Standing out in a competitive market is difficult, but without memorable branding to set you apart from other chiropractic practices in your local market, it can be next to impossible. Beyond having a professional logo and consistent branding will increase the value of your practice, generate new business and give you a strong online presence. Differentiating your chiropractic practice through your practice’s website is a great place to start. A personalized website with a cohesive design and strong content solidifies your expertise and presents the opportunity to demonstrate what sets your practice apart from the rest.
A simple question, What is a website? In its bare form, a website is a single domain that consists of different web pages. We should all know that by now, but surprisingly what we don’t all know, is the benefits a website can provide for your business and its shocking to witness how many businesses don’t actually have a website or online presence! If you have a business and don’t have a website, you are losing out on great opportunities for your business. A website itself can be used to accomplish many different marketing strategies to help your business grow. As a business owner, you need to know where your consumers are. But what if consumers know your business and what you can offer, but they can’t reach you? That is one of the risks you take by not having a website for your business.
For generations, retail was simple. Brands sold to retailers and retailer sold to shops. But in the age of the internet, consumers can interact directly with brand manufacturers. And while this may seem like a small thing, it actually has a dramatic change on the way people interact with business owners. A recent study highlights the need for a good brand website as the majority of consumers expect a better experience from a brand and from a retailer.
A bad website is easy to recognize. They are just flat out bad, and often ugly. They hurt your eyes, they have terrible navigation, and/or they are annoying, and they quickly send visitors away irritated, confused, or dizzy. If you could use a good laugh at the expense of some really bad websites, check out Websites That Suck.
A good website is the most common type, but harder to identify because it usually looks just like an effective website. A good website has what every website should have: professional appearance, sensible navigation, good content, etc. It is not difficult to create a good website, so most fall into this category. The problem is, well does not equal effective.
An effective website is kind with the most benefits. The primary difference between a good website and an effective one, besides profit, is that it anticipates the needs of the customer/visitor and meets those needs. Ironically, these are rare. Most websites try to “sell” rather than address the needs of the visitor. Effective websites require more planning and effort to create, but the rewards are worth it.
Benefits of an Effective Website
A website provides an instant visual presentation
Not every organization can afford television advertising, but a website provides a visualization element and is always available to anyone with Internet access. If a customer has questions that can be better answered on a website that over the phone, this is a valuable asset to your marketing mix.
A website can be found through search engines
There is a good possibility that you found this website through a search engine such as Google, Yandex, Bing, and Yahoo among others. Between 80-95 percent of all website traffic usually comes from search engines. You can target visitors who are actively looking for you, your product, your service, or your information. A website is an extremely cost-effective way to advertise to those who are already interested in what you have to offer.
A website is always available
No other medium for being available 24/7/365 even compares to a website. With the modest cost of developing a website and putting it online, there is nothing even close to being as cost-effective. Printed materials are easily misplaced. TV and radio commercials air at preset times. A website can be visited at a time that is convenient for the visitor, and it is more engaging when designed correctly.
A website is interactive
Even just a few years ago, most websites were nothing more than an electronic brochure. Their real potential was not being realized. That has now changed dramatically. Website visitors have the ability to control and interact with a well-designed website. You can take a virtual tour, spin an object around to see all sides, provide direct feedback, and much more.
A website can target each visitor specifically
Every visitor’s needs are met with an effective website design. With proper targeting, you have their attention because they are already interested. By strategically planning your website, you can customize each area to the type of website visitor who can benefit from it. It is even possible to customize web pages to individual users for added convenience.
A website is easily updated
Unlike printed materials, websites can be changed on a minute by minute basis if needed. The expensive production costs of video and the editing time needed for a good advertisement make websites even more attractive. Plus, video can be provided on a website, and printed materials can be made available for instant download on a website.
A website saves on printing and mailing costs
By making printed materials available on a website, it benefits both you and your website visitors. They have instant access so they do not have to wait for your mail to arrive, and you save on printing and mailing. Your website can have even more impact because you can illustrate things such as movements and animation that printed materials alone cannot show.
A website improves customer relations
Aside from the fact that when a customer asks you for your website address, they expect you to have one, there are numerous benefits a website can offer to your customer relations. These are only a few:
- Customers can make an informed buying decision. If they are deciding between you and a competitor, your website could mean the difference between who gets the business.
- It also provides a way for customers to benefit from a sale. If you provide information or support through a website that makes them happier about buying from you, it strengthens your business.
- By providing an opt-in mailing list, your customers and website visitors will give you permission to contact them about special offers or additional things they may be interested in purchasing from you.
A Website gives your Business credibility
A 2015 study performed by Verisign reported that 84% consumers believe that small businesses with websites are more credible than ones without an online presence. To take it one step further, the study also concluded that 65% of consumers consider a company branded email to be more credible than a generic email account such as Gmail, Outlook.com, AOL, or Yahoo mail. The days of matchbook advertising are long gone and to remain relevant and credible, small businesses must invest in a small business website. Looked at another way, if all your competitors have websites and your business doesn’t, who do you think looks more credible?
The same study by Verisign also reported that 9 out of 10 consumers rely on the internet to locate and evaluate local goods and services. Understanding these numbers and the online habits of consumers makes it difficult to understand why 46% of small businesses do not have a website. But for the 54% that have developed their business website, they benefit from a clear advantage when considering discoverability. In a 2015 survey by Redshift Research, and commissioned by GoDaddy, it was found that 59 percent of very small businesses (made up of one to five people) don’t have websites. Of those, 12 percent have Facebook pages.
Additionally, the same survey found that 83 percent of the surveyed businesses that do have websites said: “their online platforms gave them a competitive advantage over businesses without websites.” With over 3.5 billion Google searches occurring each day, your customer could be seconds away from locating and patronizing your small business. Business websites allow potential customers to access your business and learn about your products and services 24/7. There are a lot more benefits to having a website than what we have listed here but this is a good general overview.