The days of using the internet as an online business card are long over. Many chiropractors are aware that today’s consumer (or potential new patient in our case) is more savvy and want to know more about who is going to care for them.

So they decide to find a chiropractor in their area and do some research.

Research is a vital component for the educated person looking to make an informed decision about their healthcare provider. Some chiropractors seem to think that the person doing the research wants to know as much as possible about chiropractic, but don’t have an interest in learning about the doctor.

That’s the problem I see with some of the chiropractic websites out there. They have a bunch of articles (not written by the doctor) that fill their site, and a “coming soon” or “under construction” label on the “about the doctor” page. With some sites, we get lucky and at least find a little bit about the doctor’s education, but not much else.

I’m also not a big fan of a page filled with generic information about the doctor. “The doctor wants to help the community with chiropractic.” Well I hope so! This doesn’t tell the potential new patient anything about you.

The current online environment is that people want some level of transparency, they want to know some personal stuff. You don’t have to give your height and weight or your kids’ birthdays, but how about the reason you got into chiropractic? Do you have any interesting hobbies? What will someone find interesting to know about you?

The transparency isn’t there to be some kind of invasion of privacy, it’s there to establish trust. The patient looks at five sites, finds almost no information about the doctor on four of them and finds some interesting stuff on your site. Who are they going to trust? Who will they choose to entrust their spine?

Focus less on giving people overwhelming reasons to try out chiropractic, and focus on giving them overwhelming reasons to choose you.

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