As a healthcare facility, your website is one of the most important resources for current and prospective patients. In today’s digital age, seeking health-related information online is common practice for many. Is your current site just what they’re looking for… or could it benefit from a refresh? Keep the following best practices in mind to ensure your brand makes a great impression.
Functionality. Nothing is more important than ease of use for website visitors. Consider what people might be trying to accomplish once they’ve landed on your domain – are they searching for information about what types of services are offered? Details about a particular location? Contact numbers or forms to ask a question or book an appointment? These are key elements that can make or break your site’s effectiveness.
Making sure your site is one that visitors are able to navigate quickly and easily can give you competitive advantage in a crowded healthcare marketplace. And this of course includes building a mobile-responsive site. “If your site has poor navigation, many visitors will leave and see another doctor instead,” says Ajay Prasad, CEO of GMR Web Team. He suggests optimizing the user experience with “strategically placed call-to-action buttons throughout your site” so those basic needs are just a click away.
Personality. Your website is a place to “showcase your unique brand story visually,” says Prasad, including “using the right color scheme, font, images and other visual elements.” But your website’s user experience also depends on the tone of voice conveyed in the written content, according to Tulane University School of Public Health and Tropical Medicine.
Are your organization’s core values reflected in its messaging? Is your mission prominent on important pages? Both of these should be true as you build a site for your health facility. No doubt your approach is of a “people first” mentality, in both patient care and employee relations, so make sure this is reflected in the language. One way to do this is by demonstrating inclusivity wherever possible. For example, a page for LGBTQ+ patients can make a historically underserved population feel welcome.
Credibility. You have an incredible opportunity to highlight what makes your facility the best choice for anyone. “Establish confidence in the care you provide and help your audience see your providers as the experts in their field,” says Rachael Sauceman, Head of Strategic Initiatives for Full Media. She suggests on top of touting your team’s education, fellowships, and board certifications, include some personal information to help patients get to know them.
Don’t forget to highlight awards and accomplishments! Has your local newspaper named your facility the best in the region? Was someone on your staff recognized for their commitment to the community? Can you celebrate a milestone in serving the area for significant number of years? Featuring such accolades in the news section of your website can help build your online reputation.
Flexibility. It’s no surprise that people today expect to have options everywhere they go, including when it comes to their healthcare. A Medical Group Management Association Stat poll recently found that 72% of medical group leaders expect patient demand for telehealth to stay the same or increase in 2023. Which providers are available via telehealth is an important detail that patients are looking for on your site, so make sure to highlight this to increase its visibility.
Kevin O’Brien, president of enterprise solutions at EngageSmart, says there’s a “driving need for more consumer control in all areas, including healthcare.” The solution is “offering myriad of payment options” which should be explained as much as possible on the billing page of the website. Providing answers to common questions about insurance can be helpful to patients as well.
Healthcare marketing may seem like it has become increasingly complex in recent years. From touting telehealth capabilities to shifting to more inclusive messaging, there’s a lot to keep up with. But there’s no need to make a change every time a trend shifts if you follow these best practices. Your website is the first door many people walk through in their journey to becoming a patient – make sure it’s a welcoming one.
