In a crowded marketplace it is vital to find a niche; to serve as a differentiator and a hook to attract people. Examples of physiotherapy private practice niches include musculoskeletal, adolescent, basketball or hypermobility.
For the generalist physiotherapist finding a niche can be a challenge, but as you will see it is not impossible.
Inglewood Physiotherapy owner Shaun O’Connor has a small practice that offers regular kinds of physiotherapy services. Although Shaun is a musculoskeletal physiotherapist, in todays world that is no longer specific enough to be a niche. Using the purchase of his new domain name www.inglewood.physio as a reason to update his website Shaun reached out for help.
To help keep costs low Shaun also purchased a Weebly build it yourself website package and we spent a few hours giving him some ideas for his website and a few lessons on how to build it.
Our first task was to find Shaun’s niche; something to hook his audience’s attention. Being the local physiotherapist of fifteen years we suggested using his location rather than any particular element of physiotherapy as the hook. By demonstrating his connection with local people Shaun could build their goodwill to use his physiotherapy services.
By any measure the Perth suburb of Inglewood is fairly plain. It actually sits on a plane; absent of any geographical feature. No hills, no hollows, no significant features. Inglewood is best known as a place to pass through, on Beaufort Street, a city feeder that runs through Inglewood for two of its many kilometres.
But unique to the Inglewood section of Beaufort Street are the crossroads named numerically from 1st to 11th Avenues. They act as unique reference points for locals and are packed with unique shops, cafe’s and restaurants that have so far evaded the franchisors.
We’d like to share four important elements of Shaun’s website that have nothing to do with physiotherapy but work as a hook for the people of the ‘wood – a term used to describe residents on a local Facebook page. See what we did there!
Shaun’s practice is located near the centre of Inglewood on the corner of Beaufort Street and 8th Avenue. The first element is a cleverly angled photo of the two street signs for the feature image of the website, that without words immediately informs locals where Shaun is located and that he is one of them. So iconic is the signpost image of “Beaufort & Eighth” that it adorns Shaun’s coffee cup.
Secondly, the website headline, “In the middle of the ‘wood, a good walk from everywhere”, emphasises Shaun’s convenient location, strengthens his connection with the area and introduces his expertise in movement and health.
Thirdly, after showing and telling people where he is Shaun’s website prioritises parking information on the website. Parking is of premium importance to locals of the ‘wood and a further sign that he knows their primary concerns.
Fourthly, we’ve set Shaun up to write a fortnightly blog about his experiences in the ‘wood. Regular stories about his experiences strengthen his connection with locals and provides new content for search engines to find, thereby facilitating his organic SEO rankings.
With his unique website emphasis on location Shaun is talking more about his clients than himself. It is a great way to grab their attention and keep it long enough to explain more of what he can offer.
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