On pages are practically everywhere on the web. You see them on almost every website and blog and, although usually 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 often treat the About page as the “forgotten page of pages” when setting up their chiropractic website.

Reality

Regardless of where your About page is located, if written 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 company.

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

If you think your About information could use some improvement, 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 lands on it is a new potential customer. Sure your existing patients may occasionally peruse your site and check out your About page; however, the person we care about the most 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 bond with a potential patient.

A simple and effective approach to tackling 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
• What you do
• When you started doing 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 (also known as ‘Doctor Al’) attributes his success in helping people quickly relieve pain to his gentle and effective spinal alignment techniques that he has perfected over the last 2 decades.

Now granted, you may get a little more depth and even more color than I intended, but my point of the example is to show you how quickly and easily you can tell the reader who and where you are while also inserting a plugin that explains why you are. ‘the best in town’.

Of course, depending on where you practice, you need to be creative with the words you choose to meet your board’s marketing standards.

2. Give Them THE FACTS

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

List them in bullet points for ease of reading, and be sure to put the most important information first, then move on to more specific and often less critical information from a decision-making standpoint.

Remember: Internet users are used to getting information quickly; so you don’t have much time to give them the details that you think will influence their decision to try it.

Examples can be:

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

All the way up

• Gentle and effective care.

Basically, you want to focus on limiting it to just the 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 a little sparkle to the page to draw the user’s eyes to other information that will help increase their familiarity and trust 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 overlay the images a bit to add character to the photo display.

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 continues to become more and more social, you’ve noticed that the way people write on the web (just like your own) is becoming significantly less rigid. You’ll want to keep that in mind as you venture 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 get your back fixed, you might as well have an enjoyable experience while doing it.