What Getting a Tattoo Taught Me About How to Attract Patients to Your Clinic

I recently booked an appointment for my very first tattoo.

It’s something I’ve wanted since I was 18, but I didn’t actually do anything about it until I watched a friend (at 35) get her first—and then her second and third. She absolutely loves them and couldn’t stop raving about her artist.

She gave me the name, told me where to go, and still… it took me six months to schedule a consultation.

Why? Because even though I was interested, I wasn’t ready until I had everything figured out.

I spent those six months doing what most of your potential clients are doing, too:

• Researching the process

• Watching TikToks

• Reading reviews

• Gathering inspiration

• Trying to figure out if I could really trust this person with something important

And here’s what hit me: This is exactly what your potential clients are doing before they reach out to you, too - especially when they’re the kind of clients who don’t make quick decisions.

Why patient decision-making is changing

Whether you're a chiropractor, naturopath, therapist, or wellness provider, you’ve probably noticed that word-of-mouth and Instagram posts aren’t converting quite like they used to. That’s not just an algorithm problem—it’s a behavior shift.

Today’s clients are more cautious, more thoughtful, and more informed. They want to know what to expect, who you are, and whether it’s going to be worth it. Not just from a referral, but from your online presence.

And that starts with your website.

So if you’re wondering how to market your clinic to people who are already searching for support—this is your sign to make sure your website is doing the heavy lifting.

What potential patients are really looking for

Here’s what I learned during my tattoo journey—and how it applies to anyone trying to attract patients or clients online:

1. They want to feel confident in choosing you

It’s not just about whether your service works—it’s whether you feel like the right fit. Your website needs to:

• Clearly show who you help and how

• Reflect your tone and personality

• Share real photos of you and your space (not just a picture of your waiting room chairs)

2. They’re doing research—lots of it

If I had to message a tattoo artist just to find their hours or pricing, I wouldn’t bother. The same applies to your website visitors. Make sure you clearly share:

• What services you offer (in plain language, not jargon)

• Where you’re located and whether you offer virtual appointments

• Your pricing or starting rates

• What the process looks like from start to finish

• Answers to the questions they’re really asking

This doesn’t just help you attract patients—it builds trust before they ever reach out.

3. They expect a professional, easy-to-use website

Whether you realize it or not, your website is your first impression. If it’s slow, confusing, or outdated, it sends the message that your practice might be, too. Make sure it is:

• Clean and mobile-friendly

• Easy to navigate (especially on phones)

• Up to date with working links and current offers

How to market your clinic with confidence

You don’t need to be a full-time content creator or marketing expert to book more patients. But you do need a website that reflects the care and quality you give every single day in your practice.

If you're struggling to bring in new patients—or your referrals aren't converting like they used to—don’t immediately blame your pricing or visibility. Start with your website. Because when it’s missing key info or doesn’t feel aligned with your brand, your ideal client will notice.

Want to know how to market your clinic without burning out on social media? Start by making sure your site does three things:

• Reflects your personality and practice

• Answers the questions your leads are actually asking

• Makes it easy to book or reach out—on the spot

Because whether it’s a tattoo or a new therapist, people don’t make decisions without information anymore. The more your website can support that decision, the more trust (and bookings) you’ll build.

Not sure if your site is working? Let me take a look.

If you’re wondering whether your website is helping or hurting your client experience, I’ll review it for free—no sales calls, no pressure, just honest feedback.

🍋 Submit your site for a free website review and I’ll send you a short video with clear, personalized tips to improve your SEO, design, and user experience.

You don’t have to start from scratch. You just need a website that does its job.