to look for a recipe, for me personally, there's nothing worse than me having to scroll through five pages of a blog before I get to what I need and what I need to do. Power to them that have time to sit out and type out how it reminds them of their childhood with the flour that they had to mill for the cookies.

But for blogs, if I'm going to read one, it's very pointed. I'm looking for medical journal type research-esque blog, not so much like neighborhood, here's where I go churn butter for this recipe type thing. I feel like more people are like that.

They want the instant gratification, which you mentioned the short videos, like give me the information in as little time as possible so that I can make my decision as quickly as possible.

Yeah, absolutely. And I mean, we do have offices that will write like really in depth, like on specific conditions and symptoms, like really well thought out blogs. A lot of the times the blogs that I see are usually like can, like, I mean, today we have AI, right?

We got Chad GPT, you can probably write a blog in two seconds, right? But write me a blog on BackPaint. But it's like, it's usually like very canned content that really doesn't provide a whole lot of value to somebody that's reading it.

Right.

So it's not going to do a whole lot for you. I mean, for the people that do put a lot of time and effort and really think about what they're writing and how it maybe affects some of the people within their market and those type of things, I think that's fine. Definitely put that on the website.

It never hurts. But like I said, it's not like a super necessary thing that you need to do in today's world.

Awesome. What about other content? This might be, well, it's not the same topic, but I remember back in the day websites coming out and whatnot, people wanted to start to get fancy and they would have a flash presentation with these graphics or like a video of something.

And then I think that there was a period where that was like not suggested because maybe the technology on someone's computer wasn't up to date, or as we all started getting phones going, the phone couldn't handle what was on that desktop version of the website. So has any of that changed now or are there recommendations there in terms of that like multimedia type content?

Yeah, that is a great question as well. When it comes to like multimedia and just kind of maybe like fancying up your website, I mean, it doesn't hurt, but there's like maybe some things that you want to follow. One is keep things simple, right?

Keep in mind, like I said a little bit earlier, people don't spend a whole lot of time on the website. So we want to make things really easy for them to be able to view. And it's like when a patient lands there, they're really looking for three things.

And we usually put these up pretty high up on the website so people can see it really easily. It's schedule here, kind of this is where to go to schedule. Here's a little bit more about us.

Learn more about the doctor or the staff. And then here's testimonials. That's really the main things that somebody wants to see.

But another thing that I've seen a lot of offices do, and I think this is beneficial for SEO, but also just helping the patient understand who you are as a practice. It's kind of like this welcome video that they'll add to the website's front page. Like click on this, learn a little bit more about us.

It's usually maybe like a little interview with the doc or them walking through the office doing a little tour and explaining how long they've been around and the things that they help out with and where they are located within the community. And that could be beneficial. One, that's an action taken on the website, right?

So there's something called user engagement. So that's essentially, you know, when somebody lands on your website, what are they doing? Are they taking action?

Are they clicking on things? Are they watching a video? Are they filling out a form, right?

And that clicking and playing of that video is a great action. And usually a lot of times, those videos will be on YouTube. Google owns YouTube and that also has its benefits.

But when people click and play a video, it's a great SEO, positive SEO action. That's being taken on the website. But also gives people a little bit more insight as to who you are.

They hear you, they see you, right? Builds a little more trust and credibility. And so maybe some things you can also have on the website too as well.

I've seen offices have little badges of, hey, we won this award. And it's like a little cool little floating badge will be on their website. Little graphics maybe to show all the different conditions and symptoms that they help out with.

But it's done in a simple format, really easy to see. But it also doesn't take up a ton of time loading on the website. You got to be really cognizant of that, because people are quick.

They don't want to have to wait for things. And if something is like a large file on the back of the website, it's bogging it down, right? It can take away from the experience that the patient's having on the site.

They can kind of ruin that experience for them. So when we are adding graphics and those type of things to the websites, kind of give it that kind of fun, cool look, you want to be cognizant of the file sizes and those type of things. And so when we do it, we want to keep it simple.

But we also want to have some fun. You know, if you go to our websites, a lot of times they do have a lot of little cool graphics here and there, just to kind of keep the vibe of the website fun. And be able to kind of display information in a cool kind of way to people.

But videos are great. And usually we have our clients upload them to like YouTube or like a Vimeo, and then kind of stream it into the website as opposed to having a large video file on the back end of the website that can bog down the speeds. But I've seen offices maybe even do like video education, and now resources, and they'll have like stretches and exercises, instructions on how to do those, and then they'll kind of navigate patients there and say, hey, go check this out after your appointment if you want to just get a refresher on what we talked about for the stretch or whatever maybe to do after at home or something like that.

