If you are like many therapists, you wonder how many specialties you should address on your website. The specialties you choose will determine the types of audiences you will attract and the types of clients you will obtain — if you market yourself effectively. While it may seem like a good idea to list every specialty you are interested in, this is unrealistic and counterintuitive for your online marketing strategy.
Our general rule of thumb, and what we usually suggest, is to start with a maximum of 3 to 5 specialties on your website. It is our belief that if you are going to market a specialty on your website, you might as well do it REALLY well.
Each specialty needs its own page and incorporates what we consider the 3 CORE types of content. These 3 types of content include:
1. Strong Marketing Message
A strong marketing message is the foundation for a good specialty page. Without one, potential clients won’t remain on your page (AND Google won’t consider you an expert in your field – more on that later).
The key to an effective marketing message is what I like to call the ‘7 point marketing message.’ This 7-step process is the technique I use to create marketing messages, and it is something I have taught many therapists to do themselves. To learn more about the 7-step process, read this blog post I wrote.
It is SO important to write your marketing messages using this 7-step structure. By doing so, you guide your potential client through the full therapy journey — of them first realizing that you understand their specific pain, then their coming to believe that you have the skills to help them with their issue, then you addressing their reservations or doubts by answering questions such as ‘I’m afraid this will cost too much, or I’m afraid my spouse won’t come with me, or I’m afraid I don’t have enough time,’ and finally you giving them a clear next step to take. For this reason alone, you can see why the message needs to be so thorough.
Equally important is the page length for Google and SEO purposes. A thorough page will make the page much longer, which is good in Google’s eyes. Google will, in turn, take you more seriously and assume you have more authority on the topic. Longer quality content is another key factor.
2. Specific Free Report (or video)
The second type of content that should be incorporated into your specialty page is a free report (or audio/video) that is related to the specialty. Ideally, you want one free report per specialty.
Offering a free report on your website is the easiest and most effective way to create a relationship with a potential client. If your free report has a catchy title, one that is specific and reflects what they feel/want, then they will more than likely sign up to get the report. By doing so, you now have a direct way to connect with them – through newsletters related to their issue.
3. Correlating Blog Category
Lastly, for each of your specialties, you should have a correlating blog category — to which you are continually adding quality blog posts. The number one reason for this is: people will stay on your website if you provide them with quality content, related to their issue. The more content you have, the more time they will spend reading it, and by doing so they will view you more and more as a credible source.
In turn, Google too will view you as more credible because the average visitor duration will increase on your website. In our books, these are all great things!
Now that you can see all the work that goes into one specialty page, you can understand that doing all of this for a long list of specialties would be overwhelming, if not impossible. The amount of work that goes into this is the main reason we suggest limiting your specialties to 3-5, at least in the beginning.