Grow Your Medical Or Healthcare Business Online With WordPress
Health practitioners today face an ever increasing number challenges thanks to the digital economy.
Challenges Medical Providers Face Online
Now, more than ever, businesses in the health industry must work harder than ever to remain competitive. Not only do you have to actively participate in the community you serve, you must also develop a strong web presence. This includes having an effective website and learning how to better promote your practice online.
As well as spending money advertising offline on newspapers, ads in industry publications and magazines, radio and tv spots, etc., you will probably find that in order to remain competitive, increasingly larger amounts of their marketing budget will need to be assigned to develop and manage a website that will bring new prospects, engage users, outperform the competition in search engines and give your business a wider degree of marketing exposure online.
This means that your website not only has to look professional, your pages have to load fast, and be easy to navigate, but it’s also important to keep in mind that the needs of your website will change over time and sections may need to be updated frequently. This requires a well-planned website and content management strategy.
One other problem that medical-related organizations (and other professions) face online, is that your site has an average of 30 seconds or less to give users what they are searching for or they will go 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 Medical And Health Services Professionals
As well as facing a number of challenges, there are also many online opportunities available to businesses in the medical or health-related profession that can evolve to meet the demands of the digital economy and who can think progressively about improving their online business marketing skills.
In this comprehensive guide, you will learn ways and opportunities to generate more web traffic and notice significant improvements in your online results.
As well as providing tips and information on cost-effective ways to improve your medical-related website, we also place special emphasis on the benefits and advantages of using the WordPress platform to power your medical or health-related business website or blog.
To learn more about the benefits and advantages of using WordPress, see these articles:
- Learn Why A Poorly Constructed Web Site Can Cost You Prospective Buyers And What To Do About It
- Using A WordPress Site To Grow A Successful Business Online
Ways To Improve Your Website
This section will show you how to improve your health or medical website and get better results. We show you what pages your site needs, what content works best for health-related websites, ways to improve your layout and navigation, etc.
If you need website planning assistance, see this detailed guide we have written: A Money-Saving Guide To Web Site Planning For Business Owners
Basic Website Pages
Professional websites require a number of basic web pages. Let’s take a look at these.
Your Services And Products
You need a page that describes your services and products. Depending on which area of health you specialize in, your page can include services like:
- Medical And Surgical – e.g. pain management, nephrology haematology, plastic surgery, incontinence, renal, infection control, optometry elective surgery, etc.
- Dentistry – e.g. general dentistry, children’s dentistry, oral hygiene, restorations, dental braces, emergency dentistry, etc.
- Cardiology – e.g. cardiac monitoring, chronic heart conditions
- Prenatal and Postnatal – e.g. birth suites, midwifery, etc.
- Child Health – paediatrics, child development, children services, etc.
- Diagnostic services – breast screens, lung screening, x-ray, pap smears, MRI scanning, allergy testing, etc.
- Pathology services – laboratory testing and analysis, routine pathology testing, fine-needle aspiration, speech pathology, etc
- Counselling services – mental health, alcohol, tobacco & other drug counselling, couples, wellbeing, social work services
- Alternative treatments – Chinese medicine, aromatherapy, natural therapy, massage therapy, chiropractic services, hypnosis, etc.
- Other medical services – diet and nutrition, podiatry, fertility services, occupational therapy, medical genetics, artificial limbs, sleep therapy, home care, clinical information, medical equipment, etc.
Make sure to list all of the services you provide. Educate your visitors about what these services do and why they should choose you.
The ‘About Us’ page should give a description of your business and explain to visitors what it stands for, its unique approach, community activities, etc.
Remember to also mention any industry awards, accreditations, recognitions, certifications, publications, associations, etc., that could be used to promote your services and position yourself above similar service providers.
(List all of your business awards recognitions, certifications, accreditations, publications, associations, etc. in your About Us page. Image source: squaremedical.com.au)
If you are searching for ways to grow your business online, then one of the things you can do, is help visitors get to know you and your business better.