And that extra traffic is really beneficial as well. So my kind of tips on that would just be keep it simple, but yeah, definitely have a little bit of fun with the things that you have on your website. That welcome video is really beneficial by giving another patients another way to learn more about you as well.

So using your existing patient base is a great, if you can use them, use in a good way, give them a purpose to visit your website, driving traffic to your website even with your existing patients that can help with all of this also.

Yeah, absolutely. I mean, your existing patients already trust you, right? They already know you, you know, we're not, we don't have to try to get them there in a way through SEO or anything.

You can literally say, hey, you know, we have this resource on our website. You can check it out. It could be like a QR code you can have in your front office that they can scan or a link that you send out via email to them that they can click on and view.

But that extra traffic, because a lot of the times, if you're sending them to a resource, they're not spending like two seconds on there. They might be spending at least a minute on there, maybe watching a video or looking at something or reading something, and that extra traffic is really beneficial. Traffic is one of the biggest factors for SEO.

Google wants to see that people are going to your website. That traffic coming in from your current patient base and spending time on it, interacting on your website, yeah, it definitely can be beneficial. I've seen offices that have done a really great job of this, by having those kind of video resources or, you know, as I talked about before, more offices are kind of integrating other services.

Some offices might do nutrition. I've seen people that do nutrition add recipes to their website and have people say, hey, go to our website, check out the latest recipe or something like that.

Hopefully, they don't tell their life story before the recipe, right?

Yes, exactly.

Well, I have a question. So in your professional opinion, you mentioned, keep it fun, keep it lighthearted, like to the point, because more and more social media platforms are popping up and they are more popular, like you mentioned TikTok, the reels. Do you think it's beneficial for chiropractors or any business really to put links to those other pages that the practice might have or steer clear of that and let that happen organically?

Yeah. Just to clarify the question, do you mean like the links to their social media on their website that redirect? Yeah.

I mean, most offices that I see do have links for social media on their website. My recommendation would probably just to put it on the footer of the website as opposed to the header, right? And the reason why maybe it would just be to get people to spend a little bit longer time on the website before redirecting to another page.

Maybe something else that they could do and something that we do is we have those links open in a new tab as opposed to opening in the same tab. So what that means is they're still on the on the website. They just open up a new tab and then go over to that social media profile.

That way, you know, they're not bouncing off the website. So I definitely think it's good to have that on there. It also builds trust and credibility.

Most businesses have some social media profiles and by linking it to your website, it shows that you guys like the offices do have a social media presence too as well, which can also build a little bit of credibility there. If you're active on your social media, you're posting regularly, you know, you want more people to go to it, add it for sure, you know. But if you're not active on social media, you may only post a little bit here and there.

There's no rule that says that you need to have it on there or that it's going to make or break your SEO if you have it on there, if you don't have it on there. It's just kind of more of a nice to have if you do, and if it is actively being kept up with. Building a social media presence only allows you to get in front of more people, right?

It's only going to allow you to get in front of patients that might be thinking about chiropractic care but just are not on Google doing a search right now, right? They see you and they're like, okay, maybe I'll reach out. They Google you and then they go to your website.

People, I think one thing that I always kind of have to educate people on, and I love educating people on this topic, is that the world of the way that people kind of find things has changed so drastically over the last 10 years, especially now, you know, people are on so many different platforms, right? It might be that somebody sees you on Facebook from a post, and then maybe, you know, forgets about it, but then one day they need a chiropractor, they remember that when they Google and they see your name again on Google, that familiarity essentially gets people to click on things. If I'm more familiar with something, I'm going to click on it.

I was given an example of like, every city has a law office, like an attorney that you see everywhere, like you drive down the highway. Here in Wisconsin, we have two, Nicolay Law and then this guy, Gruber Law, one call, that's all. And like this guy's everywhere.

And so it's not a plug, I promise. But I mean, I'm not going to call right now, but obviously I don't need a lawyer right now. But like if I ever needed one, if I got like an auto accident, whatever, I'd probably call one of those two just simply because I have seen them so many times.

And it's exposed to it. And I'm kind of familiar with them now. And so in a similar fashion, if you can get your information in all different areas, and there's different ways to go about this, different marketing that you can do, obviously your website, but advertising that you can do on different platforms that can get you in front of thousands of people per month.

Even though they don't take action right then and there, it's all about that visibility and that kind of building that essentially brand within your market. That people, when they do look for a chiropractor, or they're thinking about looking for a chiropractor, and they see your name again, they're more likely to click on you at that point. That makes sense.

