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Tag Archives: website

Are You Looking to Improve Conversion Rates of Your Medical Website?

Are You Looking to Improve Conversion Rates of Your Medical Website?

So, your medical practice has a website and you want to drive more traffic or potentially more patients. What can you do? Most website owners instantly think about marketing and spending more dollars. Undoubtedly, getting more visitors to your website means more new patients will schedule an appointment? “I can spend more money on Google AdWords and I will attract lots more leads.” Isn’t that how it is supposed to work?

Yes, that is true, but such strategies can also be a complete waste of money. Instead, you can spend your hard-earned money on making the most of what you already have.
The more intelligent way is to make your current website visitors more engaged. By increasing the conversion rate of your website, you get more appointments without driving more visitors and without the hefty marketing costs.

In case you are still wondering, let us understand the concept of conversion rate.

The conversion rate of a website is nothing but the percentage of potential patients who take a specific action, such as schedule an appointment, subscribe to your newsletter or fill in your contact form.

For example, if you have 500 visitors a month but only 10 take a certain action, you have a 2% conversion rate (10 / 500 x 100 = 2%).

And, What Is a Healthy Conversion Rate?

Many practice owners are surprised at how low their conversion rate is. This is because most practice owners assume that most visitors would want to schedule an appointment.
Generalizing the concept of a good conversion rate is difficult. This is mainly because conversion rate depends on many factors, including what do you want your site visitors to do, what is your specialty, and how much do your services cost? For some, a 3 percent conversion rate may be considered good. For others, terrible.

The best way to start is by assessing your current conversion rate. Whatever you are achieving now, try to improve it. However, be realistic. You will not be able to change it from 2 percent to 40 percent overnight. It is amazing how addictive it can become once you see an initial boost. You will want to experiment more to improve it, and soon you will get an idea of what works and what does not.

It is important to note that conversion rates can change over the month or year. So, track your pattern and take an average year-on-year. Segmenting conversion rates by visitors or referring channels can prove useful, as well. You may convert remarkably from direct visitors but poorly from social networks. In such cases, it is essential to compare the overall conversion rates and determine what can be done to increase the rate of poor-performing channels.

Are You Looking to Improve Conversion Rates of Your Medical Website?

How Can You Improve Conversion Rates?

Unfortunately, no magic wand can make your visitors schedule more appointments. The key is to identify what might be stopping your visitors them from converting and work out ways to fix it.

Sometimes, underlying factors such as finding the right link, being able to see a button or knowing how to navigate your website can make or break a conversion.
There are some online tools that you can use to identify problem spots. Once you have identified the issues, you can then quickly fix them.

Track Conversions

To begin with, you need to decide what you want visitors to do on your website. Schedule an appointment? Buy a product? Fill in a form? Download an eBook? What is the purpose that you want your visitors to achieve?

Once you identify the goal, make sure your website can track it using analytics. Unless you know your current conversion rate, you will never be able to improve it.
Step Into Your Patients’ Shoes

For sure you know your website like the back of your hand, but it is amazing what new things you can discover when you behave like a website visitor.

Set yourself a task. Try to schedule an appointment, or to download an eBook, or whatever is relevant to your website. You must start from your homepage and navigate your way through your website until you reach your destination.

While doing this, look at each page and section, and think of ways to improve every step. Is there anything that was inconvenient? Did you find what you were looking for? What can be done to improve the user experience?

Analyze Your Data

Almost all websites these days have analytics packages on them. This analytics can help you understand how many visitors you get and what they are looking for.

To begin with, make sure your website is tracking conversions. If you want to monitor other activities, such as downloads, contact forms or subscriptions, then set up your analytics package to track these critical actions. Once you have the relevant data for your conversions, you can start following it and see if any change improves the performance.
This analytics can show you critical indicators, such as at what point most visitors were exiting the site when they got bored. One thing to note here is that visitors from different referrers may act differently. For instance, visitors who come to your website via your blog may never book an appointment. This may be because they just wanted to enhance their knowledge by reading your blog. How can you encourage such visitors to perform other actions?

Assess your data to understand who your target audience are, what they look at and how they get to your website. Once you have understood what your website visitors do, you can look for opportunities to improve.

Ask Your Patients

Why not ask your potential and existing patients what they think of your website? Whether it is via a survey, email or social networks, your patients might give you some honest feedback.

Be careful though; it is tempting to offer incentives to encourage a response. However, if your target audience thinks a prize is at stake, they tend to give positive feedback in order to win the prize. As much as it is great to hear positive words, you need genuine and constructive feedback, as well. So avoid offering incentives.

Observe Your Competitors

If you have competitors who are doing well, try and figure out the reasons. How is their website different or better than yours? Is there something you could learn from them? Why would patients choose them over you?

Find out the answers to these questions and you may get some great insight to improve your own website.

Test Your Findings

If you have a gut feeling that something is wrong with your website, just go ahead and test it. Testing is the most efficient way to see if there is an improvement.
The best way to test your website is via A/B testing. During A/B testing, you show multiple options to your website visitors and see which works best. There are a number of tools to facilitate testing, which will help you manage the different versions and collect the data for you.

Just a word of caution: Try not to test lots of elements at once as it may become difficult to tell which changes made the difference. It is best to tweak one component at a time, and if your conversion rate gets worse, go back to where you were. In addition, make sure to leave your tests long enough in order to get a few hundred visitors to make the data credible.

Look at Your Practice as a Whole

Many more significant factors can affect your conversion rate, in addition to website design. Therefore, it is worth looking at these, as well. Here are a few factors to investigate:

  • Are your prices competitive?
  • Do you look like a credible practice?
  • Do you have a positive online reputation?
  • Do your services or treatments have positive reviews?
  • Is your staff friendly and approachable?
  • Is your competitor undertaking some prominent marketing activity?

Verify the Basics

Just to make it easy for you, here are some tips and hints to help you identify common issues related to conversion rates:

  • Make sure your practice looks trustworthy. Patient reviews and testimonials will come in handy here.
  • Highlight your unique selling prepositions (USPs) – What makes you different from your competitors?
  • Make sure CTAs can be easily seen.
  • Are your prices clear and competitive?
  • Do not put off your visitors by asking for unnecessary information.
  • Make your website easy to navigate.
  • Prominently display relevant information such as address, office location, working hours, phone number and email address.
  • Keep an eye on your website analytics. This is because a sudden drop in visits could mean an issue with your website.

Contact the Experts

The above points are very simple and are capable of making a difference. However, do not forget that medical website design companies, such as Practice Builders, can give you a helping hand.

Whether it is not knowing where to start, or you think you have done all you possibly could, talking to a website expert can really make a difference. The experts have years of experience in delivering efficient websites and can spot issues that you may not have noticed. These companies also build and design websites, and therefore they will not only recommend improvements but also implement them for you. These experts can also help you with setting up your analytics or testing different options.

Yes, hiring a website design expert may cost money, but if this can improve your conversion rate, then every single penny is worth it. In addition, for most practices, an increase in the number of patients can more than cover any costs that may have incurred in hiring such experts.

Are You Looking to Improve Conversion Rates of Your Medical Website?

Conclusion

Even if you think your conversion rates are healthy, experimenting with CTAs and contact forms can help improve your conversions even more. Trying different options will help you understand what your website visitors respond to best.

If you are satisfied with your conversion rate, try to attract more visitors. Spend time and money on AdWords, send out direct e-mails and promotions, go for paid ads or do whatever marketing activities suit your practice best. Even without spending more money, it is possible to get more visitors because if your website is appealing, your target audience may start coming back often and recommend you to their family and friends via social media.

So, give it a try. It could really make a difference to your practice.
Do you want to improve your website conversion rates? Talk to experts at Practice Builders to get started.

Medical Healthcare Marketing

Is Your Medical Practice Website HIPAA-Compliant?

