How to Optimize Your Chiropractic Website for More Leads | Podcast Ep. 282

Foreign hello and welcome to the Evidence Based Chiropractor. I am your host, Dr. Jeff Langmaid. @ the beginning of last week's episode, I briefly discussed optimizing lead generation from your website. I had a ton of questions in response. So this is going to be a special episode where we're going to break down exactly how you can optimize the lead generation coming in from your chiropractic website. If you have a website, you want to optimize it. So if you have a website out there or you're thinking about having a website in the future, this episode is for you. I want to break down step by step how you can and should think about optimizing email collection on your website so that you can connect with more people in your community that that ultimately will result in them coming into your practice. We usually refer to that as conversion. And I want to be super clear. I don't mean conversion in a hacky, cheap way. I mean conversion in a way that somebody's visiting your website, they're looking for value. Are you delivering value, keeping them in their ecosystem and building a relationship so that they can raise their hand when they're ready and come into your practice? There's a very clear way to do that. And, and it's one of the biggest missed opportunities for most chiropractors out there. We're gonna break that down step by step, talk some tech and talk about how you can and should think about it on today's episode. Before we get started, I'll say a few words about the smart chiropractor. Smart chiropractor's gonna play a big role in today's episode because we do automatic lead generation within the smart chiropractor. Our email popup boxes are awesome. We are generating over 500,000 emails each and every month for our members that are resulting in thousands of appointments by. So if you want to automate your social media, automate your streaming video, automate your email marketing, head on over, check out a demo atthe smart chiropractor.com today. But today's episode specifically, we're talking all about lead generation. So I'll tell a little story to begin this. And I was speaking with a friend of mine a couple months back and we were talking about his website and I asked, hey, how many monthly visitors do you get to your website? And he said, I have no idea. Which I think is what most chiropractors would say. So I'm going to encourage you to have an idea because he also did have a Google Analytics account and he went in and checked it. So if you don't have stats on how many people are visiting your website each month, whether it's through WordPress, whether it's through Squarespace, whether it's through your website provider, I'm going to really encourage you to check those stats out at least once a month. Get a feel for our Are a lot of people visiting your website? Are not a lot of people visiting? Because lo and behold, my friend, he had 1000 people visiting his website, 1000 unique viewers, visitors each and every month, 1000 people visiting his website. I believe that the average chiropractic website is between 500 and 1000. There's outliers, right? If your website's brand new, it might be a little less. If it's well established and you're putting a lot of time, effort and energy, you might be a couple thousand a month. But between 500 and 1000 visitors is pretty common for a lot of chiropractors out there. So let's break down why this is important. And this is you really need to take this to heart. If you hear take anything to heart on this episode, take this to heart. How many new patients did you have last month? It might be five, it might be 10. Maybe you had 20 new patients coming in. But think about the delta, the difference between how many people visited your website and how many people came in your front door. I got a feeling it's a big delta, right? You might have 20 patients new last month and 600 visitors to your website. You might have had 15 new patients last month and 750 visitors to your website. And the question is, what's happening to all of those other people? And if you don't have, if you're not optimizing your website to collect emails and to do lead generation, you are missing, as you can probably already see a ridiculous opportunity. You're leaving a lot of impact and revenue on the table by not just going that last little bit with your website. So let's talk a little bit of stats and numbers there. If you had 500 people visiting your website or 520 people visiting your website and 20 new patients last month, that's 500 individuals who did not take action at that moment in time. Now, I'm gonna go out on a limb and say most people except me don't visit chiropractic websites for fun. Like you're not just cruising around the Internet. I can't wait to just see what's out there in the chiropractic landscape in my community, no people are checking out a chiropractic website because they're looking for a chiropractor. So anybody who's out there checking out your website, with very few exceptions, is there because they want to learn, they want to see if they resonate with you. They want to get information so that they can make a buying decision. Are you going to be their doctor or not? Now the reason that they might not have called you right then and become one of those 20 new patients last month in either one of the 500 or 480 who didn't take action is not necessarily because they didn't resonate with you. Things happen. Maybe they left their lunch break, maybe they were checking it out when they were making dinner and they didn't get back to it. There's a ton of different reasons for waste. I think of like an engine that's just giving off heat instead of producing power. Right? If Your website has 500 people visiting and you have 20 new patients coming in your front door, by the way, 20 new patients last month, probably half of those are referred, some of them are through advertising. So if you might have converted five people for you, even though ironically, most docs spend a lot of time, effort and energy on SEO on their website and they spend a lot of money paying a website provider each and every month. And if it's not producing a ton of patience for you, then that's a huge missed opportunity again. So those 480 to 500 individuals