Upon pages are practically everywhere on the web. You see them on almost every website and blog and, although generally in a condensed format, on almost every social site.

Most would agree that the About page is simply the area of ​​a website where people go to find out more about you and your practice.

However, despite its importance, which I’ll try to convince you of as we go along, most doctors tend to treat the About page as the ‘forgotten page page’ when setting up their chiropractic website.

Reality

Regardless of where your About page is located, if spelled correctly, it should serve as the bridge that takes a visitor from a stranger to an acquaintance at the very least, and could easily be the deciding factor in whether or not to call your business.

A well-written ‘About Us’ or ‘About Me’ should convince your reader that you really are someone worth taking the time to get to know, follow, or even contact you to schedule an appointment.

If you think your About information might need a little update, check out the formula I’ve shared below and model yours accordingly on your chiropractic website, blog, and social sites.

1. Tell them who you are

When writing an About page, assume that everyone who comes to it is a potential new customer. Sure, your current patients may occasionally browse your site and check out your About page; however, the person we care most about is the potential patient who comes to your site for any reason and by any means.

Think of your About page as essentially an opportunity to form a quick link with a potential patient.

A simple and effective approach to approaching the production of your About page is to first provide the basics about yourself and your business in a concise, easy-to-read format.

Tell your readers the following:

• who you are
• That you do
• When you started to do it
• Where you do it
• How you do it

Try this as an example:

Dr. Al Smith has been a board certified chiropractor for over 20 years at Hillside Chiropractic & Wellness Center in XYZ City.

Dr. Smith (aka ‘Doctor Al’) attributes his success in helping people get out of pain quickly to his gentle and effective spinal alignment techniques that he has spent the last 2 decades perfecting.

Now you can get a bit more depth and even more colorful than I tried, but my point from the example is to show you how quickly and easily you can let the reader know who and where you are while inserting a plug that explains why you are ‘ the best in town. ‘

Of course, depending on where you practice, you need to get creative with the words you choose to remain compliant with your board’s marketing regulations.

2. Give them THE Facts

Now is the time to bring out impressive facts about yourself and your practice, and this is where you definitely need to get creative.

Bullet them for easy reading, and be sure to put the most important information first, then work your way down to more specific and often less critical information from a decision-making point of view.

Remind: Internet users are used to getting information quickly; so you don’t have a lot of time to feed them the details that you think will influence their decision to try.

Some examples can be:

• We have helped over 10,000 residents of _________ get out of pain
• Conveniently located on the corner of ________ and __________
• All major health insurance plans are accepted

All the way up

• Gentle and effective care

Basically you want to focus on limiting it to information that you think will increase their awareness of why it makes sense to them.

3. Finish it off with Bling

Now you need to add some sparkle to the page so that you draw the user’s eyes to other information that will help increase their familiarity and confidence in you.

Add a photo of yourself and even a couple of you with your staff. I even recommend using photos of all of you at a clinic function, like your last Christmas party or other celebration. Professional but fun is what you are looking for. Maybe even have your web designer overlap the images a bit to give your photo display character.

Another easy way to spice up your About page is to include a testimonial that is specifically about you and your staff. Place it at the top or bottom of the About page and have it in a slightly larger font size and a different color than the information on the page.

One final tip

As the internet becomes increasingly social, you’ve noticed that the way people write on the web (like yours really) is becoming significantly less rigid. You will need to keep this in mind as you delve further into your own online chiropractic marketing.

So instead of just giving an objective description, try to portray a bit of yourself and the personality of your clinic. This shows your reader that your chiropractic clinic is a great place to be, and as long as you are getting your back repaired, you might as well have an enjoyable experience while doing it.