Is Your Medical Practice Website HIPAA-Compliant?

An effective website is a foundation for any digital marketing strategy. However, for healthcare providers, having a great website is not enough – it also needs to be HIPAA-compliant. This means if you are using your practice website for either transmitting or storing protected health information (PHI), it must have appropriate policies and procedures in place, in addition to the technical security.

The most important thing to do is assess what actions you want visitors to take when they visit your practice website. Do you want potential patients to be able to do a live chat, send an email, upload documents, fill out contact forms or access the patient portal? Once you identify how your visitor will interact with your website, you can work on ensuring those interactions are convenient, user-friendly and secure. However, it is important to consider the following conditions:

  • Are you transmitting any PHI through your practice website?
  • Are you storing PHI on a server that you are hosting?

If you are transmitting PHI on or through your practice website, then you need to ensure it is HIPAA-compliant. This includes simple transactions like scheduling an appointment.

Ensuring HIPAA compliance is one of the biggest concerns for healthcare practitioners, and for a valid reason: Most privacy violations result in severe consequences, including huge penalties and even jail time for some medical providers.

What makes matters more challenging is the fact that HIPAA laws are vague on what actions one should take to make website HIPAA-compliant.

Is Your Medical Practice Website HIPAA-Compliant?

As a healthcare practitioner, it is your responsibility to make sure that any PHI you are collecting is protected. Technological advancements can add efficiency to regular operations, but technological advancements can introduce new concerns with HIPAA compliance.

How do you make a HIPAA-compliant website?

Most healthcare providers transmit PHI at some point through their website. Remember, even appointment scheduling is an instance of transmitting PHI because it contains personal information that can be used in relation to the patient.

There are many steps that can be taken to convert your basic website into a HIPAA-compliant one. What works for you will depend on what you are trying to accomplish with your site and in what way PHI is present and transmitted.

Step #1: Transmission Encryption: Your first step is to use Secure Sockets Layer (SSL), which will protect your website. SSL is a standard web security technology that creates an encrypted link between a server and a browser. Critical information related to patients, which is contained in contact forms, appointment request forms and online contact forms, must be encrypted. You can protect the information by using an SSL certificate on your website. SSL complies with HIPAA’s data encryption standards and keeps private patient information safe. For a website, SSL is used to encrypt patient health-related information so that the initial transmission of PHI is secure. From here, the PHI can either be stored on a server or passed through to someone via email. However, it is important to ensure that your SSL configuration is strong enough to prevent encryption methods that are too weak. In addition, what if the visitor submits the PHI that is collected on your website and then your website transmits or stores that information elsewhere? This process should also be HIPAA-compliant.

Step #2: Backup: You must ensure that the PHI stored on your website or collected from your website is backed up and can be recovered in case of an accidental deletion. Whether you store data on your own server or a third-party server, it is critical to ensure that the hosting partner is HIPAA-compliant. Your server should have an antivirus installed, provide offsite backup and firewall and OS patch management. Most hosts provide this service for information stored on their servers. If your website sends information elsewhere, then those messages must also be backed up or archived, and you must take care that those backups are robust and accessible only by authorized people. It is important to note that the PHI stored in backups must also be protected in a HIPAA-compliant way – considering security, unique authorization controls and backup.

Is Your Medical Practice Website HIPAA-Compliant?

Step #3: Authorization: Who can access the PHI that resides on your website or is collected there? Is the PHI only accessible by authorized personnel having unique and audited access controls? This is where your HIPAA-compliant web hosting provider can help. However, you have to make sure your hosting provider is a trusted Business Associate with a privacy agreement. If your website collects PHI and sends it to you or others through an email solution, it is critical to understand who can access those messages. Can anyone with access to your email or the messaging system access this information? If your website stores or transmits PHI, does your website enforce unique and secure logins, which means only authorized people can access that information?

Step #4: Integrity: This means PHI should not be tampered with or altered. Unless the PHI that you transmit and store is encrypted, there is no way to prevent it from being tampered with or to verify if tampering has occurred. It is up to you to determine if tamper-proofing your PHI is needed and how to best accomplish that. Generally speaking, using SSL or AES encryption can accomplish this very task nicely.

Step #5: Storage Encryption: Is the PHI being encrypted before being stored or archived? Though it is highly recommended, it is up to your practice to determine if this is needed. If storage encryption is essential, then you need to ensure that all collected and stored PHI is encrypted and can only be accessed by the right personnel with the appropriate keys. This is important to make backups secure and to protect critical data from access by unauthorized people. Storage encryption is especially important in cases where the data may be backed up or stored in locations out of your control.

Step #6: Disposal: Can the PHI be permanently disposed of after it is no longer needed? This sounds easy, but you must consider all of the places where the PHI can be backed up and stored. You must ensure that those backups can be permanently deleted. You have to keep in mind that every location where the information is stored could be making backups and saving copies of your data. It is up to you to determine how far you want to go to ensure complete data disposal to be HIPAA-compliant.

Step #7: Business Associate: It is essential to have a HIPAA Business Associate Agreement with every vendor that handles your PHI. If your website or PHI is stored on a vendor’s servers, then you must have a Business Associate Agreement with them. This agreement will ensure that the vendor will follow the HIPAA security requirements concerning your data and servers. It is important to choose a provider who will not make your website HIPAA-compliant unless your designers take the relevant steps to ensure that its design and functionality are HIPAA-compliant.

As a healthcare practitioner, it is your responsibility to protect patient information from external threats such as thefts, hacks and data loss. If you probe deeper within the medical community, there are additional guidelines established by HIPAA. If you are handling any patient-related data through your website, it is important to have a HIPAA-compliant website, or you will fear to violate the HIPAA Security Rule. Even if you are not collecting PHI, you should still consider making your website HIPAA-compliant. This is because HIPAA-compliant websites are more secure and can prevent hackers from inserting fake forms to collect critical patient data such as Social Security numbers.

Is Your Medical Practice Website HIPAA-Compliant?

Wrapping up

If your medical practice does not store or transmit PHI, then having a HIPAA-compliant website is not essential for you. However, we would still advise you to consider conforming to HIPAA regulations because at some point you will be handling PHI through your website.

When it comes to HIPAA-compliant web hosting, we know there are a lot of weeds to be pulled. However, with the right approach and security measures in place, you can focus on providing quality care versus worrying about your compliance and capabilities.

Do you need some help with HIPAA-compliant web hosting? Do you have a question? You can contact one of our healthcare marketing experts for a free consult.

Medical Healthcare Marketing

Best Practices for Driving Traffic to Your Dental Website

Best Practices for Driving Traffic to Your Dental Website

“How do I drive more traffic to my dental practice website?”

That thought crosses the mind of every dental practitioner at some point.

Maybe you too have sunk time and effort into setting up your office, only to open up shop and wonder where your patients are. Perhaps you have seen steady growth over the past one year but now hit a plateau.

Regardless of whether you are trying to attract your first patient or 20,000th patient, increasing traffic to your dental practice website is a critical part of growing your business. If your website is optimized for conversions, getting a jump in traffic could mean more patients and more sales.

Often, after a website is built and launched, it just sits there. A website can drive patients to your practice, help you improve online reputation, establish communication channels with your target market, and much more if it is properly utilized. However, in order to use this tool to its full potential, you need to understand it and interact with it.

To help you increase traffic to your dental practice website, here is a list of five high impact tactics.

1. Run paid social media ad campaigns

To increase traffic to your dental practice website, you need to be able to get your business in front of your target patients. With paid social media ads, you can create highly targeted ad campaigns that serve specific ads to the patients who are most likely to click through and schedule an appointment.

If you are thinking about running paid social media ads, here are some popular social networks you could consider:

Facebook

With more than 1.65 billion monthly users, Facebook is the most extensive social network in the world. This platform is filled with opportunities for you to reach new patients and drive them to your dental practice. Facebook’s robust advertising platform allows you to target customers based on their needs, behavior, location, and search history.

Using Facebook ads, you can serve automatically-generated ads to potential patients who have previously visited your website, featuring the services that they have already looked at or inquired about. These ads can help you bring visitors back to your website so that you can make the most of the traffic you are already attracting.

Instagram

An incredibly popular platform, especially among Millennials, Instagram can be the perfect choice for your practice if you are also targeting younger audiences.

With its highly efficient tools for business owners, Instagram is becoming one of the key platforms for social media advertising. So, even if you have already built an army of fans and followers on Instagram, you are not using it to its full potential until you have tried its advertising platform.

2. Use SEO to improve your website’s discoverability

Best Practices for Driving Traffic to Your Dental Website

Can your patients find your dental practice website?

When patients search for dental practitioners online, you want your practice to be one of the top results for that search, especially since one-third of all clicks go to the first three organic results on Google. The top position is a key component for generating sustained and qualified traffic to your website.

Search engine optimization, or SEO, is the process of refining your website to improve its chances of ranking highly in search results for relevant keywords.

SEO is a bunch of techniques and works well when you put in time and effort into learning the rules that manage search engines like Google and Bing so that you can apply those rules to the design and content of your website.

3. Reach new patients with influencer marketing

Influencer marketing is the process of nurturing relationships with influencers to get your dental practice in front of new patients.

With influencer marketing, you can exploit the creativity and reach of relevant influencers in your industry while leveraging the trust that they have already formed with their followers.

Bloggers and various social media celebrities are trusted by their followers, so getting them to endorse your practice is an effective and organic way to increase your website traffic. According to Nielsen, 92 percent of customers value word-of-mouth recommendations from people they trust over any other form of paid or free advertising.

4. Drive excitement with online contests

While most of these methods are long-term solutions for increasing website traffic, there are ways to give your practice a short-term boost as well.

With online contests and giveaways, you can drive more traffic to your dental practice website by offering exciting prizes in exchange for your patients’ participation. Gifts and rewards are powerful incentives for getting both existing and potential patients to visit your website.

These contests can use social sharing as a method of entry, which will provide these campaigns a greater chance of going viral and spreading around social networks. Once participants are on your website, you can use different techniques to guide them to your office.

5. Attract more patients with content marketing

Content marketing is more than just having a dental blog.

By creating informative and engaging content, you can attract more patients to your dental practice. From videos and podcasts to guides and free ebooks, there are endless opportunities for your practice to expand out into the world of content and attract new patients.

Fresh and original content help position your practice as an industry thought leader and build a credibility around your brand. Your practice’s content strategy can include anything that your patients might find relevant or interesting. Do not limit yourself to posts or updates that focus just on your services. Instead, consider topics and resources related to your specialty that your patients will find useful.

Content marketing also gives your website the chance to conquer the search results beyond keywords. Using online tools like a Google Keyword Planner, you can identify new opportunities for your dental practice to rank in search results and get in front of the larger patient base.

Generate more traffic, attract more patients

With these dental practice marketing tips, you should be able to generate more traffic to your practice website. More traffic to your dental website means more opportunities to turn visitors into regular patients. Once you have increased your website traffic, you can consider conversion rate optimization as the next step.

Web design mistakes that drive patients away

Your dental website is one of the best ways to advertise your practice by providing accurate information to potential patients. However, not all websites are created excellent. There are a few website design mistakes that dentists make that turn potential patients away. Here are five of the absolute worst offenders:

Mistake #1: Your website looks like a brochure

A lot of websites look like an online brochure. Instead of grabbing the attention of visitors and guiding them into taking a specific action, these websites merely convey business information. The biggest problem with most websites is no engaging content that impacts visitors on an emotional level. Your website should be a virtual salesperson that sells your service 24x7x365.

Mistake #2: Not capturing details of website visitors

Do you know that nearly 90 percent of website visitors leave without giving you their contact details? You can fix this problem by adding opt-in forms in the right places. According to the study, almost 60 percent of website visitors will share their contact details in order to receive valuable information or giveaways, and this is where you can capture their details. You can add these people to your email list and drip feed them with specific information through an automated email marketing solution.

This is a massive missed opportunity for many practices. Just imagine how much revenue your dental practice may be lost because you are not capturing the details of almost 90 percent of website visitors.

Mistake #3: Boring headlines

Best Practices for Driving Traffic to Your Dental Website

Think about how you read a newspaper. When you pick up a newspaper, you browse through the headlines until something catches your attention and then you read the article. This is the exactly how people view your website. People come to your website and you have merely a 3-second window to capture their attention, or they will go to one of your competitors. Therefore, it is important to have headlines that hook visitors and make them want to read more. You need to write headlines that are patient-focused and talk about the benefits your services bring to your patients.

Mistake #4: Not using patient testimonials

Patient testimonials and success stories inject credibility into your message by giving it a human voice. This is the chance for your existing patients to sell for you. You are allowing real people to show the benefits they have gained by taking your services.

You will also be allowing potential patients to see that real people have used and approved your services. Ultimately, by using your existing and past patents’ genuine feedback, you can increase your chances of conversion.

Mistake #5: Poor website design and navigation

A visually distracting website with a lot of content can overwhelm readers and dilute your message. Clutter is the number one killer in any website design. When potential patients are confronted with too many options, they tend to walk away from that decision process without choosing an option. Most of your visitors will click close and never return.

Instead, you need to keep your web design simple. Your website should be easy to navigate and clutter-free. Keep the graphics to a minimum and emphasize on using a lot of white space. Remember, you have your visitors’ attention for less than three seconds, so your message needs to be brief and informative.

If you design your website in an engaging way and minimize the clutter, you will keep visitors on your website long enough to understand your marketing message, and you will likely turn those visitors into patients.

Wrapping up

If your website contains any of these blunders, your conversion rate probably is not anywhere near encouraging. Though some of these errors may seem insignificant, correcting these can lessen your bounce rate and improve your rankings.

Correcting these small mistakes can not only attract more traffic to your website but even hold your visitors’ attention for a more extended period and increase the average number of pages viewed per visitor.

Do you need to design a dental website or get valuable insights on dental practice marketing tips? Contact Practice Builders for your free consultation with the experts today! We can take your dental practice’s website to the next level.

Medical Healthcare Marketing

Plastic Surgery Website: Your Most Important Marketing Asset

Plastic Surgery Website: Your Most Important Marketing Asset

For plastic surgeons, their practice website serves as their storefront. Potential patients will not casually drop by your office to witness treatments or surgeries as if they are shopping for gadgets or furniture. Instead, today’s tech-savvy patients search online. When they find your practice online, they click over to your website to learn more about your services. Whether these visitors stay, and eventually become new patients, will depend on what kind of the first impression your website makes.

Your plastic surgery practice website has to assure visitors you are professional, highly skilled and cost-effective, too. It also has to convince them that you are caring, accessible and friendly. Trust and comfort are essential when it comes to selecting a plastic surgeon.

What is the purpose of your website?

Two critical factors make your plastic surgery website indispensable for your practice. The first is that it needs to act as an information source for your potential as well as existing patients. The second is that your practice website needs to serve as a marketing tool. The content and design of your website should compel your online visitors to contact your practice, and not move on to the next website.

Plastic Surgery Website: Your Most Important Marketing Asset

Your website deserves more than just cosmetic consideration. When it comes to a website, most people prefer esthetics over functionality and style over conversion rate. However, in order to build an effective website, it is advisable to focus on three main areas:

  • Psychology
  • Readability
  • Conversions

Psychology outplays everything!

If you can manage to get the psychology right in your website design, you will be 80 percent on the way to gaining new patients.

In order to include psychology right in your website design, you need to know your target audience and make sure you understand their needs. Do not get caught up in trends and try not to be generic. If you effectively communicate with your target customers, they will be much more likely to hit the contact button and become a patient.

Plastic Surgery Website: Your Most Important Marketing Asset

Put readability above esthetics.

Make absolutely no mistake about it. The purpose of content is to be consumed and understood. No doubt your website needs to look good, but just a beautiful website will not help you grow your practice. Websites do not just inform your visitors or make your practice look fancy and stroke your ego. The primary goal of a plastic surgery practice is conversion.

If your website’s design and content are not focused on conversions, you could be leaving a lot of money on the table.

How can you enhance your plastic surgery website?

Can online searchers easily find your plastic surgery practice website? Most plastic surgeons are not able to rely on referrals from other physicians on a consistent basis. They have to depend on their potential patients doing online research to find out about their practice and services. This is where search engine optimization (SEO) can help you. You can significantly improve your website’s online visibility by implementing effective SEO tactics based on the latest best practices. Getting found online is what drives traffic to your website. From that moment onward, your website’s design should feel welcoming and be easy to navigate.

A professionally and esthetically designed website is the first thing a potential patient will see and will be the primary factor when deciding whether to contact your practice. Just as a rule of thumb, if your existing website is more than two or three years old, signs of aging are likely to have set in. Not just in appearance, but also in effectiveness.

Giving your plastic surgery website a professional makeover is the first step in creating a marketing strategy that will set your practice apart from competitors and help you grow your business. However, to be fully effective, that makeover has to go deeper, below the surface. Here are the five must-have elements of a successful plastic surgery website:

Plastic Surgery Website: Your Most Important Marketing Asset

1. Relevant and engaging content: It is important to tell visitors what treatment options you offer, primarily for two reasons:

  • You need to inform potential patients of the full range of services available through your practice.
  • Seeing what is available or possible can plant “seeds of interest” in the minds of visitors. It is a subtle form of selling that can help grow your practice.

Some plastic surgeons make the mistake of listing all of their procedures on a single page. This forces your potential patient to sift through all that content. If your web pages are too long, most people will not even scroll down past the top 25 percent of the page. Your content has to be short, bite-sized and user-friendly in order to keep visitors engaged. Each major procedure or treatment should have its own page.

If you specialize in a particular treatment or surgery, make that clear right up front. It is helpful to show products and services you offer beyond surgical and nonsurgical procedures. A successful plastic surgery website should also include:

  • Surgeon bios
  • Separate landing pages for procedures and special offers
  • Awards, certifications or other surgeon or practice recognition
  • Financing and insurance options
  • Any extra services you offer, such as concierge services for out-of-town patients

2. Image galleries are your best patient testimonials: Most plastic surgeons post before-and-after photos of their patients on their website. However, are you displaying good enough examples? Including a variety of pictures reinforces your experience and skill. It also gives potential patients a better chance to spot a satisfied patient who looks similar to them, or who have had a similar problem corrected.

Most plastic surgeons post before-and-after “mug shots.” The aim is to provide visual information, but your image gallery must communicate with potential patients at an emotional level. It is a good idea to include different angles. Consider better lighting and background options. Add a brief explanation of the patient’s situation, their esthetic goal and the final result. These little gestures will put images into context, thus making them more relatable. The more relevant your “before-and-after” pictures are, the more they convince your potential patients to move forward. In essence, before-and-after pictures are silent salespeople.

3. Landing pages: Where visitors convert to leads and leads convert to actual patients: It is a good thing to drive traffic to your plastic surgery website. However, in order to gain new patients, you need to convert those visitors into actual patients. This is where landing pages come in. Unlike other general pages on your website, landing pages are specific pages where your visitors “arrive” after browsing your website. In other words, a landing page is where a visitor is likely to take his or her next action. That action can take the form of:

  • Filling out a contact form
  • Subscribing to your blog or e-newsletter
  • Downloading educational content such as e-books and videos
  • Requesting additional information
  • Scheduling a consultation

Landing pages come in many designs and formats, depending on their purpose. In order to convert leads effectively, the design and content of each landing page must motivate your visitor to take the next step. Landing pages act as the gateway to valuable information. For instance, if you are making an offer to your visitor, they may give you their email address and some additional information just to take advantage of the offer. So your offer has to be enticing enough to encourage them to take action.

4. Patient reviews: Nothing beats word-of-mouth: Potential plastic surgery patients are like any other customer – their buyer journey starts with research. Customer testimonials and online reviews feature prominently in their decision-making process. Therefore, one way to grow your plastic surgery practice is to strategically grow and improve your online reviews. In addition to quality, the quantity of online reviews also matters because it reinforces the fact that a lot of patients have benefitted from your treatments. No one wants to be a guinea pig. To further strengthen the credibility of your practice, you can consider creating an awards and honors page on your website. Professional accreditations from medical associations, local publications and public “contests” will affirm the personality of your practice. You can also include icons or links for your social media accounts on your website, where they can be instantly visible to visitors. These can serve as indirect testimonials, highlighting that your practice is trustworthy and engaged with patients.

5. Blog: Useful content that attracts attention: A blog is the most effective tool you can add to your website. Blogging offers extended marketing benefits for any plastic surgery practice and helps you:

  • Brand yourself as an expert in plastic surgery
  • Attract potential patients and keep them interested in your practice
  • Educate existing patients about your services
  • Increase SEO by producing more searchable content. The more unique and useful your content is, the brighter are your chances to show up in search results.

The majority of potential patients say blogs help them discover medical practices. Educating the masses not only increases awareness of your plastic surgery practice, but it also enables you to have in-person talks with better-informed individuals. Your blog is the best place to share a new five-minute video about a procedure or write a few sentences to set the stage. Infographics are a useful type of visual content that can have far greater impact. This is especially applicable for plastic surgeons.

Plastic Surgery Website: Your Most Important Marketing Asset

In conclusion…

There has never been a better time to be a plastic surgeon. With increasing public interest in esthetic treatments and surgeries, you have more opportunities than ever to attract new patients. However, at the same time, you face more competition than ever. It requires innovative, strategic marketing to set your practice apart and build your brand.

Whether you are trying to attract new patients or help existing ones, your plastic surgery website is essential to helping you connect with potential as well as existing patients. The elements mentioned above of a successful plastic surgery website will help establish your practice and build a brand among potential patients. Moreover, by ensuring you include all of these key elements, your practice’s website will be off to a great start.

However, when building the best plastic surgery website, it is better to work with an agency that specializes in plastic surgery website design and understands healthcare marketing.

Contact Practice Builders to learn more about what we can do to give your plastic surgery website the professional touch it deserves.

Medical Healthcare Marketing

8 Ways to Improve SEO Ranking of Your Healthcare Website

8 Ways to Improve SEO Ranking of Your Healthcare Website

When most people hear about search engine optimization (SEO), they think of researching keywords and building links. While this is somewhat correct, that is not all there is to modern SEO. These days, analytics and content play a significant role in improving the ranking of your healthcare website.

However, if you have been persistently working on keyword optimization but are not getting the desired results, you need to consider other factors that impact SEO ranking. It is important to consider that search engine algorithms not only rate the relevance of your keywords, they also assess vital information such as the average duration visitors stay on your website, bounce rate, pages viewed, broken links, outbound and inbound links and many more.

Getting visitors to stay on your website and engage with your content can boost your website’s ranking, and you can achieve this by making your website easy to navigate and by providing useful content.

Including well-researched keywords to get visitors to click through to your website is only half the story. You will need to optimize your website for visitors who use search engines and endeavor to make user-friendliness an important goal.

In this article, we will look at the various aspects of website usability that impact its ranking and how you can improve ranking by enhancing your website’s usability.

