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SEO Foundation Sets Chiropractic Office Up for Long-Term Growth

From Launch to Optimization: How I Helped a Chiropractor Get SEO-Ready, Pt.1

Launching a new website isn’t enough if no one can find it. When a chiropractor expanded to a second practice, they needed more than just a digital presence—they needed visibility. By strategically crafting copy and optimizing for local search, we ensured their new location was set up not only to exist online but to thrive.

Phase One: Migration

One of the first steps in helping this chiropractor optimize their online presence was migrating their website from WordPress.com to WordPress.org. The goal was to reduce costs, increase control over customizations, and unlock the full potential of a self-hosted site with better support and local servers.

The Migration Process

  • Consolidated multiple website versions to ensure a single, streamlined site.
  • Rebuilt the template on the correct domain to establish a proper online identity.
  • Exported the existing design from WordPress.com for a smooth transition.
  • Signed up for Springs Hosting, a provider offering 24/7 local server support.
  • Installed WordPress on the new hosting platform.
  • Updated DNS records to point the domain to the new server.
  • Imported the template to restore the site’s structure and design.
  • Encouraged the client to sign up for Google Business Profile to enhance local SEO.
  • Ensured all functionalities were working before publishing the site.

Why Migrate?

  • Avoid WordPress.com ads, which detracted from the site’s professionalism.
  • Free the domain from restrictive WordPress.com limitations.
  • Gain self-hosting capabilities for complete control.
  • Eliminate costly monthly fees, saving over $300 per year.

Phase Two: Building Site Infrastructure

Once the migration was complete, the next focus was building a strong site infrastructure. This phase was essential to making the website more valuable to users and laying a solid foundation for SEO by integrating strategic keywords and optimizing the site’s architecture.

Steps Taken:

  • Ensured full functionality by setting up links, navigation, and page jumps for seamless user experience.
  • Created a compelling hero section (above the fold) to immediately engage visitors.
  • Narrowed the target audience and developed messaging aligned with keyword research.
  • Installed essential plugins and security features to enhance performance and protection.
  • Made the interactive map functional, allowing users to find the clinic easily.
  • Integrated the Jane App, a crucial booking tool for patient appointments.
  • Started drafting 24 pages to cover all services and informational needs.
  • Added an About page and affiliations section to build social proof and credibility.
  • Restructured the sitemap and service offerings for better navigation and clarity.
  • Introduced benefit-driven content to target audience pain points effectively.
  • Created a blog section to support ongoing content marketing efforts.

Phase Three: Enhancing User Experience & Copywriting

With the site’s infrastructure in place, the next step was ensuring the content was optimized for user experience. This involved crafting 24 service and therapy pages that not only provided valuable information but also addressed users’ emotional needs based on their awareness levels, ultimately guiding them through the customer journey.

Key Copywriting & UX Strategies:

  • Developed a unique selling proposition (USP) to differentiate the clinic.
  • Incorporated strategic keywords to boost search engine visibility.
  • Emphasized location-based content for local SEO optimization.
  • Outlined clear details of what to expect during visits, setting client expectations and reducing uncertainty.

This foundational work set the chiropractor up for long-term SEO success by ensuring the site was functional, user-friendly, and optimized for search engines. In Part 2, we’ll dive deeper into refining content, implementing SEO best practices, and tracking performance for continuous improvement.

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