Grow Your Medical Or Healthcare Business Online With WordPress
Health and medical services providers today face increasing challenges.
Challenges Professional Medical Services Practitioners Face Online
Now, more than ever, medical providers must work harder and find smarter ways to stand apart from the crowd and find new clientele. Not only do you have to maintain a strong presence in the community you serve, you must also develop a strong digital presence. This includes having a website and learning how to better market your services online.
As well as spending money advertising offline on local newspapers, ads in industry publications and magazines, radio and television spots, etc., businesses in the medical-related industry are also finding that they need to invest a greater amount of their budget towards the development and management of a website that drives clients, engages visitors, outperforms the competition in search engines and social media, and helps create a wider exposure online.
This means that your site not only has to look professional, your web pages have to be fast-loading, and your site layout has to be easy to navigate, but even more importantly, the needs of the website will change over time and many aspects will need to be updated frequently. This requires the implementation of a sound web and content management strategy.
One other challenge that health-related businesses face with their websites, as other professions do for that matter, is that your site has only about 30 seconds or less to provide users with what they need or they will find what they are looking for 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.”
Online Opportunities For Medical Businesses
As well as facing many business and technology changes, there are also many online opportunities available for health practices that can evolve to meet online demands and can think progressively about improving their online business marketing skills.
This comprehensive article will help you uncover new opportunities to attract and engage new visitors and establish online credibility for your medical or health business.
As well as providing general website improvement tips, we also recommend that you consider using the WordPress CMS platform to power your health-related business website or blog.
For more information about the benefits and advantages of using the WordPress platform, go here:
- Discover Why A Poorly Designed Website Can Lose You Business And What To Do About It
- Understanding WordPress – The Business Owner’s Guide
Tips To Improve Your Medical Services & Health Practice Site
Let’s start by covering the basic information you need. In this section, we’ll look at how to improve your website and get better results. We show you what pages your site needs, what type of content works best, layout and navigation structure, etc.
If you need website planning assistance, visit this page: The Website Planning Process: A Comprehensive Guide For Non-Technical Business Owners
Your Web Pages
All business websites require a number of basic web pages. Let’s take a look at these.
Description Of Products And Services
It’s essential to include a page that describes your services and products. Depending on which area of health or medical services you specialize in, this page could list services like:
- Medical And Surgical – e.g. ear, nose & throat, nephrology haematology, oncology, continence management, renal, urology, ophtalmology palliative care, etc.
- Dental Services – e.g. cosmetic dentistry, children’s dentistry, bad breath treatment, restorations, implants, emergency dentistry, etc.
- Cardiology – e.g. cardiac monitoring, coronary care
- Prenatal/Postnatal – e.g. birthing, midwifery, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic – breast screening, skin cancer, x-ray, women’s health, MRI scanning, allergy testing, etc.
- Pathology – laboratory testing and analysis, emergency pathology testing, insurance and corporate testing, speech pathology, etc
- Counselling – mental health services, alcohol, tobacco & other drug services, couples, wellness, social development services
- Alternative therapies – acupuncture, aromatherapy, reiki, meditation, osteopathy, hypnosis, etc.
- Other medical services/therapies – diet and nutrition, chiropody, fertility services, speech therapy, inherited diseases, prosthetics, assisted living, home and community care, clinical information, medical equipment, 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 your services and why they should book an appointment with you.
The ‘About Us’ page needs to describe your business and explain to visitors what it stands for, its unique approach, causes supported, etc.
Remember to list any awards, accreditations, certifications, recognitions, associations, publications, etc., that you can use to promote your business and to set yourself above other competitors.
(List all of your industry awards accreditations, recognitions, certifications, publications, associations, etc. in your About Us page. Screenshot image sourced from: squaremedical.com.au)
Are you looking for simple ways to grow your business online? Then something you can do, is help prospects get to know, like and trust your business better.
Prospects need to relate to your business. A great way to do that is to have a page that introduces your team. This page should include a photo and a mini bio. Since most visitors won’t be very well-versed in medical or health terms your bio descriptions 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 prospective clients to follow your staff members on their social networks.
