Your website: How to be found, be remembered, be chosen!

Caroline Ucherek

Managing Director, CJU Medical Marketing
Medical websites are one of the most effective pieces of marketing you have – but they can also be one of the quickest ways to turn off potential patients. There are a few simple and effective ways to ensure that your website ranks at the top of organic search results; that it is memorable, and it puts you in a better position to be the provider of choice.

Let’s start with some facts:

  • Google processes 3.5 billion searches each day!
  • 83% of adult internet users search online for health information.
  • 5% of all Google searches are health related.

All you have is 15 seconds

Data analysed by search tells us that 15 seconds is the time you have to capture the attention of a visitor. Also, the longer you can keep someone interested and engaged on your website, the greater the chance that they will decide to use your service.

Build brand trust and loyalty

More than 80% of people perform online research while in the process of determining their choice of service or product. Ranking well and being front of mind during the research and buying cycle improves your authority as an expert in your industry and increases your leads and conversion rates. Data on the percent of healthcare consumers that ran a search before scheduling an appointment is:
  • Clinics 67%
  • Physicians and Surgery 71%
Google tells us that 70% of people by-pass ads and go to the organic results when conducting a search. Think about your own search patterns and see if you agree.

How to be found and keep people engaged

There are three key ingredients that help websites to rank highly in Google search, and make them relevant and interesting to visitors. These are:
  • The Copy – key search words, tone, quantity, and quality
  • The Imagery – authenticity, relevance, and quality
  • Search Engine Optimisation (SEO) programs

Search Engine Optimisation (SEO)

Your website’s ranking position is primarily based upon how your reputation is viewed by search engines. Search Engine Optimisation (SEO) is a marketing tool that focuses on activities that are designed to improve your business reputation in the digital world. It’s important to note that today it is nearly impossible for a website to rank in organic search (that is people searching for a term not your name) without an active SEO program.

Unique, memorable content

This is the starting point in getting your website to rank organically. Plagiarism is a common problem with medical websites, and Google has language skills that recognises if your website’s copy is duplicated from another site. It will then penalise your site which impacts on its ability to rank. Unique is also important from a visitor’s perspective. As well as looking for information, they also want to know about you and your service. To be memorable with visitors and have them choose your service, you want original copywriting that is tailored to your practice, not copywriting that is rubber stamped and reads the same on every website they visit.

Robust Content

Robust content of around 400 – 599 words per page is usually recommended in order to convey information that Google will see as credible and authoritative.

Keyword Rich

If you want your website to be found in organic search for terms (e.g., weight loss surgery), this term must be embedded in your website copy a specific number of times.

Blogs

Updating fresh information on your website on a regular basis is a key activity required to gain good organic rankings. Be reader relevant – who is your medical website talking to? In most instances, the person visiting your website is a layperson – not another clinician. Consider that when you are in consultation with a patient, you adjust your language to ensure they can understand you. Otherwise, you would be constantly revising your wording in consult to meet their needs – or worse, they would leave not understanding what you have told them. Having overly clinical information on your website works in the same way. It doesn’t assist the visitor in understanding about their condition, the treatments available, or how you can assist them. This can result in their becoming frustrated and leaving your site to find a source that more clearly provides the information they are seeking. Striking the right balance in providing information that provides good clinical insight in a manner that is easily understood by the layperson is essential to ensure your visitor is informed and engaged.

Patients who have been referred visit your website before they visit you

Market research tells us that even when a GP has referred a patient to you, the patient still visits your website. So for medical specialists it’s just as important to have a professional medical website even though you have a strong referrer base as it could be a deciding factor in that patient NOT wanting to see you and asking the referrer for another option.

What role does imagery play in your website’s visitor experience?

Your medical website is your 24/7 digital practice, and the imagery on your website allows visitors to get a feel for who you are and what to expect from you and your service. Look at your website and check if it is filled with images from stock libraries, and ask yourself: Does our website give an insight into our practice and our team? Real imagery is one of the most powerful marketing tools at your disposal. Your website images should showcase areas of the practice and its surroundings, and include interactions between the different practitioners, receptionists, and “patients”. These images together with the copywriting on your website work together to tell the story of your service and provide the visitor with feelings of familiarity and trust, all part of the journey of choice.

Not sure about the state of your website and where to next?

If you feel you need help to improve your website but are unsure of what is needed, please call us to arrange for a complimentary consultation and website audit on 1300 941 250.

 

 

The information in this article is intended only to provide a general overview and has not been prepared with a view to any particular situation or set of circumstances. Any views expressed in this article are opinions of the author at the time of writing and do not constitute a recommendation to act. This article is not intended to be comprehensive nor does it constitute legal, financial or tax advice. While we attempt to ensure the information is current and accurate we do not guarantee its currency and accuracy. You should seek legal or other professional advice before acting or relying on any of the information in this blog as it may not be appropriate for your individual circumstance.




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