Yeah.

Absolutely. We talked about a lot of stuff people can do to help themselves. Do you have examples of common mistakes you've seen people make with SEO or what they have on their websites or being penalized by a search engine or not coming up in searches and whatnot?

Yeah, absolutely. I mean, I think we always start off with that with offices. Some offices come to us and they might have an okay presence, but some offices a lot of times come to us and the presence is not that great when they do come to us.

A lot of the times it's not doing a lot of the things that I talked about prior. So it's kind of giving me some examples.

So it didn't do any of that.

Yeah, absolutely. It's just completely not there. It's just absent from the website altogether.

One of the biggest things that I find is that the websites have none of the keywords that need to be there in the right areas. That's one of the biggest things. When we take a look like heading structure on a website, it's missing a lot of those things or the images don't have the right back all text or anything like that.

Or another thing that I've seen is like I can't find where to call you, or I can't find where to see your address or see reviews or anything like that. It's just driving that traffic away. If somebody lands on there, they just bounce back to Google immediately and they have what's called a high bounce rate.

They pogo stick. Meaning they just kind of get on there and then they're out. And so a lot of the pitfalls that I see too as well is like when somebody is going to the website, they can't understand what it's like to be a patient there or they don't know you.

They need to be able to see pictures or understand who you are. Maybe just a picture of you as the doctor to be able to see like, hey, this person is a nice looking person. They're not a hex murderer or something like that.

But other things that I've seen too as well is like there's no emphasis on reviews. So they have a very small amount of reviews compared to other offices within their market. If you think about it, like if I'm looking for a restaurant, and I'm looking for somewhere to go tonight with my wife, I'm probably going to pick a restaurant that has a good amount of reviews, that has a higher star rating.

It's the same for chiropractic or any service that we look up. If you Google some chiropractor near me and then you're looking at an office and one has a 100 reviews, one has 50 reviews and one has three, you're either probably going to pick the 50 or the 100 one before you pick the one with the three reviews. So that's really important.

It's building up that reputation online. It's usually those types of things that are missing. Other things that I have seen offices do that can impact the SEO is that their NAP information or name, address, phone number for their office is not the same everywhere that you look.

So I'll say one thing on the website, but I'll say another thing on the Google My Business thing, and it all conflicts with each other, and that's not good either.

That's the worst. That's the worst or it's an old number.

It's an old number, the hours are wrong. Nothing is worse than going somewhere, calling something, thinking it's open and it's not.

You guys help with that. You help with them staying on top of those types of things on their website.

Yeah, absolutely. Absolutely, and when they do on board with us, we're asking about their office hours, making sure they're correct across the board. We confirm name, address and phone number, make sure it's right across the board for them and stuff like that, yeah.

That's a big thing you just mentioned, the office hours. I mean, I don't want to say anxiety, but if I'm looking for somewhere where I need to go get a service or maybe it's a smaller locally owned business and gee, are they open today, I actually do find myself looking to see like, well, what are their hours? And if they're closed or it says they're closed, or if it says it's lunchtime, even if it's a phone call I have to make, then and that's what just displays in Google, like I'm not calling or I'm not going there.

So hopefully I remember to do it later or check later and do it later or whatever. But I think that's actually a really important thing is having that information there and making sure it's correct. Yeah, for sure.

I'm glad you brought that up.

Yeah. I mean, those are really the biggest things that I see. But those are all things we fix here at Inception.

But again, hopefully people that are listening to this, they're able to say like, oh, I have that and that's not right and be able to fix themselves or reach out. I guess that would be able to help out.

I have a question back about the hours. Do you have a suggestion on this? So chiropractors classically have the craziest hours.

They will be open from 9 a.m. to 12, 18. And then they pick it back up again at 2, 45 until 4, 15. And then some nights of the week, they'll also stay from 6 to 7, 30 or something like that.

Would you recommend that they put like those, those are like, let's be real, those might be someone's like adjusting hours. But do you think that that is what they should have as their hours listed on their website or their Google profile or like whatever it might be? Or should it be something like more broad than that?

Yeah, that's a great question. My suggestion on that would be the hours where you're going to pick up the phone and take a phone call, those would be the hours that I would put on the website and then the Google My Business, or any of those listed that you have online. Because we're essentially telling people like, here's the available times where you can reach out to us essentially.

We'll answer and we'll talk to you. With the adjusting hours, and I've seen these, where it's like 8 to 12, and then 12 to 2 are closed, and then 2 to forward. I've seen that.

