The design of your
medical website says a lot about your values, your mission and how you approach
treating a patient. It can also make a huge impact on the amount of foot
traffic that walks into your office and books appointments.
There are several keys
to making sure your medical website design is optimized for search engines like
or Bing. You also have to
be clear on a single main message you’d like to convey to prospective patients
who visit your website. Do you pride yourself on a particular medical
discipline? Do you promise to get patients in and out in a certain amount of
time or limit time spent in the waiting room?
Aside from having a
unique value proposition that you can share on your website, it’s important to
know that people who come into your office are suffering and in pain. Often
times, they are looking for the quickest possible solution to their problem.
You are the solution. That means you have to design a medical website so that
all of the calls to action and the ability to book an appointment is really
easy. When people are hurting they want to act quickly and they don’t want to
think about how to do it. Incorporate ease-of-use into your website design and
you’ll get more new patients than other medical practitioners around you.
Feel free to keep
reading and go through the major ninja tips that will position your medical
website design ahead of the other options in your local area. It’s time to get
more patients walking into your office than ever before!
The Best Thing You Can Do For Your
Medical Website Design
Let’s talk more about
the idea of making it easy to navigate your website and providing a simple way
to book an appointment.
Any time you want to
provide a call to action to your prospective patients, make it clear and simple.
“Book an Appointment Now”, “Come in and See Us”, “See Dr. Johnson Now”, “Book
Now”. You don’t have to be a copywriting genius to make this work. Another tip
for a good way to show off a call to action is to make an appointment booking button
a color that contrasts the background. Yellow, red, green or blue buttons work
You also want to make
sure that you have call to action on every page, or at the very least one clear
appointment booking button in the top navigation bar of your website. Since
people read books and websites from left to right and top to bottom, the upper
left corner of the website is the best place to have a big appointment button
Another option for
making a call to action clear is actually to offer up a newsletter to
prospective patients as soon as they land on your website. This can be a pop-up
that promotes different health tips or advice, or gives people something in
exchange for their email address. You can also promote booking an appointment
here. This makes it super easy to engage with your office and your messaging.
It also means you can keep in touch with patients who have yet to book an
appointment with you.
Keywords are the terms
your prospective patient types into search engines. There are two types of
keywords. Keywords can either signal an intent to take action or an intent to
do research. It’s important to know the intention of the person searching for
your clinic and cater to that in your advertising. This is especially important
for something like pay per
click advertising where your ad appears directly above or beside search
This is because the
more you can speak to the individual with your marketing and advertising copy,
the more your advertising will convert and the less you will pay per click. You
don’t have to understand all the nuances or ins and outs of this. Just know
that understanding whether your prospective patient is looking for immediate
help or just doing research can help you come up with better ads.
Obviously if your
prospect is searching for a medical practitioner nearby using the name of their
local city, they are already committed to getting help in person. If they are
just searching for home remedies related to curing a cough or back pain, they
may just be researching.
One good way to look
up keywords related to your medical practice is to use free keyword planners.
Google and Bing offer the opportunity to buy pay per click and video
advertising at mere pennies per impression and they offer free tools that give
you a list of keywords you might want to consider targeting. If you find the
idea of planning out your own advertising campaign to be stressful, let an
agency do it.
Figuring Out Your Brand Story
Creating a brand story
is a common theme within any branding and marketing strategy. As a medical
practitioner, you don’t have to be a branding and marketing expert. After all,
there’s a shortage of doctors and medical professionals across North America,
which means there’s already plenty of demand out there for your services. Still,
creating a brand story means telling your personal story. Tell your prospective
patients what drives you. Why are you passionate about your practice? What made
you want to become a practitioner? What can you offer to people that other
practitioners can’t? What makes you stand out?
The more you can
answer these questions within your messaging on your website, the more likely a
prospective patient is to book an appointment and come meet you in person.
Tell a story that is
personal and human. At the end of the day treating somebody’s medical issues is
a very personal thing. It involves a high degree of trust and understanding. It
needs to include a high level of openness and communication, and ultimately,
the patient needs to feel confident in your abilities as much as you might be
confident in your own abilities.
