If you are a family doctor or a dentist, you will need to build a compelling online presence. The reason is that patients will be searching for your services online. A 2013 report from Pew Research found that at least 77% of online health seekers use search engines such as Google for finding health-related information.
You can only imagine the number of people that are searching for health-related topics at the start of the pandemic. Whether you’re opting to grow your psychiatric practice or improve your med spa marketing campaign, you wouldn’t want to get left behind while competing providers in your area are reaching out to patients online. Here’s a guide to help you build a compelling website that supports the services you offer:
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Do your research first
Before anything else, it’s important to have a good idea of how other practices are developing their online presence. You should start by identifying your closest competitors and see how they design their websites. Pay close attention to the placement of graphic and textual content. You will also need to explore each web page and analyze its structure.
You should be able to list down your observations and pick out any feature you think should be included in your website. Doing research will pay off in the long run, since it helps you build an initial layout for your website.
Build your brand identity
Since you have already started planning out a website for your practice, you should be able to develop your brand identity. Your website has to set itself apart from the websites of your competitors, so start by creating a brand kit that establishes the design motifs and personality of your practice.
You should be able to come up with a logo and your official brand colors. You will need to incorporate these in your web design and digital assets. In addition, you also need to set the tone of your brand identity. This will depend entirely on the services you offer and your target audience. If you are a pediatric dentist, for instance, you can opt for a more playful personality by using pastel colors. On the other hand, you can opt for a more professional tone if your practice deals with working adults.
Know where to set up
Now that you have a good idea of how your website should look, you will need to find a platform for realizing this concept. WordPress is always a top choice as a content management system for professional organizations. It’s highly customizable and easy to use across all devices. If you have a number of features to add to your website, WordPress is the way to go.
However, WordPress is not the only website builder out there. You can also check out other platforms like Wix, Squarespace, and Shopify. Each has unique advantages, so take time to compare. and contrast.
In addition to these platforms, there are also website builders that are specifically designed for healthcare practitioners and clinics. There’s uKit which offers a non-technical way to set up your online presence. You can also check out Morweb, which allows you to build a professional and visually engaging website that places your medical practice front and center. Just be sure to choose a proper hosting service that provides high levels of security and ensures high performance.
Find a great theme
After picking the right platform for building your website, you now need to set the foundation. In other words, you need to pick a healthcare-related theme. There is a lot to consider at this point in the process. For one, the theme needs to be easy on the eyes, and you want your patients to engage every piece that’s on every webpage. Consider picking a theme that’s simple, clean, and optimized for mobile screens. After all, you can’t expect your patients to browse your services using a desktop computer all the time.
Different website builders provide different templates. Regardless of the platform you are using, you will need to choose a theme that delivers an excellent user experience. Still, you always have the option of creating a custom theme that meets specific requirements.
Create great content
Once you have a fully functioning website that adapts to any screen size, your website needs engaging content that informs your audience about your practice and entices them to convert.
Start by building an eye-catching homepage that includes a compelling header. Use high-quality images or an informational video that welcomes visitors and introduces your brand. For your About Page, you will need a compelling brand story that humanizes your practice. You may also include the profiles of your staff or associates.
When it comes to educating your patients and demonstrating professional authority, consider setting up a resources page and a medical blog. Apart from e-books and brochures, you should also produce articles that talk about the latest developments in your practice.
Come up with an SEO strategy
Structuring your website and creating informational content are two of three critical components to setting up your online presence. The last one is putting your website at the top of the search results.
This will involve looking for keywords that patients often use to search for your services. Take time to build a list of high-performing keywords you can incorporate in every piece of content you publish. A good rule is to check Google’s list of suggested keywords. Simply enter a phrase related to your practice (for example, “Chicago ENT doctor”) and look at the auto-suggestions that Google provides.
Apart from a keyword strategy, you should also make onsite improvements such as reducing the loading speed and adding meta-data to every web page. Search engine optimization (SEO) can be tricky, so if you’re unsure how to tackle this aspect, you can get someone else to do the job regardless of your niche. In case you need help with SEO, you’ll find a company that best suits your needs.
Endnote
Building a website for your medical practice takes time and money, but it’s an investment that will help you thrive so long as patients rely on the internet.
