Grow Your Medical Or Healthcare Business Online With WordPress
Challenges Medical Services Providers Face Online
Today, more than ever, businesses in the health and medical sector must work harder than ever to remain competitive. Not only do you have to maintain an active presence in the community your business serves, you must also develop and maintain an active presence online. This includes having an effective website and searching for smarter ways to promote your practice online.
In addition to spending dollars in offline marketing, you will probably find (if you haven’t already) that in order to remain competitive, increasingly larger amounts of their budget will need to be directed towards developing and maintaining a website that will drive clients, engage users, outperform the competition in search engines and social media, and help increase your marketing reach online.
This means that your site not only has to look great, your pages have to be fast-loading, and your website layout has to be easy to navigate, but even more importantly, the needs of your website may change in time and sections may need to be updated frequently. This requires a well-developed web and content management strategy.
Another problem that health providers face (as do most other businesses for that matter), is that your site has an average of 30 seconds to provide users with what they are searching for 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.”
Online Opportunities For Medical And Health Services
As well as facing a number of challenges, there are also loads of online opportunities available for businesses in the medical or health-related sector that are willing to evolve to meet the challenges of the online economy and can think progressively when it comes to improving their online marketing skills.
This guide will help you uncover new ways to attract and engage more visitors and improve your online results.
As well as providing tips and information on cost-effective ways to improve your medical or health business online, we also focus on the benefits and advantages of using the WordPress Content Management System (CMS) to power your medical website or blog.
To learn more about the benefits and advantages of using the WordPress Content Management System, see these articles:
- Learn Why A Poorly Constructed Web Site Can Lose You Money
- Everything You Need To Know About Growing A Successful Small Business Using WordPress
Useful Tips For Improving Your Medical Site
In this section we’ll show you ways to improve your medical or health website and get better results. We will look at what web pages you need, what content works best, your layout and navigation, etc.
If you need additional information about website planning, go here: Planning A Web Site - A Practical Blueprint For Non-Technical Business Owners
Your Web Pages
Professional websites need some essential pages. Let’s go over these.
Products And Services Page
You need to include a page that explains your services and products. Depending on which area you specialize in, this page could list services such as:
- Medical And Surgical – e.g. ear, nose and throat, orthopedics diabetes, maxillofacial surgery, stroke, respiratory, weight loss surgery, ophtalmology palliative care, etc.
- Dentistry – e.g. preventive dentistry, holistic dentistry, oral hygiene, teeth whitening, orthodontics, emergency dentistry, etc.
- Cardiology – e.g. heart monitoring, chronic heart conditions
- Prenatal and Postnatal – e.g. birth suites, midwifery, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic – breast screens, skin cancer, hearing, women’s health, magnetic resonance imaging, food allergy testing, etc.
- Pathology services – lab testing and analysis, emergency pathology testing, food and water testing, speech pathology, etc
- Counselling services – mental health, alcohol, tobacco & other drug services, domestic abuse, wellness coaching, social development services
- Alternative therapies – Chinese medicine, aromatherapy, colloidal silver therapy, tai chi, chiropractic services, hypnosis, etc.
- Other medical services – diet and nutrition, othopedics, reproductive endocrinology, optical services, inherited diseases, prosthetics, hearing aids, home and community care, community health, medical equipment, etc.
Make sure to list all of the services you provide, not just the ones you specialize in. Educate your visitors about what these services do and why they should book an appointment with you.
Who We Are
This page needs to describe your business and what your business stands for, its unique approach, causes supported, etc.
It should list any awards, accreditations, certifications, recognitions, publications, associations, etc., that you can use to promote your services and to position yourself above similar service providers.
(List all of your awards recognitions, accreditations, certifications, publications, associations, etc. in the About page. Image sourced from: squaremedical.com.au)
Are you searching for inexpensive ways to grow your business online? Then one of the things you can do, is help visitors get to know, like and trust your organization better.