That's definitely, I think once somebody becomes a patient, you can let them know these are adjusting hours. But for the people that are looking for you, we want to open it up broadly because you're obviously trying to get in front of as many people as possible. If somebody's calling you, you want to be available for them to answer.

If you say you're available at that time, you definitely want to make sure you're available at that time. My suggestion would definitely be like, hey, if you can answer the phone, you can pick it up and you can answer people, put those hours on there.

Perfect.

Obviously, when you close your office, definitely put that time that you close for sure on that day. You're not going to be in the office anymore. But throughout the day, even if you're not adjusting during that period, but you're able to take that phone call, put the hours on there.

Perfect. That makes a lot of sense. Okay, thanks.

We do crazy things and it's not appropriate to expect a patient to understand what that is, understand what it means, or even remember it. Because maybe I just said what those crazy hours were, except Thursday, it's different. Like if you know or remember.

I even felt bad telling people, you have an appointment in three weeks or whatever, we'll pretend, but I'm going to be gone the week after that. So if you have to reschedule, like I won't be here after that, but then after that, they can't remember if it's not reasonable. So I think having some more broad contact time, maybe we think of it like that, not your actual adjusting hours, unless that is the only time someone is set to answer the phone.

I think that as a profession, I think we need to keep that in mind.

Yeah, absolutely. I mean, we have the doctors that are running the show by themselves, and I salute those doctors. I'm like, how are you doing all that?

Me.

You're talking to one right now.

That's a lot that you got to do. I understand by having those type of hours because you can only get to the phone at a certain time. So that's totally fine.

But for some of the offices that maybe have a front desk person or office manager in the front where they're available to answer the phone, definitely put those full hours on there. I also know offices that might have a texting line too as well as call or text our office. A lot of times if they do have more stringent hours where they can only answer the phone at a certain time, maybe they're able to text a lot quicker.

So if they have a texting line, they'll open the hours up a little bit more too as well there.

I wish all businesses had a dedicated text line. I know it's distancing humans from other humans, but I feel like nowadays, if I can just shoot a quick text, and maybe now I'm subscribed to all of your automated text, I'd rather have that than have to pick up the phone and either wait on hold or hope somebody is going to pick up the phone, I'll text you, get back to me whenever you can, and I'm cool. But I know a lot of places, they're hesitant to do that because you'd have to have somebody manning that 24-7.

Yeah, that would be huge for me too. My problem is, I think of things that need to get done or places I have to go or appointments I have to make at 10.30 at night. Nobody's open.

I cannot call my doctor's office or wherever and make an appointment. In some of those places, it depends, but sometimes you can't even leave a message really. I certainly don't need an after hours answering call either.

But yeah, it's frustrating and I don't know. I think that it's important for patients to have multi avenues through which to contact you. Certainly though, you have to make sure that you can manage all of it and whatnot.

But yeah, I'm with you because I just think of things late at night because I work a lot. Like how it is. And most chiropractors would be able to relate to that because most of them work a lot too.

So yeah, I would so rather. And I do have at least messaging with my patients and it's so convenient. And like back to online booking.

When I first set it up, I remember it was a weekend. I literally laid down and took a nap. This is a true story on a Saturday afternoon.

And I woke up and like three people had made appointments while I was sleeping. So yeah, it's huge to have that out there publicly available, let patients manage it themselves. That was a Saturday afternoon, but maybe they're booking something at midnight because that's when they thought of it.

So sorry, way off topic, but yeah, all of that.

Yeah, I mean, I think it all ties in. I mean, it's making the chiropractor's lives more easy. It gives you the freedom to kind of be hands-off and let the experts and digital platforms do the work for you, so you can focus on other things like sleep.

Well, speaking of having these digital tools, when does it make sense to hire an SEO expert or agency like Inception Online Marketing? Yeah.

I mean, we have offices that sign up at different points of practice, right? We have some, what I find here now is younger chiropractors that are just getting out of school or maybe a few years out of school and they're open up their practice for the first time. They really understand the importance of like an online presence simply because they grew up with it.

They understand how people do search and they're like, I have to have this. And if they don't know how to do it, they'll just reach out to us right away. Some offices may not have anything as of right now or they might have a website that's really outdated.

And it really, the answer I would have to that question would be when it makes sense for your practice, right? I believe that everybody's unique, right? Everybody has their own unique practice and practice is a little bit differently.

Some offices are really heavily referral-based. Some offices do a ton of marketing. But at any point, though, whether you're getting referrals from patients or whether you're doing a ton of marketing, you need to have a place to send people, right?

