Website Content

Content Changes the Game

At EM One Consulting, we often get questions asking about content. Frankly, we talk about AdWords so much, it can seem like that is the only thing we need to put into place to make your phones ring. But if you already understand that your website needs to contain lots of words that help tell your story and explain your services, but you don’t have that material ready to go, that’s okay. We can help. We partner with a content creator who will work closely with you. The information she gathers from talking with you about your unique practice will become compelling content for your website.

Want to dive deeper into how content drives patients to your office? Read on.

In addition to the images displayed on your site, the content–words, stories, and information–you offer provides an overall picture of your practice to your potential patients. But more than that, whether your site visitor actually picks up the phone and calls you, is hugely dependent on the information found there.

Let’s look at this from a different perspective…an off-line view, if you will.

Once upon a time, an enthusiastic chiropractor opened a new practice in a bustling metropolitan city. But after two months, he began to worry because nobody—except for his 83-year-old neighbor—came to see his new facility.

So, he came up with an idea. He went to the bank and got several bundles of twenty-dollar bills. Then he headed to the largest mall in town and stood outside the entrance. As each person entered the mall, he asked them if they needed a chiropractor. To his surprise, many people said, “Well yes, in fact, I’ve been searching for a good chiropractor.”

He gave a $20 bill to these interested people and asked them to check out his office.

One week later, a hundred people had gone through his facility. But he didn’t have one new patient. This baffled him. Why had they made the trip but not taken the next step to becoming a patient? Clearly, they intended on finding a new chiropractor or they would have kept the $20 and just not gone to the office.

He wanted answers, so he called a few of those people on the phone and asked them directly.

Each person told him the same thing:

“We came to your office to find out what services you offer, to get information about a specific problem, to see if real people worked there, and to learn more about the doctor, but we found none of that. The office was lovely but without answers to these questions, we decided to just leave.”

Your online visitor must also find what they are seeking

Running ads on the Internet is the digital version of the new doctor handing out $20 bills. And just like in person, your website must provide the answers your visitors are searching for. Your ad is essentially a promise to your visitor that goes like this:

  • They search for information on frozen shoulder
  • They see an ad that promises if they click on it, they will be taken to a site with information related to frozen shoulder

What if they click the ad and are taken to a page with little or no information about frozen shoulder? You’ve violated the promise.

If your visitor doesn’t find what they are looking for:

  • You still pay money for them clicking on your ad
  • They don’t call your office to book an appointment
  • You assume the advertising campaign isn’t working;

Yet, like the $20 bill, the ads drove the traffic and the ad campaign “worked.” The disconnect happened when your visitor reached the website and didn’t find what your ad promised.

If you had paid someone $20 to come check out your office, you would be sure to have staff on hand to answer questions about the Conditions you treat and provide information about the Treatments you offer. They would see you have a real office, with real people. And that’s exactly what they should find on your website as well.

Our paid search marketing campaigns drive highly-targeted traffic to your site

A well-constructed AdWords campaign delivers ads that are relevant to a search term. If a chiropractor treats Tennis Elbow in Youngtown and has an ad campaign set up, a search for “a chiropractor in Youngtown who treats Tennis Elbow” will deliver that ad.  When a potential patient sees the match for his search, he clicks on the ad. But what next?

Searching on the Internet is much the same as searching in person

For example, they’ve clicked on that ad for a “chiropractor in Youngstown who treats Tennis Elbow,” and are taken to a chiropractor’s website. But after a fairly brief look at the page, they don’t see any information about Tennis Elbow, it isn’t clear what treatments are offered, and they don’t get a “feel” for the doctor or office.

If someone doesn’t find what they are looking for, they move on, QUICKLY. Your visitor is one click away from leaving your site to go find another site that might offer more or better information than you do. If your visitor is in pain with Tennis Elbow, they want clear information telling them that you can help them with their painful elbow.

An advertising campaign is only as good as the website that supports it

Because we set up many levels of tracking when we construct a campaign, we know when people click on your ad, navigate to your website, and leave soon after arriving. In Internet search terms, this is called the Bounce Rate. It is the same thing as the people who went to the new doctor’s facility and finding no one to answer their questions, left shortly thereafter without booking an appointment. They bounced.

Your website needs two basic elements to be successful

  • Images of real people and the facility
  • Lots of written content to help educate and inform your visitor about your practice

LOTS of written content? What does that mean?

If you check out some of the websites we’ve built for our chiropractor clients, you will see many of them have between 15 and 20 pages. It depends on the variety of services offered, but we suggest having pages for the possible conditions your patients may be looking to be treated for, as well as pages dedicated to the different treatments you offer.

If you need help writing your content, we have support for that

We recognize that you are running a busy, successful practice. Although our New Client Form asks that you provide a mission statement, doctor and other provider biographies, descriptions and selling points of your practice areas, descriptive content about all of your services, and supporting content for conditions you treat, we know this can be an overwhelming amount of work.


Writing about your practice, the various conditions you treat and treatments you offer, if you haven’t already done so, takes time. Lots. If you want help producing top-notch content for your site, we can help.

Our freelance content writer will work closely with you to craft your unique message, explaining your specialty area of care, telling your story, your background and expertise. They can help come up with your mission statement, write your biographies, and craft the content for your Home Page, Conditions Pages, and Treatment Pages.

To get an idea of what this looks like, you can visit the following pages that were written by our partner, Tactical Scribe:


Examples of a SPECIALTY Page:

For an example of CONDITIONS WE TREAT Page

For an example of AREAS OF CARE Page

The Tactical Scribe charges $.30 a word for writing content for our chiropractor clients. If you would like to learn more about Tactical Scribe, visit their page at: