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Do I Put My Prices On My Physical Therapy Clinic's Website?
Written by Christine Walker, PT, DPT, PYT, PES
Are you a cash-based PT owner who is having trouble getting patients to pay your cash prices? Does everyone "want to use their insurance?" Do you feel like you're being price-shopped for the cheapest option?
Let's get one thing straight. If you don't want to be price-shopped, then don't put your prices on your website. 
Ok, so in truth, it's a little more complicated than this, but taking your prices OFF your website needs to be your #1 priority. Go do it (as soon as you finish reading this article…)
How do I know? I had my prices on my website for over a year. The phone didn't ring. I didn't attract any new patients from the internet. After my major website overhaul, I now don't discuss price until much later in the new patient process. In fact, I frequently have people show up to evaluations not knowing the price with no objections once I tell them the cost. 
Your website is NOT suppose to be a menu where people can look at your costs and then compare you to the next clinic down the street. The purpose of your website is to show your ideal patient how and why you're the best person to solve their specific problem.
You want people to land on your website, realize that you're the expert they're seeking, and then have them inquire BEFORE they find out about the pricing. 
Why is this so important? It gives you a chance to find out what the prospective patient is really looking for and to speak to their internal desires (the REAL reason they want their problem fixed) before they ever consider the cost of business. If you do those things correct, then price won't be an issue. 
If you put your price on your website, then you've already lost the game before getting a chance to play. How many times do you quickly look up a service and then dismiss it because of the price? I know that's the first thing I look for when scanning a new product or service.
But guess what? If I do something like watch an engaging video, or read some really valuable information about the product or service BEFORE finding out the price, then I'm way more like to buy. 
Do you know who doesn't get price shopped? Experts. 
Let's say you need major heart surgery. Do you think you're going to find the cheapest heart doctor in town? Absolutely NOT!  
So why should it be any different for the services YOU provide? If you're a cash-based practice, I'll go ahead and say that most won't make it unless they become the perceived expert in a niche in their town.
That's why it's so very important that you know who your ideal patient is. If you serve everyone, then you specialize in no one. And then you'll be price-shopped. Because why am I going to pay you any extra money when you provide the same service as the PT down the street who is in-network with my services?
Use your website to show how your clinic is UNIQUE and DIFFERENT…even if every other clinic in town shows their prices. Use your website to increase curiosity, to educate, to display how you can help. 
Whatever you do…don't put your prices on your website! 
Want more help planning your profitable PT website? Download a FREE copy of our "Ultimate Pre-Planning Worksheet For PT Business Owners Building A New Website" by clicking below. 


Christine Walker is a physical therapist, cash PT practice owner, wife & mom of 2 in Charlotte, NC. She helps other PTs find financial and professional freedom by tackling the technology needed to build their business websites to bring in MORE new patient leads from the internet. She loves the Tar Heels, hot tea, and chasing her kids around the house as they dribble soccer balls.  Connect with her on Facebook by clicking HERE.

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