Grow Your Medical Or Healthcare Business Online With WordPress
The information economy has not only revolutionized businesses worldwide, it has also created an increasing number of challenges and opportunities for health or medical businesses.
Online Challenges For Health Practitioners
Today, more than ever, businesses in the health and medical industry must work harder than ever to remain competitive. Not only do you have to maintain a strong presence in the community you serve, you must also develop an active presence online. This includes having an effective website and learning how to better promote your medical or health services services online.
In addition to investing dollars advertising offline on newspapers, ads in industry publications and magazines, radio and tv, etc., you will probably find (if you haven’t already) that in order to remain competitive, you will need to designate a bigger portion of your budget to develop and maintain a website that will attract new clients, engage visitors, outperform the competition in search engines and help to give you wider reach online.
This means that your site not only has to look professional, load fast, and be easy to navigate, but even more importantly, the needs of the website will change in time and sections may need to be updated frequently. This requires a well-developed website and content management strategy in place.
One other problem that health-related organizations face online, as most professions do for that matter, is that your site has only about 30 seconds or less to give visitors what they are searching for or they will leave your site.
“Websites have evolved into central information hubs where service information is still present but enhanced with web portals, hyperlinks to state and federal sites, and a variety of free tools.”
Opportunities For Health And Medical Services Providers In The Online Economy
As well as facing a number of business and technology changes, there are also plenty of online opportunities available to businesses in the health or medical sector that are willing to evolve to meet the challenges of the digital economy and think outside the box about marketing their business better online.
This article will help you uncover ways to generate more clientele and improve your online results.
As well as providing general website improvement tips, we also emphasize the benefits and advantages of using WordPress to power your health or medical business website.
For more information about the benefits and advantages of using the WordPress Content Management System (CMS), see the articles below:
- Why A Poorly Designed Website Can Cost You Potential Buyers And What To Do About It
- Learning WordPress – The Small Business Owner’s Guide
Useful Tips For Improving Your Website
This section will show you how to improve your website and get better results. We will look at what pages a health or medical website needs, what content works best, your layout and navigation structure, etc.
If you need additional information about website planning, read this detailed guide we have written: Planning A Website - A Basic Primer For Non-Technical Business Owners
Basic Website Pages
All business websites need several essential web pages. Let’s go over the pages your need to have and how to set up your website for best results.
It’s essential to have a page that lists your services or products. Depending on which area you specialize in, this page can include services like:
- Medical And Surgical – e.g. ear, nose & throat, neurosurgery diabetes, cancer, hyperbaric oxygen therapy, rheumatology, urology, ophtalmology palliative care, etc.
- Dental Services – e.g. general dentistry, holistic dentistry, oral hygiene, veneers, crowns and bridges, orthodontics, emergency dental, etc.
- Cardiology – e.g. cardiac surgery, chronic heart conditions
- Prenatal & Postnatal – e.g. birthing, maternity services, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic – mammography, lung screening, medical imaging, pap smears, psychosis, food allergy testing, etc.
- Pathology services – lab testing and analysis, routine pathology testing, clinical trials, speech pathology, etc
- Counselling services – mental health services, alcohol, tobacco & other drug counselling, couples, diet and nutrition counselling, social work services
- Alternative therapies – Chinese medicine, homeopathy, reiki, shiatsu, chiropractic services, hypnotherapy, etc.
- Other medical services/therapies – weight management, othopedics, reproductive services, speech language therapy, inherited diseases, artificial limbs, mobility, home and community care, community health, medical transport, etc.
Make sure to list all of the services you provide, not just the ones you specialize in. Educate your visitors about the benefits of using these services and direct them to your appointment booking page.
About Us Page
The ‘About Us’ page needs to describe your business and explain to visitors what it stands for, its unique approach, sponsored community programs, etc.
Remember to mention any awards, recognitions, certifications, accreditations, associations, publications, etc., that can be used to promote your business and set yourself above the competition.
(List all of your business awards recognitions, accreditations, certifications, associations, publications, etc. in your About Us page. Image sourced from: squaremedical.com.au)
Meet The Team
Are you searching for quicker, easier and cheaper ways to sell more products or services online? Then something you can do, is help visitors get to know you and your organization better.
You want prospective clients to relate to your business. One great way to do that is to have a page that introduces your team. It should include a photo and a brief biography. Since most visitors won’t be very well-versed in medical or health terms your bio descriptions should tell who they are and what their specialties are. You may also want to explain what those specialties mean. It can also include social buttons so your visitors can follow some of your staff members on their social pages.
