Grow Your Medical Or Healthcare Business Online With WordPress
Medical and health services professionals today face growing challenges.
Challenges Professional Medical Services Providers Face Online
Today, more than ever, health and medical services practitioners must work hard to stand apart from the crowd and find new clients. Not only do you have to maintain an active presence in the community you serve, you must also develop and maintain an active presence online. This includes having a website and learning how to better promote your business online.
As well as investing dollars advertising offline, businesses in the medical or health industry are also finding that they need to invest a greater part of their marketing budget towards the development and maintenance of a website that drives new clients, engages users, outranks the competition in search engines and social media, and gives their business a wider exposure online.
This means that your site not only has to look great, your web pages have to load fast, and your website has to be easy to navigate, but even more importantly, the needs of the website will change over time and some areas will need to be frequently updated. This requires the implementation of a well-developed web and content management strategy.
One other challenge that health-related organizations (and all other businesses) face online, is that your site has only about thirty seconds to give visitors what they are looking for or they will go away.
“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 challenges, there are also many online opportunities available for businesses in the health or medical-related sector that are willing to evolve to meet the challenges of the online economy and can think outside the box when it comes to marketing their services better online.
This guide will help you uncover opportunities to drive more web traffic and establish online credibility for your health or medical-related business.
As well as providing practical tips and information on cost-effective ways to improve your medical or health-related website, we also emphasize the benefits and advantages of using the WordPress CMS platform to power your medical or health website or blog.
For more information about the benefits and advantages of using WordPress, see the articles below:
- How A Poorly Designed Website Can Cost You Customers And What To Do About It
- WordPress – The Business Owner’s Guide
Useful Tips For Improving Your Medical Center Website
In this section we’ll show you ways to improve your website and get better results online. We show you what pages you need, what type of content you need, your layout and navigation, etc.
If you need additional information about website planning, read this detailed step-by-step guide: A Practical Guide To Web Site Planning For Non-Technical Business Owners
Your Website Pages
All websites require several essential web pages. Let’s go over the pages your need and how to set up your medical or health-related website for best results.
Services And Products
It’s essential to have a page that explains your services and any products that you offer. Depending on which area of health you specialize in, this page can include services like:
- Medicine & Surgery – e.g. anaesthetics, pulmonology haematology, reconstructive surgery, geriatric medicine, respiratory, infection control, eye diseases palliative care, etc.
- Dentistry – e.g. preventive dentistry, children’s dentistry, bad breath treatment, veneers, crowns and bridges, orthodontics, emergency dentistry services, etc.
- Cardiology – e.g. cardiac monitoring, chronic heart conditions
- Prenatal and Neonatal – e.g. obstetrics, maternity services, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic – breast screening, skin cancer, x-ray, women’s health, MRI scanning, food allergy testing, etc.
- Pathology services – lab testing and analysis, routine pathology testing, insurance and corporate testing, speech pathology, etc
- Counselling – mental health services, alcohol, tobacco & other drug services, domestic abuse, diet and nutrition counselling, social development services
- Alternative therapies – acupuncture, homeopathy, reiki, massage therapy, chiropractic services, hypnotherapy, etc.
- Other medical services – diet and nutrition, chiropody, reproductive services, optical services, neurosciences, artificial limbs, sleep therapy, home care, sexual health, medical supplies, etc.
List all of the services you provide, not just the ones you specialize in. Educate your visitors about the benefits of using your services and why they should book an appointment with you.
Who We Are
The ‘About Us’ page needs to describe your business and explain to visitors what it stands for, its unique approach, philanthropy, etc.
It’s important to also list any professional awards, recognitions, accreditations, certifications, associations, publications, etc., that could be used to promote your practice and position yourself above the competition.
(List all of your industry awards accreditations, recognitions, certifications, associations, publications, etc. in your About Us page. Screenshot image source: squaremedical.com.au)
Your Staff Page
If you are searching for simple ideas to sell more products or services online and increase user interaction on your site, then help prospective clients get to know, like and trust your business better.
