| Physical therapists have unique web presence | | | | practitioner.Each practitioner has his or her own |
| needs. An effective site must:* Introduce the | | | | style of treatment. Highlighting the specific |
| practitioner, and outline his or her style of | | | | features and/or benefits of the practitioner's |
| treatment;* Provide straightforward content | | | | services is the most effective way to turn |
| establishing the practitioner's credibility;* Review | | | | prospects into clients. Increasing the unique value |
| services and common procedures performed by | | | | of the practitioner will establish credibility, promote |
| the practitioner;* Inform the prospective client of | | | | interest, and increase the likelihood of taking a |
| the features and value of selecting the | | | | "next action step."Establishing a next action step is |
| practitioner as a service provider;* Offer | | | | imperative in developing an effective web |
| immediate contact options, including a web e-mail | | | | presence. All areas of the site must lead the |
| form;* Display office locations complete with | | | | prospect to a point of action, whether it be |
| photos, address, and driving directions.Style and | | | | telephone contact, filling out a consultation form, |
| NavigationThe physical therapist's web site should | | | | or requesting additional information by mail or |
| be clean, professional, and to the point. Avoid | | | | e-mail.Tweaks and Tips* When developing |
| loading the site with Flash, Java applets, or other | | | | content, be sure to include plenty of key terms |
| features that go beyond basic programming. Keep | | | | and phrases in the site's general text. Search |
| the practitioner's target market(s) in mind; | | | | engines such as Google rely on content text, not |
| potential clients are looking for information, not | | | | meta tags, to determine search placement.* |
| savvy design.Of course, this shouldn't take away | | | | Include key terms in image description tags and |
| from the web site's on-screen appeal. Images and | | | | hyperlinks. Describe each image or link using terms |
| text should be easy to review, however this | | | | and phrases relevant to the image, industry, and |
| doesn't have to infer plain web design. Let the | | | | practitioner.* Offer point-to-point driving direction |
| information stand out; compliment the text with | | | | to each office location by linking to a Google or |
| images and basic page graphics.If a logo, font, or | | | | Yahoo! map. This free service is a great way to |
| color is already in use on printed marketing | | | | increase prospect-to-client conversion, as visitors |
| materials, incorporate this into the site so that all | | | | will recall the site provides driving directions.If you |
| marketing materials present the practitioner | | | | are a practitioner attempting to develop your first |
| consistently.Content ElementsPresenting content in | | | | web presence, seek the advice and support of a |
| a basic, explanatory fashion will ensure the web | | | | full-service small business web design firm. |
| site appeals to the greatest target market | | | | Professional, affordable web design is available. |
| possible. If the site is loaded with concepts or | | | | Creating a "do it yourself" site may appear cost |
| terminology that is beyond traditional | | | | effective, however this can quickly become a |
| understanding, the reader will indirectly lose | | | | complicated and time consuming project. Stay |
| interest. Again, keep the target market in mind.If | | | | focused in your profession, and recruit the |
| at all possible, be sure to include a photo of the | | | | wisdom of a web professional.Jim Ray is a |
| practitioner, as well as a limited biography. Photos | | | | seasoned web developer and president of Web |
| of in-office staff are also helpful in developing a | | | | Presence, a national web design firm serving the |
| relationship between the client-prospect and the | | | | small business market sector. |