Your business needs to be relatable. A great way to do that is to have a page that introduces your staff members. It should include a photo and a mini biography. Since most visitors are probably not well-versed in health terms your 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 visitors to follow some of your staff members on their social networks.
In this page, don’t be afraid to humanize your people with personal stories, hobbies, etc., but make sure to highlight each team member’s 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 ‘meet the team’ page. Screenshot image sourced from: southperthchiro.com.au)
If you need help how to add an easy-to-maintain list directory of staff members to WordPress using a free plugin, see this step-by-step tutorial: How To Easily Add A Simple Employee List On Your WordPress Site Without Editing Code
List any job or career opportunities available within your clinic. It should include training, benefits, professional development, etc. You can include information about career opportunities in the medical or health industry.
Also include 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 newsletter, follow you on social media, etc.
Testimonials And Case Studies
Case studies and reviews from clients are a great way to attract potential clients and showcase your services. By adding a page with testimonials from past clients and case studies, you are also helping to establish social proof online.
(Add a web page with testimonials and case studies. Image source: arrowsmiledental.com)
We have written extensively on using testimonials, case studies and reviews get better results online. To learn more about this go here: Discover How To Turn More Visitors Into Qualified Leads With Awesome Testimonials
Having a contact page is essential.
Your contact page should include the following:
- Company Name
- Physical location
- Email address
- Google Map
- Website address
- Contact form
- Contact name
- Social media web addresses
- Chat (optional feature)
If your business operates out of different areas you should make that clear when showing the address and contact info.
Consider also including links to an FAQ section, useful pages, booking form, support area, newsletter, blog, etc.
Add A Medical-Related Blog
A blog can be a very powerful marketing tool. Blogs typically comprise of a content management system that allows you to easily promote your business using content such as the latest news, updates, educational articles and tutorials, opinions on current topics, how-to videos, webinars, etc.
If you already have an established medical site, then consider adding a WordPress-powered blog to promote your organization.
If you don’t have a website yet, or if your existing site is hard to keep updated with new content or not delivering you the results you want, then WordPress can become both your website and your blog.
Very few businesses know that WordPress can turn your web presence into an automated traffic-generation system that can help begin attracting web traffic to your web site, simply by publishing new content to your website on a consistent basis.
(WordPress can automate your traffic generation)
Go here to learn more:
It’s vitally important for professional businesses to make sure they have a compliant website. This is not only important for establishing trust and credibility with prospective clients, but also to ensure that you are not breaking any local, regional or federal laws or regulations wherever you practice.
Depending on what services you provide, adding the following legal pages to your site will help you stay out of legal hot water with most regulatory authorities, third-party service providers (e.g. Facebook), and other potential sources of threats and legal inconveniences:
- Contact Us
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Links Policy
- Health/Financial Disclaimers
- Refund Policy
- Video/Audio Terms
If you want to learn more about adding legal pages to your site, see this article: The Importance Of Adding Legal Pages To Your WordPress Site
Improving The Content On Your Site
In today’s globally competitive economy, the sooner you begin publishing great content on your site, the sooner you will begin to differentiate yourself from the competition.
By committing to providing great content with information, advice and tips, you will get your readers to share your information and come back for more. Publishing content is a great way to educate your visitors and prospective clients about your business and services.
For example, if you provide products or services that help people manage their weight, then some of the areas you can cover as content on your site:
- Nutrients your body needs on a daily basis (protein, carbs, minerals, vitamins, fats)
- How to develop portion control habits (smaller plate, don’t put food on the table, more vegetables)
- Dieting pills (common ones, side effects, long term results, do they work?)
- Useful tips that will help you avoid late night snacking (e.g. drink water with lemon)
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.
Use the same keywords and terminology in your content that readers will be searching for.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with easy-to-digest information and practical tips that will teach exactly how to drive more traffic to your website or blog, save money creating useful content that will add value to your 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!
