Ride the Internet wave with help from our experts. Get pragmatic advice on launching your own website or updating an existing one.

For those resistant to change, the idea of adding an online element to your practice may be intimidating. However, your competition may already have a website with general information on chiropractic, simple ways to make appointments online, and easily accessible contact information.

www.outta-sites.com

Whether you are rethinking an existing site or considering creating a new one, Chiropractic Products has assembled a roundtable of website developers: Benjamin Furshpan, DC, is president and CEO of Outta-Sites Advertising Agency (www.outta-sites.com) and president of CarePlus Chiropractic, Bay Shore, NY; Benjamin Hill is cofounder of DCfirst.com, Baltimore, and has been involved in the computer/Internet field since 1996; Lawton W. Howell, Sr, is founder and CEO of Chiroelite.org, Park City, Utah, a national alliance of chiropractic offices; and Neil MacKay, DC, is founder and CEO of ChiroPlanet.com, a content-subscription website company.

What is the most common mistake chiropractors make when designing or updating their websites?

Furshpan: The most common mistake is not investing in a professional site. Instead, chiropractors hire inexperienced designers who produce less than optimal graphic design. A poorly designed site can give a negative impression about the chiropractor and about the amount of consideration given to their patients.

Hill: The biggest mistake is not choosing the right webmaster or website design company to build your site. A strong, dynamic back-end to a website is standard nowadays. Back-end refers to the actual programming and architecture of a website. The term front-end refers to the graphics and content that can be seen on a Web page. Having a website with a well-built back-end is essential for making quick front-end changes. With websites that are built incorrectly initially, when either content updates or features need to be added, the back-end has to be rebuilt to accommodate them. Without a well-built back-end, the website will not allow the capability to update and manage their Web pages easily; it will cost an arm and a leg every time updates are needed as well.

Howell: The responsibility of creating a website is simple, but updating, enhancing, and making the site valuable requires a great deal of effort. Websites should have valuable utilities, such as that allow patients to book appointments anytime, ask questions and receive a prompt reply, complete documents online, access updated resource content, and receive communications, such as electronic newsletters or other promotions.

MacKay: When designing a clinic website, chiropractors tend to lack understanding of the importance of both site content and professionalism. A highly successful website will offer extensive information about the doctor, the clinic, chiropractic, and health. Sites lacking this information will be nothing more than an electronic business card. Patients who have access to interesting chiropractic, health, and wellness information are more compliant, refer others, obtain better outcomes, and are better patients overall. A website that lacks overall professionalism and appeal will make you look like the “Pinto” of chiropractors—and no one is going to choose a Pinto over a Porsche!

How much does having a website increase a chiropractor’s new patient base?

Furshpan: Having a website increases patient loyalty and new patient referrals. I recommend collecting patients’ email addresses for your database and sending a newsletter that directs to the website. Depending on how well the website is promoted, it can bring in two to 20 new patients per month.

www.dcfirst.com

Hill: The investment of a website can be phenomenal—three to five new patients a year can cover the cost, and the investment will compound over time. Currently, there is no exact percentage as to how much a doctor’s new patient base will increase because of the advertising factor. A doctor can’t expect a website to advertise itself, so finding a solution to advertising the website is a must.

Howell: Creating a website does not increase new patient production. Patient-based promotions should be executed using traditional marketing tools to increase awareness. Terminal access in the patient hospitality area can be used to promote the site.

MacKay: Several factors determine the overall patient-generation power of a website, which includes the website itself, marketing, and where the chiropractor practices. A realistic goal would be anywhere from one to five new patients per month. If the website is subpar or the marketing efforts are poor to nonexistent, it is possible that the website will generate nothing. Often, the success of websites is not fully realized,because of difficulty in tracking exactly what influenced patients to make that first appointment. This is because a website supplements all marketing efforts implemented in the office, even in referral-based practices.

What important information is required on the home page and on the website?

Furshpan: The website home page should include all basic information about the practice and, specifically, contact information. It should be brief, similar to a book cover, and have a quick download time. Included should be a call to action, whether it is to direct the viewer to other webpages or to make contact with the doctor.

Hill: The home page is your welcoming page, a great place to advertise specials, personal philosophy, and mission statements. The rest of the website should include these core elements: contact information, accepted insurances, a map, directions, and history about the practice and the staff. Anything else added depends on the doctor’s personal preferences. I have had clients include patient forms, personal pictures, specialties practiced, and links to other office locations and affiliates.

