Your reputation is solid, and your medical services speak for themselves. But for some reason, you can’t get a foothold on the Web. Patients visiting your website don’t stick around long enough to connect with you. At worst, they take one look and head back to Google for other options. Maintaining a strong website takes some work. If you overlook certain details, your site will fail.
Here are four potential reasons people are turning away from your website.
1. Your site is painful to look at.
A successful website is easy on the eyes. We’ve all seen sites that make us cringe, so we know how important it is to enlist a Web designer who knows how to create a site that doesn’t scare away visitors; one that is designed for a medical professional, and one that makes a good first impression with new and referred patients.
Your readers are looking at your content, too. Site visitors notice poor grammar, and they take no comfort in a professional site that lets typos slide. Have a writer or editor double-check every word before you post content.
2. It’s outdated.
Website visitors are turned off by clearly outdated or incomplete websites. Placeholder pages that simply say, “Site Under Construction” or “Information Coming Soon” are clear indicators that this particular website will not be a useful resource. Your website should be continuously updated with information related to staff and services. A company blog, for example, can demonstrate that the site stays up to date on a regular basis.
If patients can’t find the information they’re looking for because of an outdated website, they’ll move on to a site that is better maintained.
3. Navigation is difficult.
Your website’s main goal is to create new patient leads by providing visitors with the information they need right away. Impatient visitors who can’t find what they’re looking for will quickly move on to another site. With that in mind, make sure your site includes the most relevant information upfront. Don’t bog down your homepage with endless text, but make sure visitors know what you do and how they can contact you.
For example, a visiting patient could be looking for a way to request an appointment online, or maybe he’s looking for specific patient forms. The patient might seek quick access to your Facebook page, blog posts or patient testimonials without having to descend into a maze of links. Hours of operation, address and maps should be easy to find, as well.
Be succinct when you can. Separate pages – such as a staff page, an office page, a page for new patients and a services page – can include more detailed information. In those cases, use short paragraphs, and break up text with graphics and photos.
4. It lacks patient education.
A successful medical practice website will offer information for new patients, existing patients and patients who have left your care. For example, a site could include an extensive library of educational dental animations, videos or illustrations to inform patients. The services you provide should be listed, explained and accompanied by links to relevant resources.
Your site should have information for patients who are preparing for procedures (when to fast in advance of surgery, for example, or what to expect during a procedure). Patients who leave your care should have the ability to visit your site for additional information pertaining to recovery. Additional information can be invaluable to your patients, increasing treatment awareness as they make decisions crucial to their health, and making them more compliant with procedures.
If you’d like to hear more tips, contact Officite today. We specialize in coherent and functional designs for medical websites.