This article appears in the Fall 2019 issue of the
PE GI Journal
Tips to grow your practice or center’s website traffic organically, and make a great first impression with patients.
When it comes to finding a healthcare provider online, patients want the process to be as simple as possible. From discovering your office location to learning more about the physicians in a practice, your website should be the premier destination for all of this information and more.
Growing your practice’s website is a lot different from growing its social media following, but it is crucial to improving engagement with patients. In the Summer 2019 issue of EndoEconomics, you can find tips for how to best optimize the content on your website.
To organically increase the flow of traffic to your center’s website, you want to make sure to focus on the type of content displayed. In addition, focus on how you are communicating with current and future patients, and properly maintaining communication on a weekly or monthly basis. Here are a few tips on how to improve online visibility for your business, and set an excellent first impression of your facility and your providers.
Content Is King
A website’s primary function is to provide useful information that is accessible and easy to digest. For GI centers, patients will want to know how they can make appointments and find information about the physicians and the services you provide. Before setting up an appointment, patients want to feel as though they can have a personal connection with the doctors and staff. They want to know who the physicians are and what they specialize in. Patients want to feel confident that your practice can solve their problems.
To ensure that patients know what they can expect, it’s vital to provide up-to-date bios of all doctors, nurses and other staff members to help put a face with a name. Patients are more likely to book an appointment if they can see who they will be interacting with. It’s also a good idea to make sure that your center’s location, phone number and business hours are highly visible on your homepage. A 2017 Think with Google study notes “local convenience is key,” pointing out that “‘near me’ searches for health-related services” doubled in the previous two years.
To take advantage of local convenience, you need to make finding your practice easy. Locating your office and determining where to park (and whether or not parking is free) should be quick and painless. Sharing photos of the exterior of your center, and photos of your doctors and other staff can ease vulnerability or anxiety that a patient may feel upon their first visit.
It’s also important to ensure that your website works great on mobile and tablet devices. A Super Monitoring survey reports that 57% of users said they would not recommend a business with a poorly designed mobile site. So, if you take the trouble to make this information easy to access, but it’s difficult to read on mobile, you aren’t reaching everyone you can.
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