If I'm somebody who's being referred, first thing I'm going to do is Google you, look you up, see who you are. And so it's important to have a strong website that's going to get that referral to actually take action and reach out to you. Same thing with people that are doing a ton of marketing, right?

Your website is going to be some place that people are going to visit often to just check on you, see who you are. But I would say reach out to us really when it feels right to your office, right? If you feel like you're not showing up well within your market, if you do a Google search, you can't find yourself.

Or if you're looking at your website and you're like, this website doesn't really convey my office, my practice in the way that I want it to. Or if you're starting a practice and you're like, I need to do this and I don't know where to start. Reach out to us.

It just really depends where you are. But having this presence and these things that I talked about, will only allow your practice to just continue to thrive and grow, and just continue to move in the right direction that you want it to go. So it just really depends on the office.

But reach out to us at the point that it really makes sense for you.

That's awesome. And I imagine you mentioned earlier that there may be some clients that they're not seeing results from maybe their current provider, or maybe they tried to do it on their own. What are some of these metrics that should be tracked?

And are those things that you offer and are keeping them in the loop? Or are they supposed to be tracking their metrics when it comes to SEO?

Yeah, absolutely. So, you know, we keep metrics that are pretty consistent with the rest of the, I would say, marketing world that's out there. So some of the key things that we use for tracking is going to be Google Analytics.

That's huge. So it links to your website. It keeps track of all types of metrics, from how much traffic you're getting to your website, to what pages are people visiting, how long are people spending on your website, where is the traffic coming from, what city, what state, and it keeps track of all these things.

Search Console is another thing that we use to be able to track, specific keywords, certain pages, making sure they're indexed properly with Google and other search engines. But the metrics that you're looking for is just to make sure, one, do we have a high bounce rate from our website? Meaning that, are people going to our website and then bouncing off right away because they're not finding what they're looking for?

You can actually measure that.

You can measure that. Yeah, absolutely. That's cool.

That's really cool. But also, just you can track the amount of users on your website too as well. So the better your SEO is, tends to correlate with more users that are on your website.

You can see that number go up as you start to work on these different things and start improving on these different things too as well. Those are really the metrics that we take a look at. I mean, there's a lot that goes into this.

I could literally do a whole episode talking about metrics, but those are really the main thing. This is making sure we're seeing an increase in user traffic, making sure we're getting more engagement on the website, and just ensuring that those two things are happening.

I have a question I just thought of. I've been obviously like different groups on social media, platforms of other people in the profession and whatnot. I feel like a while back, this would happen a lot, but in general, is it helpful?

I've just seen people before post a link to their website and say like, hey, everyone, just click the link to go to my website so that it helps increase traffic and then maybe help them with like search things and whatnot. Or maybe they just share that on their own social media page for their friends and their family. Do those types, does that type of traffic going to someone's website help or is it less impactful because it wasn't via a search?

I don't know if that gets broken down at all or not. And is it really helpful to do those kinds of things with colleagues or friends and family?

Yeah. What I'll say is this, you know, traffic is important, but you want the right type of traffic.

It has to be authentic, yeah.

It's like skewing the numbers almost, like cooking the books.

Yeah. It's a good analogy there. What I would say is like, for example, people will post their link into different groups or they'll send it to friends and family members.

And they'll ask them to click on the link. But the problem is like, if somebody's just clicking on that link and then clicking out of that link right away, that's not really the greatest type of traffic.

That's your pogo stick.

Oh yeah, pogo stick, whatever, ping pong, pogo.

It was close, it was close.

You knew what I meant.

Pickleball. Pickleballing. That's hilarious.

But no, they're essentially doing that kind of action that we don't want to happen. And it can adversely actually affect the website. So if you're going to ask people to go to your website, ask them to explore it a little bit and spend some time on there, actually clicking around and watching their video or checking out and reading an article or whatever it may be on the site if you're asking for that.

Yes, traffic matters, but you want to get the right type of traffic for sure.

Yeah, I could see that negatively impacting because you got to have an action with it. Because clicking on the link it takes you there and then you close it out. Like it's gonna look like you have so many people bouncing out and then your expert at Inception is gonna say, hey, well now we need to rethink the website because people aren't even spending 10 seconds looking at it.

And like that's actually a metric you can see in these analytics. As you can see, where the traffic is coming from. So I can see like, hey, 200 users were from Google organic search, meaning they just found you organically.

