Why Your Private Practice Needs a Blog
These days, Google is King. Like it or not, it’s the first place we all turn to when a question comes up.
How do I fix my dishwasher?
What time is it in London?
Does my child have autism?
Is there an occupational therapist in my area?
Imagine the impact if you are in the top results that pop up when a parents types in “occupational therapist,” “physical therapist,” or “pediatrician” in their area. Being top of mind above your competitors will translate into more clients coming through your door.
Think about how you search for services yourself. Yes, you may spend the time to look at a few pages of results but, if the first one has good reviews, you’ll look there first. Many of us are busy and simply want the best choice we can find first.
Google, and other search engines, are like libraries. They take in content, store it, and deliver it when someone needs it.
If you’ve ever roamed the stacks of a library, your eye will be caught by the encyclopedias. There are just so many of them! Not only are they eye-catching, they’re known to be go-to resources for almost any piece of knowledge you can think of. That’s powerful.
The more content you give to Google, the more knowledge it will have from you and the better it will understand your services.
Now, this doesn’t mean that you’ll instantly rank at the top of Google’s search results for the word “autism.” This digs into the topic of SEO, which even baffles some of the greatest bloggers out there. SEO is a topic for another day.
What it does mean though is that Google will more likely give you love if someone searches for “occupational therapist specializing in autism in Detroit, Michigan.” If you have a blog and the private practice down the street doesn’t, you’re more likely to reach potential clients in their search results.
It also means that your existing clients and potential clients that are directed to your website will be able to fully explore your content, knowledge, and services before stepping through the door. Not only will this ease their minds, it will also mean that your clients will be better informed, both in the clinic and when they are seeking help at home.
Let’s say that you have a method for helping kiddos learn how to tie their shoes. Instead of having a parent try to remember a one-time demonstration you give them, or having them shakily film it on their phone, you can create a full blog post that explains the shoe tying method. Within the blog post, you link to a video, diagrams, and any other helpful content.
You’ve now made a better experience for your future clients, while also offering valuable content to parents all over the world.
A blog gives you authority
These days, everyone loves to research before they take action. This is especially true with healthcare. I often go with the person that has a photo and reviews over the one with and ambiguous photo and no star ranking.
Imagine if your potential clients find you at the top of the search results for professionals in their area. Then, they see your website and dive into your knowledge. On your website, you can display your expertise through your blog posts; demonstrate the vibe of your clinic through fun colors, pictures, and videos; introduce your staff and have them write blog posts; tell potential clients what they should expect when they visit you.
Can you see how much more valuable that is than a static website?
Blogs give you an amazing opportunity to show off your expertise. Write articles about the conditions you treat and offer tips and tricks that tell your future clients that you know how to help them.
A potential client is much more likely to become an actual client if they’ve had a chance to experience the work that you do through a blog.
A real-life example
If you Google “sensory processing disorder,” you’ll likely see the STAR Institute. The STAR Institute is a network of clinics that are authorities on sensory challenges. People all over the world read their articles and use them as a source of advice.
They’re a big deal.
Imagine if you were a parent searching for sensory help for your child. You find the STAR Institute’s content and like what you read. You scroll to their clinic locations just to learn more about them. What are the chances, but they have a clinic in your area! It’s like realizing a celebrity is filming a movie in your town. Do you think you’ll be looking around for more clinics? I don’t think so. The next call you make will be to STAR Institute.
Their blog has established them as an authority in the SPD space. What if you could do the same?
Having a blog for your private practice will set you a part from your competitors and go a long way in assuring the minds of your potential customers before they even call to make an appointment.
If you don’t have a blog, you are leaving a lot of clients and revenue on the table.