By James Cumming, CEO, Daily Posts UK.
Generally, people have little patience and respect for slow, poorly designed websites, and whatnot. These can make a visitor press the back button and never return to the site again. And that single action has a ripple effect that is far-reaching than you think.
The optics are no different for a medical website like yours. You need to observe best practices that attract visitors and encourage interaction. More so, it is very important that your medical website lives up to, and perhaps, surpasses the expectations of the niche.
How can you make your medical website stand-out from the crowd?
Design a professional website
Nobody ever said medical websites are better off donning very basic themes and having a design done by an amateur. In fact, they are not. The look of your website matters a lot because it gives visitors an idea of who they are dealing with.
A website that was shabbily done gives room for second thoughts, like “If they can’t make a good-looking website, what’s the guarantee they’ve got their acts right?” Of course, the look of your website doesn’t exactly equate your medical expertise but it does make a statement to your potential patient.
When you have a professionally designed website it gives visitors a good first impression, they feel they can trust you and are more willing to hear what you have to say.
To create a professional website design you’d obviously need a professional website designer. Sit with them to share your ideas and allow them to do what they know how to do best.
Categorize medical topics
The use of categories in websites help make navigation a tad easier. For a medical website like yours, which is likely to have many similar topics, you need to categorize contents so visitors can easily find what they are looking for.
A topic like Cancer, for instance, can have different pages for “Types of Cancer”, “How to Prevent Cancer”, “Prostate Cancer”, and so on. Grouping these different titles under the umbrella subject of Cancer eases navigation.
Avoid clustering very different information because that would confuse your visitors. If there is no order on your website your potential patient will find it difficult to locate what he needs and may eventually leave.
Mayo Clinic does an amazing job with categories. The website has a section to find diseases according to their first letter, same for drugs and supplements, and a host of other informative content they have are well categorized.
These are essentially the reasons why you need to categorize your website:
- Categorizing your contents makes it easier for search engines to crawl and index your website.
- Makes it easier for potential patients to access the contents they need.
- Enhances the overall design of your website and gives a good first impression.
Provide superior medical content
As a medical website, every visitor that visits your page expects trustworthy and in-depth medical solutions. In other words, you cannot afford to write a piece about say Arthritis the same way a blogger would. While people may tolerate a general or surface approach to the topic from a blog, that courtesy won’t be extended to you.
It, therefore, calls for quality content all the way; if people can trust your content they will trust you to provide the medical solutions they need. If you’re just starting out, here are a few content marketing tips you can use:
- Make a content plan that covers all areas of medical solutions.
- First, create contents for popular or widespread diseases – most people will be searching for these.
- Update existing pages on medical issues with new developments or findings.
Invest in a high performing web host provider
Tech gurus at discountdomains.co.nz said that web hosting has a massive impact on your website in terms of speed, accessibility, and whatnot. Essentially, you can follow all the best practices to get the best out of your website but a poorly functioning host can ruin all your efforts.
For one, a bad hosting service has down times, which means at this time your website would be unavailable. This offline period can cost you potential patients as well as credibility if it keeps recurring.
Asides down times, the following are identifiable features of a bad host:
- Security breaches and unauthorized access to your data. This is often the case when the web host doesn’t have security measures that are up to standard.
- Delayed response to issues you may have with your website that needs immediate attention.
- A slow website that keeps your visitors waiting. Nobody likes a website that keeps them waiting.
Feature testimonials and case studies (lots of them)
Patients sometimes get apprehensive at the thought of a treatment that is recommended for them. They think of the pitfalls, the worst case scenarios and suddenly don’t feel convinced to commit anymore. You’d be amazed at how short testimonials can make them feel optimistic and psychologically ready.
It is exactly the same technique that applies in other online marketplaces where most people make decisions based on the experience of others. So get in as many case studies as possible, the most difficult ones usually communicate hope better.
For instance, you stand a better chance of easing the mind of a breast cancer patient with the story of another patient that had a successful surgical operation. People want to be convinced and testimonials can get the job done.
The whole idea of having a website is to create an online space where patients can find you and engage your services. How well you are able to deploy the tips shared in this post would determine if you get that patronage. So make your website as welcoming, accessible and trustworthy as possible. Make visitors feel at home and soon enough they’ll become regulars.