Improve User Experience
Improving your website’s user experience (known as UX) helps keep visitors coming back and engaging with your site. This section will show you ways you can improve visitor engagement and UX.
Syndicate Content Using RSS Feeds
An RSS feed provides lots of benefits for your business.
If you provide information that adds value to others, other sites may 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
- Your feeds can be shared and picked up by other sites online
- Users can subscribe to your feed
- A feed provides a way for external links to point back to your content
- RSS feeds can be submitted to RSS directories and aggregator services
- There are several ways readers can receive your content (e.g. read the content on their mobile device using feed readers)
- RSS is built into WordPress
There are also benefits to providing valuable information on your site from other sites, such as the fact that you don’t have to write, manage or update the content.
To find RSS feeds with loads of useful content just search online for relevant government departments or key industry bodies.
Below we have listed a few feeds containing useful information that you could add 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 search by departments and select specific feeds, like feeds on women’s health issues (e.g. Breast cancer, Health care for women, Heart health and stroke, Mental health, Violence against women, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a directory of feeds from various medical journals, publications and websites (e.g. Cancer Epidemiology, Biomarkers & Prevention (American Association for Cancer Research), JAMA & Archives, Stem Cells, Indian Journal of Psychiatry, Journal of Antimicrobial Chemotherapy, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health (www.nih.gov) - Get various health-related RSS feeds here: http://www.nih.gov/Subscriptions.htm
- US Food And Drug Administration (FDA) – Find RSS feeds on fda-related news and topics like FDA drug safety, food allergies, recalls, 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. Western Australia – http://www.public.health.wa.gov.au/feed/?types=news
- Centers For Disease Control And Prevention - Find many 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 in major news publications like the NYTimes feeds section (e.g. Fitness and nutrition: http://www.nytimes.com/services/xml/rss/nyt/Nutrition.xml)
- MedicineNet – MedTerms Medical Word of the Day: http://www.medicinenet.com/rss/dailyword.xml. You can also select individual feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Medications, Mental Health, Neurology, Pregnancy, Digestion, Thyroid, etc.)
- Medical News Today – Medical News Featured Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- MedicalNewsToday.com – You can also choose specific feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Anxiety/Stress, Lupus, Infectious Diseases/Bacteria/Viruses, Swine Flu, Transplants/Organ Donations, Nutrition/Diet, Genetics, etc.)
You can also just search online for general RSS feeds, e.g. “medical rss feeds” or search for feeds on specific areas, e.g. “pharma industry rss feeds”, “dermatology rss feeds”, “psychology rss feeds”, etc.
(RSS feeds can help to improve your health-related site’s user experience.)
Adding checklists and charts to your site is a great way to help increase user engagement and add value to your audience. They can provide users with step-by-step instructions and resources to complete necessary steps. Checklists and charts are great educational tools.
Forms, charts and checklists could cover areas such as:
- Checklists and forms for booking appointments
- Checklists for post-surgery recovery
- Health checklists for specific medical conditions
- Dental checklists – e.g. first visit, oral maintenance program, general dentistry, etc.
- Fitness and exercise program checklists
- General charts & infographics (e.g. caloric level of different foods, the importance of sleep at different stages of development, etc.)
Add Online Tools
Providing useful online tools, gadgets and applications on your site can help increase visitor engagement and significantly add value to your visitors. Health-related calculators, for example, are useful tools for your website. Other tools can include things like nutritional tools, or even recipes.
In the next section, we discuss a number of online tools you can use in your health site using WordPress plugins and themes that improve your search engine optimization, increase user engagement and generate more visitors to your business.
This is the end of part one.
To keep reading, click here:
- Grow Your Health Clinic Services Website – Improve SEO, Increase User Engagement And Increase Traffic To Your Website Generation Using Plugins And Themes
"I have used the tutorials to teach all of my clients and it has probably never been so easy for everyone to learn WordPress ... Now I don't need to buy all these very expensive video courses that often don't deliver what they promise." - Stefan Wendt, Internet Marketing Success Group