The importance of a modern website for any enterprise these days is clear. A website is the primary link between the world and your business. Often quite literally, it is the first thing seen by potential clients, or in the context of the healthcare industry, potential patients. There are four main components that make a website a powerful, results drive tool for marketing: 

1.Content 

The content on your website needs to be highly tailored to the needs of your potential patients. Information should be readily available from the very moment a visitor clicks on your website. In addition, the content on your site should prompt visitors to interact with action items, such as an appointment booking portal, or contacting your front desk with questions! The takeaway from this is that all content on your site needs to be planned to effectively communicate accurate information that will reassure a patient about the quality of care they will receive. Not only will this improve the patient experience, but quality content will increase your visitor traffic: one of the main goals of any digital marketing strategy! 

2.Aesthetics 

The design of a medical practice website is incredibly important. The visual elements of the website can convey feelings of trust and reassurance to patients which may be nervous about finding a doctor.  Elements including vectors, pictures, the whitespace between elements, fonts and even the colors used on the site all contribute to these feelings. An ideal website will be professionally designed to build a sense of professionalism and trust from the home page. 

3.User Experience 

There is nothing more frustrating than a website with poor navigation. The user experience, or how a potential patient will interact with your website, should be intuitive and easy. This includes interactions on both desktops/laptops and mobile devices. Your website should be built to be responsive to any kind of device on which it might be opened. The objective of the user experience, and ultimately the majority of your digital marketing efforts, is to lead potential patients to book appointments at your practice. If the user experience on your website detracts from this goal the layout design of your website needs to be reassessed.  

4.Search Engine Optimization 

The last component of a successful website is SEO. The strategies and tactics of this component must be deployed and integrated by a professional. This is because SEO is the biggest part of your website showing up on search engines. This includes Google, DuckDuckGo, and Bing. Maximizing visibility on these sites is extremely important to increasing the number of visitors to your site. 

 

Published On: / Categories: Content Marketing /

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