ON Chiropractic
The Zero Moment of Truth (ZMOT)
Consumers used to generate their first impressions of products while scanning store shelves. This was known as the First
Moment of Truth. The Second Moment of Truth came when they experienced the product after purchase. Then technology
changed everything. The pre-purchase phase, when consumers are able to gather an unprecedented amount of data about a
product or service, is now known as the Zero Moment of Truth.
Consumer
Idientifies
Need
3
Help search engines find you
Before a search engine can direct someone
to your clinic’s website, it needs to learn
about your website. Google and other
search engines use software programs
called “spiders” to visit millions of websites
and take note of two main things: The
words on the page, and where the words
are found. If you use the words that your
patients use when searching and if you use
page titles and headings that describe your
services clearly, this will help search engines
send the right people your way.
4
Make it easy to book an appointment
Success! A patient who is looking to book
an appointment with a chiropractor has
found their way to your website and they
like what they see. Now what? Make it
easy for them to book that appointment
as soon as possible by providing an online
booking function, your clinic’s email
address and phone number and a map to
your clinic. You can also direct people to
your clinic’s e-newsletter, blog and social
media accounts so they can engage with
you regularly.
Zero
Moment
of Truth
First Moment
of Truth
(Shelf)
5 mobile-friendly
Be
Today, 25–30% of your website traffic
probably comes from people on smartphones
or tablets. And this number is rising. If your
website isn’t attractive and easy to use on
these devices, these searchers are likely to
{
Second Moment
of Truth
(Experience)
leave and find another website that is. Google
has noticed this and is now ranking mobilefriendly sites higher in their search results. By
creating a website that is responsive and looks
good on any screen size, you can increase
your rank in Google search results.
The Feedback Loop: How the Real World
Affects Your Website
Search engines decide how to rank their results based on two main factors:
Relevancy and Reputation. By following the key tips in this article, your
clinic’s website will have information that is relevant to searchers.
The reputation of your site relies on your colleagues and patients. Who
links to you? What do they say about you? Many patients leave testimonials
and ratings of chiropractors on sites like Yelp.com or RateMDs.com. How
well is your clinic rated there?
Google and other search engines will assess whether other people
speak of you positively or negatively when deciding how to rank your site in
search results. By providing a great patient experience, you can increase
your positive reviews and this will help new patients to find and choose
your clinic. ON
The OCA would like to thank Spark Internet Marketing for their assistance in the
preparation of this article. For more information about Spark Internet Marketing, please
visit www.chiropractic.on.ca/spark-internet.
www.chiropractic.on.ca
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