Is Behind the Practice Right for Your Clinic?

Most agency websites are intentionally vague. They want everyone to book a call so they can sell you something.

I'm doing the opposite.

This article will tell you exactly who I work with, who I don't, and what a partnership with Behind the Practice actually looks like. By the end, you should know whether reaching out makes sense—or whether you should keep looking.

That saves everyone time. And it means the people I do work with are genuinely the right fit.

Who I Work With

Cash-based physical therapy practices with a specialty.

That's the short version. Here's what that actually means:

Cash-based (or moving that direction). If you're fully insurance-based with no plans to change, I'm probably not the right fit. My strategies, positioning, and approach are built around the cash-pay model. Hybrid practices that are shifting toward cash-based work well too.

You have a specialty—or you're willing to develop one. Vestibular rehab. Pelvic health. Sports performance. Concussion. Dry needling. Something that makes you different from the general ortho clinic down the street.

This doesn't mean you have to be ultra-niche. But there needs to be something that sets you apart. If you're general ortho but use specific tools or approaches that differentiate you, that can work. If you treat a mix but want your marketing focused on a specific area, that works too.

The key is having a clear answer to the question: "Why should a patient choose you over every other option?"

You're open to doing things differently. Not just selling visits. Thinking about outcomes, packaging services, building offers that actually solve problems for patients.

I wrote about this in depth: Why Your PT Clinic Needs an Offer (Not Just Sessions). If your clinic is still just charging per visit with no differentiation, we'll probably want to talk about changing that.

You want a partner, not a vendor. I'm not here to build your website and disappear. I'm looking for ongoing partnerships where I'm genuinely invested in your clinic's growth. The goal is to work together until you've grown enough to hire someone full-time to do what I do—or until you simply don't need as much support.

You're willing to do your part. Digital marketing can generate a consistent pipeline of patients. But it doesn't replace everything else. You'll still need to network with physicians, show up in your community, maybe run workshops or camps.

Here's the honest truth: one of the main reasons clinic owners come to me is because they want to do less of the in-person marketing. And that's a realistic outcome—digital marketing creates another pipeline so you're not solely dependent on physician referrals and word-of-mouth.

But "less" isn't "none." Unless you already have a strong local presence and referral network, there will still be some in-person work required. I can help you prioritize and be strategic about it, but I can't eliminate it entirely.

Who I Don't Work With

Let me be direct about who shouldn't reach out.

If you're looking for the cheapest option. This isn't a $200/month SEO service. This is a real investment in your business infrastructure—you're working directly with me, not an intern or overseas team. If budget is your primary decision factor, I'm not the right fit.

If you want a commodity provider. Some people want to know exactly what they're getting: "You'll deliver X blog posts, Y ads, and Z hours of work per month." That's not how I operate.

I have foundational items that every client gets. But beyond that, what I do varies based on what your clinic actually needs. I can't tell you exactly what strategies I'll use in month four until I understand your clinic, your market, and what's working. If that uncertainty bothers you, we're probably not a match.

If you're not willing to specialize—or at least focus your marketing. General positioning doesn't work in cash-based PT. Patients paying out-of-pocket want specialists, not generalists. If you're unwilling to pick a lane (even just for marketing purposes), I'll struggle to get results.

If you expect a magic pill. You pay me, patients flood in, you do nothing else. That's not how this works.

I think about it like physical therapy. The best PT in the world can only do so much if the patient won't do their home exercises. Same applies here. I can build the best digital infrastructure possible, but if you're not showing up, not networking, not putting in effort on your end—results will be limited.

If you want to micromanage. I'm looking for collaboration—either we brainstorm together, or you trust me to handle things. What I'm not looking for is someone who only wants me to execute their ideas exactly as specified. If you already know exactly what you want done and just need hands to do it, hire a freelancer.

What I Actually Do

I think about my services the same way I thought about treating patients as a PT.

As a physical therapist, every patient needed certain foundational things—strengthening, functional movement, motor control. But then depending on the patient, I'd pull different tools: dry needling for one person, manual therapy for another, vestibular rehab for someone else.

Behind the Practice works the same way.

The Foundational Items (Every Client Gets These)

• Custom website (5-7 pages, mobile-responsive, SEO-optimized from the ground up)
• Google Business Profile optimization
• Technical SEO foundation
• 4 SEO blog posts per month
• Performance dashboard and monthly reporting
• Monthly strategy calls

These are non-negotiables because they're the highest-impact items for almost every clinic. You can run all the ads you want, but if your website looks terrible or doesn't convert, you're throwing money away.

The Variable Tools (Depends on Your Clinic)

Beyond the foundation, what I do varies based on what your clinic needs:

• Google Ads or Meta Ads — Sometimes paid traffic makes sense, especially while waiting for SEO to build
• Content on other platforms — Reddit, Medium, LinkedIn—useful for newer sites that need authority faster
• Answer Engine Optimization — For highly specialized niches, I can optimize for AI search (ChatGPT, Perplexity). A vestibular clinic has a real shot at dominating AI results. A general sports PT clinic competing globally? Less so. But I can still target local AI queries.
• Social media automation — If you're willing to create content, I can help systematize and amplify it
• Custom automations and AI tools — Admin workflows, patient communication, whatever's eating your time
• Other strategies as needed — The possibilities are broad; I pick what makes sense

Why Variable?

