Grow Your Medical Or Healthcare Business Online With WordPress
Medical services practitioners face a number of challenges in today’s web economy, especially when it comes to growing a presence online.
Challenges Health & Medical Services Face Online
Today, more than ever, health services professionals must work harder to stand out from their competition and find new clientele. Not only do you have to become more involved in the community you serve, you must also develop an active digital presence. This includes having a dynamic website and learning smarter ways to market your services online.
As well as investing dollars advertising offline on newspapers, ads in industry publications and magazines, radio and television, etc., businesses in the medical industry are now also finding that they will need to invest a greater portion of their marketing budget towards developing and managing a website that will attract clients, engage visitors, outrank the competition in search engines and social media, and help to increase their marketing reach online.
This means that your site not only has to look professional, your web pages have to be fast-loading, and your website has to be easy to navigate, but it’s also important to keep in mind that the needs of the website may change over time and sections may need to be updated often. This requires the implementation of a well-planned web and content management strategy.
Another difficult challenge that medical-related businesses face online, as most businesses do for that matter, is that your site has only around thirty seconds to provide visitors with what they need or they will look elsewhere.
“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 The Medical And Health Profession In The Web Economy
As well as facing significant business and technology changes, there are also many online opportunities available to medical-related practices that are willing to adapt to meet the challenges of the digital economy and who can think strategically in terms of improving their online business marketing skills.
This article will help you uncover a number of ways to generate more business and improve your online results.
As well as providing general website improvement tips, we also emphasize the benefits and advantages of using the WordPress CMS platform to power your medical or health-related business website.
To learn more about the benefits and advantages of using the WordPress Content Management System, see the articles below:
- Why A Poorly Constructed Website Can Lose You Business And What To Do About It
- The Business Owner’s Guide To WordPress
Useful Tips For Improving Your Website
Let’s start by reviewing the basics. In this section, we’ll look at how to improve your website and get better results online. We show you what web pages you need, what type of content works best, your navigation structure, etc.
If you need assistance or help planning your health website, visit this page: The Website Planning Process Explained: A Practical Blueprint For Business Owners
Essential Website Pages
All business websites require several basic web pages. Let’s go over these.
Your Services And Products
It’s essential to include a page that describes your products and services. Depending on which area of health or medical services you specialize in, your page could list services such as:
- Medicine & Surgery – e.g. acute pain management, neurosurgery blood disorders, cosmetic surgery, stroke, rheumatology, infection control, ophtalmology palliative care, etc.
- Dentistry – e.g. preventive dentistry, children’s dentistry, gum disease, teeth whitening, implants, emergency dentistry services, etc.
- Cardiology – e.g. cardiac monitoring, coronary care
- Prenatal/Neonatal – e.g. obstetrics, midwifery, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic – breast screening, lung screening, radiology and imaging, women’s health, MRI scanning, food allergy testing, etc.
- Pathology – laboratory testing and analysis, emergency pathology testing, clinical trials, speech pathology, etc
- Counselling services – mental health services, alcohol, tobacco & other drug services, trauma counselling, diet and nutrition counselling, social work services
- Alternative treatments – acupuncture, reflexology, colloidal silver therapy, shiatsu, chiropractic services, hypnotherapy, etc.
- Other medical services/therapies – weight management, podiatry, reproductive endocrinology, rehabilitation, inherited diseases, artificial limbs, mobility, home and community care, community health, medical equipment, etc.
Make sure to list all of the services you provide. Provide your visitors with information that will educate them about the benefits of using these services and direct them to your appointment booking page.
This page needs to describe your business and explain to visitors what your business stands for, its unique approach, community projects, etc.
Remember to list any industry awards, accreditations, recognitions, certifications, publications, associations, etc., that could be used to promote your business and position yourself above other competitors.
(List all of your industry awards recognitions, certifications, accreditations, publications, associations, etc. in the About Us page. Image source: squaremedical.com.au)
Meet Our Team
If you are looking for quicker and simpler ways to sell more products or services online, then make it easier for prospects to get to know, like and trust you and your organization better.