You want your business to be relatable. A great way to do that is to have a page that introduces your staff or team members. It should include a photo and a mini bio. Since most visitors won’t be well-versed in health-related terms it should tell who they are and what their specialties are. It should also explain what those specialties mean. This page can include social buttons that will allow your prospective clients to follow your team members on their social pages.
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 each person’s expertise, why they are an asset to your team, and more importantly, how they will help add value to your clients’ business.
(Make sure to add a page that introduces your staff to prospective new clients. Image source: southperthchiro.com.au)
If you need help how to create and add a simple and easy-to-maintain directory of employees to a WordPress site, refer to this step-by-step tutorial: How To Easily Create A Simple Staff List For Your WordPress Site
List any job opportunities within your practice. It could include training, benefits, opportunities for advancement, social aspects of working for your organization, etc. It should include case studies of recruits who have worked their way up in your organization and information about new career opportunities in the health 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, subscribe to your announcements list, follow you on social media, etc.
Customer reviews and case studies are a great way to attract potential clients and showcase your services. Adding a page with reviews from clients and case studies also helps your medical or health site to provide social proof online.
(Add a web page with case studies and testimonials from previous clients. Image source: arrowsmiledental.com)
We have created a detailed article on using case studies, testimonials and reviews to improve your business results online. Go here to learn more: All You Need To Know To Get Better Results Online Using Compelling Testimonials
A contact page is crucial.
Your contact page should provide:
- Name Of Your Business
- Website address
- Contact form
- Name of person to contact
- Links to social media pages
If your business services multiple areas you should make that clear when displaying the address and contact info.
Consider also including links pointing to the most commonly asked questions page, frequently-visited pages, online booking form, support page, newsletter, blog, etc.
Add A Medical Blog Section
A blog can be a powerful marketing tool. Most blogging platforms typically comprise of a content management system that is simple to use and allows you to easily promote your business by publishing content such as news and events, new releases, useful articles, opinions and discussions, how-to videos, media presentations, etc.
If you already have an existing website, then consider adding a WordPress-powered blog to promote your practice.
If you don’t have a website yet, or if your existing health or medical site is hard to manage or not delivering you the results you want, then WordPress can be used as both your website and business blog.
Very few businesses know that an expertly configured WordPress site can turn into an automated traffic machine that can begin to drive targeted visitors to your web site, simply by adding content on a regular basis to your website.
(WordPress can generate new visitors automatically to your site)
Go here to learn more:
It’s crucially important to have a website that complies will all legal requirements online. This is not only important for establishing trust and credibility with visitors, but also to ensure that you are not breaking local, regional and federal laws and regulations wherever you provide services.
Depending on the services you provide, adding the legal pages below to your website will help keep you out of trouble with most regulatory authorities, third-party service providers (e.g. Google), and other potential legal threats and inconveniences:
- Contact Page
- Terms And Conditions Of Use
- 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
Go here to learn more about adding legal pages to your site: What You Need To Know About Adding Legal Pages To Your Site
Tips For Improving Your Web Content
In today’s globally competitive economy, the sooner you start to publish content on your site, the quicker you will begin to see results and differentiate yourself from competing businesses.
Providing useful content with information or tips will get your readers sharing your web pages and coming back for more content. Using content is the most effective way to inform and teach your visitors and prospective clients about using your services and products.
For example, if your business provides solutions that help people lose weight, then some of the areas you can write content about include:
- Overweight vs. Obese – what are the differences?
- How to figure out how many calories you consume each day
- Tips for developing a better eating and exercise regime
- Vitamins and minerals that help with weight loss (chromium, calcium, magnesium, etc.)
- 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 medical or health-related services, by explaining benefits, procedures, terminology, etc.
Include keywords in your articles that your readers would search for.
We recommend subscribing to our Content Marketing Email Training Series. You will receive a comprehensive series of training emails with actionable information that will teach exactly how to drive more traffic to your website or blog, save money creating useful content for your site visitors and grow your business online using content. It’s not only a great course with loads of useful information, it’s also 100% FREE!
Improving Visitor Experience
Improving your website’s user experience (generally referred to as UX) will help to keep visitors coming back and engaging with your site. This section will show you ways you can improve your visitor engagement and UX.
