Physical therapists have unique web presence needs. An effective site must:
* Introduce practitioner, and outline his or her style of treatment; * Provide straightforward content establishing practitioner’s credibility; * Review services and common procedures performed by practitioner; * Inform prospective client of features and value of selecting practitioner as a service provider; * Offer immediate contact options, including a web e-mail form; * Display office locations complete with photos, address, and driving directions.
Style and Navigation
The physical therapist’s web site should be clean, professional, and to point. Avoid loading site with Flash, Java applets, or other features that go beyond basic programming. Keep practitioner’s target market(s) in mind; potential clients are looking for information, not savvy design.
Of course, this shouldn’t take away from web site’s on-screen appeal. Images and text should be easy to review, however this doesn’t have to infer plain web design. Let information stand out; compliment text with images and basic page graphics.
If a logo, font, or color is already in use on printed marketing materials, incorporate this into site so that all marketing materials present practitioner consistently.
Presenting content in a basic, explanatory fashion will ensure web site appeals to greatest target market possible. If site is loaded with concepts or terminology that is beyond traditional understanding, reader will indirectly lose interest. Again, keep target market in mind.
If at all possible, be sure to include a photo of practitioner, as well as a limited biography. Photos of in-office staff are also helpful in developing a relationship between client-prospect and practitioner.