Prospects need to relate to your business. A great way to do that is to have a page that introduces your staff members. This page should include a photo and a brief biography. Since most visitors are probably not well-versed in medical terms your bio descriptions should tell who they are and what their specialties are. You may also want to explain what those specialized areas do. This page should include social buttons that will allow your visitors to follow individual team members on their social networks.
On this page, don’t be afraid to show the human side of your team members with personal stories, hobbies, etc., but make sure to highlight your staff member’s qualifications, why they are an asset to your team, and more importantly, how they can help add value to your clients’ business.
(Add a page that introduces your staff members to prospective new clients. Screenshot source: southperthchiro.com.au)
If you need help how to create and add an easy-to-maintain simple employee directory in your website, go here: Adding A Staff List Directory To Your Site
List any job or career opportunities available within the clinic. This page can include training offered, benefits, professional development, social activities promoted or encouraged by your business, etc. You should also include information such as the job outlook and career opportunities in the health or medical industry.
Include also a positions available section in this page. If there are no positions currently available, consider inviting people to return periodically to this page, join your updates list, follow your social pages, etc.
Testimonials And Case Studies
Reviews from clients and case studies are a great way to attract potential clients and showcase what kind of services you offer. By adding a page with client reviews and case studies, you are also helping to provide visitors social proof online for your business.
(Add a page with testimonials from past clients and case studies. Screenshot image sourced from: arrowsmiledental.com)
If you would like to learn more about using testimonials and reviews improve your business online, go here: Improve Your Sales With Awesome User Testimonials
Contact Us Page
Having a clean contact page is vitally important.
Your contact page should include the following information about your business:
- Company Name
- Contact email address
- Google Map and directions
- Web address
- Contact form
- Request for more information – who to contact
- Links to social media pages
- Online chat
If your business services different areas you want to make this clear when showing your address and contact information.
You should also include links to an FAQ page, main pages, booking form, support page, newsletter opt-in form, blog, etc.
Add A Blog Section
A blog can be a very powerful marketing tool for your business. Blogs are built around a content management system that is simple to use and allows you to promote your business by publishing timely content such as the latest news, updates, educational articles and tutorials, informative posts, promotional videos, infographics, etc.
If you already have an existing website, then consider adding a WordPress-driven blog to promote your medical practice.
If you don’t have a website yet, or if your existing health or medical website is very hard to keep updated or not delivering you the results you want, then WordPress can be used both as your website and business blog.
Not many businesses know this, but an expertly configured WordPress site can become an automated traffic system that can begin to attract targeted visitors to your web site, simply by adding regular content to your website.
(An expertly configured WordPress site can generate new traffic automatically to your website)
To learn more about this go here:
- Web Site Traffic Blueprint – Discover How To Turn Your WordPress Site Into A Traffic Generation Machine
It’s really important to make sure they have a compliant website. This is not only important for building trust with visitors, but also to ensure that no laws and regulations are being breached in whichever region you service.
Depending on what products and services you provide, adding some or all of the following legal pages to your health or medical site will help keep you out of trouble with most regulatory authorities, third-party service providers, and other potential sources of legal threats and inconveniences:
- Contact Page
- Privacy Statement
- 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
We have written a detailed article about adding legal pages to your website here: Why You Need To Add Legal Pages To Your Website
Tips For Improving Your Web Content
In today’s globally competitive economy, the sooner you begin publishing great content on your site, the faster you will begin to see results and differentiate yourself from the competition.
By providing great content with useful information or tips, you will get your visitors to share your web pages with others and come back for more. Using content is the most effective way to inform and teach your visitors and prospects about your business and services.
For example, if you provide weight management services, then some of the topics you can cover as content on your site:
- What to do before you start any weight loss program (e.g. consult with doctor, record measurements, set goals, etc.)
- Easy portion control habits (smaller plate, don’t put food on the table, more vegetables)
- Incorporating exercise into your weight loss program
- A guide to making the right choices when eating out at any restaurant
You can also create a series of informative articles that will help your prospective clients gain a better understanding of your services, by explaining benefits, procedures, terminology, etc.
Include keywords in your content that 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 that will show exactly how to drive more traffic to your site, save money creating high-quality content for your site visitors and grow your presence online using content marketing. It’s not only a great course with loads of useful information, it’s also completely FREE!
