‘About’ Page Mistakes, & How To Fix Them
A website is a crucially important part of your Private Practice marketing strategy. Afterall, 70% of patients make up their minds about coming to see us, before they even get in touch with us, based on what they read about us online.
The ‘home’ page on your website is likely to be the most visited webpage.
Guess which tends to be the next most visited page? You guessed right. It’s the ‘about’ page.
So, if the ‘about’ page is extremely important, it makes sense to get it right? Yes?
The reality is that the vast majority of Doctors and Surgeons get it very wrong. And that’s a shame, because it means wasting an opportunity to do a better job of attracting patients and referrals.
Your ‘about’ page, is written for the patient, and not for you.
In otherwords, it has to appeal to the patient, and not be shrine to you and all your accomplishments.
Need a little convincing?
Let’s look at an example – it’s a real example from a surgeon’s website. We’ll call him ‘Mr.X’.
‘Mr X. was recently one of the 24 international experts from 16 countries invited to participate in a consensus meeting on terminology of hip and groin pain.’ **snores**
A ‘consensus meeting on terminology?’ Yep, that’s sure way to ensure patients bounce straight off the page!
When patients are shopping about for the best person to see for their problem, neither are they hunting for a person who aced it in ‘elastic scattering spectroscopy’ research.
Nobody cares! And yet this is exactly the kind of CV muppetry that you’ll find on most Clinicians’ ‘about’ pages.
We know that that patients want to see an expert in their problem, and whilst you do have to provide ‘evidence’ for why you have the skills and experience, there’s a right way and a wrong way to about it.
But before you begin to wax lyrical about all your years of treating ‘x’ number of thousand patients, you must first speak to the patient’s problem. The problem that they are searching for an answer for, when they come looking for a Doctor or Surgeon online.
What does that look like?
Firstly, think about the particular problem that you solve for patients. You’ll have heard me banging on about having a niche before, and so I want you to think about your niche in relation to the patient’s problem.
For example, you might be a knee surgeon who specialises in ACL reconstruction re-dos, and you work with weekend warriors.
You could begin by speaking about the patient’s predicament and highlight some of their potential concerns. You could use some opening sentences such as:
“Are you in the difficult position of having busted your cruciate ligament yet again?
Perhaps you’re trying to make up your mind about further surgery to repair it, but you’re worried about whether it’s going to last this time?
Maybe you’re dreading the rehab, or are confused about the risks if you don’t have the surgery?
Are you worried that you might not get back to sport?
I get it.”
You could then go on to do a little bit of storytelling to demonstrate how you’ve helped other people.
“I’ve helped over a thousand sports men and women who found themselves in your exact situation, and most have successfully returned to elite level sport.
Because I’m a passionate triathlete who’s also had a knee injury to battle with, I understand what’s required to help you get back to sport, and how much it means to you”.
Only then would I recommend you put something about your ‘badges’.
“Because I trained at a, b, c , and did x, y, z fellowships, I’ve gained the expertise needed to be able to help you return to the sport you love”.
List out your qualifications at the bottom of the page (which is an important way to signal to Google that you are an authority in your clinical area, and particularly important since Google’s ‘medic’ algorithm update of 2018).
Finally, add a ‘call to action’ for your potential patients, inviting them to get in touch to ask questions, and make it easy for them to book in to see you, by putting a clickable phone number link, or email address.
If you need help figuring out the best words to use to promote your practice, get in touch.
I’m at firstname.lastname@example.org
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