Be Mindful of Mobile Traffic
The most powerful
computer the average person owns these days sits in their pocket. It’s called a
smartphone. When you’re having your website designed by a professional or
digital marketing company, consider that a big chunk of your traffic will come
from mobile devices. As such, it goes without saying that your website needs to
be mobile responsive. One quick way to make sure this happens is to ask your
website development team to use a WordPress theme and building your website.
Generally speaking, most if not all WordPress themes are mobile responsive.
Having a mobile
friendly website means that there is no need to zoom in and out of a website
with your thumbs to read everything. It should be easy to scroll up and down
and side to side to view content and book an appointment. Mobile marketing is
perfect for people that are on the go and driving by. Imagine a prospective new
patient not feeling well as they pass by your office. Having a sign outside of
your doors that says you’re accepting new patients can be enough to bring this
person in for an appointment. And of course we all know that people look at their
phones while they are driving, even though they shouldn’t be, so having a
mobile friendly website allows them to look you up when they’re in the area and
looking for help.
It’s also important to
consider that these days people are more likely to own a smartphone than they
are to own a computer, so pursuing mobile traffic and having a mobile friendly
website is worth the trouble.
Stand Out from Other Practitioners
Face the facts. Most
people only visit their general practitioner at the moment that they have an
issue. They don’t do a regular checkup. They hate sitting in the waiting area.
Sometimes they don’t take their medication as prescribed, or sometimes they don’t
feel like they got a proper diagnosis.
How can you solve
these problems and let people know that you care? What point of difference can
you offer that other practitioners can’t? Or at the very least, what points of
difference can you highlight that other practitioners don’t.
Standing out from the
crowd means doing what other practitioners don’t do. It means understanding
your patient’s journey. How did they feel before they even knew they are going
to come into your office? What are the common problems they face regardless of
their particular medical issue? How can you become the first person they call
whenever they have a problem? What do you look for in your medical
practitioners that other practitioners don’t provide?
The more you can put
yourself in other people’s shoes, the better you will be at fostering trust
with new patients. It doesn’t just make you better at marketing your services,
it makes you better at prescribing the right treatment and ultimately restoring
the health of your patients.
Come from a place of
service. Remember why you chose to become a medical practitioner in the first
place. It wasn’t just for the money or the career advancement. It was to make
an impact on people in a very personal way. Keep your wits about you and show
people how much you care. It will pay off in the long run.
Content and Social Media Marketing
These days it’s your
medical practice is not on social media and you don’t have a proper content marketing
strategy in place, you’re missing out on a great opportunity to build your own
tribe of loyal followers. If you deliver enough value and come from a place of
service, your followers will become patients. No question about it. Facebook,
YouTube and Instagram are all great places to get started.
YouTube it works
particularly well for medical practitioners because you can sit in front of a
camera and give people advice just the way you would if they were sitting in
your office. You can also show off the different techniques or treatments you
use to help people ease their pain. This works especially well for
chiropractors, physiotherapists and athletic trainers that help optimize the
movement of the body.
Sure being on social
media doesn’t necessarily have anything to do with the design of your website,
but it should if you’re connecting things together properly. Your social media
buttons should be all over your website. It’s also important to make it easier
for website visitors to share your content on their own social media platforms.
This gets you more exposure without spending any extra money. It also makes
advertising on social media platforms more effective.
Other Medical Website Design Ideas
Here are some other
quick tips that might help you with your medical website design. Consider that
your marketing collateral and all of the off-line marketing you do should be a
reflection of what you’re doing digitally. The colours you use, the branding,
the quality of the material you choose should all be a reflection of one
consistent tone and voice.
Also, make sure you
start a blog and update it regularly. Blogging is a great way to provide people
with content that never gets old and it’s also a great way to help rank you in
search engines. Search engines love websites that get updated with fresh and
unique content on a consistent basis. A blog is also a great way to establish
yourself as an authority, to share your own story, and to share the success
stories and testimonials of your patients. That’s huge and gaining the trust of
Implement these strategies and you’ll be ahead of the game. Most medical practitioners won’t implement half of these things, but if you’re working with a robust digital marketing agency that offers all kinds of services like reputation management, website development and search engine optimization for instance, you’ll have no problem ranking your medical practice, maintaining a beautiful website and most importantly helping people who really need you.