Top 4 Website and Blog Tips to Make Your Clinic Stand Out

Tip #1: Understand your ideal client

One of the first steps that Lex emphasizes is to understand who you’re speaking to online. She’s adamant about creating content that speaks directly to a particular audience, or what she refers to as 'niching down'. "We have to be specific with who we’re talking to.”

While it can feel counterintuitive to narrow your focus, Lex reassures clinic owners that this doesn’t mean turning others away: “People will say to me [things like] ‘If I take my website and I just talk to powerlifters — does that mean I’ll never treat a runner again’? Absolutely not. In your waiting room, you will still see runners and you will still see general people with knee pain. It’s just about who you’re trying to talk to overall.”

Lex’s method of niching down begins with an ideal client exercise: sit down and identify who you help, how you help them, and what specific problems you solve. By getting clear on these details, you can create content and messaging that speaks directly to your target audience.

Tip #2: Make your website an extension of you

Your website is often the first impression a potential client has of your practice. “Your website should be like your favourite hoodie — comfortable, casual, and unmistakably yours,” Lex explains. She advises against sterile, generic designs: “Put your whole personality on your website. You can put your opinions on there. You can say, ‘Heck no, that’s not what we’re about.’ And that’s okay.”

To make sure your website makes a strong first impression, Lex suggests including some key details: who you are, what you offer, and why someone should choose you.

“You have seven to eight seconds to grab someone’s attention,” she says. Social proof, such as testimonials or relatable case studies, can also help build trust with potential clients.

The goal is to make the page scannable and immediately engaging. And you’ll want to speak directly to your clients with website copy that’s conversational.

One common mistake Lex sees on websites is using clinical or technical jargon. “People don’t tell you that they want to improve their neuromuscular control. That’s not what people say.” Instead, focus on the language your clients actually use.

Lex shares an example from her clinic’s website: “We will help you get out of pain and get back to training without having to hold back.” Simple, relatable copy like this helps clients understand what you offer and how it can help them.

Jane Team Tip 💡: There are many affordable, high-quality tools to build your clinic’s website. A few options include Squarespace, Wix, Showit, Wordpress, and Clinic Sites.

Tip #3: Build connections through blogging

Blogs are an excellent way to address common questions and establish your expertise, making them an important part of your content strategy.

Many practitioners shy away from blogging, but Lex emphasizes its value: “If you’re going to start creating content for your ideal client, that’s the best place to do it.”

She acknowledges that writing long-form content can feel daunting but reminds us that a well-curated blog can help clients find accurate, helpful information when they search online.

This is where being specific helps.

For instance, if you work with cyclists but never write about their unique needs on your website, they might not see you as the right fit. “I don’t know that you can treat knee pain if you don’t talk about treating knee pain,” Lex points out.

When it comes to blog writing, Lex recommends starting small and staying consistent. Whether you post weekly or monthly, the key is delivering value to your audience.

Tip #4: Use SEO to get found online

Search engine optimization, or SEO, is a critical piece of any online presence. SEO is the process to make sure that your website is highly ranked by search engines — Lex describes it simply as “getting your business found on Google.”

“Understand your ideal client and target that person,” she advises. Tailoring your content to a specific audience not only makes SEO easier but also builds trust with potential clients. For better SEO, Lex suggests:

• Writing headers on your website’s homepage and services pages that insert keywords that your patients might be searching for, such as “Pelvis Health Physical Therapy” or “Concussion Rehabilitation.”
• You can also use separate pages for each service to target specific keywords. On a page dedicated to Concussion Rehabilitation, for example, you could create a new page and get more specific by writing about “visual/oculomotor rehabilitation.”
• Claiming your Google Business Profile and regularly posting updates to boost visibility. “Google likes it when you have 50 or more Google reviews,” Lex shares — so don’t hesitate to ask satisfied clients for their feedback.
• And when it comes to hosting your blog: “I like when your blog is on your website, because [that means your] domain name gets a lot of SEO,” Lex says.

Jane Team Tip 💡: There are tons of great resources on Lex’s blog. To make blog writing for your clinic easier, we recommend you take a look at her Ultimate Guide to Writing SEO-Friendly Blog Posts.

You can build a strong online presence for your health and wellness clinic

We know that you’ve got a million things on the go at your clinic — and all things website and tech are often done off the side of your desk.

But, as Lex has shown us, building an online presence doesn’t have to be overwhelming.

You already know your audience and what they’re looking for. So start there to build out your clinic’s content strategy.

With clear goals and relatable content that focuses on SEO, you can create a digital footprint that both attracts clients and reflects the heart of your practice.

Ready for more expert advice to help your clinic stand out? ✨

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