8 Ways to Improve SEO Ranking of Your Healthcare Website

So, what exactly is website usability, and how can it improve SEO ranking?

The usability of a website includes many design elements, most of which are tied to conversion rates. Here are some of the key elements that affect your website ranking:

  • Effectiveness: Are visitors able to achieve their objectives when they land on your healthcare website? Do they find your website easy to navigate? Can they quickly find the information they need?
  • Efficiency: In addition to being easy to navigate, how quickly can a visitor find the desired information on your website? If visitors cannot find the required information effectively and efficiently, they will navigate away.
  • Learnability: Are the calls-to-action prominent? This is because if visitors are spending too much time searching for information on your website, they will spend less time consuming that information.
  • Memorability: Are the keywords associated with your website search-relevant and memorable enough so that visitors can find your website again? Repeat traffic can help boost your Google ranking.
  • Error Prevention: A broken link error can affect not only user experience but also SEO ranking. For instance, a 404 Page Not Found error or a broken link that is no longer valid can severely impact user experience and website usability.

Search engines prefer websites that are user-friendly and provide useful content. Google favors websites that are not only rich in keywords but that also establish visitor engagement.

SEO ranking improves significantly when visitors stay on your website longer, view more sections or pages and repeat their visits. The more user-friendly your website is, the more likely visitors are going to return to it.

Here are eight elements that not only increase your website’s usability but also help improve SEO ranking:

  • Keyword research: The most important step of a successful SEO campaign is keyword research. While doing keyword research, try to find which keywords or phrases potential patients are using to find your website and then decide which ones to target. Ideally, the keywords with more potential are the ones with a higher search volume and low competition. Unfortunately, your competitors must be doing similar research. This makes these keywords limited and insufficient to support your SEO campaign. Try to include long tail keywords. You must analyze your competitors’ online marketing practices, improve upon them and create your SEO strategy.
  • High-quality content: Without useful content, you cannot practice effective SEO. In order to develop an effective SEO strategy, you will need to create and publish content that is appealing to your target audience and optimized for search. Creating relevant content that generates leads means building a strong brand that improves your credibility, strengthens your brand image and expands your market presence. According to research, content between 2,000 to 2,500 words is likely to rank higher in search engine results. Although word count does not rule the SEO world and nobody will read your content if it is not informative, longer content gives you the opportunity to include more keywords and outbound links and get people to spend more time on your website. Another reason to create compelling content is that when visitors bookmark your website or content on Chrome, it helps to improve your SEO ranking in Google.

8 Ways to Improve SEO Ranking of Your Healthcare Website

  • Page loading speed: Most search engines include page load speed in their website ranking algorithm. Visitors may leave your website if they have to wait an extra few seconds for each page to load. This may increase bounce rate and reduce the number of pages viewed, which will impact your SEO ranking. Some studies indicated that 40 percent of visitors would abandon a website that takes longer than three seconds to load. There are many effective ways to increase page load speed, such as using a caching plug-in, keeping the code clean, optimizing images and minimizing redirects. Correctly optimizing images can help reduce file size and improve page load speed. Upgrading your web host to a virtual private network (VPN) can help reduce page load times.
  • Technical optimization: Search engines such as Google and Bing use software called crawlers to read your website’s content and code. If your practice website is not technically perfect, it may be difficult for crawlers to read and understand its content, which will impact its rank in search engine results. It is critical to check the following technical points:
  • URL structure: Try to keep the URLs under 100 characters long, use dashes instead of underscores, and avoid special characters.
  • Title tags: Include a unique title tag on every page, and restrict the length of the title tag to 75 characters. Be sure to include relevant keywords in the title tag.
  • Meta description tags: Include a unique meta description tag on every page. Meta descriptions should ideally be up to 160 characters long and briefly describe the page.
  • Heading tags: Headings are part of the webpage’s HTML and are visible to visitors. Every web page should have only a unique H1 heading tag. Correct use of header tags can help divide your content into sections that are easier to read. Search engines focus more on keywords in header tags. By including relevant keywords in your header tags, you can boost your SEO ranking.
  • Duplicate content: These issues occur when the same content exists on your website under different URLs. This can have adverse effects on your website’s ranking as search engines may not know which version to include in their index. It is recommended to either remove the duplicate content or create redirections between the different versions.
  • Structured data: Structured data allows you to add special markup to your content, which helps the search engines to understand its type. Structured data can also provide rich snippets for your web pages in the search results pages, which can help you achieve higher rankings.
  • Quality of outbound and inbound links: To make your content more relevant, you can link out to authority websites for providing in-depth information to your readers. This will not only increase the credibility of your content and increase the time visitors spend on your website, but it is also likely to send trust signals to search engines to improve SEO ranking. However, too many outbound links can make the content hard to get through.
  • Video content: A variety of graphics, including videos and slideshows, can enrich the user experience and help to deliver content in a way that is best-suited to your target audience. Video content is increasingly gaining importance in driving user engagement and conversion. According to research, websites using videos can achieve a nearly five percent conversion rate compared to a three percent conversion rate on websites that do not use video content.

8 Ways to Improve SEO Ranking of Your Healthcare Website

  • Mobile optimization: Being mobile-friendly is as important for healthcare websites as it is for other businesses. Google penalizes websites that are not mobile-friendly by bringing down their search ranking. More and more patients are consuming online content on mobile devices, and not being mobile-friendly will affect user experience and conversion rates. Going mobile does not have to be restricted to just having a responsive website. You can take it a step further and develop an app. By making your website mobile-friendly and offering a related app, you can make made your services easily accessible to a target audience.
  • Social sharing: The number of posts and shares on Facebook, Twitter, Pinterest and other social media platforms can significantly influence SEO ranking. Installing social sharing buttons on your practice website not only makes it easy for patients to share your content but it can also help you rank higher on searches. Social sharing can also drive purchasing behavior.

8 Ways to Improve SEO Ranking of Your Healthcare Website

Conclusion

If you feel you have to squeeze a keyword into a sentence, you are approaching SEO with the wrong approach. While keyword density was a common concept a few years ago, it is not very relevant these days. Instead, focus on creating content that your existing and potential patients will find useful.

If your website content sounds unnatural because you are trying to optimize it for search engines, change it. Search engines are cracking down harder on keyword stuffing, so these age-old tactics are likely to cause your rankings to drop, killing your online reputation.

You do not have to spend a lot of hard-earned money to dramatically improve your search visibility. Even simple steps can help you achieve a major SEO boost. In the end, SEO is all about improving the user experience and enhancing the usability of your practice website. Any positive change that makes your visitors happier and more comfortable navigating your website is likely to make search engines happier, too.

Medical Healthcare Marketing

Medical Website Design Tips That Convert Leads to Patients

Medical Website Design Tips That Convert Leads to Patients

As a marketer, you must have invested a lot in marketing strategies in order to boost your website traffic. After tremendous amounts of content creation, social engagement and paid media, you think of celebrating because your website is finally able to pull in thousands of unique visitors every week. However, if your conversions are not picking up and growth is slow, then this is not the right time to celebrate. While it is critical to attracting more visitors to your website, those visitors are of no significance if they are not resulting in appointments. Unfortunately, website visitors do not grow your practice. Patients do. And if your website is not helping you improve conversion rates, it is not serving you well. This is where conversion rate optimization can benefit you.

Instead of attracting more visitors to your website, conversion rate optimization focuses on making your website more effective so that your existing visitors feel motivated to convert to patients.

No doubt, conversions are difficult to achieve. According to research, strong conversion rates hover in the range of 3 percent to 5 percent, depending on your specialty. The medical industry is tricky because your potential patients have a lot to consider before converting. Before getting into further details, here are a few points to get you thinking:

  • Typically, you will get merely five seconds to make an impression using a landing page. After five seconds, most of your visitors will leave.
  • Approximately 96 percent of your website visitors are not ready to buy.
  • The more landing pages you have, the more leads you are likely to attract.
  • A one-second delay in your website speed can cause a 7 percent reduction in conversions.
  • A/B testing is the preferred method that can help you increase the number of conversions.

