E820 | The Keys To A Great PT Clinic Website WIth Jeremy Dupont

Jun 03, 2025

cash based physical therapy, danny matta, physical therapy biz, ptbiz, cash based, physical therapy, how to start a physical therapy clinic, hybrid physical therapy, physical therapy website

How to Build a Cash PT Website That Converts

Featuring Jeremy Dupont from Patch | PT Entrepreneur Podcast

In this episode of the PT Entrepreneur Podcast, Doc Danny sits down with digital marketing expert Jeremy Dupont, founder of Patch, to break down exactly what makes a cash-based physical therapy website convert.

Whether you're just starting out or scaling your clinic, this is your blueprint for building a site that actually brings in patients.

1. Websites Are Back (And They Matter More Than Ever)

Social media isn’t enough anymore. Your website is your home base—and it needs to do more than just exist. It should clearly answer:

Who are you?
Who do you help?
What problem do you solve?

Your website should reflect your brand and invite patients to take action.

2. Pass the Grunt Test

If a caveman (or distracted browser) landed on your homepage, could they answer these three questions within 5 seconds?

What do you do?
Who do you help?
How can they work with you?

If not, it’s time for a redesign. Simplicity wins.

3. Use Copy That Converts

Avoid sounding like a textbook. Your website is not the place to list every certification or academic term. Instead, speak directly to the transformation your patient is looking for.

👉 Tip: Save your credentials for the About page. On your homepage and service pages, speak like a human solving a real problem.

4. Avoid These Common Website Mistakes

Here are some of the biggest red flags Jeremy sees:

❌ No clear location listed
❌ Outdated or cluttered design
❌ Stock photos instead of real clinic images
❌ Inconsistent branding (colors, fonts, layouts)

These mistakes hurt trust and drive visitors away before they even book.

5. Google My Business = Your Second Website

If your Google profile is inactive, you’re missing out. Here’s what to do:

Update your services and hours
Post new content every 1–2 weeks
Actively collect and respond to reviews

Local SEO depends on this—it helps you rank higher and look more legit in your area.

6. Boost Domain Trust with Online Directories

Google cross-references your business info across the web. Make sure your clinic is listed on at least 50 directories, like:

Yelp
Bing
Yellow Pages
Healthgrades

This builds credibility and helps Google verify that you're a real, trusted business.

7. Ads Are Great—But Only If the Foundation Is Solid

Running paid ads without a high-converting site or GMB profile is like pouring water into a leaky bucket.

"Ads amplify what’s working. They don’t fix what’s broken." – Jeremy Dupont

Before you spend on traffic, make sure your messaging, layout, and CTA flow are dialed in.

8. What is Patch?

Jeremy’s company, Patch, is built specifically for solo PTs and small practices looking to scale. They optimize your:

Website design
SEO strategy
Paid ad funnels

It’s like hiring a digital marketing team that knows PT and gets results.

Ready to Build a Better Website?

If your website isn’t generating new patients consistently, it’s time to fix that.

✅ Book a Free Discovery Call
✅ Visit PhysicalTherapyBiz.com
✅ Learn More About Patch

Do you enjoy the podcast? If so, leave us a 5-star review on iTunes and tell a friend to do the same!

Ready to elevate your practice? Book a call at the link below with one of our expert consultants today and start your journey to delivering unparalleled physical therapy.

Podcast Transcript

Danny: [00:00:00] Now, it's no secret I didn't like writing notes whenever I was a clinician, but what I really didn't like was babysitting my staff and getting them to write their notes. And as odd as it might sound, it's a real problem when you're trying to get your staff to stay up to date on their notes and they're just trying to catch up on it 'cause they're busy with everything else.

Well. You don't need to babysit your staff anymore. We have created a tool called Claire. And Claire is a AI scribe tool that will literally write your notes for you. It listens to your interactions, it writes your notes for you, and now your staff has no reason to tell you why they didn't have time to write their notes.

You don't have to babysit 'em anymore. They just get a chance to pay attention to their patients, you know, be more in the visit with them, human to human, and let AI take care of actually writing and documenting for them so all their excuses for not writing their notes are gone. We just saved you a bunch of time and awkward, weird conversations you have to have with your staff about being an adult and actually writing their notes are now gone.

You're welcome. And to meet claire.ai, get 10 free notes to check this out for yourself and see how your staff can use this to stay compliance as well as save you from having to audit their notes on an ongoing basis. [00:01:00] Hey, are you a physical therapist looking to leverage your skillset in a way that helps you create time and financial freedom for yourself and your family?

If so, you're in the right spot. My name's Danny Matay, and over the last 15 years, I've done pretty much everything you can in the profession. I've been a staff ee, I've been an active duty military officer, physical therapist. I've started my own cash practice, I've sold that cash practice and to date my company, physical therapy has helped over a thousand clinicians start, grow, and scale their own cash practices.

So if this sounds like something you wanna do, listen up. 'cause I'm here to help you.

Hey, what's going on? Dam Te here with Physical Therapy Biz and the PT Entrepreneur podcast and I'm excited to, uh, have our guest on date. It's Jeremy DuPont. He is, I don't know how many times you've been on now Jeremy? Quite a few. Uh, he's, he's obviously a perennial returning guest and it's because he's the man when it comes to, uh, digital marketing.

