Over the last few months, several chiropractors have asked me what the secret is to attracting quality prospects to their websites.
Some of them want to know if it’s their fancy three-dimensional rotating anatomical model or their pristine chameleon-like professional template.
Others think it’s their long dissertation of the vertebral subluxation complex juxtaposed with their interpretation of the Green books while yet another chiropractor confidently stated that it’s his logo! 
While they all mean well, many are surprised when I tell them that it’s none of the above. The secret resides in your content.
To understand this, let’s look at things from your prospects’ point-of-view.
First of all, do you honestly think that when they use Google to find help for their health-related problems that they’re typing in words like subluxation, chiropractic philosophy, or ADIO?
How about BJ Palmer, innate, post-isometric relaxation techniques or Logan Basic?
If they’ve never had chiropractic, do you think they care if you’re a Gonstead practitioner or an Atlas Orthogonists?
What about your brand-spankin’ new spinal decompression machine or state-of-the-art digital x-ray suite?
Heck, they don’t even give a flip if you’re a mixer or straight chiropractor. THEY JUST WANT HELP!
So, to reach them, you’ve got to learn how to think like they think.
You’ve got to get into their heads and understand what they’re thinking about. You’ve got to ask yourself what are their needs, wants and desires? If you were in their shoes, what keywords would they be entering into Google’s search field for answers?
If you’re struggling with this concept, think about how you use Google to find what you’re looking for. The websites that pop up first on Google are typically the ones that have paid attention to the keywords you’re using plus have written content tailored around your needs in relationship to your keywords.
The take home lesson — pay attention to health-related, niche-specific keywords and become a content marketer around those keywords.
If you do this, I guarantee you’ll not only drive more traffic to your blog but will also attract quality prospects that desperately need your services.
About Dr. Patrick MacNamara
Thanks again, Dr.MacNamara, for yet another very informative post! My own site has been getting google and other search hits mostly from things like ‘Jaw Pain’, ‘Shoulder Pain’, etc as this is what people are searching for. I assume they also do ‘back pain’, ‘neck pain’, etc but since my site is so new I do not show up very high on those searches – yet. As you have said before “It takes time so don’t give up on it.”
Dr. Heins :: You are correct! It takes time and constant keyword evaluation to understand your market. The more data you retrieve, the more focused your content can become. Keep up the great work!
Excellent post Dr. MacNamara!
I guess we could compare Chiropractors usage of all the aspects of their practice you listed above (mixer, straight, ADIO ect) as “features” of a product/service and we all know that consumers are on the look out for “benefits” of a product/service i.e. How we can help them or what they get.
I think too much emphasis is put on the features of a business when chiropractors should be concentrating on the benefits for their patients.
Jeremy :: My point exactly! Bring BENEFITS to the forefront!!
So true!
I’ve often thought that practitioners might find their best content by asking their patients to write it for them.
It’s easy to get caught up in the jargon, and to forget how specialized the language of practice is.
Dan :: That’s a wonderful tip that I recommend to other chiropractors as well. On each visit, simply use a clipboard to gather information from each patient regarding what they want to know more about regarding health and wellness. Once obtained, the doctor can then use this information in future marketing materials on their blog or website.
You hit the nail on the head here doc. The content on a website is the #1 most important thing to a patient, and to search engines like Google. Actually, rotating spines and graphics can cause your site to be listed lower on Google, since it could slow “loading time” down, causing Google to penalize you.
Keep up the good work Dr. Mac
Dr. Beck :: It’s always a privilege to read your comments! Thanks for stopping by and contributing. I greatly appreciate it!
Great post Dr. MacNamara. Your ideas are spot on! There’s probably a huge discrepancy in consumer knowledge about the health benefits associated with it. If you continually educate your customers and potential audience, they will trust you and think of you first for their chiropractic needs.
Thanks, James, for stopping by the site and contributing to the topic. It’s always nice to engage with marketers outside of the chiropractic profession. I wish you well in 2012!
My pleasure Dr. MacNamara. We’re excited to see content marketing grow in all different industries!
By the way… did you make it to Content Marketing World 2011 in Cleveland? If not, Joe Pulizzi and company put on a great show. It was a content marketer’s paradise!
Oh, absolutely! We were there having a great time meeting all of the brains behind 2011′s best content marketing ideas. We’re pumped for 2012 as well and will be a several other conferences this year as well. How about yourself?
I’ve got my sights set on several but definitely plan on being back in Cleveland this year for CMW. It was an incredible conference and will only get better!