by Randi Drinkwater
As alternative and integrative health-care practitioners, we get lost in the creativity of websites and the depths of knowledge we have to offer our clients. The more we put out there, the more there seems to be to share—and before you know it, a complicated website has been created.
Somehow, in the excitement, we lost track of our viewing audience and what they might be looking for when visiting our website. This is not a good thing.
Think about your time constraints and needs. If you go to a website and it’s complicated, hard to navigate and confusing on how to find the specifics of what you went to the site for in the first place, what do you do? The same thing everyone else does; you go elsewhere to look for the information. You find a resource that will hopefully be easy to use and understand. If we find that resource and it meets our needs simply and effectively—and we decide to engage—who gets the business?
If you build it, they will not come. Unless you let people know you have an active website with significant content that is going to change and add value to their lives on a consistent basis, don’t count on any traffic. Your website should be an integral part of all marketing and communication campaigns, and the URL for your site should appear on every piece of correspondence and marketing collateral your business generates.
Your home page URL should appear in all:
• Business cards
• Print and radio advertisements
• Direct mail campaigns
• Bills and statements
• Publications and promotional materials
• Press releases
• Posters and billboards
If you create a website and let people know it’s there, they will come. Keep it simple, and they will stay.
For more than 25 years, Randi Drinkwater has successfully spearheaded high-impact marketing solutions for such global companies as IBM, Cisco Systems and WorldCom/MCI/UUNet. Today, Drinkwater resides as CEO for Alternative Growth Streams, a marketing-membership website designed exclusively to empower alternative and integrative health-care practitioners to grow their practices and get more patients/clients. She is well known and respected throughout the industry and is the recipient of the “BPAA Atlanta Peach” and “Southeast Addy” award for marketing excellence.