And, uh, and honestly marketing in general for cash and hybrid, hybrid based clinics, uh, around the country. So it's, it's cool to be able to pick his [00:02:00] brain and be able to have him share, uh, what he's seeing on such a high level. 'cause they're working with a couple hundred clinics at this point. And, uh, there's a lot of lessons we can learn from the scale of the number of clinics you're working with.

So, um, Jeremy, dude, thanks so much. I, I appreciate you jumping on today. I'm excited to chat about websites.

Jeremy: I'm excited to talk about it too. I think there's websites is, I think it's funny. I think when I first started in like the entrepreneurial world and uh, I think like this was like, like Instagram and social media was just becoming a big thing and a lot of the thought process back then was like, oh, you don't really need a website.

Site, like your social media profile, like you can do everything with that. I think we've kind of like come full 180 of like, you need to have a website now, and it needs to be a legit website because everybody is, you know, not only are they going to your social media profiles, but they're also going to your website too.

Even if you meet them at a local marketing event, you have to have that website and I think that. That thought process, you know, four or five years ago, where as long as you have a good social media presence, that's, that's kind of all you need. I think you need to have a website. It needs to [00:03:00] be a legit website too.

It can't just be something that you throw up there and just don't put a lot of time and effort into, 'cause it directly reflects your brand

Danny: a hundred percent. You know, I, well I think just as a consumer, I think people can look at it this way, right? If. You are looking for any sort of business and you go to their website and it doesn't, if it, it doesn't at least like look professional, uh, like well thought out.

It doesn't establish credibility or who that, that company's working with, and it doesn't sort of align with what you're looking for. Um. Think how quickly you just move on to the next thing, right? Like so fast. And when we look at, uh, clinics, you know, clinicians are not digital marketers. Um, they're just, they're, they go to school to learn how to help people with their injuries.

So this is an area that I think for a lot of people, they really miss the mark on this and. The other challenge is a lot of times people try to outsource this and there's so many like website companies out there that [00:04:00] literally do such a bad job and it's just, um, it's, it's just general website development that, you know, maybe 10 years ago somebody could get away with just.

They didn't know how to make a website. Someone somewhat tech savvy can throw up a WordPress site or whatever, but just 'cause you have a site or just 'cause somebody built you a site doesn't mean that it actually is benefiting you. Um, doesn't mean you're getting found. It doesn't mean that when people get there that they're actually like, I.

Taking action and we can talk about all those things. Because the goal of today really is to kind of share, you know, what are the, what are the main things you wanna think about with your website? What, what are the areas that you're seeing people miss the mark on a lot, right? And, and especially how to be found locally.

Because we are local businesses, we need people to work with us. In person for the most part. Um, and they're searching for you in a certain area in their, in their city, and they're, they're sensitive to how far away you might be, right? So you wanna really be able to be found there. So why don't we start with this.

Why don't we start with what are the biggest problems that you see with websites, [00:05:00] uh, with the clients that you're working with that need to make adjustments to really put themselves in a position to, to win digitally?

Jeremy: I think the biggest thing that I always see with websites is the, like the copy piece of all of this.

And I think you, you brought up a good point there of a lot of clinic owners will outsource this to whatever website agency that they know from a friend of a friend or someone local or in their BNI group or whatever it might be. And they'll spin up a website and it'll probably look decent. But I think at the end of the day, like if whoever's building your website doesn't understand physical therapy, because like.

Copy is one of the most important things that's gonna get somebody to like move forward and want to actually work with you. So that's always the biggest thing that I see is like, there's these walls of texts that are like, you know, explaining what physical therapy is and all of these PT related terms, and they're trying to sound super smart, which I think in theory does make sense for us.

But I always talk about, this is like a, a StoryBrand principle from Donald Miller [00:06:00] where. Whenever somebody goes to your website, the copy on your website should really like invite that potential patient into a story where they're the hero in the story, and you are actually just the guide in that story.

And if you can get your copy to talk about, you know, where that pot, that patient wants to be and how you can help them get there. That's a, that's a really good starting place and I think, you know, it's, it's a very simple thing to think about, but it's a lot easier to just put your education and your doctorate degree and all these continuing education courses in this manual therapy cer and really talk more about you and your staff members versus like, how are you actually helping people solve a problem?

So. That's usually where I start, whenever I look at anybody's website is like, what is the, what is the story this website's telling me? I don't care how fancy it is, I don't care about all the automation or all the animations that are on there. I, what I really care about is, is it, is it very clear in terms of what you do and is it very clear on how you're gonna help that [00:07:00] patient get to the where they want to be?

And that's where we start. And I think a lot of people just right there will kind of miss the mark on it.

Danny: So copy, real quick. Copy is the words you're using. 'cause this is like, when I, when I first learned about marketing, people would be talking about copywriting and stuff, and I'm like, like a copyright is like a, it's like a legal term as well.

And so it's kind of, it's kind of confusing, but if you think of copy as, it's the words you're using, you know, on really in anything. But in this sense, in a, in a website to convey what Jeremy's talking about, which is who do you help? Like, why would they wanna work with you and, and, and not necessarily just about your credentials?

