Ten or twenty years ago, a medical practice’s website was used just to find information about the practice, such as hours of operation, location, and accepted insurances. Today, a website is so much more– it is a connection to your current and future patients and is a line of communication with the community.
Your website is much like a storefront, and in many cases in this digital age, it is the potential patients’ first insight into your practice. Naturally, you want to make the best impression you can to win new patients and help them get the care you need. If your website is outdated or not informative, what does that say about your practice? It does not paint a good picture and may cause some to reconsider your services. To avoid this common website problem, here are three things we here at Invigo Media see on a regular basis that cause medical practices to fall short with their websites:
In the last few years, major search engines like Google have started taking note of website that are not mobile friendly. This means if someone is conducting a search on a mobile device, your website may not show up in the results if it’s not designed to be displayed on a mobile device. This means the time, money, and effort you put into your SEO and advertising may be wasted if your website is not made to be viewed on the common devices of today. This means cell phones, tablets, and laptop.
“Almost 80% of all internet traffic now comes from a mobile device (smartphone or tablet). If your website is not mobile compatible or responsive, potential patients will have to spend time pinching, zooming and scrolling on your website to get the text and visuals to fit into the phone or tablet’s screen. This is cumbersome and often leads users to give up and close the site. The average person spends less than 10 seconds on a website homepage before determining whether or not they will use that business” (GMM). This means that on average, a website that is offering medical services to patients has as little as 10 seconds to convince a patient to spend time on their page, research the services offered, and contact them for an appointment. If their first experience with your page is struggling to see the site, navigate your content, and get to where they need to, they will close your page and visit a more user-friendly page. So, being mobile friendly is key to avoiding this common website problem.
One of the things the majority of medical practice websites fail to deliver is valuable content. Aside from physician bios and a services page breakdown, most medical websites fail to supply their patients with valuable information. If a patient is in need of a particular service that you offer, you need a variety of content related to that service on your website. Basic information about the procedure and its benefits, photos and videos related to the conditions, blogs detailing need to know information, and an easy way for customers to contact you for an appointment are essential.
Another common website problem many medical practices encounter comes from their link building. When you use links on your site, you want to use links that direct visitors to other areas of your own webpage so you are not sending them away from your site. If you are using another site for information that you need to quote or reference, then include the link but use off-site links sparingly. Once you have people visiting your site, you want to keep them there as long as you can. Using other sites to demonstrate your authority and the validity of your information is important but must be done with care to keep visitors on your site. For every one external links you use, there should be at least three or four internal links to keep visitors on your site.
No Call to Action
The best way to turn a visitor into a new patient is to have a strong call to action on your website’s pages. The call to action is a quick challenge or request that you leave your visitor with. An example of a good call to action that challenges your visitor would be something like ‘take control of your health and wellbeing by calling for a consultation today’. An example of a good call to action that leaves your visitor with a request would be something like ‘make an appointment today with just one simple phone call.’
The call to action is a way to leave your visitors with one last impression of your practice as they finish reading a blog or a particular page of your site. It seems like such a simple thing, but it really can make a big difference in how many visitors turn into new customers. “Studies have shown that strategically-placed calls to action can increase new patient inquiries by 25%. Calls to action have quite a bit to do with psychology and enticing the user to take the next step. The wording and copy of the calls to action is a science in and of itself and can make all of the difference in increasing new patient acquisition” (GMM). This is why your blogs and pages on your medical website need to have a strong call to action. It is one of the common website problems that you can avoid with a little foresight!
Contact Us For Help Today
To learn more about avoiding the common website problems that medical practices struggle with in this digital age, contact us today! Here at Invigo Media, we can help you improve your website design and content and help you market your services in order to win over new patients! Call today.