For any local business, an engaging website is vital for podiatrists looking to attract new patients and establish themselves as the local authority in foot health. One of the most effective ways to achieve this is through content that is both engaging and informative. Sadly, this is an area that is often neglected. In this post, we’ll explore strategies to overcome this challenge and grow your online presence.
Why Content Matters
Before looking at specific strategies for creating content, it is important to reflect on why content is so crucial for your practice:
- It establishes your expertise and helps to build trust with potential clients
- Content that covers a broad number of topics helps to improve search engine rankings
- Educates patients and promotes better foot health
- Attracts potential patients at various stages of their healthcare journey
- Provides value beyond in-office visits
Now, let’s explore how to create content that engages your audience and drives results for your practice.
Developing a Comprehensive Blog
A comprehensive, relevant and up to date blog is the cornerstone of any effective content strategy. Here’s how to make your blog a valuable resource for patients:
Create a Content Calendar
Creating a consistent publishing schedule is key when it comes to blogging. Start by developing a content calendar that outlines topics, publication dates, and responsible team members. The frequency that you publish is less important. It doesn’t matter whether it is daily, weekly or monthly. The key is to do whatever works for your organisation. There is no point starting off thinking you will do daily blogs and then failing at the first hurdle.
The other key element is the length of the content. There are people that will tell you that your blog needs to be a minimum of 500 / 1000 words but that is not the case. There isn’t a fixed minimum. Google works on the principle that a user is looking for content that answers their question – however long that content might be. If you can answer the question in 10 words then that is enough. It is needs to be answered in 1000 words then that to is enough. For example, if you are looking for tomorrows weather in your area, then you are not expecting to see an article that is 2000 words long.
Cover a Wide Range of Topics
Your blog should aim to address various aspects of podiatry which caters to the different aspects of your patients needs. You should consider categories such as:
- Common foot conditions (plantar fasciitis, bunions, ingrown toenails)
- Preventive care tips
- Latest treatments and technologies in podiatry
- Seasonal foot care advice
- Sports-related foot injuries and prevention
It goes without saying that nothing should offer any medical advise and the aim of any blog should be that the reader will call you for further assistance.
Use a Mix of Content Formats
Using a variety of different content types keeps your blog interesting and reaches a wider audience. Here are some different ideas for formats you could incorporate into your blog posts:
- How-to guides (e.g., “How to Choose the Right Running Shoes”)
- Listicles (e.g., “10 Tips for Healthy Feet”)
- In-depth articles on specific conditions
- Q&A posts addressing common patient questions
- News and updates in the field of podiatry
Optimize for SEO
Although search engine optimisation can be complex, there are a number of simple things that you can do to ensure that they have the best opportunity to rank for your chosen keywords.
There techniques include;
- Each piece of content you create should be focussed around one set of keywords. This keyword needs to be placed naturally throughout the content. Don’t try to game the system by overusing the keywords as this will more than likely mean that Google will penalise you.
- The meta title and description are used by Google to create the search engine entry that is displayed in its’ search results. These need to be created in a way to encourage the searcher to click on your website. If you are unsure, then have a look at what other websites are doing.
- Internal links help Google to understand relationship between pages and the keywords. You should include internal links to other relevant pages on your site. For example, if you have a blog on preventing bunions, then it should like to your service page for treating bunions.
- Headings can help the search engines to understand the structure of your content. Use header tags (H2, H3, etc.) to structure your content
Leveraging Video Content
Video content is increasingly popular and can be a powerful tool for engaging patients. YouTube is said to be the second biggest search engine and short form video platform TikTok is pushing themselves as the place to search for information. Here’s how to incorporate video into your content strategy:
Produce Informative Videos
The content strategy for producing video is no different from producing written content. It should be built into your content calendar. The added advantage of visuals will enable you to create short, educational videos on various foot-related topics. These could include:
- Explanations of common foot conditions
- Demonstrations of at-home exercises or treatments
- Tours of your practice
- Introductions to your staff and their expertise
Start a YouTube Channel
Having a YouTube channel is a useful way to bring traffic to your website. YouTube videos rank separately in Google so give you the chance to dominate the listings for your area.
As well as producing long form videos, you can also break the videos into smaller chunks for YouTube Shorts, TikTok and Instagram Reels.
Your channel should be branded to match your website and organize your videos into playlists based on topics or conditions.
Conduct Live Q&A Sessions
Not everyone is comfortably going live on video but if you are, then it gives you an opportunity to do something different from your competitors. You can use platforms like Facebook Live or Instagram Live to host real-time Q&A sessions. This allows you to interact directly with your audience and address their concerns in a personal way.
Showcasing Patient Testimonials
Social proof is a powerful way to show your expertise and share customer experiences. Patient testimonials can be powerful social proof, encouraging potential patients to choose your practice. Here’s how to effectively incorporate testimonials into your content:
Written Testimonials
Collect written testimonials from satisfied patients and feature them prominently on your website. Try and make it part of your business practise that you ask clients for testimonials, perhaps by sending them a follow-up email a couple of days after their appointment.
These can be added to dedicated testimonials page and also added throughout your site on relevant service pages.
A word of warning; don’t use too many testimonials. People are not going to sit and read through 50 testimonials. Be selected and use ones that highlight certain areas within your practise.
Video Testimonials
Video testimonials can add a personal touch and can be more compelling than written ones. Ask willing patients to share their experiences on camera, focusing on the problems you helped them solve and the impact on their lives.
Ensure Compliance
It is important that you obtain written consent from patients before using their testimonials, and ensure all content complies with local data protection regulations and other relevant healthcare privacy laws.
Creating Downloadable Resources
By offering valuable, downloadable content to provide extra value to your audience:
- E-books on comprehensive foot care
- Checklists for preventing common foot problems
- Infographics summarizing key podiatry concepts
- Workout guides for foot strength and flexibility
Engaging on Social Media
You can extend your content strategy to social media platforms:
- Share snippets of your blog posts and videos
- Post foot care tips and interesting facts
- Engage with followers by responding to comments and messages
- Use relevant hashtags to increase visibility
Measuring and Improving
- Use tools like Google Analytics to track website traffic and engagement
- Monitor social media metrics to see which posts resonate with your audience
- Collect feedback from patients about what content they find most helpful
- Continuously refine your content strategy based on these insights
Further Reading
One strategy you can use to create content is the Gary Vee Content Model. The theory is that you can take one long form piece of content such as a video or blog post and then reuse content into different formats across several platforms.
By using these strategies, you can create a wealth of engaging content that not only attracts and retains patients but also establishes your practice as a trusted source of podiatric information. Remember, the goal is to provide value to your audience while showcasing your expertise. With consistent effort and a patient-centered approach, your content can become a powerful tool for growing your podiatry practice.
Need help with your podiatry website?
Is your website delivering for your podiatry clinic? If not, then why not book a free website consultation with Lens Digital? We can discuss your website, what challenges you are facing and how we can help you.
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