And then the 70 users are from CPC or paid advertising. And then I can see direct traffic from different links. So direct traffic basically means like there's a link somewhere, there's somebody clicks on it and then goes to your site.

As I had direct traffic you can see the amount of direct traffic comes from it. Now there's this research out there that can say that Google kind of holds a different weight for these different traffic sources, but nobody really knows for sure. The Google algorithm kind of has a mind of its own.

And nobody really knows exactly all the different things that they're doing on the back end of Google. It's always constantly changing and evolving. But you can make inferences for sure, like something may hold a little bit more.

Or you could say that people that find you online and actually click on a site and spend time on there may hold a little bit more weight as opposed to maybe a direct link to the site. But it's not an exact sign.

Like if your mom wants to visit your website, that might not count as high.

Yeah.

Because Google knows it's your mom, but if she doesn't look around and she clicked the link.

Google could know. Please say hi to anyone who does. Track an IP address.

That's so funny. But again, it's not an exact science, and nobody really knows, but just kind of the thing to take away from it is, if you're going to drive traffic to your website, make sure people are spending the time on there to make the traffic effective.

That actually brought a question. So you guys are dealing with this day-to-day. What is a healthy range from direct traffic, organic traffic search or whatever?

What do you want to see there as far as percentages and it being considered healthy and you're doing well?

Yeah. Like I said, every office is a little bit different. You have your offices that spend a lot of money on marketing, paid advertising, and they'll have a significantly larger amount of traffic when they're paid advertising as opposed to organic traffic.

Then you have your offices that don't do a lot of paid advertising, and they get a lot more organic traffic. People just search them and find them online, either through referrals or just them ranking well. If I'm looking between those two different offices, there's no exact number that I can give you for sure to say, hey, this is exactly what we need to see in order to say this website is doing well.

If we're getting traffic and that traffic is converting, at the end of the day, it doesn't really matter.

It's subjective depending on who they are, what their goals are, for example.

If I'm somebody that's doing a ton of paid advertising, I'm getting a ton of traffic from my paid advertising, I'm getting patients from that, great. I want that to be number one for me. Then if I'm the office that is getting a ton of referrals, and I'm also getting a ton of organic traffic, and that's converting to patients, awesome as well.

Then you have your offices that do a lot of networking within their market. They work with different sports teams, or they work with their local high school, or they have whatever may be, and they're getting people coming in from those areas, and they're getting patients. That's fantastic as well.

Essentially, what I'm looking for is, if somebody is doing marketing plus all those, I want to see those be as high as possible. If somebody is not doing marketing, but they're also doing all these other things that I went over, I want to see those be as high as possible as well. But like I said, it's very subjective, but that's how I look at it.

Okay. There's no one right answer. There's lots of different ways to look at it.

You kind of get that answer a lot within the world of like marketing. Like it's not the same for any two offices. It's a little bit different for everybody.

It also depends on the market. Every market is different. Like if I'm somebody that's living in a more rural area, where there's 4,000 people that live in my town, and I might get patients from a little further out.

Like there might be a smaller town, 20 miles away from me, that they might drive down to see me, right? And you can see, and the type of things that they're doing is going to be different from an office that's smack dab in the middle of a large city, right? I'm going to probably do a lot more marketing, those type of things in that area, and I might get a lot more traffic than some, that's probably getting a lot more traffic than somebody's in a rural market.

And strategies are going to be different for those types of offices. So we really, when somebody comes to us and they're asking us questions, and they're asking us what's the best plan of action, it really was take a look at your market, let's try to figure out how we could help you out and help your office out, based off of what your market can provide, and what's really realistic in the area that you're in.

Awesome. So it's important to have an expert that's focused on these areas versus trying to hack it yourself.

Correct. I've talked to some people, it's not often, but some people that do know a lot. I mean, they usually spend a ton of time doing this stuff, just researching and looking at these types of things.

But what I could tell you is, when chiropractors that own their own business, and Dr. Stephanie can probably agree with this, is that's going to take up all your time basically. So it's hard to try to put in enough time to try to research and learn. But there's so much conflicting information out there too as well, because SEO is different for each vertical.

Like if I'm doing SEO differently for a chiropractor than I'm doing for a bakery, then I'm doing for a auto shop, then I'm doing for a department store or e-commerce store. It's all different. So there's all these conflicting information.

They won't say, hey, you should do this, but you should do this for another article that you're reading. And you're like, which one is it? So people get confused and one of the reasons that I love my job is because I get to educate people on what makes sense in the chiropractic world, as opposed to some of the things that they've seen outside of that.

