How to Build a Website That Will Propel Your Medical Practice to Success

Written by on April 1, 2014 in Features - No comments

Whether you have a small medical practice or a big multispecialty hospital, a website can be your central digital channel for marketing and reputation building.

Out of 85% of all adults who use the Internet in the United States, 72% look online for health information. This presents a unique opportunity for medical practices to be visible and provide helpful information to potential customers.

Why does your practice need a website?

Out of the millions of users who search online for health-related information, a significant number is likely seeking to establish a medical relationship for specific advice and ongoing treatment. If the patient has been receiving helpful information from your website, it is only natural that they favor you to approach for treatment.

Traditional methods of finding a physician, such as word of mouth and insurance directories, are still quite popular, but it is becoming increasingly common for patients to choose physicians based on whom they find online.

With almost 3 billion Internet users all over the world, it would be foolish for any organization to opt out of an online presence. More than that, building a website that is professional, informative, friendly, and easy to navigate can bring you several other benefits such as the following:

  • Easy way of attracting new customers to your medical practice.
  • Build a reputation by projecting through the website the attributes that you want your practice to be known for.
  • Effectively communicate the mission, services available, location information, and directions to find the practice.
  • Create an information resource to provide accurate medical information for existing and new patients.
  • Improve productivity and reduce telephone time of staff by having a webpage for frequently asked questions.
  • Create an enhanced professional image among other medical practices and physicians, and also attract the best talent to work for you.
  • Provide an online reference point in written communication, online and off-line advertisements, business cards, and other marketing material.

How to build a medical practice website that will stand out

Your website must look as inviting and trustworthy as your physical practice does. Here are a few tips to help medical practices create and maintain websites that will stand out from the rest.

First impression is the best impression

Houses with the best curb appeal are the ones that attract the best price in the real estate market. How a practice or its website looks can play a vital role in creating the best first impression in the mind of a potential customer. The website must be appealing, easy to navigate, and reflect the values that you’re trying to communicate. Get the help of a professional website designer rather than attempting to do it on your own.

Make sure that you have the latest information on your website

It goes without saying that your website must have complete and accurate information about the location of the practice, and the services on offer. Display your contact information, including your address, clearly on every page. This will ensure that your website will appear on local search results.

Include a blog in your website

Search engines prioritize continually updated websites in their organic search results. One of the best ways to continually refresh information on your website is to blog frequently. Blogging is not just important in terms of catching the attention of search engines, but it is also an important tool to communicate with your existing and potential patients. Dr. Andrew Weil’s daily health tips blog is an excellent example of how blogging can be used to connect with and build trust with new and existing customers.

Patient education resources

As patients are relying more and more on the Internet for health information, it is only prudent to provide them with content that are relevant and aligned to the treatment plans that you offer. Build a resource on your website which is comprehensive enough so that your patient will not have to look elsewhere for anything that they want to find. By keeping them on your website, you are retaining them as well.

Patient registration and forms

Make it easy for the patients to consult with you by providing a facility to make appointments online. Let them also access important documents and forms from your website, no matter where they are. Registration forms for new visitors are especially helpful because they can fill it in at home before they actually come in for a consultation. Upload a PDF version of your registration form on your website and put it under the new patient section to allow people to find it easily.

Ensure easy accessibility via other devices

Remember that websites are being accessed not only via computers, but also through mobile devices as well. Make sure that you are website is easily accessible through any device.

Optimize for search engines

Search engine optimization is important to ensure that your website appears among the top search results for Google and other search engines. Once you have a website up and running, you may also want to register it with online hospital directories which list medical practices by location and specialty.

You don’t just build a website and then forget about it. Review and update the information frequently. And always think about how you can use the website to connect with the most important person – your patient.

By Nisha Salim
Freelance Writer

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