who have expressed interest in your services, they've come to your website, you just let them go off into the ether. It's waste. It's like heat energy coming off an engine. If you're not able to convert that into the power that fuels your practice, AKA people coming in, you being able to help people get them well, help themselves get well, all of those things is wasteful. It is sub optimized. We want to keep that heat in the engine, meaning people who come onto your website, we want to keep them in your ecosystem. So how do you do that? You do that by having a pop up box, an opt in box on your website that enables that person, that individual, to enter their email address to get follow up information from you. Now if it's a specific PDF or a video that you're offering in exchange for their email, that might be called a lead magnet. That's in marketing lingo. When we say lead magnet, it's the exchange, right? The equal exchange. They're giving you a piece of their information, their Email address, you're giving them something of value and benefit to them. That's a lead magnet. The pop up box could be very, very simple to stay in communication to receive your weekly newsletter on how to improve their quality of life. It could be a in depth, you know, here's a PDF. 7 Steps to get rid of Low Back pain. You know, there's a variety of things you can do. We built some of these out for our members within the Smart Chiropractor. We are currently launching them in beta right now. But the availability to have a pop up box exit intent is what I recommend. Which means when you're moving that visitor is moving their cursor towards the task bar or the back button, that's when it pops up. So it doesn't pop up when somebody just hits your page and it's like, oh man, this is obstructive. It's not good for user experience. But it pops up as you're leaving the page. You've probably seen this on news sites, you've experienced this yourself. And why have you? Because it works. And almost no chiropractors out there are utilizing this very. It's like, you know, you ran 90% of the race, you built the website, you've talked with the website provider, you spend the money each month on the website and you're 90% done the race. But all of the benefit is on the is at the end, all of the benefit is on the backside. So I'm going to encourage you if you do not have a pop up box or a, you know, a lead magnet of some sort or an exit intent pop up box to be very specific. That is something you should check out because let's break down some of the math and why this is so critically important. Let's say you had those 500 visitors who did not convert to new patients last month Visit your website. 10% conversion to email would be 50 people onto your email list each and every month. Let's break that. I'm gonna go super conservative and say, let's say you just get 5%, that's 25 new people onto your email list each and every month that are already there, they're already visiting your website, you're just not collecting. If only 5% take you up on that pop up box offer, 5%, you'd have 25 new people onto your email list with a great follow up sequence that delivers value, that delivers benefit, that builds the no trust and like factor in a few emails doesn't have to be super extensive. 3, 4, email follow up sequence. There is no question that you could convert 25 to 50% of those individuals to patients long term. And again, when I say convert, it sounds very aggressive marketing lingo. What I mean by that is delivering value, keeping them in your ecosystem and letting them raise their hand when they're ready. 25 to 50% is a very realistic figure that would be adding 25 people onto the email list. 50% conversion, 12 people, 6, 12, 10. Think about just those are very attainable, realistic numbers for so many chiropractors out there. Think about what an extra 10 new patients would do to your practice next month. Probably be a pretty big deal and you're leaving that on the table by people that are already expressing interest by visiting your website right now. If you do not take advantage of a pop up box to collect that information and a follow up sequence to continue to bridge the gap and build that relationship. This is critically important for practices out there that are just starting. And it's just as important, quite frankly for those practices that have been around a little while to build sustainable growth. The practices that have been around for a while, they know the yo yo. They focus on marketing for a few months more new patients come in, they get busy, they stop focusing on marketing so much. They, the new patients go down, they start focusing on marketing again and it's this vicious cycle that goes on. If that's the case, it's because you don't have systems and processes for sustainable growth and you're being reactive instead of proactive. Setting up your website appropriately to collect data and information, to deliver value to people, to deliver real benefit and to follow up consistently is a great way. Those are systems and processes for sustainable growth within the smart chiropractor. We talk about that as teaching Invite consistently take a moment each day to teach something Gary Vaynerchuk would call this. Jab, jab, jab, Right hook. Teach is the jab. Deliver value, showcase who you are, help them live a better life. And invite. That's your call to action. That's the right hook. Every time you teach something, I'm gonna say that gives you the invitation to invite them to take a next step. That could be their email, it could be commenting on a social post, it could be giving us a call today. The invitation or the call to action can be varied but, but the last word is the most important piece. Consistently, consistency is the number one determining factor in marketing success. If you're inconsistent with your marketing, the results will therefore be inconsistent. And that is an incredibly impactful Part of having automated systems and automated processes is it takes the stress of being consistent off of your shoulders. If your website has a pop up box that's working for you 365 days a year, 24 hours, 7 days a week, you don't need to worry about it. Let those people visit your website, let that conversion, whether it's 2%, 3%, 5%, 10%, let that conversion to email kind of