One of the goals of many healthcare websites is to generate new patient leads. If your site is missing the most essential healthcare content pieces, however, there’s a good chance visitors will leave your site before they come close to becoming new patients.
So how can you avoid having a healthcare website that doesn’t contribute to accomplishing its goal? By making sure your site includes all of the key features that most visitors are looking for, you can make your website an invaluable piece of your marketing plan. Read on for some of the must-have content pieces every healthcare website needs.
1. Health or Services Information.
It’s great if you offer multiple service areas for different health conditions, but what if your website visitors don’t know exactly what they need treated? What if they only know their symptoms and are looking for answers? One in three American adults goes online to figure out a medical condition. People are looking for health information regarding symptoms, disease risk factors, diagnostic procedures and treatment options, so make it easier for them to find by having it on your site. Don’t just talk about how your services treat something; provide information on what and who you treat, as well.
2. Detailed Locations Information.
Convenience is important in healthcare. If visitors come to your site and can’t find understandable location, contact or parking information, they can easily get frustrated and type in that other healthcare facility (ahem, your competitor) to try there. Let’s keep it convenient. Make sure your healthcare website has a Locations page in an easy-to-find navigation. Give your address, phone number, where to park and include a visual map so visitors can clearly see how far away your facility is from their home.
3. Patient Information.
Matters of health can make people uneasy, nervous and intimidated. Cater to your potential patients by making them fully prepared of what they can expect. Provide patient information that includes how to check in, what to bring, onsite dining information, lodging assistance and more. Again, Internet users appreciate convenience, so keep it simple, straightforward, and helpful.
4. Physician and Staff Information.
Who are you, and why should people trust you with their health? Most people want to know who will be taking care of them and whether they have plenty of experience, training and education. It helps to reassure people dealing with a health situation that can seriously impact their life. Provide summaries of your physicians with images, or a ‘Meet the Staff’ page with short descriptions of the primary medical personnel.
Your healthcare website should serve as an information hub for your potential patients. Whether it’s information on who you are, why they need you, what you offer, or where you’re located, visitors need to be able to find it. Don’t be stuck with a website that funnels visitors to the ‘X’ in the corner of their screen. Instead, have a website that funnels new patients to your healthcare facility doors, and do it with content.
Check out Fathom’s detailed study of social media usage in the top 25 hospitals. Benchmark your own system’s social media situation and get other ideas to build your online presence and reach more potential patients, current patients and caregivers.