If you too are struggling and looking to improve your conversion rates, you must look beyond the traditional tips and suggestions for bottlenecks.

Medical Website Design Tips That Convert Leads to Patients

Here are seven key healthcare website design principles to help you achieve better conversion rates:

1. User-friendly, responsive website design: A user-friendly web design is easy for visitors to navigate. If your website is too difficult to follow, visitors will become frustrated and will be less likely to convert to patients. Your website should also include your practice’s phone number, email ID, address and location in the footer. Ensuring that vital information is clear and prominently displayed will result in a higher conversion rate. Also, visitors may be accessing your website on whatever device they are using.

According to SmartInsights, more than 80 percent of people use smartphones as their primary method for browsing the Internet. It is important to be mindful of this trend because 30 percent of mobile users are likely to abandon a website if it is not optimized for mobile browsing. By having a responsive website, you place your practice in the best position to connect with highly engaged potential patients.

If your website is not using a responsive, mobile-compatible design, then it is time to upgrade your website. Failing to do so will not only make you lose potential patients but will also cause a significant drop in search rank and organic traffic.

2. Make your unique value proposition (USP) clear: There are plenty of healthcare providers out there, so it may become difficult to differentiate yourself from the pack. While the unique aspects of your practice may be known to you, conveying a clear value proposition to your visitors is vital to your conversions. Your visitors should clearly see on your landing page why they should come to your practice and what unique services you offer. What are your main selling points? Do you claim to provide the best services using the most advanced equipment? Do you offer discounts? Your landing page or homepage should address the top questions that potential patients may have about your practice. You are likely to increase your chances of converting a visitor into the patient if you have a clear value proposition that encourages the visitor to take action.

3. Test your calls-to-actions (CTA) buttons: What is the purpose of each page on your website? After a visitor reads a page, what is the action that you hope they will take? Do you expect the visitor to make an appointment or contact you for more information? The easiest way to accomplish your goals is to add a call-to-action button at the end of each page that prompts visitors to take the desired action. The CTA buttons are an essential element for influencing your visitors and should be easily visible. Make sure strong calls-to-action buttons are present on all pages and stand out from the other information on the page. According to research, changing your CTA buttons from green to red can increase conversions by as much as 34 percent. Also, using encouraging language like “Click to see pricing plans” can help increase conversions by 252 percent. Placing the prominent CTAs, such as ‘Contact Us’ or ‘Request an Appointment’ inside a circle or button, can make them stand out from other elements on the page. Make it easy for the visitor to complete the action.

4. Test your headlines: The headline can make or break your patient conversion rates. The first thing a visitor reads on your website is your headline. The first impression is formed within the initial few seconds, and the headline plays a major role in shaping that opinion. It is important to know what resonates most with your visitors. While there is no magic wand to help you find the way, there are a few guidelines that you can follow.

If your headline is unclear or mysterious, you confuse your visitors into leaving. On the other hand, a well-written informational headline can encourage your visitors to take a closer look at your services.

Having a clear headline with a unique value proposition is critical. You can consider adding discounts or free services in your headline in order to attract more eyeballs. You will need to test a couple of ideas and see what works. Be creative with your headlines and inform the visitor of your USPs. The goal is to serve them useful information in a creative way that pushes them one step closer to converting.

Medical Website Design Tips That Convert Leads to Patients

5. Try to shorten and simplify contact forms: Limit the forms only to the necessary number of fields. How many times have you been willing to sign up for a service, continue and see more than 25 fields to fill in? Will you not just leave the site? Respecting visitors’ time is critical. If you have managed to encourage the visitor to sign up, it is important that you do not make him or her drop off because your form is too long.

If your aim is to convince a visitor to fill a form, make sure the form is small. Ask for the information that you really need. For instance, in an appointment request form, you should include fields for the patient’s name, email address, location and maybe the current illness.

Build short forms, and only ask for what you need. Try not to include optional fields such as username, birthdate, security questions and verification code. In fact, do not force your visitors to create an account, even if they are coming for the first time. You will end up interrupting their conversion process.

6. Use video content to engage visitors: Videos are far more engaging than static text content and can help you build an initial human connection with potential patients when they are seeking a new healthcare provider. According to a study, one out of every three healthcare customers is actively searching for healthcare videos online. Before uploading video content, think about the needs of your potential patients and what they are hoping to find when they visit your website. Most potential patients want to feel a connection with a practice they entrust themselves to and want to feel cared for in the process. Video content is a powerful way to convey that message and bring more patients through the door.

7. Offer live chat: Implementing a live chat feature is believed to increase signup form fills by almost 31 percent. Many websites use chat tools to generate leads and convert them to customers. A website visitor is more likely to turn into your patient if he interacts with a person, and this is what a chat box does. Visitors can directly click on the chat box and ask questions to the patient care representatives at the other end. With a chat box, you will also understand what your potential patients need or want from your medical practice, and this insight can help you enhance your services.

Medical Website Design Tips That Convert Leads to Patients

Your website is the online face of your medical practice. By stepping back, taking a consistent look and implementing these seven key tactics, you will be able to elevate your website from a mere online brochure to a lead-attracting and converting tool. The healthcare industry, as well as the preferences of patients, have changed drastically over the past few years. It is time for your website to do the same.

An excellent healthcare website design should strike a delicate balance between conversion goals and esthetics in order to sell your services. Your website should be striking enough to grab the attention of visitors, yet useful enough to convey the essence of your brand. An effective healthcare website will let the content stand out without the distraction of visual elements.

These healthcare website design tips will not only improve conversion rates, but will also help you attract more qualified traffic.

At Practice Builders, we have specialized in medical marketing and healthcare website design for over three decades. This singular focus gives us the expertise, data and the insight to build healthcare website designs that provide one of the best conversion rates in the industry. Contact us for a free consultation and quote.

Medical Healthcare Marketing

5 Fundamentals for Building an Effective Medical Practice Website

5 Fundamentals for Building an Effective Medical Practice Website

As a medical practitioner, your ultimate goal of having a website is to provide patients the information to learn more about your practice and services. Hopefully, those informed patients will make an appointment or contact your practice, resulting in a consultation.

According to Pew Internet, almost 72 percent of Americans search online for health-related information. This means that the first point of online contact, the physician’s website, must be optimized to convert visitors into new patients.

An optimized website helps increase patients’ trust in you and your services, attracts visitors to provide contact information for mailing lists and enhances the ROI of your online marketing efforts. No matter how many people visit your website, if it is unable to attract new patients or if your website conversion rate is less than 5 percent, it is time to optimize your medical practice website. After all, according to an industry report, increasing conversion rates by just 1 percent can reduce your media costs by almost 33 percent.

While it is critical to increasing traffic to your website, that traffic may not be helpful if it is not resulting in appointments. So, in addition to trying to increase the amount of traffic to your website, you should focus on making your website more effective and user-friendly so that most of your website visitors get converted to new patients.

If you want to optimize your current website and improve conversion rate, here are a few things to try:

  • Begin with the end in mind

    In other words, what is the goal of your website? Fuzzy phrases such as, “We want to provide information to patients,” will most likely lead to failure and frustration.

    WHY? Because you failed to define the ultimate goal and purpose of your website. What goals are you trying to achieve? While patient education and satisfaction are high goals to ponder, they are difficult to measure.

    How can you measure?

    Through Google Analytics and other online analytic tools, you can measure and track your website’s performance, which is usually discussed regarding metrics. Your basic site metrics should include the number of unique visitors, the total number of visitors, page visits, the amount of time spent on the website, bounce rate and conversion rate.

