Moment of truth 1 of 13: your website.

Increasingly your new patient relationships start on the internet. Your website is the hub of all your digital marketing efforts.

What many chiropractors overlook, especially those who project their use of the internet onto prospective patients, is that even a gushing referral will prompt new patients to check out your website first.

What will they find?

Ticking the box "have website" is merely the starting point. If you're serious, you need a high-converting website. That's a website with a design that connects emotionally with your ideal patient, with content that persuades them to choose you.

Here are other issues to keep in mind:

• Fast loading times 
• Custom photography 
• Five-star reviews 
• Recent blog posts 
• Active social media

Of these five, the most important is custom photography. Avoid the neutron bomb look of an empty reception room and adjusting tables devoid of smiling patients.

Bill Esteb has been a chiropractic patient and advocate since 1981. He is the creative director of Patient Media and the co-founder of Perfect Patients. He’s been a regular speaker at chiropractic gatherings since 1985. His 12 books explore the doctor/patient relationship from a patient's point of view. His chiropractic blog, in-office consultations, patient focus groups and consulting calls have helped hundreds of chiropractors around the world. Since 1999 Monday Morning Motivation has been emailed to over 10,000 subscribers each week.