Howell: A site should not be treated as a stand-alone and separate marketing tool, but as a part of an integrated marketing plan. Brand name, brand logo, and navigation are critical on the home page. In addition, the most important element for utilization of a website is ease of navigation moving from page to page.

MacKay: Home or index page requirements tend to be more important for search engines than for impressing users. Of more importance is having a rapid-loading initial page, which has been properly coded for search engine indexing. This means minimizing graphics and inserting properly developed meta and title tags into the HTML code. This helps ensure the website will receive proper search engine listings and prevent losing visitors due to slow loading of large graphic or flash-type files.

It is also important to have an area, such as a newsletter or calendar of events area, that is updated regularly. This keeps the site interesting and provides an incentive for the user to return at a future date. Another feature could be to offer a health products e-commerce store so patients can order high-quality health products at their convenience.

Are most of your DC clients technologically savvy? If not, is being computer literate a must in order to have a website?

Furshpan: Most chiropractors are technologically savvy in order to keep up with society as a whole. Fear of new technology is a great hindrance in the progressiveness of their practices. It is important to be informed to avoid looking foolish when dealing with patients who are savvy.

Hill: Clients vary in their ability and knowledge of the Internet. DCs do not necessarily need to know anything about how to build a website. Website-building applications have been developed for someone with no experience necessary to build and update a website step-by-step in a matter of minutes. Some Web design companies allow clients to log in and start building their site right away. If there is anything they can’t figure out, the company technicians take care of it for them.

Howell: While we have implemented a technology-based program, we have found that most are not as computer literate as we would like. In order to promote technology, we have invested heavily in creating Web-based systems that are user friendly and enable doctors and staff to interact with our staff around the clock.

www.chiroplanet.com

MacKay: Overall, doctors tend to have a general knowledge of the Internet, which means they can get online, use search engines to find things they’re interested in, and send and receive email. Since there are companies that can do most of the work on the doctor’s behalf, a doctor needs little knowledge of the Internet to have a website.

What are the costs chiropractors can expect in having their own websites?

Furshpan: The cost of having a website depends on who creates it. If you are going to rely on a family member or close friend who dabbles with website development, then it is possible to have one made for only a few hundred dollars. But you definitely will only get what you pay for! If you want a professional site, and one that is functional as a marketing tool, the price range could be anywhere from $2,500 to $15,000. There are inexpensive ”boiler plate” sites available, but I would recommend a custom-designed site. It is a personal expression of doctors and their practices, and it should be a reflection of individuality.

Hill: One approach is going through a company that offers an online website-building application, which is inexpensive and allows more power to doctors so they can make updates later and not be charged an additional agency fee. Usually, these memberships include everything DCs need—website hosting, domain registration, and various levels of advertising—to create a complete Web presence for one annual fee between $200 and $500. The other route is privately developing a website locally, where costs can be significantly higher. Freelance Web designers or advertising agencies can cost as much as a couple thousand dollars for an initial site. There are also hosting fees, an annual domain registration fee, and advertising fees that should be included in the budget.

MacKay: If you’re having a high-quality professional website developed from scratch, the development fees can be several thousand dollars—just for a basic eight- to 10-page website. You can also shop around and find a less expensive, part-time developer and probably get by with paying as little as $500. In both instances, the costs will increase with the number of pages you wish to have. There will also be regular maintenance fees for hosting the website online. This can run from about $20 to $50 per month, depending on the overall features.

Alternatively, a chiropractic content-based website provider offers chiropractors to obtain a pre-built website with prewritten chiropractic and health content, which can be customized to reflect the chiropractor’s uniqueness. Existing companies providing this service generally charge a few hundred dollars to set up the website and a subscription fee of around $50 per month. This service eliminates the hassles associated with traditional website development.

What customer service features should a website hosting and building company offer?

Furshpan: It is essential to have a team of exceptional designers, brilliant copywriters, highly qualified technical support technicians, a quality control system of standards, and a way to offer clients a daily status report regarding the design process.

