It’s a common question I see floated around; something to the effect of “A client…
While a lot of people might think blogging is dead, it’s not. I’m not saying you need to have this massive blog with posts every day and ads everywhere or any of that, like you’re suddenly a full-time blogger. But while there’s all kinds of website design tips out there and tons of little things you can change to improve the look and functionality of your website, the primary goal is to convert people into paying clients, so while a lot of those tips are awesome and needed, a blog can have a massive impact on taking people from Google to your website to easily convincing them to book an appointment, because you’re the perfect therapist for them.
So here’s 4 reasons you need to add a blog to your website…
#1 It’s a place to educate your ideal clients
On your home page, in your services, FAQ sections, and all kinds of other places you can mention the conditions you help or specific types of clients you work with, but there’s a lot of detailed information that you just can’t plaster everywhere on your website. It gets too crazy and convoluted and then it’s not user-friendly and it’s quite counterproductive. But a blog is the perfect place for that.
You see, you have far more valuable information to share than you might think you do. Let’s say you do a lot of pain management type stuff. If someone presents with general shoulder pain, what type of things would you do for them? What testing would you perform? What questions would you ask? If it’s a rotator cuff tear, what’s the protocol? A labrum tear? Frozen shoulder? What other shoulder conditions do you often see? What kind of stretches, exercises, or massage techniques would you utilize and educate them on in the treatment room? All of this can be written out into pieces that can offer a ton of info for people who come across your website.That alone could give you a ton of potential blog topics…
Frozen shoulder explained
What is a rotator cuff tear?
5 Shoulder Strengthening Exercises
5 Stretches to Ease Shoulder Pain
How Strengthening Your Upper Back Can Ease Shoulder Pain
How we treat rotator cuff tears
What is a shoulder impingement?
The list goes on and on.
That right there is 7 topic points off the top of my head about one single complaint a client might present with. If we brainstormed more on that, we could probably come up with a couple dozen more, right? But if you post once a week, that’s 7 weeks’ worth of content planned out right there. Or once a month and you’ve got over half the year planned out.
And this leads me to…
#2 These educational articles in a blog establish you as an authority
on the particular topics that are of utmost importance to your ideal clients. When you have a handful of blog posts that speak to their specific needs, their specific problem, the solution they’re looking for from a massage therapist, it all makes you look like the perfect person to help them. This is especially true if they’re checking out several therapists in the area. If you’re the only one presenting this type of info, the only one providing this knowledge on very specific topics, then you become, without a doubt, the more authoritative to those clients. You’re the one they’ll look to for help.
#3 It creates a huge SEO boost
That’s search engine optimization, for those not familiar with the term. Generally speaking, it means you pop up higher on search engine results, like Google. Not only do you have a ton more keywords in your website that Google and the like will be able to latch onto when people search, but regular updates like weekly or monthly additions of blog posts, show Google that your website is current and active, which gives your ranking a boost.
#4 it gives you a TON of content to repurpose
I’m all about reusing and repurposing content from one big piece and sectioning it off into tiny pieces you can use all over in different platforms. A single blog post will often give you a lot of little tidbits that you can repurpose into social media posts, emails, and so on. So let’s say you did one of the ones I mentioned earlier…5 Stretches to Ease Shoulder Pain. Each one of those stretches could turn into a Facebook or Instagram post, either a photo and description in a simple graphic or a short video of you showing that stretch. Then, take 4 lines from the blog post that speak to your ideal clients pain point and solution you offer and turn them each into a graphic with a short explanation in your text. Take that blog post and share it in your weekly email newsletter. That’s 10 pieces of content right there all from a single blog post. And you can send the link to that blog post as homework in a follow-up email to clients after their visit for shoulder pain. Try to repurpose content as much as possible y’all. It’s way easier than trying to reinvent the wheel for every post you ever make.
So, if you’re convinced you need to now add a blog to your website, awesome! But what if you’re not a writer or don’t feel like you have the time to commit? I got you on that! We have written-for-you blog posts you can just copy and paste in, you can find those HERE.