So it's really dependent. And that's why I do suggest a lot of people to come just talk to us. Even if you don't work with us, just get the information, or that time that you spend talking to us, so you'll probably leave knowing a little bit more than you came in with.

But we do have a lot of tools that can help out offices, and we've done it for the last 12 years. And I know when I talk to an office and we get done talking, we come up with a good plan. I know that in the next few months, they're going to see some things really improve for their online presence.

That's awesome.

Awesome. So I just want to say, I went to your guys' website while we have been conversing here, inceptiononlinemarketing.com.

And I went to the chiropractic section, and you guys have some examples of websites. And I love them. They're just crisp, clean, clear, easy to find what you want, contact information, sections.

I think that's another thing, too. Like some docs, especially if they're building their own website, they want to get tricky and fancy and like not have the same sections as everyone else. But I just feel like you have to have an about, you got to have a contact or contact us.

You don't want it necessarily to waiver because it's almost like a website industry standard. And that's what people are looking for when they go to your website. So, but yeah, like great pictures, organize, a little bit of funness to it, but not too much or overwhelming.

So this is cool. It's like a breath of fresh air. And from a marketing standpoint too, I think, I don't want to say chiropractors have been victims.

It's not that, but there's just the classic, everyone, I feel like everyone can picture these. I still can, but like the old school brochures that were like blocks of colors that everyone had in their office at one point. And sometimes there might be people that still have them, but no one really picks them up and they might be dusty.

So you don't want a dusty website either. So these are beautiful.

Thank you.

And like not cookie cutter and professional and like if I, like I want to go to this office, they're not even in my state because you guys have examples out here. I want to go there, but you know, I can't, so it's fine. Yeah, but yeah, it's super important to have something that looks modern and not, you know, like, like maybe you can make it yourself and make it look good, but you don't want it to look like the dusty brochure from 1984.

The dusty brochure. That's so funny. I, you know, one of the things that I kind of joke with offices about when I, when I toss them on the phone is especially somebody that's very particular about the website and they wanted to be a certain way, right?

I always say, you know, you're building, you know, a lot of times chiropractors will build websites for themselves to make sure that they like it, right? It's not for you. It's not for you.

Yeah, it's for the patient, right? It's for the patient. It's for the patient.

And we want to give what the patient is looking for. I'm not saying to, like, don't like your website. You should like your website.

We should still add elements and those type of things to make sure that you love your site, that you're driving these patients to. But ultimately, it's for the patient. And we want to make sure that the patient is getting what they're looking for.

Because if they're getting what they're looking for, you're probably going to get patients from that website. So yeah, I think that's super important.

You know what I haven't seen yet on any chiropractic website or any website is when I go on, I'm like, reading about me, I want to see pictures of the doc, but like maybe a crossword puzzle while I'm there. You know, like a digital crossword puzzle. Like while you're here, like play this game.

Little word search.

Or feed the turtles. Like I know I used to have this HR website where it's like, you could look at your pay stub, your W-2, but there was this like game of feeding turtles at the bottom. You just click your mouse and it's got fruit and it serves no purpose other than just if you're in the middle of the day and you want to go feed these virtual turtles while you're looking at your pay stub, you can.

Sounds like an instrument someone had.

I don't know, but I would frequently just be like, you know what, I'm going to take a mental break and go feed mushrooms to these virtual turtles.

We in the office sometimes, one of our tech guys will make like holiday themed, like for different holidays. Have you ever played Flappy Bird?

Yes.

They'll make like these really cool Flappy Bird games, and then on our downtown, we'll play it. That game is, by the way, it's impossible.

It's what? It's addicting.

I have no idea what you're talking about. I'm sorry.

Oh my God. That is Stephanie. Go Google Flappy Bird and waste 23 hours of your time after this.

I worked too much. Remember, it's time for good luck.

She'll be in bed at 10.30 at night. She'll be like, I hate you guys. I can't get past this level.

It's crazy.

Really funny. Awesome.

Well, I don't know if you would have any specifically, but would you be able to share any success stories where chiro-touch and inception significantly improved and a chiropractic office is traffic or patient conversion?

Yeah. I have one office that I talk to pretty regularly. It's an office out in Monbrook, Alabama.

Dr. Brad Hasek, a fantastic individual, just a great person but also runs an awesome practice too as well out there. He works with us, been with us for a few years now and he also has chiro-touch. We were talking the other day and he was just mentioning as we were going through his story of by using inception, his website has done a lot better.

He's been able to get a lot more patients through it because before it was a dusty old pamphlet where it was all just educational info and not really giving a patient what they're looking for, which is-

Light up spine. Did you just have the light up spine?

