What content should I include on my practice site?
It can be overwhelming managing your practice both online and offline, so we’ve provided guidelines on how to best organize content on your medical site for optimal results.
Your Homepage is the hook. It’s the first page patients see, so it’s important that your brand messaging is clear. For the top of page hero banner, we suggest including short, simple phrases that provide a solution to a patient problem. For example, if a patient is actively seeking plastic surgery, it’s important to make an impression that satisfies their search query, persuading them that they’ve come to the right place. In this particular website example, this practice has a great tagline, strategically placed link to the Before & After Gallery and “Request a Consultation” button that work in conjunction to convert online leads into patient appointments (Exhibit A). As you scroll down the page beyond the hero banner, we recommend the following structure: short doctor bio along with provider photo, service blocks, scrolling testimonials, accepted insurances and location/contact details. If you do have a running promotion, this should also be added to the Homepage or listed as another tab under the navigation bar as Promos for best visibility.
The About Page can appear under the Homepage or as its own separate tab. The focus should be centered around the main reasons why patients should choose your practice over alternatives within their area. You can highlight your experience, credentials, specialty, healthcare philosophy, passion, publications, and/or team. This is also great place to include a short 30 second to 1 minute video about you and your team, so patients can get familiarized with your office, the environment and team before they come in. Supporting providers and staff members should also have complete bios along with their qualifications in this section.
If you have multiple locations it is crucial that you include the name, address, phone number and map for each respective location under the Contact Us page and at the bottom of the Homepage. Any differences between locations or other details about services should be highlighted here as well. You can add a map to your website by connecting an API to Google Maps Platform for developers.
Create service blocks on the Homepage that direct to separate pages where you can provide rich information about each of your services. For example, an OB-GYN may outline the following services or topics: Gynecology, Pregnancy, Menopause, Hormonal Imbalance, IUD Placement and Adolescent/Teenage Care. As you can see, they can pertain to a specific topic, service offering or target group. There is no limit to the amount of service pages you can create, although we recommend between 6-12 service blocks, so that you can focus on your primary services. These subpages can link out to additional, secondary services as well.
In the day and age of Amazon and Yelp, we all know the importance of reviews on a personal level. They impact the very places we eat and the products we purchase, so why wouldn’t the same apply when it comes to finding a doctor? Highlight positive reviews on your website and make sure to address any negative feedback you find on the web, whether that be Google My Business or sites like Healthgrades or Vitals. This helps build trust between you and potential patients before they even get to the office.