We know it’s tempting to want to create a page for every offering your medical practice provides to patients, but the truth is too many pages on a website will overwhelm visitors and hurt user engagement. The key to any successful website is to put the right content in the right spot.
If a patient isn’t trying to log in to their patient portal, then there’s likely a handful of motivations that drove them to your website. Understanding their motivations will help you create a website that’s not just attractive, but also functional. After all, if you don’t meet a user’s expectations, you’ll likely lose them in the long run.
Knowing what pages are crucial to include to provide a quality user experience will help simplify both your website design and your content creation process. If the answers to one question a user is asking can be found on a single page, then there’s no reason to create additional pages that answer the same question. So, what are some of the most important web pages to include in your medical website design?
The home page of your website is like the window to a storefront. It’s where you lay it all out (not literally) and give people a chance to see what you’re all about. This is where it’s absolutely critical to let your personality shine through.
The home page should have a very clean and obvious navigation. The average user stays on a website for no more than 30 seconds. That means you have less than 30 seconds to get the user to where they want to go. Make it easy by creating a clean navigation.
Also include a call-to-action that gets people to take action. If you’re looking for patients to schedule an appointment place a button to schedule in a very obvious position. The call-to-action doesn’t necessarily have to be to schedule an appointment. You could offer patients the opportunity to subscribe to your e-newsletter or to download a white paper that explains a procedure you offer. Whatever it is, it must add value to the user’s interaction and time spent on the site.
The home page can include a variety of elements (executed tastefully and with enough white space) that tell people your story. This might include visual cues like videos or high-quality images and diagrams. You want people to understand what you’re about from the start.
This page will get tons of interaction over the life of your website. While restaurants and grocery stores might just list their hours, as a medical practice your contact us page needs a little more oomph. First, it should include a lead form where you can collect the name, email, and phone number of the person trying to contact you. This form should also offer people the opportunity to ask a question.
The lead form should be secure so that any information sent through it is not at risk of being hacked. To build trust with patients it’s important to let them know that the form is secure and their information is safe.
The contact page must also list your office hours, holiday hours (if relevant), a phone number, and an email. The goal is to make users realize you’re available to them and ready to answer their questions.
Not all doctors and dentists are alike. There’s a wide range of specialties out there in both fields. As a result, you want to make sure you’re targeting the right users when creating a medical marketing plan. Part of this plan includes creating a page that lists your services or procedures you specialize in.
If you specialize in an extensive amount of procedures, say you’re a plastic surgeon who specializes in everything from liposuction to breast augmentation, you’ll want to create separate pages for each service and include quality content that describes the procedures. This adds quality, useful content to your website and will help increase your ranking in search engine results pages for whatever keywords you’re targeting.
This is where you tell the story of your practice. What makes you unique and special? Why should a patient choose you as their provider. These are questions patients are going to be asking anyway, so why not offer them an answer up front.
The about us page is almost like a meet and greet opportunity. It helps cement in mind the first impression created by the home page and serves as a way to make people feel at ease when they come in for a visit. If you provide them with just a glimpse of what to expect when they come into your office, you’ll get a more calm and open patient and ultimately a better relationship in the long run.
One of the most common reasons a medical or dental office’s phone rings is because someone is calling to find out if you take their insurance. Instead of forcing someone to pick up the phone and make that call, list the insurances you accept under a dedicated page.
We’ve heard practices worry that if they list the insurances people won’t call, but it’s actually counterintuitive to your user friendliness. After all, wouldn’t you be frustrated if you were forced to call an office to find out if they accept your insurance, wait on hold, and eventually be told no. Save them the time and give them the opportunity to view a complete and regularly updated list on your website. With people busier than ever, many people prefer to communicate via email.
You can also include a lead form on this page for people to ask insurance related questions.
This is where you can have a lot of fun introducing patients to the doctors at your office. You can include the standard written bio with a headshot, or change it up by interviewing the doctor and asking a mix of both fun and professional questions.
With video on the rise there’s also been a trend toward video interviews, where the doctor introduces him or herself and invites patients in. This works particularly well if the doctor has an on screen personality or is quirky enough to appeal to people.
Doctors aren’t the only ones, however, who should be highlighted. The nurses and dental hygienists spend a lot of time with patients and should also be introduced to potential patients.
When including videos on a bio page be sure to include the transcripts so search engines can pick up the content, and don’t forget to make the page shareable.