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Wednesday Website Wisdom is back for another breakdown of best practices for business websites.
Today’s topic is healthcare services — everything from dentist’s offices to private practice to urgent care — which is booming as the broader industry becomes more privatized, and more segmented, every day.
The findings we’re sharing today come from what we learned recently while designing and building a new website for Dr. Bailey Weightman’s Endodontics Ltd. and refreshing Charleston anesthesiology practice Trident Anesthesia Group’s existing site.
Below, we’ll break down all the keys to success for a healthcare services website, but first, we’d like to highlight our previous installments of Wednesday Website Wisdom:
We certainly understand that the best way to generate new leads as a healthcare provider is to provide excellent care and take advantage of the inevitable referrals that this will produce.
But that doesn’t mean you should sleep on all the ways that a strong web presence can make a tangible impact. Below, let’s dive into the 4 best ways to not only make your website pop to those referrals who are checking you out, but also attract as many organic, digital leads as possible.
Let’s start with the fun stuff. Obviously, everything else that we’re going to share here goes out the window if your site does not comply with HIPAA.
This makes it crucial that you A) work with your developer to ensure that all the information that you have gathered meets HIPAA and B) state your privacy policies correctly on your site. One helpful tip for the latter is a “less is more” approach. So, the online forms on your site should not include many fields beyond basic, Non-PHI (Protected Health Information).
That being said, if you want to feature large forms on your website to streamline the intake process, there are two keys to going about doing so. First, choose a HIPAA-compliant platform (fortunately, you have plenty of options on this front). You’ll also need to provide your Business Associate Agreement.
As always, we’re not HIPAA experts and this is not legal advice. Work with your practice’s compliance associate or team to ensure everything is up to snuff.
This tip is now more important than ever given how crowded the broader healthcare services industry has become.
So, spare no detail, especially regarding your specialties. For example, if your dental practice specializes in root canals, there are multiple benefits to highlighting this on an SEO landing page.
In doing this, you’re not only showing what sets you apart from other dental practices in your area, but you’re also going to attract qualified leads from online search, and they will immediately have a vivid picture of how you can provide exactly what they’re looking for. In doing this, you’re not only showing what sets you apart from other dental practices in your area, but you’re also going to attract qualified leads from online search, and they will immediately have a vivid picture* of how you can provide exactly what they’re looking for.
Trust us when we say that the time it will take to write and edit detailed explanations of all of the specialties that you offer will pay dividends, especially when this content ranks well for a high-volume keyword like, say, “root canal in Charleston.”
*OK, maybe not too vivid of a picture is wanted for a root canal!
If you had a nickel for every time you heard me (or read me) say, “People want to do business with people,” you would be swimming in it (or something like that).
Well, I’ve got a new but familiar refrain for the healthcare industry. While people certainly do want to do business with people, they really want to be treated by people. What that means for your website is that if you don’t have them already, you should create a thorough “Team” page and a “History of the Practice” or “About the Practice” page ASAP.
Providing online bios with professional headshots of all your practititioners and staffers will dramatically increase any potential patient’s comfort level with your team.
In the same vein, take some time to tell your practice’s story on a “History” page. Explaining how and why your business got started and how it’s grown into what it is today always resonates. This is also a natural place to tell everyone about your values and what makes your practice tick.
I can’t think of an industry where testimonials are not a good idea, but they can be particularly impactful in the world of healthcare services.
There are, however, some key considerations to keep in mind here, because a patient testimonial is a very different beast than a client testimonial. With that in mind, before going down this road, consult your compliance resources regarding online reviews.
You should also do the following when showcasing a patient testimonial:
For anything else you’d like to know about your healthcare business website, contact us now.
We’re proud of our work in the website and marketing space in Charleston, the Lowcountry, and beyond. Thanks for reading, and we look forward to hearing from you!
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