come through, let them get that automated sequence, you don't have to mess with it at all. It's working for you 24, 7. And let them call, hop on your online scheduler when they're ready. But if you don't have any of that system built, your engine, your website is going to have a lot of heat loss, right? You're just again, 500 people, 1,000 people visiting a practice website, 10 new patients a month. Something ain't working there. And it's the opportunity and availability to collect more and do more with those individuals that are expressing interest in coming into your ecosystem. Now, the other interesting thing on the tail end of this is it enables you to build a pipeline of future patients, which also is a huge missed opportunity for so many chiropractors out there. And here's exactly what I mean by this. Think about how many patient records you have now. Think about how many active email addresses you have. Chances are these are the opposite of what they should be. And what I mean by that is there's so many docs out there, it's like, oh, I have patient records, a thousand email addresses, 250 patient records. I've seen 500 patients, I got 150 of their emails. I've seen 5,000 patients, but I have 1,000 email addresses. This is craziest because it puts you at a disadvantage for building a pipeline of patients long term. If you were to look at most active businesses that are growing, their leads list or their email list is going to be 2, 3, 10x what their customer list is. So Nike might have 50 million customers and 100 million email addresses and they use that in order to build and grow, develop relationships, showcase products, highlight benefits so that when that person is ready to buy, they're the obvious choice. And you as a chiropractor should be doing the same in your community. We talk about a lot of the research each and every week on this podcast. Those are all benefits that you can showcase, talk about, highlight. It's what we do at the Smart Chiropractor. We do that for all of our docs each and every day. Of the week by posting on Facebook, posting on Instagram. Instagram, getting out there weekly on YouTube, daily video scripts, automated email newsletters that go out weekly, onboarding sequences, et cetera, et cetera. The bottom line is you need to be consistent with your marketing. You need to get out there showcasing the benefits and you need to, you should develop a pipeline of individuals who are not yet patients, who may become patients in the future. You need to flip those numbers. You having a thousand patient records and 250 emails is challenging. You are going to be digging out of a hole consistently trying to fill your schedule. Whereas if you had a thousand patients but 5,000 email addresses, now you have the opportunity to curate and cultivate relationships. Now how do you get more email addresses than you have Patience. Drum roll please. Go back to the beginning of this episode. You do it first and foremost by curating those individuals that are visiting your website already. By having an exit intent pop up box, delivering some value, capturing some of that attention, building a relationship throughout time and doing it automatically. I always say We've sent over 500,000 emails per month for over a while now. That's 6 million emails last year alone for our doctors. We see data at an aggregate level. We know what works, we know what doesn't work. We, we specifically focus on those high impact items within the smart chiropractor, including this sort of email system that enables you to build and grow and build that foundation underneath your practice so you can have more fun, so you can have less stress, and so that you can curate and deliver value to people in your community each and every day without feeling like you have to quote, unquote, sell chiropractic. That's the worst feeling in the world. Nobody likes doing it, nobody likes receiving it. But you have to have systems and processes in place from a marketing perspective to enable you to have more fun, have less stress and be able to enjoy the fruits of who you are and what you do each and every day without worrying about where's my next new patient coming from? That's what we're trying to build with a smart chiropractor. That's why I think automated lead generation from your website and optimizing it is so critically important. Check out your website stats. If you have hundreds of people visiting your website and you have a dozen or dozens of people as new patients each month, you have an opportunity. Get out there, start collecting those email addresses. Word of caution, most EHR systems have transactional email systems meaning missed appointment reminders, things like that important, but that is wildly different than a fully automated email marketing system. So be cautious as you think about how you want to do this. Also, if you're using a website company and say hey, we can have an opt in and it brings it to this list that you never see again and you want to have the follow up. We talked a lot about gathering the emails today and the importance of that on your website, but the most important thing after you collect it is doing something with it. So make sure that you have a follow up sequence built that builds value, that stimulates curiosity, and that helps people when they are ready. Make the decision easily to come into your practice. If you do so, I will nearly guarantee you'll have more fun, you'll have less stress, and you'll ultimately be less reliant upon paid advertising as you build and curate a true marketing system. So get out there and have fun. If you're looking to hire an Associate if you are looking to have office coverage because of a vacation coming up, maternity coverage or even an unfortunate injury, head over to Chiromatchmakers.com it is what we do each and every day at Chiromatchmakers full service chiropractic Staffing. If you are looking for a position or looking to hire a position, check out Chiromatchmakers.com have a fantastic weekend practice and I will talk to you soon.

Thank you for joining us on this episode of the Evidence Based Chiropractor. If you want to grow your practice, come back for next week's episode. If you want to grow faster, visit the evidencebasedchiropractor.com and join our MD Marketing membership today.