Light up spine.

Yeah. Just information that is great. It's a lot of educational info, but it's nothing that's going to get the person to convert and turn it to a patient.

When it came to us, we really were able to get, he's a family practice. He has a really great family, beautiful family. We put them on the website.

We showed his office and he was able to get a lot more patients through it. Then on top of that, got some online scheduling on there through ChiroTouch. He has online paperwork on there.

Saves a ton of time in the office. Now they're able to see way more patients through not having to do online paperwork in the office. They get more appointment bookings because they have an easier way to book appointments online too as well.

Overall, since he started with us, his traffic has increased, more patients are coming through the website, but also through ChiroTouch, he's been able to streamline some of the process within his office, especially on the paperwork side of things, and getting that online book and making things easier, especially for the people that are a little more tech savvy that do searches online as well.

Sounds like Inception helps get these patients in the door and ChiroTouch helps keep them in the practice and helps keep things more efficient.

Exactly. I would say that's very accurate. Our job is to get people in the door and then ChiroTouch does that job of making sure that they can take care of their patients, they can stay in communication with them, and I think it's a great marriage of the two.

That's awesome. Well, do you have anything, Dr. Steph, any questions or?

I don't think so. Maybe a last question would just be, I know a lot of docs are like budget conscious, like you mentioned earlier, you know, doctors just getting out of school or maybe just branching off on their own to open their own space. So, I mean, when it comes to budget, do, is it, is it, is it able to, are you able to customize something that can help practices that maybe might be in different stages of that development that have a different capital to work with or like, how would you guys handle that?

Yeah. Yeah, that's a really important question. Cause everybody's in a different stage of practice and the budgets differ in those different stages.

So the way that our services work is we have services that will fit to really any stage of practice for the budget. So we have offices that will start with us and they just want to start with the website and we make it really, really affordable, especially on the website, also the advertising side of things too as well. But the website we make really affordable.

Kind of like, if you take a look at our services and what we're able to do and the price point that we do it at. And again, just reach out to us for that price point cause it really varies on the office. But for the price point that we do it at, in today's world, if you want to build a website like the ones that we built, it costs thousands and thousands of dollars, right?

But after you build the website, if you want SEO on the website, now you got to pay more monthly fees, like really high monthly fees to get really strong SEO to help you rank on the website. So what we've been able to do here is basically, you know, kind of structure the way that we build websites so that we can build it at a much lesser cost for you, be still able to build at the highest level possible, give you the strongest SEO to be able to rank within your market and be able to do that at a very low cost. So we have offices that are opening practices for the first time, they see the cost, they're like, this is great, it's very affordable.

Same thing for marketing. So there's two aspects of marketing. You have management costs, somebody managing your ads for you, and then you also have your ad spend.

So we separate the two. The ad spend is paid directly to Google or Facebook, you pay them directly for that ad spend. You decide what you want to do per your office.

Now we'll give you suggestions on what we see to work best within a market, but ultimately you get to decide how much you spend on that. The management fees too, again, very at a point where it is very fair and very affordable. If you take a look at the rest of the kind of marketing world and what they charge, Inception has very aggressive and very affordable pricing for marketing too as well.

So if somebody wanted to reach out to you guys, what would be the best way for them to do that?

Go to our website, inceptiononlinemarketing.com. There's a button you can click on there, putting your information and one of our great team members will reach out to you to learn a little bit more about you and give you the expert advice that we can here. You can also call our office, it's at 920-857-1106, and you can ask to get some more information or talk to somebody as well.

But those are probably the best two ways to get in contact with us, and usually we're getting in touch with you pretty quickly afterwards. So yeah, reach out. We're excited to learn more about you and see what we can do to help you out.

We certainly appreciate you coming on with us today. You've been very insightful. I learned a lot.

I know Dr. Steph, she's probably looking into building her website now.

My speakeasy practice, that's correct. Can you guys do like an old West speakeasy theme is the question.

Yeah. Well, thanks for being here with us today. We really appreciate it.

And we will talk to everybody next time.

Thank you, guys.

Thank you for joining us on this episode of ChiroCast. Insights for Modern Chiropractors brought to you by ChiroTouch. Hosted by Dr. Stephanie Brown and Danielle Javines.

Produced by Debbi Brooks, editing from Matthew Dodge and title animation by Eric Madden. Our theme song, House Five, is from Scott W.

Brooks.

If you enjoyed today's show, don't forget to like, link and subscribe. We appreciate your support and we'll catch you next time.