On this page, make sure to highlight your team member’s expertise and qualifications, why they are an asset to your team, and more importantly, how they can help add value to your clients’ business.
(Make sure to add a page that introduces your employees to prospective new clients. Image sourced from: southperthchiro.com.au)
To learn more about how to create and add an easy-to-update directory of employees or team members to a WordPress site with no coding skills required, see this step-by-step tutorial: Tutorial: How To Easily Add An Employee List Directory
List any career opportunities available within the practice. It could include training provided, benefits, advancement opportunities, etc. It should include information such as the job outlook and new career opportunities in the medical and health industry.
Include also a positions available section in your page. If there are no positions currently available, consider inviting people to return periodically to this page, subscribe to your updates list, follow you on social media, etc.
Testimonials And Case Studies
Case studies and client reviews are a great way to attract potential clients and showcase the services you offer. By adding a page with case studies and testimonials, you are also helping to provide social proof online.
(Add a page with case studies and testimonials from previous clients. Screenshot image sourced from: arrowsmiledental.com)
If you want to learn more about using testimonials and client reviews, refer to this article: How To Turn More Visitors Into Qualified Leads Using Captivating Testimonials
Contact Us Page
Having a clean contact page is essential.
Your contact page should include:
- Your physical address
- Phone number
- Map and directions
- Website URL
- Contact form
- Contact name
- Links to social media pages
- Live Chat/Skype
If your business operates out of several areas you want to make this clear when showing your address and contact information.
You can also include links to an FAQ section, frequently-visited pages, online booking form, support area, newsletter, blog, etc.
Add A Health Or Medical-Related Blog Section
A blog can be a very powerful business marketing tool. Most blogging platforms typically include a content management system that is easy to use and allows you to promote your business by publishing timely content such as news and events, updates, educational articles and tutorials, discussions on current topics, videos, webinars, etc.
If you already have an existing website, then consider adding a WordPress-driven blog to create more exposure for your medical company.
If you don’t have a website yet, or if your existing website is very hard to manage or not delivering you the results you want, then WordPress can act as both your website and your blog.
You may not have been told about this, but an expertly configured WordPress site can turn your web presence into an automated traffic system that will begin attracting an ongoing stream of targeted visitors to your site, simply by publishing content to your website on a consistent basis.
(An expertly configured WordPress site can automate your traffic generation)
Go here to learn more:
- Web Site Traffic Blueprint – A Complete Guide To Driving More Web Traffic For Your Business Automatically Using WordPress
Legal Info Pages
It’s really important for medical practitioners companies to make sure they have a website that complies will all legal requirements online. This is not only important for building credibility with prospective clients, but also to ensure that you are not contravening local, regional and federal laws or regulations wherever you provide services.
Depending on the products and services you provide, adding the legal pages below to your website will help you stay out of trouble with most regulatory authorities, third-party service providers, and other potential sources of legal threats and inconveniences:
- Contact Us
- Terms And Conditions Of Use
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Health/Financial Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
If you want to learn more about adding legal pages to your website, refer to this article: The Importance Of Adding Legal Pages To Your Website
Tips For Improving Your Content
In today’s highly competitive online economy, content marketing has become one of the key business differentiators.
Providing great content with information, advice and tips will get your visitors sharing it with others and coming back for more. This is the most effective way to educate site visitors and prospective clients about your business and services.
For example, if your business provides weight loss services, then some of the topics you can write content about include:
- What’s the difference between being overweight and obese?
- How to calculate how many calories you consume each day
- Incorporating exercise into your busy schedule
- What processed foods can sabotage your weight loss goals (and healthier choices)
- And endless other content topics
You can also create a series of educational articles that will help your prospective clients gain a better understanding of your services, by explaining benefits, procedures, costs (including payment plans, insurance coverage, etc).
Include the keywords in your articles that your prospective clients will search to find you online.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with actionable information and practical tips that will show exactly how to drive more traffic to your site, save money creating useful content for your site visitors and grow your website using content. It’s not only a great course with loads of useful information, it’s also 100% FREE!
Improving User Experience
Improving website user experience (generally referred to as UX) will help you keep visitors coming back and engaging with your site. This section will show you ways you can improve visitor engagement and UX.
RSS (Really Simple Syndication) feeds can help to improve your visitor engagement and UX in a number of different ways.
If you provide content that adds value to others, other sites will want to syndicate your content to their visitors.