This is a huge mistake with clinicians because we're very proud of all the letters that we've, um, accumulated. And, and I'll, I'll give you a really good point. Like, uh, uh, like a reference to this, I, um, I was putting together a, a, a clip for, uh, social proof for. Uh, for Claire, the AI, uh, documentation tool that we, that we have and [00:08:00] the technical phone co-founder that we have.

Um, I had like one of the clinicians that left a testimonial under his name, I put all his letters, uh, which is like D-P-T-C-S-C-S-O-C-S fa, right? And, uh, I asked him, I said, do you know what any of this stuff is? And he, uh, he goes. I have no idea what any of that is. Right. But in this scenario, when we're trying to, um, put something up that clinicians would understand if I see somebody's name, and then underneath it I see OCS fa like.

I understand that and I'll stop more so than someone that does not. So in this specific copy scenario, if we're trying to in, in, in this specific example attract clinicians, I want to write copy that clinicians were will understand. Now, if I took that same example and I'm gonna try and true attract patients, they don't know what that is, it's confusing.

You don't want to use terms like that. So when you think about copy that people wanna have on a website for patients, what are some of like the just simple sort of key [00:09:00] things they should think about that they want at the very top of the site? You know, that people are, they're gonna get there, they're gonna look at the very top before they scroll or anything like that.

Like where that space is so important. What do they need to convey at that top part of the, of the site?

Jeremy: Yeah, I think you call this a grunt test, and like every page on your website should pass the grunt test with like above the fold. So before somebody lands on your website and before they scroll at all, they should pass what is called the grunt test.

And there's really like three questions within this grunt test that your header, the, the buttons on your website. Um, these should, these should all say these things and answer these three questions. The, the first question is like, what exactly is it that you do? So like, if you don't, if, if, if somebody lands on your website and it doesn't say like.

I'm a physical therapist in Boston that they may not, they may not have any idea like what website they whipped went to or what ad they clicked on or where they're at. So if you don't specifically say like, Hey, like I'm a physical therapist in downtown Boston and I help active adults, then you're already kind of missing the [00:10:00] mark there.

And this is probably something that we'll get into that also helps your SEO as well. So it's like a, you know, just kind of like a, a subject mark there. Um, so you gotta, you gotta tell like exactly who you are. You need to talk about like what, like how do you make the patient's life better? So this is kind of like where you can, you know, flex a little bit of that, like creative copy muscle and like the, the heading.

And I think ripple's, the, the way we answer this question with Ripple mild, uh, cache Clinic's website is, uh, we say, you know, get back out there no matter how hard you push it. So really we're talking to our demographic of people that are. Super active adults, they like to get out there, they like to push it, and we're going to help them continue to stay active and, you know, again, make their life better.

So that's how we're answering that. And then the third question is, you know, what is the next step? What do I need to do in order to move forward in order to try your service? And that's where, you know, the, a button in the top right corner's probably the most important part of your website. Having that and having it be a, a really clear call [00:11:00] to action as terms of like, what do you want them to do moving forward?

I'm very biased and I always want people to push, uh, potential patients towards like a 15 minute phone consultation. So I would want that button on the top right corner to say. Book your free phone consult or schedule your free consultation, or something along those lines. So that's the most important thing.

Whenever you land on a website, the three questions that you gotta answer is, you know, how do I move forward? How do I make this person's life better? And what is it exactly that you do?

Danny: Yeah, and I, I think what people get caught up in and, and I like to hear what you think about this, is like, you know.

Prime real estate? Should they have a carousel? Should they have a still image? Should they have a video? Right? Like these things that are more, uh, I guess the way it looks, the creativity of the site. Like what do you think about those? Does it really matter if, like, in comparison to, uh, like, like let's say you have these other things in place and you're calling out where you're at and, and you have the direction that you want people [00:12:00] to go, whether it's whatever the call to action is.

Like, do these other things actually make that big of a difference?

Jeremy: I think it does to an extent. I think it's not something that you need to be spending $30,000 on a website for. 'cause I don't think it makes that big of a difference. But what I think it should do is it should, you know, highlight your brand and show that you are not just another physical therapy clinic.

So what I always do, like when I, whenever I go and look at a website or I'm talking with a, a patch member about their website and if they want to change it up or not, is like, does this look like it was built in the 1990s and does it look like it was like. You know, on a Windows 95 computer, and does it look like it hasn't been touched in in 20 years?

I think that's really like my, like my basis for that of like, you know, does it, does it really highlight that you're not just the traditional in-network clinic? I think you can like your brand and just like visually, you can showcase that by just having a clean, easy to use website. That's really the bar for these things.

So I think like, yes, you need to [00:13:00] do that and like. The, you know, the, the, the cleanliness and you should have a professional photo on there. And, you know, the, the font should be mobile friendly and all of those things. Um, but again, I don't think that you need to go above and beyond and have these crazy carousels or animations or, or anything like that.

Um, I, I just, I think the ROI is not there. And I think there's just, you know. There's easier things to do to actually just 'cause at the end of the day, we just want these websites to convert. And that's really what's gonna matter is, you know, is it easy to use? Does it look different than the traditional clinic?