You want potential clients to relate to your business. One great way to do that is to have a page that introduces your team members. It should include a photo and a brief biography. Since most visitors are probably not familiar with health or medical-related terms it should tell who they are and what they specialize in. It should also explain what those specialties mean. This page can also include social buttons that will allow your visitors to follow individual team members on their social networks.
On this page, make sure to outline each team member’s expertise, how they add value to your team, and more importantly, how they will help add value to your clients’ business.
(Make sure to add a team profile page. Screenshot image sourced from: southperthchiro.com.au)
If you need help how to easily add a simple and easily updatable list of employees to your WordPress site without messing with code, refer to this step-by-step tutorial: How To Easily Add A Simple Employee List To Your WordPress Site With No Coding Skills Required
List any career opportunities within your clinic. This page could include type of training provided, benefits, opportunities for advancement, social aspects of working for your organization, etc. You can also include stories of graduates who have risen within your organization and information about career opportunities in the medical or health-related industry.
Maintain a positions available section in this page. If there are no positions currently available, consider inviting people to return periodically to the page, join your newsletter, follow your social pages, etc.
Testimonials And Case Studies
Case studies and testimonials are a great way to attract potential clients and showcase your services. Adding a page with case studies and testimonials from previous clients also helps your medical business to provide social proof online.
(Add a page to your site with testimonials from previous clients and case studies. Screenshot image source: arrowsmiledental.com)
If you would like to learn more about using case studies, testimonials and reviews get better results online, go here: How To Improve Your Sales Conversions Using Engaging Testimonials
A contact page is absolutely necessary.
Your contact page should provide visitors with the following information about your center:
- Name Of Your Business
- Your physical address
- Map and directions
- Website URL
- Contact form
- Name of person to contact
- Social media web addresses
- Interactive chat (optional feature)
If your business operates from multiple locations you will want to make that clear when displaying the address and contact info.
Consider also including links to an FAQ page, frequently-visited pages, online booking request, support page, newsletter opt-in form, blog, etc.
Add A Medical Or Health Blog
A blog is a powerful marketing tool. Many blogging platforms typically comprise of a content management system that is simple to use and allows you to easily promote your business using content such as events, updates, educational articles, opinions on current topics, educational videos, media presentations, etc.
If you already have an health-related site, then consider adding a WordPress-powered blog to promote your medical practice.
If you don’t have a website yet, or if your existing health or medical site is hard to keep updated with new content or not giving you the results you want, then WordPress can be used both as your website and business blog.
Not many businesses know this, but WordPress can turn into an automated traffic-generation system that will help attract targeted visitors to your website, simply by adding regular content to your web site.
(An expertly configured WordPress site can automate your traffic generation)
For more details, go here:
- WordPress Website Traffic Blueprint – Learn How To Grow Your Web Visitors For Your Business With WordPress
Legal Information Pages
Having a website that complies will all legal requirements online is really important. This is not only important for establishing trust and credibility with visitors, but also to ensure that you are not contravening local, regional and federal laws and regulations wherever your practice is located.
Adding the following legal pages to your health or medical-related website will help you stay out of legal hot water with most regulatory authorities, third-party service providers, and other potential sources of legal threats and inconveniences:
- Contact Us
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Health and Financial Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
We have written a detailed article about adding legal pages to your site. To learn more about this go here: What You Need To Know About Adding Legal Pages To Your Website
Improving The Content On Your Site
In today’s highly competitive digital economy, the sooner you begin to engage in the practice of content marketing, the sooner you will begin to differentiate yourself from other competing businesses.
Provide great content with advice, information and tips that will get your visitors to share your information and come back for more. Content marketing is a great way to educate site visitors and prospects about using your products and services.
For example, if you provide products that help people lose weight, then some of the areas you could cover in your web content include:
- Emotional causes for weight issues (possible causes, how to identify yours)
- How to set realistic, but challenging weight loss goals
- Tips for developing an exercise regimen you can enjoy and will stick with
- What salad dressings can ruin your weight loss goals (and healthier choices)
You can also create a series of educational articles that will help your your readers gain a better understanding of your services, by explaining benefits, procedures, costs (including payment plans, insurance coverage, etc).