Because each clinic is different. Just like each patient.

A brand new website needs different strategies than an established one. A highly specialized niche can leverage opportunities that a general practice can't. A clinic in a competitive market needs different tactics than one in an underserved area.

I test one new thing each week. Evaluate over the following weeks. Keep what works, drop what doesn't. Repeat.

The focus isn't "what services are you getting?" The focus is "is your clinic growing?"

What the Partnership Actually Looks Like

Month one: I build everything out. Website, Google Business Profile, technical foundation, content strategy. By the end of the first month, your digital infrastructure is in place.

Weekly: I'm testing new strategies and keeping you updated on what I'm working on. Quick check-ins so you know what's happening.

Monthly: Strategy call to align on goals. What do you need to focus on this month? What do I need to focus on? We stay coordinated.

Quarterly: Bigger picture planning. What are we trying to accomplish in the next 90 days? What's working, what's not, what are we adjusting?

What You're Responsible For

• Showing up to calls and being reasonably responsive
• The in-person piece: networking with physicians, community presence, workshops (less than you're doing now, but not zero)
• Providing feedback, photos, video when needed
• Being open to experimentation

What I'm Responsible For

• Everything digital: website, SEO, ads, content, automations
• Bringing ideas and strategies to the table
• Tracking results and adjusting based on data
• Being available—you work directly with me, not someone who doesn't know PT from OT

The Philosophy: Outcomes Over Visits

When you hire someone to remodel your kitchen, you don't pay for them to show up three days. You pay for a remodeled kitchen. The outcome.

I believe PT should work the same way. And I believe working with me should too.

I'm not focused on "did I deliver X blog posts this month." I'm focused on "is your clinic growing? Are you getting more of the right patients? Is your revenue increasing?"

That's why I can offer guarantees that most agencies won't touch. More on that in a moment.

Why Behind the Practice Exists

I'm Jordan Clevenger, PT, DPT—a physical therapist turned full-stack developer. My wife runs a cash-based vestibular practice.

In the past she had hired a bigger marketing agency. The deliverables were mediocre. Generic content that could've been for any healthcare practice. Cookie-cutter strategies. Minimal results.

I started helping with her digital marketing and realized two things:

First, there's a massive gap in the market. Most agencies either don't understand PT at all, or they treat every healthcare practice the same. Cash-based PT is its own thing—different economics, different patient psychology, different competitive dynamics.

Second, I actually enjoy this work. Physical therapists are doing good in the world. Helping them grow feels meaningful in a way that building software for random companies doesn't.

So I started Behind the Practice. And I'm intentionally keeping it small.

10-15 clients maximum. That's the goal. Boutique. Fully specialized in cash-based PT. Deeply invested in each clinic's success rather than managing hundreds of accounts and hoping some of them work out.

Right now, the biggest need I see is patient acquisition—getting more consistent inquiries from the right patients. That's where most of my tools are focused.

But as clients grow, the bottleneck shifts. Suddenly it's not "how do I get more patients?" It's "how do I handle all this admin work?" or "how do I scale without burning out?"

I'm building tools for that too. Automations, AI workflows, systems that save 20+ hours a week. The goal is to be your digital partner for the long haul—whatever that looks like as your clinic evolves.

Investment and Guarantees

I'm not going to list specific prices here—they're on the pricing page, and they'll increase as I take on more clients.

What I will say:

This is a real investment. Not a $200/month SEO package. You're getting boutique-level attention, direct access to me, custom strategy for your specific clinic. That costs more than commodity services.

You work directly with me. U.S.-based. No delegation to interns who don't even know what the word vestibular or pelvic health means. No overseas teams reading from scripts. When you have a question or need something, you're talking to someone who understands your business.

I offer guarantees most agencies won't. Because I only work with a handful of clinics, I can promise this: if you put in the effort on your end and I don't deliver a positive ROI, you get your money back. The specific terms are on the pricing page, but that's the gist.

I can make that guarantee because I'm not managing 200 accounts and hoping the math works out. I'm dedicated to figuring this out for each clinic I work with.

Timeline Expectations

• Month 1: Everything built out—website, GBP, foundation
• Months 2-3: SEO starts gaining traction (Google takes time)
• Ongoing: I'm not just waiting for SEO. Ads, other strategies, whatever makes sense to generate results while the organic foundation builds

This is a long-term play. But I work on short-term results too.

Is This Right for You?

You're probably a fit if:

• You run a cash-based PT practice (or you're moving that direction)
• You have a specialty or clear differentiator—or you're willing to develop one
• You want a partner who's invested in your growth, not a vendor who disappears after the project
• You're willing to collaborate, take feedback, and try new approaches
• You understand there's still in-person work required, even with strong digital marketing

You're probably not a fit if:

• Budget is your primary decision factor
• You want a commodity provider who delivers exactly X, Y, Z every month
• You're not willing to specialize or focus your marketing
• You expect patients to flood in without effort on your end
• You want to dictate exactly what gets done rather than collaborate

What Happens If You Reach Out

We'll have a conversation to see if there's a fit.

No pressure. If it's not right, I'll tell you. I'd rather point you somewhere else than take on a client who isn't going to get results.

If it is right, we'll map out what the partnership looks like for your specific clinic—what's the specialty, what's the current state, what's the goal, what strategies make sense.

Ready to talk?

Book a free strategy call or call me directly at (317) 308-9616.