Online Marketing: How’s Your Biography?
SOURCE: ACA News
By Kim Beebe
Did you know that the Meet the Doctor section of a chiropractic website can account for nearly 50 percent of total page views of your site? In many cases that’s more than the About Us or Contact Us pages, which are often considered the most important website areas after the home page.
This bit of information is critical for two reasons. First, if you don’t have a Meet the Doctor or Meet the Staff area on your website, you’re missing out. Second, if your biography is incomplete, poorly written or boring, you could be unknowingly sabotaging one of the greatest (and simplest) patient-attraction strategies available.
A professional summary (biography), which highlights your background, experience and expertise, is a must for all professionals, regardless of field. Usually considered a tool for career advancement or peer-to-peer use, the standard utilitarian bio often makes its way onto the back of your office brochure, the About Us page of your website, your Facebook timeline and more. The problem is that typically this version is not suitable for Joe Public’s eyes.
Why? Because it doesn’t share what the average person (a.k.a. potential patient) really wants to know. It doesn’t engage them, inspire them or further your relationship in any way. However, with a few adjustments, your biography can be transformed into something people want to read from start to finish, leading them to feel a sense of familiarity and connection without ever having met you in person. Better yet, since biographies used for marketing purposes are often so poorly done, putting your and your team’s bios through this checklist will really make them stand out.
CV, Résumé or Biography?
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