In 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 team member’s expertise and qualifications, why they are an asset to your team, and more importantly, how they will help add value to your clients’ business.
(Add an employee page. Screenshot image source: southperthchiro.com.au)
We have created a detailed tutorial about how to add a simple and easy-to-maintain simple team directory to your web site using free WP plugins here: How To Add A Simple Employee Directory To Your WordPress Site With No Coding Skills Required
Job Opportunities Page
This is a listing of career opportunities within your organization. It would include training provided, benefits, advancement opportunities, social activities encouraged or sponsored by your organization, etc. You should also include case studies of recruits who have worked their way up in your business and information such as the job outlook and additional career opportunities in the health-related industry.
Include also a positions available section in your page. If there are no positions currently available, consider inviting people to return periodically to the page, subscribe to your newsletter, follow you on social media, etc.
Case studies and client reviews are a great way to attract prospective clients and showcase what kind of services you offer. By adding a page with reviews from clients and case studies, you will also help to provide visitors social proof for your business.
(Add a web page with case studies and client reviews. Image sourced from: arrowsmiledental.com)
For a detailed article about using testimonials, case studies and client reviews go here: How To Create Better Results Online With Engaging Testimonials
Having a contact page is essential.
Your contact page should provide visitors with the following:
- Business Name
- Address of premises
- Phone number
- Facsimile number
- Google Map
- Web address
- Contact form
- Contact name
- Social media web addresses
- Interactive chat feature (optional)
If your business operates out of several areas you will want to make this clear when displaying your address and contact information.
Consider also including links to an FAQ page, main pages, online booking form, support page, newsletter, blog, etc.
Add A Blog Section
A blog is a powerful marketing tool for your business. Blogs typically include a content management system that allows you to easily promote your business using content like news, updates, training information, opinions and discussions, how-to videos, infographics, etc.
If you already have an existing site, then consider adding a WordPress-driven blog to promote your medical business.
If you don’t have a website yet, or if your existing site is very hard to keep updated or not giving you the results you want, then WordPress can be used as both your website and business blog.
Not many businesses know this, but WordPress can turn into an automated traffic-generation system that will help drive targeted traffic to your website, simply by publishing content on a consistent basis to your website.
(WordPress can generate new visitors automatically to your site)
Go here to learn more about this:
As a professional health services practitioner, having a compliant website is vital. This is not only important for establishing credibility with prospective clients, but also to ensure that no laws and regulations are being contravened in whatever area you do business.
Adding some or all of the following legal pages to your website will help keep you out of trouble with most regulatory authorities, third-party service providers (e.g. Google), and other potential sources of legal threats and inconveniences:
- Contact Page
- Privacy Statement
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Links Policy
- Health Disclaimers
- Refund Policy
- Video/Audio Terms
We have written a detailed article about adding legal pages to your website. Go here to learn more: The Importance Of Adding Legal Pages To Your Site
How To Improve The Content On Your Website
In today’s fiercely competitive global business economy, the sooner you start to engage in the practice of content marketing, the faster you will begin to differentiate yourself from other competing businesses.
You want to provide great content with advice, information or tips that will get your visitors sharing it with others and coming back for more content. Publishing content is a great way to inform and teach your visitors and prospects about using your services.
For example, if you provide weight loss services, then some of the areas you can write content about include:
- Emotional causes for weight issues (possible causes, identifying yours)
- Advice on ways to develop portion control habits (smaller plate, don’t put food on the table, more vegetables)
- Tips for developing an exercise plan you can enjoy and will stick with
- Could a personal chef help you lose weight (what they do, is it affordable)
You can also create a series of informative articles that will help your readers gain a better understanding of your health or medical services, by explaining benefits, procedures, terminology, etc.
Include keywords and terms 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 and practical tips that will teach you how to drive more traffic to your website or blog, save money creating high-quality content for your site visitors and grow your presence online using content marketing strategies. It’s not only a great course with loads of useful information, it’s also 100% FREE!