Remember to include keywords in your content that your prospective clients will search for.
We recommend subscribing to our Content Marketing Email Training Series. You will receive a comprehensive series of training emails with easy-to-digest information that will show exactly how to drive more traffic to your website or blog, save money creating high-quality content for your 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!
Ways Of Improving Visitor Experience
Improving your user experience (generally referred to as UX) will help keep visitors coming back and using your site. This section will show you ways you can improve visitor engagement and user experience.
RSS Feeds – Content Syndication
RSS (Really Simple Syndication) feeds provide lots of benefits for your health or medical-related business.
If you provide valuable content, other sites will want to syndicate your content.
Some of the benefits of having other businesses syndicate your content, include:
- All of your updates are kept in one place
- your content distribution doesn’t rely on email
- Your feed can be shared online
- Users can subscribe to your RSS feed
- An RSS feed provides links back to your site
- RSS feeds can be submitted to RSS directories and aggregators
- There are several ways readers can receive your content (e.g. view your content on their mobile device using a feed reader)
- It’s built into WordPress
There are also benefits when it comes to providing great content on your site from other sites, such as the fact that you don’t have to write, manage or update the content.
You can find RSS feeds with loads of useful content by searching online for health-related government departments or respected industry bodies.
Below we have listed examples of feeds containing useful information that you could add to your website:
- 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. Emergency preparedness, Health care for women, Illnesses and disabilities, Menopause, Violence against women, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a list of feeds from well-known medical journals, publications and websites (e.g. Investigative Ophthalmology & Visual Science, Neuroanatomy, Journal of the American Society of Nephrology, The AAPS Journal (American Association of Pharmaceutical Scientists), Journal of Clinical Endocrinology & Metabolism, 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 – Get feeds on fda-related news like criminal investigations press releases, health fraud, tainted products marked as dietary supplements, foods, 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. Victoria – http://www.health.vic.gov.au/rss/newsfeed.xml
- Centers For Disease Control And Prevention - Find 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 RSS feeds in major news publications like the NYTimes feeds section (e.g. Health news: http://www.nytimes.com/services/xml/rss/nyt/Health.xml)
- MedicineNet – MedTerms Medical Word of the Day: http://www.medicinenet.com/rss/dailyword.xml. You can also select specific feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Lung Conditions, Cancer, Neurology, Pregnancy, Prevention & Wellness, Infectious Disease, etc.)
- MedicalNewsToday.com – Medical News 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. Schizophrenia, Arthritis/Rheumatology, Muscular Dystrophy/ALS, Body Aches, Bones/Orthopedics, HIV/AIDS, Erectile Dysfunction/Premature Ejaculation, etc.)
You can also just search online for general RSS feeds, e.g. “medical rss feeds” or search for feeds on specific topics, e.g. “health insurance rss feeds”, “children’s health rss feeds”, “hepatitis rss feeds”, etc.
(RSS (Really Simple Syndication) feeds can help to improve your website’s user experience.)
Checklists And Forms
Adding checklists and explanatory charts to your site is a fantastic way to help increase visitor engagement and add value to your readers. Checklists and charts can give them useful step-by-step instructions and resources to perform a task. They are also great client educational tools.
You can provide forms and checklists covering a range of topics such as:
- Checklists/forms for booking appointments
- Checklists for pre or post surgery
- Health checklists and charts for specific conditions
- Dental checklists – e.g. first visit, caries prevention program, cosmetic 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 ages, etc.)
Providing useful online tools and applications on your website can help increase visitor engagement and add significant value to your potential clients. Calculators are great tools to add to your website. Other tools can include things like diagnostic tools, or even recipes.
In the next section of this guide, we take a look at a several online tools you can add to your website using WordPress plugins that can also help to improve seo, improve user engagement and drive more traffic to your business.
This is the end of part 1 of this guide on ways to build your medical or health web presence.
Click here to keep reading:
- Tips For Medical Services Providers – WordPress Plugins & Themes For Improving Search Engine Optimization, Increasing User Engagement And Web Traffic Generation
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