Um, and can people, you know, actually move forward with the next step?

Danny: So one thing that I, I always found interesting. And, and, and thinking about it, I guess like after the fact, it makes sense. But when we first in installed Google Analytics, which is basically just, you know, a snippet of code that goes on your site that allows Google to really, you know, show you analytics data of your site, how many people are coming in, how long they're staying for, what pages they're going to.

Like, if you don't have that, that's really actually pretty [00:14:00] important to get a clear idea of what's happening on your site. But the thing that I always found interesting was I. The pages that were most visited and the path in which a lot of people would go through that. And for us it was always homepage about us page contact us page.

This was like one, two, and three. And to me as a consumer, like I'm like, oh, that does make sense. Okay, cool. Right. Um, are you seeing anything different in terms of. Pages people should be prioritizing that are gonna get a lot of visibility out. Out of all the pages you can have, like those are the three that we obviously noticed were the most important.

Jeremy: Yeah, I think with just, just the nature of cash-based clinics, um, people are coming and seeking us out because there should, there's probably some sort of specialty there, whether it's just like traditional like performance physical therapy and here's how we do physical therapy different. Um, or if you're like a running specific clinic or you dry needle [00:15:00] or if you're a, a pelvic health clinic or something along those lines.

We do see a lot of traffic to the About Us page for sure. People, buyers are way more educated now. So the, the, the funnel is a lot different and people are spending a lot more time on websites before they're actually going to that contact page. So I think having specific service pages on your website, again, it's kind of one of those non-negotiables now where you need to highlight, um, you know.

You know, obviously you do physical therapy, but what else do you do? You know, do, are you doing the, the performance training? Are you doing hybrid coaching? Do you have dry kneeling? Each one of those services should have a page because people wanna educate themselves on what exactly it is that they do before they, I.

You know, even if it's only 15 minutes, it's still 15 minutes of their day where they've gotta book this, they gotta talk to you on the phone. Um, and that also helps SEO too, like if you're trying to rank for dry needling Boston, you need to have one of those local service pages so they all kind of work together.

Um, so yeah, obviously in about US page, but I think also with [00:16:00] specific services that you do too.

Danny: I'm shocked at how many people, so like, when, when, um, anybody starts working with us in, uh, our mastermind group with PT Bz, um, one of the things that I'll do is I'll take a, I take a look at their business, I, I review everything.

Um, I'll reach out to them and I will always look at their site. And I, it always surprises me how many times, uh, I have to let people know that I can't actually figure out where they're located. You know, like, and, and I'm, and I'm, I could look at sites a lot, right? But, uh, I, I feel like. For a lot of people.

There's a few common mistakes that, that I see. And I love to know, you know, if, if there's anything besides that that, that you're seeing and, and obviously the calling things out on the first page, but on these other pages, just listing where your address is and having, making it easy for people to realize where that's at.

Like, I, I'm always shocked at how few people are doing that. Is there anything else that's like real low hanging fruit that you're seeing that's just like legitimately losing people? Uh, you know, clients. 'cause if that was me and I got on their site and I'm like, where the hell is this person? I'm out. I'm gone.

Like, I'm not going to [00:17:00] book a visit with them.

Jeremy: Yeah. I think stock photos is something that I see all the time and I kind of scratch my head out of, especially with like, you know, you don't need to like spend $2,000 on a professional photographer to come in and, and shoot photos of you. Like iPhone cameras are really good now.

Yeah. So you can just use your iPhone and just take pictures there. Um, but you know, whether they've bought a template from some marketplace or they've just downloaded stock images from Unsplash, uh, I see a lot of that. And you know, when you go to somebody's website when they have a bunch of different stock photos in there, and then there's like a picture of them in the About Us page with like just the headshot, like, wait, that.

That's not you in any of the other photos, and you can, again, you can just tell when you have those stock photos. So I think that's, I think it's just a, you know, analysis paralysis again of you can just take a picture with your iPhone, have somebody come in, set up a little tripod, just take that photo really quick and having that on there, even if it's not like super high [00:18:00] quality professional edits, having that on there, showcasing you working in your clinic.

Again, even if it's just a table in the corner of a CrossFit gym, that's still better than having, you know, stock images that, that are on your website. So I think that's, that's a really big thing. And that, that kind of gets into like the copy piece of it all too, where like all like websites should be scannable.

That's one of the most important things. And I think what we have to understand is potential patients that are coming to our website, they're not reading every single word that's on the website. They're just scanning it. They're just moving really quickly. They're, you know, their thumbs scrolling on there.

And they're just reading the, the big text and they're looking at the images that are on, on your website. So that's why, you know, I think photos are super important. Um, and then, you know, the, the copy on the main headings is really important 'cause that's really what people are reading. And then, you know, again, if you're scrolling and there's, you know, five scrolls worth of like small paragraph size text on there that's describing all the things that you do, it's just people [00:19:00] are gonna balance, like it's just not gonna work.

Danny: Yeah. Well, I mean, it's sort of like, uh, people can think of it as if they get like a really long text message from a friend or a super long email, and sometimes you don't have a choice, right? You have a lot of stuff you're trying to convey to people. But the reality is, uh, people are not gonna read that as much.

