We’ve come to the end of the week and I’m dishing out the final part of my week-long mini-series, how to create a medical practice website that invites your visitor to linger longer because you’ve made it super “sticky“!
It may seem duh-obvious to be writing about this final topic, but Content is King!
No matter how pretty your website looks, or how many fancy bells and whistles (please, NO flash, I beg of you!!), no self-respecting busy person is going to stick around if your website is full of boring drivel.
Remember — you have just 1/20th of a second to get the attention and create a positive impression in the eyes of a visitor to your medical practice website or physician business website. That’s about as fast as an eye blink.
Yes, design matters. Color is important.
But what really holds the visitor’s attention is the immediate message your website conveys.
And what keeps them coming back for more is a website message that “speaks directly to the reader’s listening” — addresses their needs, their frustrations, their desires, their immediate sense that you understand and can potentially offer the solution they’re seeking.
Maybe it’s:
- the easy-to-obtain online appointment in the morning for their screaming infant that they can generate from your medical practice website at 2:00 AM
- the last minute directions to your office (plus map) with clear parking instructions and prices, and local less expensive parking options
- a short video on how to read nutrition labels at the supermarket or how to prepare for a colonscopy/mammogram/prostate biopsy etc
- a checklist of questions your patient might want to ask the doctor at his next physical
- an updated list of adult vaccines and when they should be given
- the latest information on allergy testing and treatment, or breast cancer treatment guidelines
- condensed patient-friendly articles from your specialty’s most recent journal
- an audio, with you welcoming the patient to your medical practice website (and by extension your medical practice!), telling what to expect at their first visit – what to bring, who will greet them, what your payment policies are, etc.
As you can see, the list is endless, and there is one theme throughout:
This is patient-centric content.
It’s NOT about how fabulous you are (let your testimonials do that work for you).
It’s about how welcome and well-served your patients feel, both online via your medical practice website, and offline in your lovely medical practice office space!
I hope you’ve found this series helpful – for the earlier articles, check out e-books, e-courses, video and blogs.
When you’re ready, discover more Physician Website Secrets here.
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The key to marketing for anyone in the medical profession is to convince prospective patients of the quality of care they will receive for the price they are charged.