Hill: Find a company that can generate effective solutions for a client’s personal needs. This generates a pleasant, creative environment for relationships and ideas to develop and become a reality.

www.chiroelite.org

Howell: Management and administration of the site should not be the doctor’s responsibility. Website development, updating, and administration are best when outsourced to the experts.

MacKay: A good chiropractic website company should have support available via phone and email during normal business hours. Technical people should be available to answer any technical questions. Ideally, they will also have a chiropractor or someone with chiropractic experience on staff. This is an asset when wondering what types of information to include on the website and how the site should be marketed to prospective patients. Most website modifications should also be completed within 1 to 2 days.

Customer service should also be able and willing to train the chiropractor and/or staff members on how to properly promote the website in the office and in the local community. Additionally, they should be able to educate the chiropractor about the various online marketing programs and assist in getting the chiropractor set up with them if he or she so desires.

What are some difficulties chiropractors encounter?

Furshpan: The main difficulty is waiting for content to come from a client, causing a delay in the completion of the website. My advice is to know what you want in advance and have the entire content ready to go to avoid any delays.

Hill: Doctors should be careful and look for a company that has experience, not only in website creation but also in chiropractic. If you commit to a company that goes under in a year, it could jeopardize all the time and money that you have spent.

Howell: Providers who offer low-end setup and then back-end you with optional services. Creating content is huge challenge for most—content must be created, written, edited, formatted, and posted.

MacKay: Potential website difficulties include: working with slow to respond website developers; ending up with a poorly designed website; not having backup copies of the website; finding the time to make regular updates to the website; having the website hosted on a slow, overloaded server; having the website frequently inaccessible due to server problems; having a Web designer register the website address under their name instead of the doctor’s name; and getting the website properly listed with search engines.

What marketing campaign do you recommend to announce a new website?

Furshpan: Email your new website announcement to all patients in your database. The website address should be printed on as many collateral materials as possible, such as on business cards, T-shirts, promotional giveaways, and even on the building sign.

Hill: Office advertising, local newspapers, and the local phone directory are great foundations to begin promoting. Consider advertising your website in three small ads instead of spending a lot of money on one large ad. If done correctly, Internet advertising in search engines and chiropractic directories are effective ways to draw potential patients to your site.

Howell: A website must be promoted as heavily as any other service or product offered in the office. Listing on search engines is a little much for most websites, as you can’t really support inquiries from across the state, the country, or internationally. The primary focus of your website should be current and potential patients in your area.

MacKay: A big mistake chiropractors make is getting the website online, then forgetting about it. There are three ways to promote the website. First is internally, where doctors and staff need to make patients aware of the website. Patients should be encouraged to refer others to the website and be provided with business cards that include the address. Printing and handing out a regularly updated health newsletter from the website is also a great way to stimulate interest.

Second, website information should be included with all external marketing efforts, including signage and windows, local phone directories, and direct mail. A press release announcing the chiropractor’s informative chiropractic health website should be submitted to all local publications.

Third, it is important to have a website listing with the major search engines. This is relatively simple and generally free, but often, the submission process has to be repeated many times before the website actually receives a listing. There are also a number of marketing programs offered by different search engines and directory websites. To increase exposure inexpensively and to target the people who matter, chiropractors should try getting links of their sites on other local community websites.

How often should DCs update their webpages?

Furshpan: I recommend updating only one page of the website on a monthly basis; it should include information such as current events and events at the office.

Hill: It all depends on how you want your website to function. Do you want it to be a standard place to retrieve the usual core information, so your patients can learn a little about you or write you a question? Or would you like to update it daily and create a community role, encouraging patients to visit often and request appointments? Either direction will accomplish profitable promotion.

Howell: Weekly, but no less than monthly.

MacKay: At minimum, I recommend updating the website content quarterly. However, a more effective period would be monthly. While updating different areas of the site is a good idea, it will be unrealized by most returning visitors unless the updates are significant. There needs to be an area where visitors can visit to receive fresh information. A regularly updated health newsletter provides such an area.

It is important to note, changing the color and/or layout of your website is a big no-no. Companies spend big dollars for branding and recognition. Examine the major successful websites. You will see they rarely change their look and feel. When they do, it is usually because they have worked long and hard to make real improvements to their websites. There is no quicker way to frustrate a loyal website user than to confuse them by modifying what he or she has become accustomed to.

Julie Z. Lee is a contributing writer for Chiropractic Products.