Improve Visitor Experience
Improving user experience (generally referred to as UX) will help you keep visitors coming back and engaging with your site. This section will show you different ways to improve visitor engagement and user experience.
Syndicate Content Using RSS Feeds
RSS (Really Simple Syndication) feeds can help to improve visitor engagement and user experience in many ways.
If you provide useful content, other sites may want to syndicate your content to their visitors.
Some of the benefits of syndicating your content to other websites using RSS feeds, include:
- All of your updates are kept in one place
- Doesn’t rely on email
- Can be shared
- Users can subscribe to your RSS feed
- An RSS feed provides a way for links to point back to your content
- RSS feeds can be submitted to RSS directories and aggregator services
- There are various ways readers can receive your content (e.g. subscribers can view your content on their mobile device using feed readers)
- It’s built into WordPress
There are also benefits when it comes to adding syndicated content to your website from other sites, such as the fact that you don’t have to write, manage or update the content.
To find RSS feeds with useful content for your website, visit sites of medical or health-related government departments and well-known industry bodies.
For example, here are some useful RSS feeds you could add to a medical or health-related site:
- US Department Of Health And Human Services – e.g. Blog feed: http://feeds.feedburner.com/SelectedHhsBlogPosts, etc. You can search by departments and choose specific RSS feeds, like feeds on women’s health issues (e.g. Breastfeeding, Fitness and nutrition, Heart health and stroke, Minority women’s health, Pregnancy, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a list of feeds from various medical journals, publications and websites (e.g. BMJ Journal of Medical Ethics, Epidemiology – Featured Articles, BMJ Emergency Medicine Journal, The AAPS Journal (American Association of Pharmaceutical Scientists), BMJ Journal of Epidemiology & Community Health, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health - Get various feeds on health-related topics here: http://www.nih.gov/Subscriptions.htm
- FDA – Get FDA-related feeds (e.g. criminal investigations press releases, food safety, pet health, tobacco news, etc.) and podcasts here: http://www.fda.gov/AboutFDA/ContactFDA/StayInformed/RSSFeeds
- Department of Health UK (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 - Get various health-related news feeds and podcasts here: http://www2c.cdc.gov/podcasts/rss.asp
- Medical News Feeds: You can search medical news feeds by going to publications like the NYTimes 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 individual RSS feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Medications, Men’s health, Chronic Pain, Pediatrics / Healthy Kids, Digestion, Thyroid, etc.)
- Medical News Today – Featured Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- MedicalNewsToday.com – You can also select individual feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Medical Students/Training, Dentistry, Asbestos/Mesothelioma, Pancreatic Cancer, Food Intolerance, Women’s Health/Gynecology, Liver Disease/Hepatitis, etc.)
You can also search online for general feeds, e.g. “medical rss feeds” or search for feeds on specific subjects, e.g. “HPV vaccine rss feeds”, “hearing rss feeds”, “premature ejaculation rss feeds”, etc.
(RSS (Really Simple Syndication) feeds can help to improve your website’s user experience.)
Adding Online Charts & Checklists
Checklists and medical forms are a fantastic way to increase visitor engagement, add value to your visitors and provide something unique. Forms and checklists can provide useful step-by-step information and resources to perform steps. Checklists and charts are also great educational tools.
You can provide checklists, charts and forms covering a range of areas such as:
- Checklists and forms for booking appointments
- Checklists for post-surgery recovery
- Health checklists and charts for specific systems
- Dental checklists – e.g. first visit, maintenance program, general dentistry, etc.
- Weight loss and nutrition program checklists and charts
- General charts & infographics (e.g. sugar content in different foods, sleep requirements at different stages of development, etc.)
Providing useful tools, gadgets and applications on your website is a great way to increase visitor engagement and add significant value to users. Health-related calculators, for example, are great tools to add to your website. Other tools could include things like diagnostic tools, or even recipes.
In the next section of this guide, we will be discussing a number of WordPress-based tools you can use in your health or medical-related website that can also help to improve your search engine optimization, improve user engagement and generate more traffic to your business.
This is the end of part one.
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