Content Syndication – RSS Feeds
RSS (Really Simple Syndication) feeds provide plenty of benefits for your health business.
If you provide valuable content, other businesses will want to syndicate your content to their visitors.
Some of the benefits of syndicating your content to other sites using RSS feeds, include:
- All of your content updates are kept in one place
- Content distribution doesn’t rely on email
- RSS feeds can be shared online
- RSS feeds allow users to subscribe
- A feed provides links to your content
- Feeds can be submitted to RSS directories and aggregator services
- There are various ways readers can receive your content (e.g. users can read your content on their mobile device using a feed reader)
- RSS is built into WordPress
There are also a number of benefits to providing valuable information on your website 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 medical and health-related government departments or respected industry bodies.
For example, here are a few RSS 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 search by departments and choose specific feeds, like feeds on women’s health issues (e.g. Emergency preparedness, Environmental health, HIV/AIDS, Menopause, 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. AHA Journals (American Heart Association Journals), BMJ Journal of Medical Genetics, BMJ Medical Humanities, Radiology, BMJ Journal of Epidemiology & Community Health, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health (www.nih.gov) - Get many RSS feeds on health-related news here: http://www.nih.gov/Subscriptions.htm
- US Food And Drug Administration (FDA) – Get feeds on fda-related news like criminal investigations, health fraud, product recalls, foods, etc. and podcasts here: http://www.fda.gov/AboutFDA/ContactFDA/StayInformed/RSSFeeds
- UK Department Of Health (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. NSW – http://www.health.nsw.gov.au/pages/rss.aspx
- Centers For Disease Control And Prevention (www.cdc.gov) - Get various health-related feeds 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 RSS feeds section (e.g. Health news: http://www.nytimes.com/services/xml/rss/nyt/Health.xml)
- MedicineNet.com – Weekly Health and Medical News Digest: http://www.medicinenet.com/rss/weeklyhealth.xml. You can also select individual feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Medications, Arthritis, Nutrition, Food, & Recipes, Pregnancy, Prevention & Wellness, Thyroid, etc.)
- MedicalNewsToday.com – Medical News Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- MedicalNewsToday.com – You can also select individual feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Lung Cancer, Pain/Anesthetics, Cervical Cancer/HPV Vaccine, Sleep/Sleep Disorders/Insomnia, Food Intolerance, Tropical Diseases, Crohn’s/IBD, etc.)
You can also just search online for general feeds, e.g. “medical rss feeds” or search for feeds on specific topics, e.g. “lung cancer rss feeds”, “leukemia rss feeds”, “statins rss feeds”, etc.
(Add RSS (Really Simple Syndication) feeds to provide your visitors with a better user experience.)
Checklists & Forms
Checklists and explanatory charts are a great way to increase user engagement, add value to your readers and provide something unique. Checklists and medical forms can provide step-by-step information and resources to perform tasks. Forms and checklists are also great educational tools.
You can provide forms and checklists covering a range of areas such as:
- Booking appointments
- Checklists for pre or post treatment
- Health checklists and charts for specific medical conditions
- Dental checklists – e.g. first visit, active maintenance program, cosmetic dentistry, etc.
- Fitness and nutrition program checklists and charts
- General charts & infographics (e.g. acidity level of different foods, the importance of sleep at different stages of development, etc.)
Providing useful tools and applications on your site is a great way to increase visitor engagement and significantly add value to potential clients. Calculators, for example are great tools to add to your website. Others would include things like diagnostic tools, and even recipes.
In part 2, we will be discussing a number of WordPress-based tools you can add to your medical website that improve search engine optimization, increase user engagement and drive more traffic to your business.
This is the end of part one.
To continue, click this link:
- Your Medical Services And Health Clinic Website – Improve Search Engine Optimization, Increase User Engagement And Increase Visitors To Your Business Generation With Plugins
"I love the way your email series "Infinite Web Content Creation Training Series" is documented and presented. It is very absorbing and captivating. The links and tutorials are interesting and educational. This has motivated me to rewrite my content following the concepts I am learning from the email series." - Mani Raju, www.fortuneinewaste.com