About UsAbout pages are virtually everywhere on the web. You see them on just about every single website and blog and, while typically in a condensed format, on pretty much every social site.
Most would agree that the About page is simply the area of a website where people go to discover more concerning you and your practice.
However, despite its importance – which I will try to convince you of as we go along – the About page is treated as the ‘forgotten page of pages’ by most doctors when they are devising their overall chiropractic internet marketing strategy.
The Reality
Regardless of where your About page is located, if written correctly, it should serve as the bridge that takes a visitor from a stranger to an acquaintance at the very least and might easily be the deciding factor on whether or not to call your business.
A well written ‘About Us’ or ‘About Me’ should convince your reader that you are indeed someone who is worth taking the time to get to know better, follow or even contact to schedule an appointment with.
If you think your About information could use a little upgrade, check out the formula I’ve shared below and model yours accordingly on your chiropractic website, blog and social sites.
1. Tell Them Who You Are
When writing an About page, assume that everyone landing on it is a potential new customer. Sure your existing patients may occasionally peruse your site and check out your About page; however, the person we are most concerned with is the potential patient that lands on your site for whatever reason and via whatever means.
Think of your About page as essentially an opportunity to form a quick bond with a potential patient
A simple and effective approach to tackle your About page production is by first giving the basics on you and your company in a concise and easy to read format.
Tell your readers the following:
Whoyou are
Whatyou do
Whenyou started doing it
Whereyou do it
Howyou do it
Try this as an example:
Dr. Al Smith has been a board certified chiropractor for more than 20 years at Hillside Chiropractic & Wellness Center in XYZ City.
Dr. Smith (A.K.A. ‘Doctor Al’) attributes his success with helping people get out of pain quickly to his gentle and effective spinal alignment techniques that he has spent the last 2 decades perfecting.
Now granted, you can get a little more in depth and even more colorful than I attempted but my point of the example is to show you how quickly and easily you can let the reader know who and where you are while also inserting a plug that explains why you are ‘the best in town.’
Of course depending on where you practice you are need to be creative with the words you choose to remain compliant with your board’s marketing regulations.
2. Give Them THE Facts
Now it’s time to bust out the impressive facts about you and your practice, and this is where you should definitely get creative.
List them in bullet points for easy reading and be sure to put the most important information first, and then you work your way down to more specific and often less critical, from a decision making standpoint, information.
Remember: Internet users are used to getting information fast; so you don’t have much time to feed them the details you feel will sway their decision to give you a try.
Examples might be:
We’ve helped over 10,000 _________ residents get out of pain
Conveniently located at the corner of ________ and __________
All major medical insurance plans accepted
All the way down to
Gentle and effective care
Basically, you want to focus on limiting it to just the information that you believe will heighten their awareness of why you make sense for them.
3. Finish It With Bling
Now you need to add a little flare to the page so that you take the user’s eyes to other information that will help increase their familiarity and trust in you.
Add a photo of you and even a couple of you with your staff. I even recommend using pictures of you all at a clinic function such as your last Christmas Party or other celebration. Professional but fun is what you are going for. Perhaps even have your web designer overlap the pictures a little so it gives the photo display character.
Another simple way to spice up your about page is to include a testimonial that is specifically about you and your staff. Place it along the top or at the bottom of the About page and have it in a little larger font size and in a different color than the information that is otherwise on the page.
A Final Tip
As the internet continues to become more and more social, you have noticed that the way people write on the web (such as yours truly) is becoming significantly less rigid.
So rather than just giving an objective description, try to portray a little of you and your clinic’s personality. This shows your reader that your clinic is a cool place to be and as long as you’re getting your back fixed, you might as well have an enjoyable experience while doing it.