    Here, the conversion rate is the ultimate metric because it measures the number of email inquiries or phone calls received by the practice directly from the website.

    For instance, if you get 100 unique visitors in a month, with ten email inquiries or phone calls to the practice, your website converts visitors into new patients at a rate of 10 percent. This is a good conversion rate.

    A knowledge of what to measure and how to measure will make you feel motivated as well as help you make the necessary adjustments required to improve the conversion rate.

  • Make your website mobile-responsive

    The data for healthcare customers and the way they are using mobile devices is quite compelling. One of the most impressive statistics is the conversion rate of mobile users. According to studies, 44 percent of patients who searched for medical websites for information went on to make an appointment. This fact points to the importance of an engaging experience for mobile users. In addition, Google’s algorithm penalizes websites that are not mobile-responsive. By having a mobile responsive website, you allow your practice to connect with these highly engaged healthcare consumers.

    Instead of building separate websites for desktop and mobile users, Google suggests healthcare marketers build one website that can scale up and down to fit the different screen sizes, thus making it responsive. This means your practice website will automatically change the dimensions to fit the screen of the device being used to search. According to Google’s study, nearly 65 percent of searches began on a mobile device. The inability of your website to automatically adjust to devices will create a negative user experience and may result in significant revenue loss for the practice.

    How to check if your website is mobile responsive?

    You can test the mobile responsive functionality of your website in a few seconds. Open your website in a browser, and using the mouse, grab the right side of your browser window all the way to the left until you cannot shrink it anymore. How does your website look? Does it look proper or is it cut off on one side? If your website is cut off, content is not readable, or your website looks distorted. This is an indication your website is not mobile-responsive.

    With technology constantly evolving, it is suggested to check up on your responsive design at least biannually. This will give you an opportunity to identify any potential issues with your website and make necessary updates.

  • Do not compromise on content

    The first step toward establishing a patient-converting website is attracting relevant visitors. To do this, you need to follow two fundamental rules: Create content that your target audience is seeking and promote that content consistently.

    These rules work best together. You cannot follow one without the other. This is because creating great content may attract target audience to your website, but without consistency, your audience will lose interest. Similarly, quantity is not an alternate for quality. Stuffing your website with run-of-the-mill content may help you attract a few visitors, but they will quickly spot a lack of substance in the content, and your practice reputation will suffer as a result.

    What makes good online content?

    Good content is what your target audience wants to consume. When you search Google for anything from flu to insomnia, Google uses its index of keywords related to your search and returns websites that fit your query. The fundamental principle here is that the more frequently a keyword appears on a website, the higher that website will rank in relevant search engine results.

    For your website content to be useful, it must be engaging. Engaging content may include images, graphics and catchy headlines. The most important function of a website is to convert leads to new, paying patients. To achieve this, it is important to serve potential patients the information they are looking for. In addition to other forms of content, these new patients are looking for clear and easy guidelines to connect with your practice. When potential patients want to make an appointment, they do not want to search every page of your website trying to figure out the process to schedule a visit. In all likelihood, if they cannot find that information easily, they will just give up. To handle such situations, put your phone number on both the header and footer of each page.

  • Search engine optimization (SEO) – the most important strategy

    There are hundreds of books and blogs written about SEO, and there is no way to do justice to the benefits it offers in a few paragraphs. To summarize the objective and benefits of SEO: If you are looking to attract, serve and retain patients, then SEO is one of the most important strategies for your medical practice.

    SEO impacts your website’s ability to be found on the Internet. Backlinks, meta descriptions, keywords, title tags and local listings – all these factors impact SEO. However, effective SEO requires dedication and effort. If you want your website to be found online by potential patients, you will need to address two key areas:

    On-page SEO: This refers to everything within your website and includes indexable content, crawlable links and URL structures, and optimized pages, meta-descriptions and title tags.

    Off-page SEO: This refers to external SEO opportunities and includes various ways to attract attention to your website through link building, sharing content and optimizing for mobile search.

  •  

  • A clear, simple and user-friendly website is the way to go:

    Generally speaking, the best websites are those that are easy to navigate, informative and appear to be credible. Conversely, visitors tend to avoid sites that are confusing, require too much time and seem unreliable. Luckily, there are easy ways to ensure your website falls into the former category, not the latter.

    Be sure your website is scannable. This is because visitors rarely read the text closely. To make reading a breeze, make the headlines’ font larger, and break the smaller text into digestible pieces. Headlines should also contain search-specific keywords, which will enable visitors to find what they were looking for, and improve your search engine ranking.

    Successful websites also feature images that lend a human face to the practice. You can post pictures of your staff and virtually welcome patients into your office. According to research from KissMetrics, adding images to a webpage can increase conversion rates by 95 percent. Video content can provide a significant boost, as well. According to Animoto, nearly 73 percent of U.S. adults are willing to make purchasing decisions after watching an online video.

    Look at it this way: Unless the online experience exceeds the office experience, the visitors will continue their Google search to the next medical practice.

    You must remember website development is a dynamic process. While certain rules remain constant, the technology and user behavior are always evolving. Effective website design must include the ability to measure what’s working and what needs improvement.

Bottom line

Having a website is critical to being successful in the healthcare community. However, a brochure site will never take you places. As a medical practitioner, it is your duty to empower your patients and to be thought leaders in your industry. An investment in your website design and content will pay dividends in the form of new patients and improved online visibility. You will experience increased traffic, better conversion rates and increased revenue.

For most healthcare providers, it all starts with belief. If you believe that with the right focus, technology and expert guidance, you can attract more patients to your medical practice, then we can show you how. Schedule an appointment today, and experts will help you design a new website or upgrade your existing one. We can help you increase traffic, attract new patients and grow revenue. At Practice Builders, we look forward to serving your practice.

5 Fundamentals for Building an Effective Medical Practice Website

Medical Healthcare Marketing

Breathe life into your medical practice website

A lot of doctors only see their website as a digital business card to explain what they specialize in and where they’re located.

 

Done right, your website funnels patients into your office and establishes you as a thought leader.

 

Here are nine elements to develop on your website to attract new patients and grow your business:

 

1. Content

Your website has the potential to be your best salesperson and a marketing machine. It should be built strategically, with clear goals in mind that focus on:

  • Increasing patient volume
  • Establishing you as a medical authority
  • Educating your patients
  • Building trust with your prospects
  • Providing better quality of care

 

2. Unique value proposition (UVP)

One of the most important things your website should communicate is your UVP. The way you arrive at your UVP is by establishing your niche—knowing which treatments you excel at and which patients you help better than any other doctor. Once you’ve identified these core strengths, you can hone your website’s messaging to reflect this unique positioning.

 

Here’s an example from the Southern California Reproductive Center, a clinic that specializes in in-vitro fertilization.

Thought leadership on a medical website

 

3. Focus on the user

People land on your site looking for solutions or to learn more about why you’re a better option than your competitors. You need to make it as easy as possible for them to find and consume the information they need.

 

Common impediments to avoid include:

  • Duplicate content. Don’t recycle the same content across all of your sites without adding any unique value other than swapping out the logo and contact information.
  • Generic content. In an industry that revolves around personal treatment, your content needs to educate, engage and build trust among your prospects.
  • Information overload. Too many options overwhelm your visitors and make your calls to action impossible to find. Clarity and simplicity are key. Keep it simple and the message will be that much more helpful.
  • Bad writing. Your website content needs to be written for the user. Communicate benefits. Don’t talk down to your readers or go over their heads with technical or medical jargon. Find a way to communicate urgency when necessary without fear-mongering.

 

4. Offer more than a “contact us” or a “consultation request” button

Many of your website visitors are not ready to make a decision. They are researching options and evaluating you as a possible candidate to help them.

