The ability to communicate is one of life's most valuable skills. It's at the core of our human experience, and it fuels the connections that add so much to our lives and businesses. As such, especially for business, it's essential to hone how and when we communicate, and the tools we use to for connecting.

Good communication often hinges not on the simply on the message, but on our ability to be present; to listen mindfully with intent. This holds true both in the clinic and in creating a website which is your hub of communication in a digital world. Understanding the user's needs is the key to both effective treatment and a good website.

In this conversation with Mike Kay, we decipher websites for acupuncturists—including where to begin, the platforms to use, useful design elements and imagery, tuning up your SEO, and perhaps most importantly—creating compelling website copy. Tech-talk aside, we also touch on clinical work, discussing topics such as the need for boundaries in practice, the importance of engagement with patients, and finding value in skepticism.

Listen into this discussion on how to create a website that draws new patients into your practice, and how to go about it in a way that sets you apart.

In This Conversation We Discuss:

  • Treating the Shen

  • Leaning into what the body is telling you

  • The importance of engagement and finding a meaningful angle in diagnosis

  • Going for the low-hanging fruit – curing vs. making a patient's life better

  • Drawing parallels between our early days in high-tech and our current work as acupuncturists

  • Creating a good website— where to begin

  • How to make your acupuncture website stand out

  • Understanding that you can't be the best practitioner for everyone and when to refer patients

  • Key aspects of SEO (Search Engine Optimization) that you need to pay attention to

  • Local SEO and why you should list your business profile on Google Maps

  • Having boundaries and respect when connecting with patients

  • Pointers on website imagery

  • The value of skepticism

  • Why creating compelling copy for your website will make your phone ring

Listen to the patient with more than just your ears, and apply the skill and experience you bring that goes beyond medical knowledge.

Michael practices East Asian Medicine in Brooklyn, New York, both in private practice and at a community style clinic. A California native, he has also lived in Argentina, and is a passionate open water swimmer.

Although he calls himself an acupuncturist, Mike usually does a bit more than insert needles into patients. His interest in this medicine began in the late 1980’s studying martial arts with Tom Bisio where he first learned some tuina. He had since deepened his tuina skill, also integrating other practices including the Korean style of kyojung and some craniosacral therapy. He commonly incorporates herbal medicine into patient care.

Previously, Mike worked in publication design, and developing websites, large and small, based on principles of “user-centered design,” where the needs and behaviors of the user drive the design. In the practice of East Asian Medicine one can describe his approach as “patient-centered medicine.”


Links and Resources

Visit Mike on his website at



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