Have you ever wondered what a website really is, what it is supposed to be, and what it should accomplish?
Websites have become meaningless—sort of like a brochure—where the market becomes immune to its content.
Most business cards are like this as well—boring, predictable, ineffective.
This happens when media (like websites, brochures, business cards, etc.) become universally formatted, like a template.
- About me
- About my product
- Links to social media
- Name, rank, and serial number stuff.
Sure, some websites are much prettier, sexier, and fancier than others but almost all of them lack…
S T R A T E G Y
“Websites” as you know them do not bring in business.
My company “ChiroTrust” doesn’t have a typical website. There is nothing on it about me, the history of ChiroTrust, how ChiroTrust works… none of that. Many ChiroTrust members don’t have a typical website either.
Instead, they employ multiple online and offline strategies that seamlessly connect to each other and each is about the market and not the practitioner, product, policies, or procedures.
Everything has equal importance, just like a link in a chain or a vertebrae in a spine.
My point is don’t get sucked into or caught up in words like websites, business cards, brochures, etc.
Instead, see everything that you do, everything that you are, and everything that your market and your patients experience as one seamless strategy.
Marketing must create clarity, congruency, and consistency… not confusion or complexity, or controversy.
Simple and clear messages that answer these questions…
“Why should I care?”
“Why should I see you versus all other options…
including doing nothing at all?
“What should I expect?”
And cater to these preferences…
“Don’t make me think.”
“Don’t make me wrong.”
“Don’t make me jump through hoops.”
“Don’t over charge me.
“Don’t over treat me.”
“Don’t try to sell me anything that I don’t want.”
Most Chiropractors have created complexity, confusion, and yes, some controversy with their websites and in their practices.
It’s not their fault and without really thinking about it, it happens over many years and can happen to the best of us.
ChiroTrust’s mission is to unify and simplify Chiropractic so that every D.C. enjoys similar success, regardless of location, budget, or technique preference.
No “website” needed.
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