When marketing your chiropractic website, you come into "rules" you hear about how your web marketing should be. At the same time, you might have a gut feeling that you have a better way of doing things.
A favorite quote of mine is that in marketing, there are best practices, but there are no sacred cows. For example, it’s been proven time and time again that having white text on a black background is not a good idea for websites. They’re hard to read and result in a high bounce rate.
However, for sites that advertise energy drinks or nightclubs, the white-on-black seems to have a good effect. You wouldn’t know until you test it.
For your chiropractic website, your best approach is to know the best practices, and if you want to try something different, test the difference. It’s ok to go against best practices as long as you KNOW you’re violating them and are consciously testing to see if your hunch is right about the situation.
In general, however, the safest, most low-maintenance approach is to go by what’s been proven to work again and again.