Some of the benefits of having other businesses syndicate your content, include:
- All of your updates are in one place
- Doesn’t rely on email
- Can be shared and picked up by other sites online
- Users can subscribe to your feed
- A feed provides links to your content
- Feeds can be submitted to RSS directories and aggregator services
- RSS provides several ways for your readers to receive your content (e.g. users can read your content on their mobile device using different applications)
- It’s built into WordPress
There are also a number of benefits when it comes to adding syndicated content to your website from other websites, such as the fact that you don’t have to write, manage or update the content.
To find useful RSS feeds for your website, visit sites of medical or health-related government departments or respected industry bodies.
Below we have listed a few RSS feeds you could consider adding to a medical-related site:
- US Department Of Health And Human Services – e.g. Latest news feed: http://www.hhs.gov/rss/news/hhsnews.xml, etc. You can also select specific feeds, like feeds on women’s health issues (e.g. Breast cancer, Healthy aging, Heart health and stroke, Mental health, Screening tests and vaccines, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a directory of RSS feeds from well-known medical journals, publications and websites (e.g. BMJ Disease in Childhood – Education and Practice, The Journal of General Physiology (JGP), Neurology India, Journal of Cell Science, Respiratory Research, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health (www.nih.gov) - Find various RSS feeds on health-related news and topics here: http://www.nih.gov/Subscriptions.htm
- US Food And Drug Administration (FDA) – Get FDA-related feeds (e.g. consumer health information, MedWatch safety alerts (human medical products), pet health, foods, etc.) and podcasts here: http://www.fda.gov/AboutFDA/ContactFDA/StayInformed/RSSFeeds
- UK Department Of Health (www.gov.uk) – Latest news: https://www.gov.uk/government/organisations/department-of-health.atom
- The Department Of Health (Australian Government): http://www.health.gov.au/internet/main/publishing.nsf/xml/rssLatestNews.xml
- Department Of Public Health (Australia – State Level): e.g. NSW – http://www.health.nsw.gov.au/pages/rss.aspx
- Centers For Disease Control And Prevention (www.cdc.gov) - Get various RSS feeds on health-related news and topics and podcasts here: http://www2c.cdc.gov/podcasts/rss.asp
- Medical News: You can search medical news feeds by going to publications like the NYTimes RSS feeds section (e.g. Research: http://www.nytimes.com/services/xml/rss/nyt/Research.xml)
- MedicineNet – MedTerms Medical Word of the Day: http://www.medicinenet.com/rss/dailyword.xml. You can also choose individual feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Medications, Menopause, Migraine Headaches, Depression, Exercise & Fitness, High Blood Pressure, etc.)
- Medical News Today – Medical News Featured Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- MedicalNewsToday.com – You can also select specific RSS feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Cardiovascular/Cardiology, Bird Flu/Avian Flu, Radiology/Nuclear Medicine, Preventive Medicine, Heart Disease, Tropical Diseases, Clinical Trials/Drug Trials, etc.)
You can also just search online for general feeds, e.g. “medical rss feeds” or search for feeds on specific topics, e.g. “lupus rss feeds”, “allergy rss feeds”, “obesity rss feeds”, etc.
(Use RSS feeds to improve your health or medical-related site’s UX.)
Add Online Forms & Checklists
Adding checklists and explanatory charts to your site is a fantastic way to increase user engagement and add value to your readers. Charts and checklists can provide users with useful step-by-step information and resources to get necessary steps completed. They are great educational tools.
You can provide a range of checklists and forms covering areas such as:
- Booking appointments
- Checklists for post-surgery recovery
- Health checklists for specific systems
- Dental checklists – e.g. first visit, maintenance program, general dentistry, etc.
- Fitness and exercise program checklists and charts
- General charts & infographics (e.g. sugar content in different foods, the importance of sleep at different stages of development, etc.)
Add Other Tools
Providing useful online tools and applications on your website is a great way to increase visitor engagement and significantly add value to your users. Calculators, for example are some of the most popular tools for your website. Other tools can include things like diagnostic tools, or even recipes.
In the next section, we take a look at a number of online tools you can use in your health-related website using WordPress plugins and themes that can also help to improve your seo, improve user engagement and drive more visitors to your business.
This is the end of section one of this comprehensive article on ways to build your health-related business presence online.
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"Wow! I never knew there's so much to learn about WordPress! I bought one of the WordPress for Dummies three years ago, such authors need to be on this course!" - Rich Law, Create A Blog Now