I mean, uh, there's definitely, I get emails sometimes and I'm like, not, I don't have time for that. Uh, just like I just. You know, leave it unopened. Um, yeah, and people are doing that on your website too, right? So, and it's very hard to be succinct with your copy on your site, especially considering you don't know how to like, do digital marketing, right?

So if you're trying to figure this out on your own, which I can tell you, like, I built my first website for my clinic. I, I've built a lot of websites at this point, and the very first one I had was awful. And the iterations that we've had over, you know, the last decade, we've probably had. Five legitimate like overhauls of the website.

[00:20:00] Um, and even try to get other people involved. And to your point, people that are non-clinician do an awful job of being able to usually like build the website because they're, they, they're building it more for like brand and not necessarily for conversion. And I think this is something we can chat about for a second is like there's a difference between building like a really great looking branded website and.

A really great, highly converting website that sometimes doesn't look as good. And being able to have both is possible, but it takes a lot of skill to be able to do that. So how, how do you feel about the difference between brand, uh, like building something that, that really positions your brand and looks like really cool versus, we know some ugly websites that convert like gangbusters, right?

So what do you, where do you, where you are, are, are you at with the priority of those?

Jeremy: Yeah, I think it's, I obviously like if you guys a. Like, heard me talk at all. Like I care a lot about brand and that is something that I'm always prioritizing for, but I'm also a marketer as well. And part of marketing is getting people to convert too.

Yeah. So you really have to like, you have to find, uh, the [00:21:00] balance between that. And I think like talking about branding, right? Like you don't need to, like, if you ever go to Patch's website, it's just like. Highly animated, like very interactive websites that like really speaks to our brand. Um, I don't think that physical, physical therapy clinics need something like that because I, I think the bar is just a little bit lower there, where like if your website, your, your clinic's website is properly branded, that just means that the.

Colors all match, and the the font is all correct, like your typography. The heading typography is the same throughout the whole website. The, um, the, the paragraph typography is the same throughout the whole website. Um, your, you know, your. It visually just looks good in using your brand colors correctly.

So you, you can use, uh, a Squarespace template or a Webflow template or something like that as long as you have the eye to be able to integrate your brand kit into the specific parts of the website. Um, so it doesn't need to be this [00:22:00] crazy thing and, you know, keeping the brand side of things simple. That can make it convert at a much higher rate because you can add things in like the, you know, specific call to actions.

Um, you know, the, the, the less amount of text that's on there and you can just make your website super easy to use, which at the end of the day, I think is the most important thing.

Danny: Well, with a marketing company like Patch, if I go to a marketing company site and it looks bad. It's like 10 times worse for that person than it is for a clinician, right?

Because like, I'm not expecting a clinical website to just wow me and look amazing. And if it does and it conveys a message, it's like bonus points. But if I go to like a marketing company's website and it looks awful, you know, I'm, I'm thinking. They're pretty bad at what they, if this is their representation of it.

So I agree with you. I think the patch site has to convey something different. And is is obviously Im, it's important to probably invest in that more so because of what the nature of [00:23:00] the work is, that that is done by a marketing company. But for a clinician and, and, uh, you know, anybody that has a service-based business like that, it's definitely not the most important thing.

Although you did, you did bring up something called a brand kit, and I'd like to touch on that for a second because I, I think one. Really an easy win for a lot of people is understanding your brand kit, which is essentially your unique colors typography. So the, the, the actual, you know, text that you pick, uh, the, the logos and how you can use those differently.

But even something as simple as making sure if you have a, if you have. Green in your logo that you understand what the actual I, I think they call it like hex code for the color. Yeah. What the actual color code is so that when you have a page, the green is the same green as the green in your logo. Right.

Or the blue or whatever it might be. And then the secondary color of gray or whatever it is, is the same gray as what you're using in your brand kit and your [00:24:00] brand kit just. It establishes what that is so that not just yourself, but anybody on your team can actually con, continue to have consistency of brand and color and that, that may sound like a little thing, but people visually, they see that they're aware of it and whether it's like very conscious to them or not, it, it makes a meaningful difference.

So just even if you don't have a brand kit, like being able to do that to be consistent about some of this stuff is really important.

Jeremy: Yeah. I'll give you a good example too, of like, when we're running ads for, uh, our clients inside of Patch, we build out landing pages for them. 'cause we don't send the ads to, like, directly to their website.

'cause we build out highly converting, uh, landing pages for that. And there's like a Google Chrome plugin where I can go to somebody's website and I can hit this, uh, plugin and it'll tell me all of that stuff. It'll tell me what hex codes are used, what the typography is on there. We'll use that so we can then build out the landing pages, and a lot of times the, the plugin will error out because there's just too much going on there.

And there's too many different [00:25:00] colors. There's too much different, um, you know, uh, typographies happening and different fonts happening there. And that's, again, like, it seems like a little thing, but people do realize that and they recognize that. And, you know, there's more and more competition in the PT world.

I think this is how you start to set yourself apart from the clinic across the street. Um, you know, if you're putting flyers out in the gym and it's, it just looks different each time, I think that just speaks, you know, a little poorly against your brand. Whereas having something very simple, and you can do this all in Canva too, they have brand kits inside of Canva, right?

