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Headline Formula

Double your leads with this secret headline formula

A good website headline is like the little sample spoonful you get at the ice cream parlor.

One taste gives you everything you need to decide whether you should get the whole scoop or try something else.

And a bad one drives away most of your customers.

It should be your whole message and mission in one little bite.

The message of your practice is the problems you solve for your patients and the results they will see in their lives as a result of it, why that’s important to them and to you, and why you’re the best person to accomplish it for them.

That’s a lot of words, which is why you probably have a lot of pages and text on your site.

The trick is to condense it into a few, short sentences while hitting every piece.

That’s why I use this secret formula that breaks it down into the individual components:

Headline = Hook: Problems + Solutions + Results
&
Subheadline = Method: Who + What + How

Take a look at the current headline on your site.

Does it follow this formula?

If not, get out something to take notes, and let’s fix it for you.

First, think about the core problem you solve for your patients.

Go deeper, past the diagnosis, to the personal or emotional reasons people seek treatment for pain or injury or dysfunction.

Maybe it’s the fear and anxiety of not being able to work, or the stress of not being able to relax with a hobby, or the regret of being unable to spend quality time with family.

Now what are the results of your solution?

How can they expect their lives to be different?

Or to put it another way: why should they care about solving this problem?

You want to emphasize the transformation they will experience.

From anxious to secure, from fearful to peaceful, from pessimistic to hopeful, from frustrated to relaxed, from uncertain to confident, from miserable to joyful, from dysfunctional to normal.

It’s true! Physical Therapy can change lives.

That’s the kind of change people want to buy.

Here’s a (very) simple, generic example:

Eliminate the uncertainty and limitations of chronic pain and weakness, so you can be your best at the office, in your favorite activities, with your family, and wherever you are needed.

In this example, we show that we understand the problem (not only the pain and weakness, but the uncertainty and limitations that come with it), give a solution (eliminating it), and a transformation reason (always being at your best instead of unsure what you can do).

For your practice, think about the problems and desires of your actual patients, then be specific about them in writing your headline.

Try to be as concise as possible, but don’t be afraid of using as many words as you need to hit every point.

Too much information (or too cluttered a homepage) isn’t ideal, but it’s a lot better than not having enough information to engage your visitors.

Next, use the subheadline to make sure your patients know who you are, what you are offering, and why you’re the right fit for them.

This should be a little easier, but it’s still important to get it right.

You want your patients to know what they are getting.

If they are looking for Physical Therapy, they should be able to tell right away from your headline so they know they are in the right place and can continue reading.

If they aren’t looking for Physical Therapy in particular but just an answer to pain problems, you want them to know that Physical Therapy is an option that can help, perhaps sparking their curiosity.

Confused visitors rarely stick around to buy, and they are less likely to trust you and your business in general.

The subheadline is also a good place to call out exactly who your target is, whether ailing seniors or active moms or busy professionals. 

Here’s another generic example:

Personalized Physical Therapy designed to get active adults feeling and moving better fast

In this case, we’ve got the who (active adults) and the what + the how (personalized PT).

As a bonus, you can include a line specifically to boost your local SEO.

To do it, you just put your practice name and location above the other 2.

I usually like to include a small welcome, so that it isn’t obvious that SEO is the purpose.

Goes something like this:

Welcome to Walker Physical Therapy in Charlotte, NC!

The key is to label this line with the H1 tag in your code or site builder, which tells Google what your site is mainly about.

Despite having the H1 tag, it doesn’t have to be your “main” header or larger than everything else, so just put it right above your headline in smaller text.

If we put all this together, here’s what the final headline looks like:

Welcome to Walker Physical Therapy in Charlotte, NC!

Eliminate the uncertainty and limitations of chronic pain and weakness, so you can be your best at the office, in your favorite activities, with your family, and wherever you are needed.

Personalized Physical Therapy designed to get active adults feeling and moving better fast

Now it’s your turn.

Give it a try.

Think about your patients and your business.

Follow the formula.

If you’ve got a bad headline, this one change could double your conversion rate.

Not bad for 5 minutes of work.

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