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Holistic Wealth

By Sharon Desjarlais, CC

About the Columnist
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What Does Your Website Really Say About You?

When it comes to the ancient art of courting new clients, it's modern technology that's going to make the biggest impact on your practice. That's why it's important to know what your website really says about you. Do you look self-centered? Or like a seasoned pro who's an expert at solving your clients' problems?

The answer depends on the relationship you build with prospective clients from the moment they land on your home page. Think of it as a first date. They're checking you out to see what you're about, and to get a feel for how well you'd work together. Where it goes from there — whether the infatuation dies on the vine or you move into a deeper relationship — all depends on the first impression you make.

Ready to find out if your website is drawing new clients in ... or turning them off? Take this 5-question assessment. And you'll take away simple steps to tweak your marketing message for serious client-attraction chemistry.

Question 1

Does your website focus on the top 3 to 5 symptoms or conditions you love working with most? We get it. As a healer, you want to help as many people as possible. So when you put your website together, you probably created a laundry list of all the symptoms and conditions your therapy can improve. Then you popped it up on your site and waited for clients to call. But in the world of marketing, when you're talking to everybody, nobody is listening. When people land on your page, they don't care if you can treat 72 different conditions ranging from fibromyalgia to a torn rotator cuff. They only want to know whether you can help them. And if that's not immediately clear, they'll keep searching.

What Does Your Website Really Say About You? - Copyright – Stock Photo / Register Mark Plus, there's a double whammy here: When you position yourself as a jack of all trades, you appear like a master of none. Fortunately, the fix is a simple one. Although it's counterintuitive, you'll attract more clients when you list only three to five specific conditions you enjoy working with most. Think about it. If you like helping clients overcome debilitating migraines — and you could attract even 10% of the migraine sufferers in your city — what kind of impact do you think that would have on your practice? Remember, a small percentage of something is worth far more than a huge percentage of nothing.

Question 2

Does your website include tangible results that reflect what's most important to your clients? Contrary to popular belief, the value of your work is not what happens in your treatment room. It's what happens in the lives of your clients as a result of the healing you facilitate. So the more you connect the results your clients get from your work to every other aspect of their lives, the more prospective clients see the full impact. And the more they're willing to invest in your services. That's why it's your job to reveal the value of your therapy on your website. Here's how to get started:

  1. Jot down three to five of the biggest results you help your clients achieve in their health and well-being.
  2. Then answer this question: In what way do these results in their health and well-being impact my clients' finances?
  3. Now answer this question: In what way do these results in their finances impact their families and relationships?
  4. Finally, answer this question: In what way do these results in their families and relationships impact their future potential?

If you get stumped, add the words "so they can ..." to the end of each result. For example, my clients experience less pain so they can:

  • Miss fewer days at work and finally get that promotion.
  • Have more energy to play with their kids and take those family vacations they've always dreamed of.
  • Step up as a leader in their business and community.

Outcomes like these translate into real-life results your prospects will invest in.

Question 3

Does your website give proof that your claims are true? Let's face it, there's a lot of competition out there. Which means your prospects have more options than ever before. That's why it's not enough to tell them all the benefits of working with you. You've got to give them proof. How? By sharing testimonials on your site that demonstrate the results other clients have gotten from working with you.

Now you may wonder, how can I get clients to give me effective testimonials? Here's a formula that works like a charm. The next time a client gets off your table after an awesome session, tell her how inspiring it is to see her make such great improvements. Then ask her if you can share her success story in your educational materials to help other people make informed decisions about their own health. And let her know you'll make the process easy by emailing her four questions to answer:

  1. What symptoms or conditions were you struggling with that motivated you to see me?
  2. What specific outcomes did you get as a result of our work together?
  3. What are you able to do now that you couldn't do before?
  4. How do you feel about those outcomes?

And here's a bonus tip. Your clients want to please you. So when you ask for their feedback, they may feel pressured to say all the right things. And that could cause them to freeze up and never respond at all. To make it easier on your clients (and yourself), ask them to do a brain dump and write their answers without worrying about grammar, punctuation, or even how any of it sounds. Then offer to polish it up and email it to them for their approval. They'll appreciate your help. And you'll have winning testimonials you can rely on for real impact.

Question 4

Is your website missing the Number 1 most important word in your marketing message? When you're talking to prospective clients, the focus should always be on them. Not on you. And not even on the modalities you practice, no matter how cool they are. That's why the single most important word you can use in your marketing message is "you." Think about it. Have you ever found yourself whipping through websites that all talk about how great a product or service is when suddenly you see one that speaks directly to you … and you come to an immediate stop?

That's the same experience you want your prospects to have when they hit your home page. When you consciously create a message that focuses on them, they'll feel like they're in the right place with you. And then they'll want to learn more. So do a quick review of your website. And if you find you're using the words "I" or "we" more often than "you"? Rewrite those sentences to make your prospects the center of your attention. For even more impact, follow the rules of any great first date and start a conversation. How? By asking a compelling question.

For example, our site at ClientRich.com starts with this: "Are you a woman in the healing arts who's longing for an easier way to attract new clients, enrich more lives and grow a generous business?" If that's you, you'd be more likely to keep reading, right? Which is exactly what you want your prospects to do. Because then you can attract them to the next stage of your relationship. And you'll get there by answering this final question with a "yes..."

Question 5

Does your website clearly state a next step? If your site has done its job up to this point, your prospective client is going to see that you feel her pain. She's also going to connect with the vision of what her life can look like with your help. And she's going to feel a sense of assurance that you've helped other people reach those same results. What's next? That's the same question she's asking herself. And that's why you've got to give her an answer. But keep this in mind: Hands-on therapy is an intimate relationship. So it's tough to expect anyone to go from your website straight to your table.

Instead, invite her to hop on the phone for complimentary consult with you. This gives her the opportunity to hear your voice, connect with your energy, and confirm her hunch that you're the right therapist for her. That time and attention has serious value, so put healthy boundaries around it. Rather than saying, "Call for a complimentary phone consultation," say something like, "Call for a complimentary 20-minute phone consultation." This gives you the opportunity to plan your schedule accordingly. And it signals your prospective client to organize her thoughts to make the most of your time together.

So, how did your website score? Is it worth more than a passing glance? If not, boost your client-attraction chemistry by making these small changes right away. When you do, your prospects will find you irresistible.

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