Where you can have a, a heading typography, paragraph typography, here's the four hex, uh, colors that we have, and then you can just use it each time. So it, the, you know, the software now makes it really easy, which is great.

Danny: Yeah, it, it does definitely make it easier. And I think you're right. There's there the pro to, um, you know, kind of where the profession is right now is.

People are more aware of, um, hybrid and, uh, cash-based practices. They're looking for people specifically [00:26:00] to help them solve a problem that work with them. Right? So if, if it's like, if you're a female runner, that's hurt and you can find somebody that's specifically markets to female runners, uh, in your area.

I mean, it's a slam dunk for you that that person's probably gonna come in and work with you. Right? And that's actually really cool for the consumer. The patient has so much more. Um, you know, of, of, of a choice and a very, uh, a very narrow, niche focused choice because people are deciding to, to really niche down and, and, uh, try to be the best at something.

And I think that's awesome. The, the challenge is the growth of this type of practice model has exploded over the last decade, and I don't see that changing at all. And, and even recently, like I spoke to, uh, the A PTA, like senior members of the A PTA. And this is a direction that they see happening to, to the point where like they realize.

Entrepreneurship and these sort of like smaller practices are growing into a much bigger portion of the [00:27:00] profession that they, they really need to, uh, to align more with, uh, and support more, which is amazing for obviously for us to hear because this is what we've been seeing for a long time. So if you're listening to this like it's happening and.

The pro is people are going to lean into that more that our clients are looking for, that the con is you're gonna have more competition. Uh, so you know, these are little things that can separate yourself. Obviously you, what you do with a patient is vastly important. We're not gonna talk about that today, but like, finding them, finding you is really important.

'cause if you're not finding you, they're gonna find whoever the best marketer is. And that may not necessarily be the best clinician. And if you're great at the audience you work with. You have to be able to be found. And, and in fact, it's a great segue into being found locally because of everything we're gonna talk about.

Um, you could have a, you have the greatest website in the world. You could be the greatest clinician in the world, and. People can't find you locally searching for what, for your company. Like it is a tragic waste of, you know, your ability to help those people and then just invisible. So let's talk about being found locally.

[00:28:00] What are the most important things that you're seeing, uh, with the clients at Patch right now? To be actually be able to show up in particular in like a Google map, uh, search, which is probably what most people are doing.

Jeremy: Yeah, this is something that we just like, we've like started specifically focusing on this inside of Patch and it's really been a game changer for a lot of clinics as well.

So there's, you know, I, I always look at it like there's, there's kinda like two different sides of the SEO spectrum. It's like you're, you're almost focusing more on like the, the cert reports. So like, we're like, what page are you ranking on Google when somebody types in like. Physical therapy near me.

There's also the other side of it where somebody types in physical therapy near me and the first thing they click is the map. And then where are you showing up on that map? Um, which is very important, uh, potentially more important. I saw a stat the other day where it's. 77% of people, uh, that are looking for local services like Mo, like move forward through Google Maps, um, is like where they're going percent?

Is that what you said? 77%. Wow. That's like the, that's for [00:29:00] all of like local services. You're including like. Roofing and pest control and all those things. But yeah, I think, I mean, I just kind of put myself in, in a potential patient's shoes. That's exactly what I would do, is like who's closest to me and who has the best reviews.

And that's, that's how I'm figuring out how I wanna move forward with somebody. But if you want to like. If you wanna rank on Google Maps, there's, with, with both sides of SEO, it's really all about trust and how much Google actually trusts you. Um, if we're talking about local specifically, um, this is really like a little bit less about your website.

You need to have domain authority with your website, which is all like the technical SEO and the metadata and the schema markups, and like more of the traditional SEO side of things. That's one third of the equation. The other two big factors with local SEO is your Google My Business profile, which to be honest, like might as well be your website.

It's really the same thing there. It is. Like your digital storefront and making sure your Google My Business profile is optimized for [00:30:00] the keyword that you're trying to go after, whether that's physical therapy or dry needling, or. Running. Um, and then the, the third part of that is, uh, being listed in local directories and making sure that you're actually, your business is listed in all of the local directories that are there.

So the common ones, like what is a local directory, right? It's, you know, Facebook is a directory. Google my Business is a, is a directory. But there's also Bing, there's Yelp, there's Easy Local, there's City Frog, there's a bunch of these ones, and there's usually about 50 that you can be listed in. And I don't know, like I would never think to list my business in in Bing.

'cause who the hell's going to Bing? And no one's actually gonna convert there. But what Google does is it tries to figure out like, are you a legit business? And it's gonna go all these other like business listings that are out there. It's gonna figure out like, is this listed on there? And if it's not.

Google's kind of like, I don't know if you're still in business, I don't know if I should send the search traffic to you. And you just lose that trust there. Um, so those are really [00:31:00] the, the three big things when you're trying to improve your, your map ranking.

Danny: Yeah. How about, um, relevancy of using your Google My Business page, right?

Because, you know, they're. There. I mean, it's almost like a social media, uh, you know, page, how you can post in there and highlight where you're at. You can tag where you're located, stuff like that. If you're like doing a local event, how important is it for people to stay on top of their, you know, Google my business profile?

Jeremy: Super important. Super important. It's just as important as keeping your Instagram page, um, uh, updated, I think. And, um. That's where, and it's, it's maybe not as frequent as like a, like an Instagram post. And you don't need to post three or four times a, a week on your Google My Business page. But you need to make sure that you're continuing to do it.

'cause it's the same sentiment as if you haven't updated your Google My Business profile in two years. Yeah, Google doesn't know if you're still in business or not, and they're like, I, I'm, I might not send people your way because this hasn't been changed since you opened up the [00:32:00] account. Um, so that's a really big factor.

So I think like, you know, optimization of your Google My Business profile, right, is making sure everything's filled out, making sure everything's accurate, making sure you're optimizing for the keywords that you're trying to go after. So again, physical therapy, Boston, uh, dry needling, whatever it might be.

But then continuing to update it on a. Biweekly basis, kind of at the minimum.

Danny: So let's, let's talk about ads real quick because, um, you know, the, it, it, it's, it all kind of. Goes together, right? I mean, this is sort of totally, when you're looking at a marketing plan for a local business, uh, we have to look at these individual pieces and see if there's weak links that are gonna be, you know, there there's gonna be drop offs in the funnel.

Like, think of it like a bucket with a hole in it, right? Like, we don't want to try to dump a bunch of water into it until we know that all the like holes are plugged up. Otherwise, we're never gonna fill it up. It's always gonna be a, there's a waste somewhere and. When we look at eventually [00:33:00] wanting to drive more traffic to a site, because one of the bigger problems that we see people have is they just don't have much visibility.

So you can have this great site that really positions your message well. It highlights your team, does all the things we need to do. You have a, a great local, you know, business, uh, page on Google My business. But you have no traffic. Like there's nobody going there. So let's talk about how paid ads, you know, incorporates with that.

And I, I guess what happens if somebody doesn't have these things sured up before they're doing paid ads? 'cause right now you guys are running like, what, a hundred grand a month worth of ads for other clinics? So at scale, like if you took a hundred thousand dollars a month. Like, there's a lot of lessons you can learn from that, that you can distill down.

So where are people missing the mark that's causing their ads to not do so well? And where are people doing really well, uh, where their ads are, you know, have a high return on investment?

Jeremy: Yeah, I think it, I think it's, it goes hand in hand with, with the, like the SEO side of things. 'cause all this stuff, you know, all internet traffic is coming from Google, right?

Whether [00:34:00] it's somebody's just searching something on Google or they're going to the maps, like that's all like inside of Google. So it's really all about. How much does Google actually trust you and like, what is your domain authority, which is really just a, a ranking number based on how much Google actually trusts you.

So if you are running advertising and you're, you're, you're running Google ads, um, but Google doesn't have any sort of trust in you, it can still work for sure. But it's gonna cost you a little bit more money than somebody that has like really good SEO and their local SEO is dialed in and they're optimizing their Google My Business profile.

And that's where like, if you're trying to get an advantage in your, you know, cost per conversion and your cost per, uh, like acquisition and your cost per click, and all those ads metrics. And you wanna get them as low as possible. That's where you need to focus on SEO because the more trust Google has on you with how dialed in your website is, what the, the backend of your website looks like, how optimize your Google my business [00:35:00] profile is.

All of those things are taken into consideration when you're bidding on. Somebody searching for best physical therapists near me, and if the clinic, clinic across the street is doing SEO and they're listed in all the local directories and they're optimizing my Google My Business profile, you're either gonna have to pay two x for that search, or you're gonna lose out on that impression share, and they're gonna beat you every single time.

So it's, you've gotta do both really is what it comes down to.

Danny: Yeah, it almost feels like, and this is sort of our advice for people, we get a lot and they're usually, people come in and they're like, I need more new patients. You know, I mean, it's the number one thing people tell us. And when we really take a look at their business, um, it, it's, in most cases they have pretty good lead flow, but they have all these drop off points along the way and they just wanna like.

Dude load, load it up, man. You know, like, let's, like, let's load up our, our schedules or like, you're [00:36:00] missing the point. The, you can't do that until you fix these other things. Otherwise, the cost of acquiring people is gonna be astronomically higher. And unless you have an unlimited budget and you're like funded by, you know, some venture backed company or something, like you're, you're gonna, you're gonna run outta money and, and, uh, versus.

Being efficient with how everything is set up. Then layering in, uh, ads, I think is a far better way of going about that. So with the people that you're working with now, the, the things they have to do, like how many of them are having to shore up their digital footprint first before, and you have to have a conversation that's like, listen, it's not worth your time and money for us to do this just yet.

Let's do these things first, then let's, let's do that.

Jeremy: Yeah, I think it's, it's a, it's a smaller percentage for sure. It, it really all, it's, it is really all about like, like where are you at? Like in the, in the US or in the world, right? And like, how competitive is your market? 'cause again, like we're very lucky in the physical therapy [00:37:00] space.

This isn't super competitive to like run paid advertising behind. And it's not like super hard to rank for. Best running physical therapists, Philadelphia, like not a lot of people are, are going after that. Even if there's a ton of clinics that are out there, they probably don't have the, the marketing background in order to, you know, get them optimized for, for those positions.

So even if you, like, you are. What we usually do is, we'll, we'll, um, we'll run like a, a test 90 days on the Google ad side of things and just see how it goes. Um, and it's, you know, I can count on one hand the number of times that this has happened, but you know, if we're not seeing like two or three XROI on that, that paid advertising side of things and we can see like we're showing up for all the right things, but it's costing us a lot more money to get those, like the correct searches in the door.

Then that's where we start looking at like, okay, you know, your competitors that are in the area have 250 Google reviews. You only have 20. Yeah. So we can start to [00:38:00] understand like why this is actually happening, and then we can say like, I. Maybe we pause on the ads spend for a little bit. Let's really focus on SEO for the next three months.

Get you to where you wanna be. We can run a marketing campaign to drive some Google reviews. Um, set up the CRM to automate all of those things and then circle back and like, now let's double down on the Google Ads side of things because we have that trust with Google. So I always like starting. 'cause again, you, you really never know.

And you can look at search volume and you can kind of figure all that stuff out. Um. But in the off chance where, you know, you're not seeing a, a really good ROI right off the bat, we can usually figure out why.

Danny: Yeah. Yeah. And I think it's important to be able to have somebody that can. Dig into that. Um, I always felt like digital marketing, as I learned more and more about it, it's more about becoming a good detective than anything else.

Because for a lot of people what happens is they start some sort of campaign, it doesn't go well, and then, then they quit. Um, and it's very. It's actually uncommon to start something and [00:39:00] it, it just like kills it from the get go. Normally what happens is it just, you're essentially paying to get information about where you're, where you're missing the mark, and then you have to, you know, in a very logical way try to whittle down to what that is and then retest.

And it's just a constant evolution of that. And for a lot of clinicians, a, they may not have the skillset for that. I mean, we didn't go to school for it. And then the other side is. They don't have the time for it. Right. So if, if you're listening to this and what Jeremy and I are talking about sounds like something you should do, but you feel quite, uh, frustrated, confused, and unsure of like where to start because it is such a abstract thing.

Like, I forget just how, you know, challenging it was to even like build my first page or to try to run my very first ad. Um, you know, if, if, if somebody's listening to this and they know they need to work on it, but they don't have the time to do it, like. Obviously Patch helps people with this. Where, where can they learn more and like who's, who is an ideal fit to get, like, hit a home run with, with Patch?

Jeremy: Yeah. Uh, they can head over to patch [00:40:00] system.com. Um, they can schedule a call with us. We do free demo calls if you wanna just learn more about this and kind of usually what those demo calls look like is we just audit where you're at right now. And it's like, all right, like if you want to get to this spot, here's how we can help you do that.

Um, so you can check that out there. I think you know what we hit home runs with are like solo clinic owners or if you have one or two PTs and you're looking to grow, 'cause obviously the marketing side of things and running advertising, getting all these things dialed in, it's there. You can't have a full schedule.

And we do all this stuff and it's like, well we got all these new leads, but there's nowhere to put them. Those leads unfortunately aren't gonna convert. So if you're looking to grow or you're looking to sure your own schedule up. That's what we do the best with. Um, because it's really, it's all about optimizing your digital footprint, which then in turn, you know, should generate, you know, a good amount more leads for you.

Danny: Yeah, and it's, it, I'd tell you, it's been cool too, just for us to be able to have a trusted, uh, you know, partner that can [00:41:00] help the, the clinics that we work with really scale, because that is a big, a big problem, uh, as far as people understanding. What to do, how to do it. And a lot of people know that they probably shouldn't do it, but I went through three marketing agencies before I finally just said, screw it.

I'm learning this myself. And it took me a lot of time and I had to really back off treating patients and, and even just like I. Some of the things in the clinic to be able to have the time to learn those. But it's a, it's a valuable skill, uh, and or you need to find a vendor, uh, partner that you actually trust.

So, um, totally. You know, I have nothing but great stuff to say about Patch. We've had a lot of really, really, uh, successful outcomes with the, uh, the clinics that we work with that are, that are trying to scale like you're talking about. Uh, and if you're just trying to chill. If you want a lifestyle business, you probably don't need to do a lot of this stuff.

You need to focus on just doing a great job with your patients, having some amount of digital footprint, and, and really just like over-delivering for your clients and, and, and engineering. The fact that you want them to send other people your way, and if it's just you and you [00:42:00] wanna stay that way and you have a full schedule, you can definitely do that without necessarily needing to.

Do these other things if you're trying to scale, it's, it's almost, I wouldn't say impossible to do it without, without this, but it's way slower, right? It, it just takes a lot longer and it's, it's a bit, uh, less predictable. So anyway, Jeremy, thanks so much for your time, man. I know you're a busy guy and you got a lot going on, but you're a wealth of knowledge on the, on the marketing side.

It's always fun for me to be able to catch up and, and learn, uh, some of the new things that are going on too. 'cause you're so in, in it now. It's, uh, it's, it's awesome. But we really appreciate it, bro. Thanks Danny. Appreciate it, man. Cool. Alright guys. Thanks so much for listening. As always. We appreciate it.

We'll catch you next time.

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