 

Turn more of those anonymous visits into leads by giving visitors something of value in exchange for their contact info:

 

  • Guides explaining complex procedures for new patients
  • E-books detailing treatment options and protocols
  • HIPAA-compliant case studies or patient success stories
  • Q&A-style webinars to answer common questions

 

This free e-book from HeartValveSurgery.com is an effective way of converting patients who may need some more information before committing to a surgical procedure.

 

medical ebook landing page

 

5. Search engine optimization (SEO)

SEO is about more than using the right keywords. There are “on-page” and “off-page” components that you have to get right:

 

On-page

  • Make sure all content is indexable, including images, videos and plugins
  • Make sure your link structure is crawlable
  • Use friendly URL structures
  • Optimize pages, title tags and meta-descriptions
  • Avoid duplicate content

 

Off-page

  • Build quality links
  • Share and promote your content
  • Optimize for local and mobile search (see below)

 

6. Optimizing for mobile

Approximately 58 percent of mobile users search for local businesses on their smartphone daily; 89 percent search weekly, and 70 percent of mobile searches result in action being taken within an hour.

 

Mobile optimization factors that promote a positive user experience include:

  • Larger, legible fonts
  • Fast load speed
  • Bullet lists and pared-down text
  • Simpler navigation and fewer internal links
  • Fewer images

 

Make sure you have a responsive website that is easy to read, navigate and interact with, like this one from the Migraine Relief Center:

 

migraine relief center mobile responsive website

 

7. Optimizing for local search

Like mobile, local search has a unique set of ranking factors that you should be aware of and optimize for. Local search involves any keyword that is geographically qualified such as, infertility treatment in Santa Barbara.

 

Ranking well for local searches hinges on the following:

  • Optimizing the location page(s) on your website (especially important for practices with multiple locations)
  • Links back to your site from other trusted local websites
  • The accuracy, volume and consistency of your practice’s business listings across select directories on the web

 

Read a more in-depth study on local ranking factors here.

 

8. Patient testimonials

In-depth “patient success stories” can have a huge impact on converting on-the-fence prospects into patients.

 

The La Jolla Cosmetic Surgery Center features several patient testimonials on their website. Each patient offers insights into:

  • Why they chose to get surgery

  • How they felt before and after their procedures

  • Other aspects of their experience

 

patient testimonials medical website

 

9. Not blogging strategically

Strategic blogging is centered around an in-depth understanding of your ideal patients and what they’re searching for online.

 

Your blog should:

  • Develop “ideal patient” profiles
  • Determine the challenges they have and the questions they’re asking
  • Provide information regarding keywords used to search for answers

 

The Migraine Relief Center struck gold with their post on daith piercings for migraine relief that saw over 115,000 views from organic searches alone.

 

daith piercing migraine relief medical website

Remember, your website is your best salesperson and a marketing machine. Make sure it’s working to help build your practice and drive patients to you.

 

Shareef Defrawi is president and founder of Bonafide. The original version of this article appeared on his blog.

HealthCareCommunication.com

9 Ways to Make Your Practice’s Website More Responsive

9 Ways to Make Your Practice's Website More Responsive

The very first encounter many of your patients will have with your practice is their Internet search for you, making your website your first opportunity to attract and convert patients and boost patient satisfaction. The user experience you provide should be one that loads quickly, states information clearly and navigates effortlessly. Many desktop sites don’t offer this when viewed on a mobile device. According to a KCPB Internet Trends 2015 report, people spent more of their Internet time on their phones vs. other computing devices. Bottom line: If your website isn’t responsive, you’re already missing the mark to attract patients and achieve high scores on those patient satisfaction surveys!

The concept of responsive web design is simple: One single website designed so that it adapts on-the-fly to fit various viewing devices (screen sizes, orientations, etc.). Eliminating the need to maintain multiple websites, designing a responsive website is crucial for the success of your practice.

Here are nine tips to make your website design more responsive:

1. Avoid flash. Keep videos and large images to a minimum, as they increase the loading time for your pages.

2.Make sure your viewport accommodates various sizes. A viewport is a meta tag at the header of a page that tells browsers how to display the site’s content. If you do not have a viewport meta tag, mobile browsers will default to desktop dimensions, which is cumbersome on mobile devices. You also shouldn’t specify dimensions in the viewport information, but leave it as width=device-width to accommodate for different screen sizes. Google has a step-by-step tutorial here.

3. Create “tap-able” links and buttons. Fingers on touch screens need a larger target than someone working with a mouse at a desktop would. Make sure the buttons and links are spaced far enough apart that mobile users don’t accidentally hit something else.

4. Enlarge fonts and image resolution. For fonts, 16 pixels is the recommended minimum. For images, use high-resolution photos that can withstand the scrutiny of high definition screens and the ability to zoom in.

5. Include a working telephone button on your website so that users can tap it and call your office right away.

6. Keep the most important information at the top of the page. Remember that mobile users have to scroll. Don’t force users to scroll through a lot of content in order to find out how to contact you or make an appointment. Put that information – how to make appointments, find your office, etc. – toward the top of the page.

7. Listen to Google. Google has a list of factors it considers part of mobile-friendliness. Get familiar with them so you understand how your site’s usability stacks up and what the problem areas may be. You can peruse the “Mobile Usability” section of their Search Console guide here. Google also provides a free Mobile-Friendly Test tool.

8. Use YouTube for videos. To make sure your videos display properly on devices of all sizes, upload your healthcare site’s videos using YouTube. YouTube’s code is responsive already, meaning it will show up in the right proportions based on a device’s screen size.

9. Test your site on multiple mobile devices to spot any trouble spots. Try each button, video and link, and fill out any forms on your site on each device.

A responsive website is a crucial part of your healthcare marketing plan. Practice Builders will give you a free marketing consult to evaluate your website and create a plan of action to make it more responsive. Sign up for a free consultation with us today; simply call us at 855.898.2710 or email us at info@PracticeBuilders.com.

Medical Healthcare Marketing

Get Your Healthcare Practice’s Website Mobile-Ready

Get Your Healthcare Practice’s Website Mobile-Ready

With so many new mobile devices on the market, it’s no surprise that mobile data use has increased by leaps and bounds year after year. If you’re not getting your healthcare practice a separate mobile site, your healthcare marketing plan is significantly behind the current online marketing trends.

That being said, even having a mobile site isn’t enough. Search engines are now logging bounce-back rates and mobile data, so it’s important to have a functional mobile site, as well. If you’re considering making the move to mobile, here are some new mobile site design tips that you should consider for 2016:

Use Layered Interfaces

Mobile screens are significantly smaller than their desktop counterparts. That’s why layered interfaces are becoming such a popular trend for mobile sites. Layered interfaces allow users to open, close, switch tabs, swipe and remove windows quickly and easily. Using this new trend will help keep your mobile site functional and user-friendly since it mimics how people are using their mobile devices on other sites.

Remember to Swipe

Being on a mobile device is all about our fingers. With no mouse to use or click, your mobile site needs to have the functionality of a mobile phone or tablet. Using a swipe motion to scroll through your mobile site is a natural gesture for app navigation and a big trend for mobile site design in 2016.

Keep It Simple

As with desktop website design trends, they biggest design trend for your healthcare practice’s mobile site is minimalism. A clear, simple design will ensure that your site is functional and user-friendly and will also help keep you on-trend.

Consider Your Brand

If you’ve created a brand for your medical, dental or physical therapy practice, be sure to use that when developing your mobile app. With so much importance placed on mobile apps and sites, it’s not enough to just create a smaller version of your desktop site. Your mobile site has a life of its own – brand it to get your message across.

If you want to design a mobile app or site for your healthcare practice, contact one of our healthcare marketing consultants today at 800.679.1262 or info@practicebuilders.com to learn more.

Medical Healthcare Marketing