While working with a client who was at the end of her intern process and finalizing her website, she asked me for some suggestions on books. When I asked why she was looking for these books, she told me it was for her resource page on her website, which got me thinking. How many of you currently have a resource page on your website? My guess is a lot of you do.
One mistake a lot of therapist make is including a resource page on their website, and here is why it’s a bad idea.
The most important thing is to show the purpose of the website clearly. For the majority of us, the purpose is a way to generate traffic and let people know we exist. To get clients into our office, we need to encourage them to take action.
What does that mean for you?
Ideally, we want clients to reach out to us whether it is to call to schedule an appointment, or an e-mail. I love the idea of a resource page in theory and providing value to our clients in the forms of free resources. However, when it comes to our website, it may be taking attention away. Using a resource page, we are actually directing our clients away from making the action that we want them to take. These resources are sending them to another site or page versus staying on our websites.
Let’s say you have a website with a home page, services page, about page, blog page, and a resource page; your clients are going to get lost. There are too many options, overwhelm, and before you know your client has gone down the rabbit hole of all the different pages and options. This is especially the case when you provide a resource page that includes external links, which we see a lot. Clients will not stay on your page, but follow the free resources to different websites. Without even knowing it, you have just sent your client to a different therapists site through all these other channels.
The key idea here, if the purpose of your webpage is to get your clients to pick up the phone and call you, a resource page is not in alignment with that purpose.
What can you do instead of a resource page?
Have a clear call to action on your homepage.
Your potential clients will make a decision in a split second. The small spot on your homepage that is the first thing seen is on the screen before they scroll is called “above the fold.” This is where you need to make a really good impression with a clear call to action, such as a call me button or free consultation offer.
Use your resource page as an opt-in.
A question you may be asking is “I thought having a resource page with those links brings you up in Google?” I can’t speak specifically about the ranking in Google as there are other ways to bring up your Google ranking, but if this is something you are after, a great way to offer a resource page is with an opt-in. You can keep it password protected and have your potential clients' trade information such as their e-mail address in exchange for this incentive. Once you have their e-mail address, you have a new way to connect with them and build a relationship. You can include things like worksheets and book recommendations on the resource page to help your clients take action with you and not with other websites.
What are the exceptions?
There are few reasons as to why I would want to use a resource page, which is to deter the clientele I do not want. An example is to have information on the suicide hotline on your resource page to give the impression of “If this is what you’re struggling with, don’t call me, call the suicide hotline.”
Another reason I would use a resource page is if I were using my own content and if my goal was not to attract potential clients but to sell my courses.
The last reason I would use a resource page is if I was using it as an affiliates page to put up book recommendations that link to an Amazon store where I would get a kickback from purchases made from my link. If this is the case, from the very beginning, I would be clear that it was an affiliates page not to cross any ethical boundaries.
Again, this is overcomplicating it. What we really want to focus on is the clientele we do want. We want to speak to our ideal clients, for them to click with us right away, and to give them something off the bat that inspires them to call us right away. How do we do this? By communicating with them from the beginning that we know who they are, what they’re struggling with, we understand, and we know how to help.
From a clinical perspective, resource pages make sense; however, from a marketing perspective, it does not make sense. We want to simplify our websites. We want to speak to our clients, and first and foremost, we want to keep our clients on our website until they take action by contacting us. A resource page encourages potential clients to move away from our own website.
Even blogs can be a great way of communicating with clients, but at the same time, we need to realize that blogs come with some drawbacks as well. If we give out clients to many opportunities to keep reading our blogs, then they may not have as much incentive or reason to pick up the phone and call to make an appointment. That is not always the case; it is just an important thing to remember going into it.
What’s coming next?
My friend Lori Harter is launching a new book called “A Tribe Called Bliss” which is all about how to create a supportive tribe, so I will be giving away four copies of the book as well as go through the book with the four lucky people to go through and build a tribe together! Watch for a link in the Facebook group, Facebook page and Instagram for your chance to win. There are seven chapters, so it will probably be about seven weeks that we will connect on either Facebook or Zoom.