Tips For Improving User Experience
Improving your site’s user experience (generally referred to as UX) will help you keep visitors coming back and using your site. This section will show you ways you can improve visitor engagement and user experience.
Use RSS Feeds
RSS (Really Simple Syndication) feeds can help to improve visitor engagement and UX in a number of different ways.
If you provide information that adds value to others, other businesses will want to syndicate your content.
Some of the benefits of syndicating your content to other businesses using RSS feeds, include:
- All of your content updates are in one place
- Content distribution doesn’t rely on email
- Can be shared online
- Users can subscribe to your feed
- It provides links back to your site
- Feeds can be submitted to RSS directories and aggregators
- RSS provides several ways for your readers to receive your content (e.g. users can read the content on their mobile device using different applications)
- RSS is built into WordPress
There are also benefits to adding syndicated content to your site from other websites, such as the fact that you don’t have to write, manage or update the content.
You can find RSS feeds with useful content for your website by visiting sites of relevant government departments or industry bodies.
Here are examples of useful RSS feeds you could add to a medical site:
- US Department Of Health And Human Services – e.g. Blog RSS feed: http://feeds.feedburner.com/SelectedHhsBlogPosts, etc. You can search by departments and select specific RSS feeds, like feeds on women’s health issues (e.g. Breast cancer, Environmental health, Illnesses and disabilities, Menopause, Pregnancy, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a directory of feeds from well-known medical journals, publications and websites (e.g. AHA Journals (American Heart Association Journals), Nutrition Journal, Journal of Cell Biology, Neurology.org, The International Journal of Tuberculosis and Lung Disease, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health - Find various health-related feeds here: http://www.nih.gov/Subscriptions.htm
- FDA – Find FDA-related RSS feeds (e.g. criminal investigations, health fraud, tainted products, tobacco news, etc.) and podcasts here: http://www.fda.gov/AboutFDA/ContactFDA/StayInformed/RSSFeeds
- Department of Health UK (https://www.gov.uk/government/organisations/department-of-health) – 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. Western Australia – http://www.public.health.wa.gov.au/feed/?types=news
- Centers For Disease Control And Prevention (www.cdc.gov) - Get many feeds on health-related news 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 select specific RSS feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Medications, Men’s health, Migraine Headaches, Oral Health, Prevention & Wellness, Hearing, etc.)
- MedicalNewsToday.com – MNT Featured Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- MedicalNewsToday.com – You can also select specific feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Stem Cell Research, Seniors/Aging, Compliance, Sleep/Sleep Disorders/Insomnia, Primary Care/General Practice, Medical Innovation, Restless Legs Syndrome, etc.)
You can also search online for general RSS feeds, e.g. “medical rss feeds” or search for feeds on specific topics, e.g. “radiology rss feeds”, “primary care rss feeds”, “huntingtons disease rss feeds”, etc.
(Using RSS feeds can help to improve your medical-related website’s user experience.)
Checklists & Charts
Checklists and educational charts are a fantastic way to increase visitor engagement, add value to your readers and set yourself apart from the competition. Forms and checklists can provide step-by-step instructions and resources to get necessary tasks performed. Checklists and charts are great client instructional tools.
You can provide checklists, charts and forms covering a range of areas such as:
- Checklists and forms for booking appointments
- Checklists for pre or post surgery
- Health checklists and charts for specific conditions
- Dental checklists – e.g. first visit, oral hygiene program, cosmetic dentistry, etc.
- Weight loss 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.)
Providing useful online tools, gadgets and applications on your website can help increase visitor engagement and significantly add value to your potential clients. Health-related calculators are popular tools for your website. Other tools could include things like diagnostic tools, or even recipes.
In part two of this guide, we will be discussing a several online tools you can use in your health or medical site using WordPress plugins and themes that can also help to improve your seo, increase user engagement and generate more traffic to your business.
This is the end of section one of this guide on ways to improve your medical-related business web presence.
Click on this link to keep reading:
- Grow Your Health Practice Website – WordPress Plugins & Themes That Can Help Improve Search Engine Optimization, Improve User Engagement And Increase Web Traffic Generation
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