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Our Smiling Web Traffic Expert, Jesse McFarland


 
A website is the key component of a digital marketing campaign. However, having a website alone is not an effective marketing strategy for generating traffic.
To get traffic (or clicks to your website), you must be consistently active with your site and be willing to utilize other digital marketing strategies. In this post, I will share five easy ways you can get more clicks and impressions to your physical therapy website.

Add Content

Never stop growing your website.
Increasing your pages over time is a key component of a content marketing strategy and one of the most important factors for SEO. More content shows more credibility and relevance for search engines and increases keyword variance – gaining you great keyword rankings for your website on Google.
Below are two effective ways to add more content to your website:

  • Service Pages. It’s a good idea to have a service page dedicated to each one of your PT services (i.e., pain therapy, sports rehabilitation, knee rehab, etc.). These should be secondary pages to a service page under your main navigation silo.
  • Blogging. Blogging is the most useful practice for a content marketing strategy. This allows you to add a never-ending amount of content to your website. Essentially, a blogpost qualifies as an additional page, therefore increasing the size of your website.

THE CHALLENGE: Consistency.
Being consistent with content marketing is just as important as being consistent with an exercise program. Unfortunately, most PT business owners struggle with the ability to add content to their websites, hindering their ability to increase web traffic as well as search engine rankings.

[See how BuildPT can help with your Content Marketing Strategy]

Optimize Your Content

Do-it-yourself SEO is complicated and can require a significant learning curve.
To simplify SEO and still increase your presence on search engines, you can take a second step after adding content by making sure that the page properly optimized. Here are two things you can do to optimize new content on your website:

  • Optimize your Titles. A title tag is essentially the name of your page. Optimizing the title tag is as simple as including the keyword within your title. The keyword should be what your page of content is about. For example, if your keyword is “back pain,” an optimized title could be “5 Exercises to decrease back pain.”
  • Relevant Content. Now that you have a title to your page or blogpost, make sure the content is all related. Again, if your title is “5 exercises to decrease back pain,” make sure your content remains true to the title and is truly about back pain — with the five exercises.

THE CHALLENGE: The Know-How.
Every CMS (Content Management System) is different, so you need to know how to create or change your title tags. Also, utilizing the best keywords for your website requires a proper marketing strategy.

Paid Advertising

This is the easiest way to get more traffic to your website. There are many channels for paid advertising.  Below are two effective channels for physical therapists:

  • Google Adwords. Using search terms targeted to your demographic is an excellent way to get the right kind of traffic to your website.
  • Facebook Ads. Using website click ads for your demographic is also effective in getting traffic to your website.

THE CHALLENGE:  Cost.
The downfall of paid advertising is that it’s also the most expensive way get new traffic to your website because you are paying for each click or the volume of impressions. If you are not a strategic marketer – a marketing who’s apt at researching keyword trends and adapting strategy to said analytics – it’s quite difficult to get a favorable ROI.

Email Newsletter

A monthly newsletter is essential to any physical therapy clinic’s marketing campaign, allowing you to stay engaged with all current and previous patients.
Staying engaged with your patients is a key marketing strategy for customer retention. There are many email software/apps available, but to simplify, we recommend just one:

  • MailChimp. MailChimp is easy to learn and use. It comes with several different email templates, has excellent reporting, and delivers a user-friendly email to subscribers on any device.

THE CHALLENGE: Consistency.
Not only should you send out a newsletter at least once per month, in order for your newsletter to be most effective, it must link to new content on your website. Refer back to “Add Content” for suggestions and challenges.

Stay Active on Social

Social media provides a lot of exposure and engagement for your PT clinic, and it can also be a viable traffic source to your website. Below are social networks that can deliver your site more traffic:

  • Facebook. This is by far the king of social networks. Posting content with a link to your website is an easy way to get more traffic.
  • LinkedIn. LinkedIn allows you to post on a timeline, and you can blog on it, too. Be sure to provide links to your website.
  • Twitter. Twitter allows you to Tweet content with links to your website.
  • Instagram & Pinterest. Instagram doesn’t allow you to post a link to your website (unless you use the paid advertising through Facabook), but you can provide a link on your bio page. Pinterest allows you to post pins with links to your website.

THE CHALLENGE: Consistency.

PT Website Traffic FunnelQuick Tips:

Update your Website.  An outdated website will affect user experience. Plus, when you don’t update your site, it can negatively impact your SEO. Learn more from our previous post: Physical Therapy Marketing: Do I Need a New Website?
Add Google Analytics. Adding Google Analytics allows you to see an accurate report of traffic to your PT website. Learn how to set up Google Analytics here.
Questions on how to get more traffic to your website? Ask us here or comment below: