E684 | What Makes A Great Website With Jeremy Dupont

In this episode of the podcast, Jeremy Dupont, owner of Patch, joins Dr. Danny to discuss the best practices for physical therapy clinic websites. Jeremy emphasizes the importance of keeping the content clear, concise, and focused on what the clinic does. He suggests that the most important information, such as the location and services offered, should be readily visible without scrolling.

Jeremy also recommends testing headlines for clarity rather than cleverness and positioning the clinic as a guide to help visitors achieve their goals. He highlights key sections that should be included on the website, such as explaining the stakes of not taking action (such as the risk of losing identity or activities due to injury), the clinic's unique value proposition (such as one-on-one care and progressive modalities), and a simple 3-step process for treatment.

Calls to action, like "Book a Call," should be prominently displayed throughout the website to encourage visitors to take action. Jeremy also mentions the importance of incorporating SEO keywords naturally or in a "junk drawer" paragraph at the bottom of the website. Utilizing analytics to understand visitor behavior and improve the user experience is also discussed, emphasizing the need for consistency in content and in-person messaging.

While artificial intelligence may automate many marketing tasks, Jeremy believes that physical therapy remains "AI-proof" due to the human interaction needs involved. He suggests leveraging technology to gain an advantage over competitors. Listeners who need help optimizing their site or marketing are invited to contact Jeremy via the PT Entrepreneurs Facebook group or on Instagram. Regular testing and improvements are emphasized throughout the episode.

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Podcast Transcript

Danny: [00:00:00] Hey, real quick, if you're serious about starting or growing your cash based practice, I want to formally invite you to go to Facebook and join our PT entrepreneurs Facebook group. This is a group of over 6, 000 providers all over the country. And it's a pretty amazing place to start to get involved in the conversation.

Hope to see you there soon. 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 is Danny Matei and over the last 15 years, I've done pretty much everything you can in the profession.

I've been a staff PT. 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 business helped over a thousand clinicians start growing scale, their own cash practices. So if this sounds like something you want to do, listen up, cause I'm here to help you.

What's going on, Dr. Danny here, the PT entrepreneur podcast in the PT entrepreneurs, Facebook group back again with. None other than Jeremy DuPont, owner of Patch, one of the [00:01:00] smartest marketing minds in the physical therapy space in particular. And today we'll get a chance to talk about something that we get questions about all the time.

One of the maybe number one things that we see is questions about websites. So first of all, if you're listening to this on the podcast today, uh, we're actually going to go through a workflow that Jeremy likes to use when he's looking at websites in terms of how to. Improve those and optimize those. So if you want to see the visual side of this, make sure you go to Facebook, look up PT entrepreneurs, request to join the group if you're not already in it.

And if you are head there, if you want to see the visual side of it as well as if you want to get access to the website grader that Jeremy takes all his clients through. When they start working with him head of the Facebook group as well. And you can get access to it there. It's pretty cool. It shows you a lot of really, in depth things in the back end of your website.

And if you're listening to this, you're watching this live and you're interested in getting access to that, just type website as a comment and Jeremy, I'll go [00:02:00] ahead and shoot you the the website greater tool once we're done with the live stream. So to get into it today. First of all, Jeremy, let's talk about websites and I'd be interested to know what do you feel like the number one, like the biggest mistake people make at least in our space, like clinically when it comes to websites.

Yeah,

Jeremy: I think there's a lot of different things that we could go down, but I think the number one thing is just people try to overcomplicate their websites, they try to come up with this super in depth copy or try to sound super witty or try to like, try to come up with this Crazy in depth headline to I think I see a lot of times it's reach your summit or get to the top.

It's what does that even mean? I think that's one of the first things that I always look at when I'm like just reviewing websites for people. Cause I have people ask me all the time. It's Hey, can you just take a look at my website? It's like when I go to that website and what we call is above the fold for a website.

So when you. When you land on [00:03:00] somebody's website, it's what without scrolling, basically. And when I land on that website, I should know I shouldn't have to question what does this company do? What exactly is going on here? So within that, you can have some creative copy. Don't get me wrong, but When I land on somebody's website, if it doesn't say physical therapy clinic in Boston, Massachusetts, I think that they're doing something wrong.

I think that there's just a better way to look at it. So I think being really clear and concise through with it, with your copy on exactly who you are. Exactly what you do, who the demographic is that you work with. I think that's the most important thing. And I think people just again, they just try to overcomplicate it.

And it's, if a three year old can't go to your website and figure out exactly what it is, that, what you're doing. And I think like secondary to this and, but it's, it's the very next thing is I should be able to make a purchase or take the next step very easily.

So like having a very direct call to action on that as well. If I don't know [00:04:00] where to go to take the next step, I think that's a huge red flag for any website. So it's gotta be clear. It's gotta be concise and there should be a very easy way for, you to take my money. And I think in our case, it's.

Maybe booking a discovery call is what we do to take the next step, but it should be very clear on how to do that.

Danny: I think the second part is actually where I see more people. Leaving optimization on the table, because essentially a website should be a reliable conversion tool, so it's not just about conveying information.

It's really about how do we take people that are expressing interest in our business and moving them to the next logical step? Like I think that's the most important thing, right? So yeah, to your point. Simple. What do you do? Who do you help? And do it before they have to scroll anywhere. And as well for that, to scroll anywhere.

What's the next step? Where do I get started? How do I book a visit, get in touch [00:05:00] with with the company. And surprisingly, I feel like that second one is where most people just don't even have anything. And, one of the things that I do, especially when we bring on a new mastermind client.

The first thing that I'll do is number one, I want to know, okay what's this person's background what's their niche where are they coming from? What social media presence do they have? What does their website look like? This is I'll dive in for 30 minutes and just I'll find out everything I can.

And it is a, it is a. It's surprising how hard it is to find people sometimes. And also once you find them, I look at their website and I'm like, all right how obvious is this for me to be able to help them or for me to get help from them? And sometimes it's very hard to sift through, try to find a contact us page or something like that, where you're a couple of clicks deep.

And what you got to keep in mind is like people's attention and patience is very limited these days. And if they feel frustrated by your site or whatever, they're just onto the next one. So we have these like amazing [00:06:00] clinicians that sometimes they have their, what's representing their business digitally is not necessarily lining up with what they do.

And I think it's a hard thing to do. I remember I built my first website for our practice and dude, I was super proud of this thing. Like you would have thought that it was. I'd painted the Mona Lisa, like I was so proud of it. And we went through probably six different iterations of website updates and improvements.

And every time that we did, every time that we put more time and energy into it, the better it got, like conversion wise, the people that would come turn into a patient more likely each time. And I think if you're listening to this should be really helpful for you. If you see something that's.

If you're bootstrapping this and you're like, man, I don't have money to get somebody to, help me with my website or marketing or whatever. I feel like I, you did the same thing, right? Like we, we made our own sites, you drag and drop it, whatever, do what you can. But do you think it's an area that you can reinvest in that makes sense at a certain point in your business?

And we'll go through what you want to think through as you do that, regardless of whether you're doing it [00:07:00] yourself or if you're going to get somebody to help. Why don't we do this? Let's pull up that Figma board that you put together that has, we think about as like like logical workflows and this is something that I always like when you do this, Jeremy, cause it's so helpful to just be able to see, visually what we're talking about, especially when we're talking about websites.

So let's start with what you're talking about here with like above the fold. So maybe explain the importance of that real quick and talk about where people need to lay things out. Yeah, I

Jeremy: think like piggybacking off of what you said is people just there's not a ton of attention span for most people.

So if they land on your website, the first thing, if again, it's not very clearly stated what exactly it is that you do, they're probably gonna lose interest almost immediately. So I think I've got for everyone that's, looking in the Facebook group, I've got, this like red line.

Here's basically what we see is above the fold. Whether that's on mobile or when you open it up on a desktop, this is everything that you're going to see without scrolling. And I think there's a handful of things that you have to look [00:08:00] at in order to, there's certain checks that you need to do for everything above the fold.

There's what we call Z test. So when somebody lands on your website. They're their eyeballs do a very specific thing. There's research on this, but they start in this top left hand corner, which is more than likely where your logo is going to be. So if you have a logo that says your business's name, that's super helpful.

It's okay, this, I know I'm in the right spot. This is where everybody kind of starts. And then, following that Z test, they eyes go all the way across to the right hand side. That's where, there should be a call to action there. That's super important to, to think about is again, we just talked about it.

It's like, how do I take this next step? What exactly do I need to do? Ideally, as you start to scroll, that call to action follows you down that page just to make it really easy for, again, somebody to take that, that to take that next step. As you move along, on that Z test, the eyes come to here, which is [00:09:00] where this main header is.

And I think this is where I think most people get this wrong. I think if you look at most websites, they just try to overcomplicate this and come up with something super clever that, again, just doesn't really speak to what exactly your business is doing. So this should, and we'll talk about this as we go is, your website should Position you as the guide and whoever's on that website is like the hero of this story.

So it's like, how is this website showing how they're going to help whoever's on that website? So what are we doing as clinicians in order to help somebody get to what their, what we call aspirational identity is? So this should tap into this almost immediately. Again, I put here write your clever, but not too clever headline, have some fun with it, but.

We should be able to know exactly what it is you're trying to do with this. Yeah, and I think it's a good point, right? Because sometimes they get I've been guilty of this where we get so vague, where it's like [00:10:00] whatever, help helping humans be better humans or something.

Danny: And it's what does that mean? I completely have no idea what you do. And and it's and versus, if you help, helping runners in the Boston area. Get back to running and PR their 10 case since 2019 or something like that. Okay, cool. That makes sense to that person much more so than a very vague, maybe this is an internal sort of company sort of mission statement that you're talking about that would make sense to you, but you have to keep in mind.

It's much like an inside joke. If you're not inside, you don't know what it means. And so you're just confused. So you want to be very clear here. And then as far as like verbiage and your culture and indoctrination, all that stuff, you can do more of that stuff on the site, but really at the very top, like it's.

They want to know if they're in the right place or not. And then the call to action button, that's a big one. Because it really should be two places. The top corner, like you're talking about, and then right in the middle underneath,[00:11:00] your sort of text call to action should be another big button.

These two buttons are really important. And the more options you have where people can take the next step, the better it is, honestly, because if you look at conversion percentages, it's a numbers game at a certain point, and if you want people to then go to the next thing, which maybe is talking to you on discovery call, maybe is booking an initial visit or whatever it might be you can't bury that somewhere else.

It has to be very visible. Yeah, and

Jeremy: you need to establish what that main call to action is and reiterate that you can have secondary call to actions is what it's called. If you want somebody to download an ebook or, maybe find out more about something else that you're doing, that's something that we can bury at the bottom of the pages.

That's for, people that are scrolling there, they're definitely more interested in what you got going on, but these ones have to be, establish what that main next step is. Again for us and what we're doing in the cache based PT world, that should be book of discovery call.

I'm pretty adamant on those.[00:12:00] And I think what I talk with a lot of people is even above the fold here, right? We have two buttons. I think a lot of people they asked me there is that too much? Am I being too pushy with this? And I'm all, I always tell them it's, if you don't ask for.

Them to take the next step. They're not going to, so we've got to continue to remind them and really push that next step. I think it's really important.

Danny: It's funny. Cause we see that with referrals, we see that with reviews. One of the, it's such an obvious thing, right? To like. Ask a client for a referral and yet, dude, what percent of people do you think actually do that on a regular basis?

It's very little. But yet we know if you ask somebody for a referral, the likelihood that you get a referral is Significantly higher, right? So if you were trying to get more people, the people you work with in your clinic One of the best things to do is asking for referrals, right?

Or a review. If, as soon as we start talking to people about asking for reviews, and start to explain listen, if you're trying to [00:13:00] have more credibility when people are searching for you, you need a social proof. And that social proof is reviews, right? So as soon as you start to ask for reviews, We'll see people get, 10, 20, 30 plus reviews within a fairly short period of time.

But if they're not asking for it, people are not thinking to themselves. Unless maybe I do this, like I, but I own businesses. If I go to a business that I think did an awesome job, I will go out of my way to leave them a review. But that's not everybody. That's actually very, probably small percentage of the population.

Everybody else, they're just on to the next thing, right? They're busy lives are doing whatever's next. So yes, you've got to ask them to take the next step, whatever it is, and make it very, convenient to them. And in your case too, one of the things that I think is a nice tactical thing to keep in mind as well is.

If someone's, taking a call to action page, and let's say that's going to be to book a discovery call. We've done this two different ways. One where they just submit a contact form and then you have to reach back out to them and try to find a time to, get in [00:14:00] touch with them or they just call them.

Like your office is basically just calling them. But unless you have somebody that can call like almost right away within the first five to 15 minutes of them submitting that then you're playing phone tag and it can be really hard versus if you can have some sort of automated calendar that they can go to, where they can pick a time that works for them.

The throughput of that, the increased likelihood that they're actually going to book is quite a bit higher. So just as a, if you're listening to this and you're like, okay what's something very tactical that I can do to make a big difference. That's definitely one thing that we've seen now testing both variations that just works better.

And if you think of it as a consumer, it's yeah, let's let me pick a time that works. Now you're not going back and forth. It seems to make much more sense.

Jeremy: Yeah. And like to hammer that point home, we've done a ton of testing on this and what we found, we've tested just like a form fill out like what you talked about.

Just the discovery called meeting calendar on there and then both at the same time, both having both on there seems to convert higher, but nine out of 10 [00:15:00] people will still book that meeting versus fill out the form, which is that's what you want out of a lead. Anyways, there again, we've talked about this before, Danny, but there.

They're committing to time in their own schedule. That's a really big step for somebody. And I was just talking with a business owner just the other day about this, of like how much better the leads are for people that are actually booking these these discovery call meetings.

So having a, a piece of software that can do that, it's really important.

Danny: It's the difference between inbound and then outbound. Cause people also forget, right? So like someone might submit a contact form. Then they don't know who, what your number is. They might not pick up. Maybe you leave 'em a message, they're, they forget to get back to you.

And now it can be like a fairly significant administrative burden for your front desk, your admin, whatever. But yeah, when somebody's take, taking the time to pick a time to call you or for you to call them, that call is received very differently as well. It's, I gave you permission to call me at.

This time I [00:16:00] picked it they're, they are self scheduling and the call starts in a very different way as well. And these may seem like simple things. This may seem like how big of a deal could that make? What makes it, it makes a pretty significant difference. Statistically, if we're looking at percentage of people picking up and people turning into clients from that.

And you got to keep in mind that over the course, maybe over the course of a week, it may not make that much of a difference over the course of months or years. It is a massive difference, especially when you start to look at. The new patient volume metric is one of the most important ones to keep an eye on as a clinic owner, because it's the lifeblood of much of the schedule of your client, of your clinicians, but also the more people you get into your ecosystem, the more likely it is that they send their friends and family, or they stick around to do ongoing work.

So each one of those people is worth a lot. So you do want to start to look at. Drop off percentages and where people are not going to actually make it through. And I always found it was interesting when I would look at like our Google analytics, you could see, okay, [00:17:00] the vast majority of people come in on the homepage, then they click to the about us page and then they go to the contact us page.

And, from there they might book something or maybe it's like they come in through a blog post. And then from the blog post, they go to, it's always like the about us page is like one of the biggest ones. I want to see who are these people that are here, right? Like simple stuff like that. And you can start to see what.

What are people doing? Or you can think of it yourself as a consumer, you go to another service businesses website. What's the first thing you're going to do, right? You're probably going to see, all right, what does the front say? And for most people, logically, it's who the heck are these people?

And then they're going to go and they're going to look to make sure that they're in the right place or to just see if it looks like people that they want to work with. Yeah,

Jeremy: exactly. And then think I think you may bring up a good point of the about us page. That's one of the most viewed pages on anybody's website.

So you know, obviously we're going over the wireframe of just like a homepage here, but like every service page that you have should follow this same cadence of having the call to actions in there. Just because you're talking about who you are [00:18:00] doesn't mean that you don't give them a reason to book a call.

I think it's all the. Better reason of look at all of these, especially PCs. They have all of these, they're obviously they're doctors. They have these, all these fellowships, all this continuing education. It's you're establishing expertise on that page. Like you said, people want to go there to see who the heck you are.

You got to make sure you continue to give them a reason to take that next step. This wireframe not only is for the homepage. And again, I think a lot of people forget about that as this has got to be replicated on every single

Danny: page that you have. Yeah, so let's go down to the bottom section of this page.

Cause this would basically be their homepage. So just in terms of if you're watching this or listening to this, like you got to nail the homepage in particular, right? Cause that's where most people are coming in and where most people are going to what's called bounce or exit if they don't see what they like.

You should take the vast majority of your time. If you're spending it trying to optimize a page, it's really this homepage is probably where you're going to get the most return on your time.

Jeremy: Yeah, totally. And I think there's a very again, I think, scrolling up to what I have here.

I think there are [00:19:00] some non negotiables on these pages. You've obviously got to start with the header, make sure you nail that. And then what we get down to is the stakes and the value proposition. I think the, the stakes is a really interesting one. I think a lot of people don't do it, but it's almost contrasting what we try to establish in the header side of things.

But. We're talking, in this section, we're talking about, almost like putting a little like a little bug in these people's ears as they're scrolling through your website of they're probably dealing with X problem. What happens if they don't do anything about it or they don't?

Take this next action they have a certain aspirational identity. What is it that they're missing out on right now? There's a reason that they're on your website. What are they trying to get from you and what your product is? I think like on ripples website, we dive into we, we talk about you lose your identity when you're injured.

So if you have back pain and you can't, cause we work with a super active population. You're not playing tennis anymore. You're not going skiing on the weekends. You lose actually who you are. [00:20:00] And if you don't do anything about it, you're really going to, that's going to change forever, basically.

So we leaned into that. This is a concept that I took from Donald Miller and the this is a storyboard framework. And I think adding that in there is really helpful. And, I think we can be Super positive and, talk about all the great things that we do, but what happens if you don't actually take action?

Like how do we get somebody to take that next action? That's why I really like this like the stakes Part here and I again I added into every single landing page and just tweak the copy based on you know What page they're on and like we have a dry needling page that performs super well Like the stakes on that is have you tried everything else and you're still in pain?

Maybe dry needling is like the answer that you that you're looking for. So I think like leaning into that is, is important. And again, it's just another place to add some copy highlight, how you can take the reader from having this problem and

Danny: solving it for them. It's a great point, man.

And I think for people, they might struggle [00:21:00] with this and say I don't know what to say here, whatever. I think one of the best things to do when you're looking at what verbiage you're going to use on your site is really, if you can use. The same, same word, same verbiage that your clients are using, especially if you, let's say you have any sort of like testimonials, right?

Whatever they're saying in there is gold for you to recycle as part of your website, right? So like the stakes or, let's say you have a a testimony that's I was worried I'd never be able to, Play basketball with my kids again, and then I started working with whatever.

And now my knee is Able to do what, so so what they're thinking is, man, am I going to be able to be active with my kids, the way I want, or am I going to be able to, am I going to have to say no to that next like trip with my friends and they want to go on a hiking trip or whatever it is that you're dealing with, or say no to your.

Your buddies that want to do this local CrossFit competition, because you're [00:22:00] backers, right? Because, so you got to think of that, but one of the best places to find it is actually in the same words that your clients are using to describe their experience with you and the thoughts that they were having.

And I think a lot of us can probably come up with that, but. If you're stuck, that's one of the first places that I would that I would look. And if you don't have any reviews, find a clinic that you think, you admire that you think is doing a great job and see what their testimonials look like and use those testimonials as an example of verbiage you can use on your own site.

Jeremy: Yeah, and I think like it gets back again to the discovery call portion and why like I still take all of Ripple's discovery calls that helps with my marketing like I'm very meticulous about that and I really try to note and understand all of the problems that everybody's dealing with I'm not involved with the day to day anymore.

I'm not doing any sort of treating, but I'm still interacting with people and I understand the problems that they're dealing with and that stuff changes over time. Yeah. Yeah. Yeah. As we moved into a bit younger demographic, like I had to [00:23:00] understand what are these, new people I'm used to working with, 50 to 60 year olds as we move into the mid 30 year olds, they're dealing with a whole different set of problems.

So that's, again, like you're gathering that info on every local marketing event, you're doing every discovery call. Like you should be really intentional with again, the problems that people are dealing with and just. Try to conceptualize that stuff. And if you can turn that into messaging, man, that's killer right there.

Danny: Hey, sorry to interrupt the podcast, but I have a huge favor to ask of you. If you are a long time listener or a new listener and you're finding value in this podcast, please head over to iTunes or Spotify or wherever you listen to the podcast. And please leave a rating and review. This is actually very helpful for us to get this podcast and really help them develop time and financial freedom.

So if you would do that, I would greatly appreciate it. Now back to the podcast. That's huge. Let's talk about the the value prop section. Maybe go in a little more detail. What do you mean by this in terms of, the next section? So the what happens if you don't do [00:24:00] something and then the value proposition would be what?

Yeah, I think

Jeremy: this is talking, this is highlighting like all of the awesome things that You guys do. So as the clinic here is, working with us, here's all of the awesome things that you get here. And, I think a lot of clinics do actually do a really good job with this, of highlighting this with some iconography or some really good photos.

And here you're just talking about so I have just very generic ones here, but get back to sport. No more guessing in the gym rehab care. You deserve one on one care from a doctor, you can continue adding the examples there, but this is highlighting again, like your area of expertise and all the awesome things that we do.

And I think this is a really good opportunity to highlight. What a cash based clinic does better than the other clinic across the street. So we're leaning into again, one on one care, progressive modalities. You can come in here and within this one 60 minute session, you can get manual therapy and dry handling, and we still have time to get into the gym and work on strength training that personal approach.[00:25:00]

So again, everything that really a cash based clinic does much better than a traditional in network clinic, that's your value proposition. This is why. You're going to get the reader to choose you over the place across the street. So I think this is just as important as any other part

Danny: of the website.

Yeah. And the other thing too, is you have another, book a call button, right? So I think on our homepage, we had four book a call buttons just on the homepage and in every blog post or about us page is at least. Embedded in basically everything, so it's all over the place.

And again, you got to point him in the right direction. And as simple as it sounds like, yes, the more of the not, you shouldn't have these after every sentence. I think that's overkill. But you need to have them, in key areas where there's transitions on your site where maybe what you said in the the top of the page wasn't what they were like, yeah, okay.

This seems like the right fit, but maybe they're saying like. Hey, we'll get you back to your [00:26:00] sport and pain free again, or something to that effect. And then, okay, that sounds more what I want. Let me have a conversation with people. Maybe it's a fit, right? So you want to definitely have that real estate there for them to click a button to move to the next thing, which are always just funneling people to.

I liked it. That's there as an example. Make sure you have enough of those. So let's talk about the plant. So your plan is really the couple of steps that they're going to go through, right? Which I think are, important for people to be able to just think if you're productizing a service and you're trying to explain this in a sequential manner, like this is a really good way to go through it.

Yeah. And I think

Jeremy: it's, I think this is what most cash patient PT clinics do a really good job of is like just mapping out what this looks like. And having your three step process on there is super important. And again, this is where clarity I think comes into play. It's like we, we have like names for these three steps at ripple, but even on the, even in our copy on the website, I'm not saying revive, rejuvenate, expand.

Yeah. I'm, mapping it out of your first step is to book a discovery call. Your second step is to come in for that evaluation. [00:27:00] And then we're going to execute the plan on that. We can get into the nuances of what all that looks like once somebody comes in the door and we can educate them on that.

But when somebody first lands on the website, being very clear of like how does this work? Because again, I think we forget most people have no idea what physical therapy is, or if even if they do, they've been to a traditional clinic and they're looking for a different experience.

So if we can very clearly map out like, what does this look like? And again, there's no questions here. I know, okay, step one I'm doing this call. Step two, I'm coming in for the evaluation. And step three, I'm executing the plan. It's okay, I get it. I'm going to take step one now. And I'm going to, again, leading into that call to action, book the call.

Danny: Yeah. And this is also for if you're trying to figure out okay, how does this also need to be carried over into my it's very important that when you're talking to people in the office too, that you carry over, your process that you help people get this outcome, right? It's [00:28:00] clarifying things and people feeling like they understand the process, especially in the healthcare and medical world.

It's very hard for the average person to understand what the hell we're talking about. And I think you have to have. Perspective on that, that you maybe you don't as someone that takes it for granted, right? but if you've ever had to go to a visit with a family member to like a medical visit of some sort or whatever And help them through the process of what the hell are they talking about?

Most people don't know what we're talking about. And even if we try to simplify it, it's probably still Not all that clear. And if you can get them very clear on hey Step one. Today, we're going to do the most thorough evaluation that you've ever had as far as your, body is concerned like movement capacity and, musculoskeletal system.

We're going to narrow down what the root cause of this problem is. That's our goal today. We're going to be very [00:29:00] thorough. We're going to figure out exactly what's going on. So we know exactly what we're working with and make sure you're in the right spot because we want to make sure you're an ideal fit for what we're doing and vice versa.

Once we do that, we're going to start to work on addressing the root cause problem. And then as we start to improve that. The last part of this is really where we become an educator for you, a consultant for you on how to take care of yourself forever, because, and then you can draw it back to what they're working on, right?

It's you came in here, you tell me, your knee is not feeling so hot. You want to play basketball with your kids? You can a hundred percent do that. And here's what we found today, and draw it back to what their goals are. But then also, Hey, you want to do this when you're like 50, 60, you want to play your grandkids?

If you want to do that, this is where we can help. Now that moves into continuity, that moves into things that are important to them. So these steps that we're talking about, you can put them on your site, but you also need to carry the verbiage, carry these things over into your business, because that's where [00:30:00] consistency of a service really changes.

And this is may sound a bit nuanced, but it's little things like this, uh, that make a big difference in how someone feels about your business and really start to separate you from. Basically everybody else. And I'm telling you, I had lunch other day with a friend of mine who's an ortho PA in Atlanta, and he works for a really big group and they're actually like standing up a cash based practice.

And more like within a gym and like a performance gym, I think actually they're doing two of them cause there's two of these big sports performance gyms and I just thought it was interesting because it's like, it's not different. They're going to have a similar model, right? But, if you're doing this, like you need to be a good business owner because you're going to be competing against more and more people that see this as a viable option because insurance is getting worse and worse.

So these little things that make a big difference, your site and the way you're talking to people and making sure they're connected. And it's consistent, like that's, what's going to separate you from just everybody else out there that maybe has a one on one care. [00:31:00] That's not going to do it for everybody forever.

So just I'll get off my soapbox, but just make sure that whatever you're putting on your site, you're carrying through into your in office messaging as well. And that will make a huge difference.

Jeremy: Yeah, there's got to be all these touch points. Like you said, it's, on any of the other pages that I create.

So physical therapy page this three step plan is on each one of those pages is very important. I'm then talking about this three step. Plan with people when I get on that discovery call. So during step one we then enroll them in an email sequence that then talks about this plan again.

So there's all those touch buttons are super important. Because again, people might not even know what physical therapy is. They probably have no idea, the type of physical therapy that we're trying to carry out. And so educating them and, most people from my experience.

They're like, this is awesome. I've been looking at it for this forever. I didn't even know it existed. It's perfect. That's exactly what we're looking for. They would never get to that third step unless we had talked about it. So I think it's really important. [00:32:00]

Danny: What's this SEO junk drawer.

So like the last part, are you talking about just having enough keywords for, searchability?

Jeremy: Yeah, I think one of the big questions I always get from people is do I have to have Boston Physical Therapy all over my website and add it in? And I think the Google algorithm is changing a bit for like how organic search works just in general.

If. If I was to put like your Boston physical therapy plan here, Google would actually deduct me from that because they understand that doesn't make sense. Like the Google is too smart for that now. What's the recommendation is now is you have, again, what we call this like junk drawer at the bottom here.

And this is just, it's like tying up your page and something that you can put at the bottom and it's more of a, it's almost like a sales letter at the end. It's a bigger kind of paragraph copy. That's talking about exactly what you're doing. You can store some of these, again, these keywords in here, Boston physical therapy whatever it might be, but this would be the place to [00:33:00] bolster your SEO efforts.

So that's something that you're looking for and looking to do opposed. Trying to sneak it in where it doesn't really make sense on some of your bigger, like conversion copy. You can put some of that stuff down and through here. We have a, we have a video that goes down here as well.

So there's this, experience ripple physical therapy, Boston. We have this huge paragraph that kind of talks about exactly what we do. We map that out. There's a video at the end. So I'm checking the SEO box. But not being like weird about it within my copy because it is important to have your keywords on the page still, that is still super important to do, but you need to make sure it makes sense and it fits.

And if it's not to turn the readers from exiting out of your page, so this is where suggestion wise we start to store some of those SEO type keywords.

Danny: And this is a good point because maybe, part of this is even addressing, you can have this great site, but if you have no visitors and then it doesn't really matter to get people to your site.

No, really, there's two ways [00:34:00] there is earned traffic, right? So that's typically through. Links from other people's sites, that's from creating content that's on your sites, whether it be, videos that are living there, blog posts, whatever it might be or you're, local marketing and you're pointing people back through, your efforts of talking to different individuals on a local basis.

The other part is. Is you can pay for traffic. And this is the direction that we look at with people to really want them to have both. But when we look at especially Google, people are searching for things. And if we can preferentially rank a site when they're searching for things like keywords about, Boston knee pain, treatment or something like that then all of a sudden now where we move them to is again, this, the same sort of digital footprint that we're talking about where it's twofold.

If you start to run ads and you have a really bad place where you're sending people, then it can skew your results.[00:35:00] But then also if you have a great site, but no traffic, then it's not very helpful either. So you really need to have a good site, but then also have a strategy and how you're going to get people there, whether it be through, content or through.

People locally that are going there or if you're, putting money behind paid ads, but either way, like these there's two parts to it. And this is basically the site part, but you gotta get that traffic. And that's that's going to come from other channels. Yeah,

Jeremy: I think the paid is a really good point of how Google ads works is you have a certain authority for the keyword that you're trying to show up for.

So again, if my keyword on my Google ads is Boston physical therapy, but nowhere on the page I'm telling Google to send people to. Has the words Boston physical therapy there, Google is going to make me spend three, four X, what I should be spending in order to get there because it's Google smart. They're like, I don't think I want to be sending people here because this has nothing to do with Boston physical therapy.

So there's lots of, we get into the, the conversion [00:36:00] copy is super important, but there's so many other factors that you got to consider. Also

Danny: it changes all the time. And I think this is one of the things where people ask me, they're like, all right, uh, the clinic is going well.

I feel like I have a good, referral base. I've got good local marketing, but I want to really start to uh, reinvest in. Marketing more, right? So paid advertising is one of those things as well as content and their digital footprint which all makes sense. And I do think it should sequentially be in that manner, right?

You should start your business. You should be come good at delivering your service. You should then have like local referrals. It'll tell you. If your service is good, people will send people your way. And if your service sucks, no one's going to send their friends and family to see you. This is a litmus test.

It's, and it's very it's very black and white. You're either good enough to be referred to, or you're not. So if you're not getting that focus there first, that's my advice. As far as that goes, but then as you start to gain some of [00:37:00] this, new patient volume through local channels.

What we tend to see is it will taper off at a certain point because it's very hard to leverage your time locally all over the place, right? You can only manage so many relationships. You can only teach them any workshops or injury screens and all that. And then to layer on top of that with smart digital marketing and an effective ad strategy that is not like insane high budget.

You don't have to do that. We're seeing people get. What, like 10 to 13 X ROI on, between 400 and a thousand dollars in ad spend a month, somewhere in that range.

Jeremy: Yeah, exactly. And I think it's just all, understanding again what are the problems people are dealing with that are coming to our website?

How do we optimize our ad strategy to solve those problems and make sure that Google sending them to a landing page that makes sense. Our cost per acquisition is low because all those things are in check. And, if you can. Get convinced that person on [00:38:00] the phone to come in. That's where the discovery call comes into play.

Our service speaks for ourselves and you can, have somebody purchase a package and it's a really effective strategy.

Danny: Also, it's hard to keep up with. This is one of the reasons why I think it is important to understand this stuff have a baseline or for instance let's say you want to get a site, that's built by somebody then at least you now you have a jumping off point to okay.

What are some basics that I want to make sure I'm having, in my site, or if you don't feel like you want to keep up with the ever changing SEO rules that Google has and their algorithm changes. And it seems every three to six months, they have a pretty big change that can drastically affect how your site does you either have to stay on top of that.

Or you have to have somebody that is doing that. And this is where we start to see the reinvestment in marketing dollars really should be viewed as that, right? It's like you need. Support from people that are doing that to help scale versus the other way around would be to try to learn these [00:39:00] things or to have like mentorship on how to learn these things yourself.

And in some cases you might just really like the digital side of your business, which is fair. That's like Jeremy, right? That's how he started. He enjoyed it. In my experience, that's a very small percentage of clinicians. Most clinicians are not interested in Google SEO algorithm changes they're interested in.

Getting patients and helping them with their back pain, right? So this is where people have to make a decision about their business and looking at it as an investment vehicle as well. Because, I used to struggle with this. I would see me like, Oh, I can build my own side. I can do my own everything else, right?

I'll figure it all out. I'm not going to. Pay anybody to do this because I don't, I view it as a cost versus if it's a, if there's a true time savings element and a reinvestment or in a return on investment. So if you can save me five to 10 hours a week and do a better job than I can do, and I'm seeing an ROI from that, I'll take that all day. That is way better for me to reinvest in my own business than to buy some Apple stock or something [00:40:00] like that, because I'm going to get such a better percentage rate of return. Anyway, not to harp on that, but like some of the stuff you start to see these like SEO junk drawer rules and these other stuff.

And it's I can't keep up with that shit, you need it. It's important to keep that in mind. It's even

Jeremy: just like embedding the proper forms on your site, like that's such an important thing that I think a lot of people just I built my site on Wix, but it's your marketing is all done through a totally separate software platform.

So it's you got to understand how to embed certain code on certain pages. I think the biggest thing, like when I'm talking to people about it, it's like I spent three hours. I was so angry trying to figure this stuff out. I read every blog forum trying to, it's just hire somebody to do this.

This doesn't make any sense for you. Your three hours is way better spent somewhere else. So like the tech, like you said, the technology is totally changing, AI is going to change all of this stuff, SEO, what it is today in three months, six months from now is going to be. So yeah, you've, that's where this is really

Danny: important.

I think why don't we, why don't we you finish the screen [00:41:00] share on this page. I think the homepage is the most important thing for people to really, keep in mind. And you and I can wrap this up with just a quick discussion on kind of what we're seeing with with these sites, because you're right.

One of the things that I see more than anything now is. The speed at which AI is being layered into these things. And even keeping up with that is hard. If you think about the, like when we went to the HubSpot conference, dude, how many AI booths were they, were there at that? It must've been at least 60.

70 percent of them were some sort of AI related company.

Jeremy: Yeah. And not even every vendor there was AI based, but even the platform, the changes that the CR, like the company was making was all based around AI. And even I tuned into Salesforce as a very similar, like conference.

That was all about AI. So everything is moving to this, AI revolution. And I think a lot like it's moving very quickly too. And I [00:42:00] think a lot of people don't realize how quickly it is changing and how, again, six months from now, a year from now, I think the way we do things is going to be very different.

The way people find your physical therapy clinic, they might not be Googling that anymore. There's going to probably be a totally different process for how all that works. You've got to have someone in your corner that's. Up on that stuff or else you'll

Danny: hold on well, and I will say I, I agree, I think it's a smart move for people that have a clinic to get somebody involved that understands this stuff.

I will say if you're freaking out and you're saying to yourself, Oh, my God, AI is going to Replace physical therapy. I had a conversation with a friend of mine that is a veterinarian and he sold his practice to a private equity company. And one of the reasons they were so interested in his veteran in his veterinary practice was that it is basically.

Damn near impossible to replace with artificial intelligence which is essentially it's not robots that are like, gonna take over [00:43:00] the world hopefully anytime soon, but there is there's a lot of white collar tasks that are being very much. Augmented and if not in some places replaced by this, technology, they can continue to iterate on itself and learn.

And that's what is interesting about it. It doesn't need a person to make itself better. It just needs information. And if you look at as an example, like Tesla has their fully self driving technology and all of the cars that. Are driving around, like they're mapping all of that. They're mapping all of the routes and all of the speed and breaking times and changing and accidents that happen and all kinds of stuff.

And it's learning from this itself. Like the actual technology is learning from itself. So to bring us back to physical therapy, the value of the, these businesses actually is going to go up. And here's, what's funny about that. Here's what's interesting is because it is AI proof. And that's why my friend's vet practice was valued as high [00:44:00] as it was.

It was very high multiple that he received on his vet practice. And it was because it was through a teacher pension fund that actually a private equity firm bought this on behalf of a teacher pension fund to allocate their capital towards something they could get a return on. And it's a very safe investment because they don't want to see massive disruption happen in a space.

So if you're listening to this and you have a physical therapy clinic, you're thinking of starting one. I think it's a really good idea as far as, especially over the next five to 10 years, I think there's going to be a lot of changes that happen in other industries, but. It'll be very slow to replace anything where you have a human being that's working face to face with another human being and they want that connection, as much as it is changing on this side, it's cool to watch how much more valuable it's actually making the businesses that, that we currently have.

Jeremy: Yeah, I think it's, I think it's a great point. And I think, the more automated and AI things get, the more people are going to seek out that one on one like personal [00:45:00] experience anyway. So I think that's like an even bigger point to what we do is I do think like very AI, like AI proofed.

I think a lot of the. Adminny sort of task, could be replaced with a lot of that stuff. Maybe you won't have to take these discovery calls in the future and you can have a robot answer those questions. But yeah, I think, what we do and as long as we can utilize it properly and, some of these tasks that are, clogging up your calendars I think everything else we do is just so value add that it's never going to be replaced.

Danny: Yeah. And if you have one of these practices and you can leverage. Advanced technology within it I think we're very slow as a profession to integrate, technology that is, has not been around for a while, I don't, I'm not sure why, probably because it's not quite as necessary as a marketing company or a tech company or something like that, but.

It is an unfair advantage. I will go ahead and I'll say that if you're in an area [00:46:00] and you have a similar sort of business or size business or whatever, to somebody in your area that is, similar service and one person can effectively leverage. These really, complex and efficient tools where they're leveraging technology, artificial intelligence or not the likelihood of them growing faster gaining more market share is much.

More likely assuming the service fulfillment and everything else is similar enough, right? Because they're going to capture more visibility. They're going to capture more eyeballs and interest. And that's a really important thing because a lot of people in your area don't even know who you are and they don't even know that you are able to help them with a problem that they have.

They might even not, they might not even realize that they even have a problem they need to address yet, right? The people that have a problem that know they need it addressed and they are looking for the right fit. A tiny fraction of the people that are actually out there. And when I used to teach for, Kelly's Tourette's group, we would drive around or we would fly to wherever we were going.

[00:47:00] And the question we started every single seminar with was this, raise your hand if you're sitting here right now and you're 100 percent pain free. And dude, I would have rooms of 40, 50 people at each of these, and on average, it was about 2 percent of the room that would raise their hand, right?

And these are health and wellness people that are coaches or practitioners. The average person doesn't stand a damn chance. Like they don't know what to do. They just deal with pain every single day. So I would assume nine out of 10 people, if I'm being conservative are in pain and they don't think there's anything they can do about it.

A small percent think they can, and they're looking for a solution. So when we started to look at the marketing side and why we're talking about all this is if you can do a better job and this is as a profession, I think we all fight over this small piece of the pie that is people that are informed and looking for help, but.

That's let's say that's 10%. The other 80 percent of people are massive, more work than all of us could [00:48:00] ever do. And yet we fight over this little part versus understanding how we can leverage these other things to then get a bigger piece of the pie to end up coming our way. So that's where I see these things fit in.

And I think those levers on top of really good business principles from a local standpoint. That is the key, especially over this next five years. I think there's going to be a lot of stuff coming out that's going to either help these businesses or if you don't implement them, it's going to really slow you down.

Yeah,

Jeremy: totally. I think it's, leaning into, understanding how do we educate people on what we do and how we help people. And, again, like the demographic that we have at Ripple, that kind of falls in that. 30 to 40 year old range. They're probably like, if we didn't exist, they wouldn't be going to physical therapy, but we've since educated them on Hey, we should do stuff now.

So you can take your spin class three days a week and you can work out three days a week. And you want to do that till you're 70 years old. We got to do the work now. So that's where messaging and the website comes into play. You gotta be really specific with that stuff. And if you can get that message across, [00:49:00] that's, easy key ingredients to making this stuff successful.

I

Danny: think you bring up a great point to the demographically. It's a bit different now too. I think of like my dad he just turned 65 this past year. He just retired. So he's on the full on, traditional he's worked for 47 years in the U S government in one way or another, whether it be at a military hospital or active duty in the military.

And, So he's retired now, but he did not grow up with a generation where exercise was normal. Exercise was like something you did if you were playing a sport that was it. And that really wasn't all that organized with that either. Or he exercised when he had to, cause he had to take a physical fitness test in the army twice a year.

Like I knew every time my dad had a PT test because he would just start running a month before and I'm like, Oh, he's got a PT test coming up cause he's fucking running and he never runs, he hated to run. But culturally it's different. It's changing. Now you're talking about people that are in their thirties and forties.

Obviously I fall into that camp too, where it's [00:50:00] like. It's strange for me not to exercise. It's not everybody's that way. I think we surround ourselves with people that are very much more on the healthy side, just in general. Just with our profession and interests, but it is becoming far more the norm.

To be physically active. People know the benefits of it. We're also trying to mitigate the sedentary side of most people's jobs where they're not really moving much. So we fit in a really great spot for that to happen. Not only that, if you're talking about catching these people when they're in their 30s and 40s, and you do a great job and you're helping them, with ongoing goals that they have that very well could turn into decades long of a client.

Right now. So I love the fact that you're starting to see more and more people in that demographic move towards clinics like ours. And maybe it's like you have to inform them a bit more about why, but man, it's worth it from a lifetime value standpoint because they stick around for a really long time.

I know you guys have seen that yourself, but just to thinking like broad, changes that we're [00:51:00] seeing in the profession, more and more people are doing that. And I think you're also going to see this sort of. 50 to 65 year, age demographic that they want to flatline their loss of function.

And they want to hold onto that more. We saw a lot of that. That was the bread and butter of what I worked with. It was like, if I got a 50 year old, that's dude, I want to be as healthy as I can for as long as I can. And I've maybe not treated myself great for a while, fish in a barrel with those people and I can change their life, which was awesome.

Jeremy: Yeah. I think everyone's just so much more educated now. I think they understand like that, nobody, no one in my age, like group wants to go and sit in a waiting room and do the whole like traditional healthcare system thing. So people, credit to a human around the pattern, like all those people that are putting out like really awesome content.

I think, we're obviously in a bubble in the health and wellness world, but I think people outside of that are also consuming that content to probably more than we think. That's why I'm so bullish on cash based I think we're really set up to, to really [00:52:00] again, like we talk about all the time, be the quarterback of people's health care, do much more than just solve your knee

Danny: pain for you.

Yeah, it's awesome. All right. So if people are listening to this or watching this and they're like, all right, Jeremy sounds smart. Maybe you can help me with with my practice and handle some of this stuff for me. What's the best place for them to go and reach out to to touch base with you and have a conversation and see if there's a fit.

Jeremy: Yeah, I think like you said, if they're, watching this in the Facebook group right now if they want to just comment calendar at the at the bottom of this I have a, what we call a, sorry, a comment website. We have a free tool. It's a website grader that I'll send over to you. So if you have questions based on your website after the wireframe that we went through today.

That's a really good way to, you have the kind of foundations of what a wireframe looks like. Now, this website grader will take you through, an SEO audit, a performance audit how well is your site actually working? So that's a really good tool that, that we give to people for free.

Otherwise I'm trying to put some content up on my [00:53:00] Instagram account. So you can just follow me there at underscore Jeremy DuPont. It's the best way to interact. I love getting DMS from people on Instagram. So shoot me a follow there and we'll chat there.

Danny: Nice. Awesome. Jeremy, thanks again for putting this together sharing your thoughts on on websites.

Hopefully for those you listen to this again, like I said, if you want to see the visual side of this and you're listening to the podcast, head to Facebook and look up PT entrepreneurs. We've got about 7, 000 people in the group right now, which is awesome. It's a cool community to be a part of, but also if you want to see the visual side, you can check it out there and take it and overlay this on your site and just man, I don't have any of this shit.

All right. Now that means that's not a bad thing. That means you get a lot of low hanging fruit, that means you got a lot of stuff that you can improve. And if you have all this stuff, but you have no traffic to your site, that's a whole other problem, right? So like we talked about ways in which you can drive people to your site as well, but either way.

Two different, two different problems, but you need to solve both of them, honestly. So as always, thank you so much for joining us live, but also for listening to the podcast. And Jeremy, thanks for your time. We will catch you guys next week.[00:54:00]

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