Importance of Owning a Dynamic Website for your Healthcare Brand

Why owning a dynamic website is important for your healthcare brand?

The stats are in:

And the result is as clear as day!

7 in 10 hospital’s websites are incomplete, broken, or missing MAJOR functionalities.

83% of people visit a hospital’s website, before making an appointment to visit. It is, therefore, important to reconsider what a responsive website could do for you.

Which is precisely why you need to know:

What makes a great website? [HOSPITAL EDITION]

We are in an era where search engines are bringing traffic/footfalls -both online and offline. It is essential to be on top of the search game and lure Google.

It is reported that confused patients often visit at least two websites before deciding to book an appointment.

What does this mean for you?

Your website is the first impression of your brand for a prospective patient.

The primary purpose of your website is to create awareness and educate prospective patients. Secondarily, it can also act as an interface through which they could perform simple tasks. These tasks could be anything from booking appointments to reading up on doctors and treatments.

Mistakes that most hospital websites make:

1) They have an inadequate/incomplete website, with too many broken links, and little or no content at all.

2) Most hospital websites are a copy-paste version of each other.

3) They do not have important webpages like blogs, news, careers, research publications etc.

4) Most websites are too self-promotional and completely ignore the human aspect.

5) They are hard to navigate, and therefore, the bounce rate is too high.

6) There is an absence of good graphics, and poor UI and UX

7) They do not have a definite site map

8) There is an absence of elements like booking portals doctor introductions, uploading of scans and reports etc.

If we were, to sum up, the qualities of a hospital’s website, it should be all of the following things:

SEO friendly

Three facts you ABSOLUTELY need to know to understand the importance of SEO for your hospital website:

  • 77% of people use search engines to research treatment and causes of their ailments
  • 43% of visits to a hospital’s websites begin at a search engine like Google/ Bing
  • 1 in every 20 Google searches is a health-related issue.

Want to know the best part?

89% of these searches made are purely location-based. The words ‘near me’ being a high ranking keyword.

You’re probably thinking, how to get on the top of google and rule the SERPs.

It’s easy, well, if you put in the efforts.

There are certain factors that affect the way your website is perceived by search engines such as:

  • Quicker Load time
  • Presence of a sitemap
  • Shorter and meaningful URLs
  • Cross-Device compatibility
  • Presence of Internal links
  • Optimised images
  • Proportionate keyword density
  • Absence of Broken links
  • Quality of website content
  • Use of proper title tags and description etc.

Your goal should be to minimise SEO errors and consistently try to get backlinks from reputed sources.

Educational and informative

Most hospital websites are filled with the same – patient photos, blue banners, a lot of self-praise, and so on. Though a little bragging is allowed, keep the content of your website knowledgeable, and easy to understand.
 
Help patients sift through common diseases and symptoms and read about causes. Your website should make it easy for them to find doctors or learn something new from your blog.
 
To establish yourself as an industry leader, routinely publish case studies and research papers.
 
You can also use the ‘news’ section to enlighten the readers with your latest happenings.
 
Use the blog section of your website regularly, to post new articles that are helpful and educative. A great way to get organic traffic coming your way and stay in the good books of Google.
 

Unsure about how a blog can help your website? Here are ten compelling reasons why you should have one:

  • Websites with blogs generate more traffic than sites without blogs
  • Blogs have a high ROI, minimal efforts, yet substantial results
  • Blogs build the trust factor and sense of authority, thereby helping your brand.
  • They convert your website traffic into leads.
  • They help you build a healthy relationship with your customers.
  • They make for great posts to share on social media
  • They boost search engine rankings and generate results even in the long term

Concise and compact

What is the first thought you have, when you land on a website with too much content?
 

It’s shabby, cluttered and overwhelming.

The key is to make meaning out of your website content.

Think about a prospective website visitor, the amount of time they spend reading/ skimming/ scanning your website copy. Convey the essence of your product services and brand in less than 250 words on a single page.

Follow the golden rule of thumb. Restrict each paragraph to three lines or less.

REMEMBER- less is more.

Should have a good UI/UX

94% of a website’s first impressions are related to its design and development.

What does this translate for your hospital website?

Generic patient and doctor images are not enough to capture readers’ attention. And the graphic portrayal of severe medical conditions is a strict NO.

The design of a hospital’s website should be uplifting and soothing. The use of neutral colours and high-quality positive imagery can send out a positive message to visitors.

A good hospital website will generally have a combination of soothing colour scheme and humane images.

“And what about the UX?” you ask,

Well, the UX should be designed in such a way that it is easy for the website visitor to interact with the website.

The landing pages should be actionable and detailed with information that a patient or visitor might be looking for.

It should be easy to navigate. Users should be able to move from one page to another without any hassle. It is crucial to have a good flow.

Follows a Patient-centric tone

If you’ve been to a hospital website, chances are you would have come across words such as:

Best in XX city

Awarded by XX program

We are the masters, pioneers, gods etc.

Seriously?

Nobody comes to your website, to hear you brag. Agreed, a bit of self-praise, one that speaks of milestones a noteworthy achievement is allowed, but too much of it can only harm.

The content of a hospital website should focus mainly on the patient. Adopt a gentle tone throughout the website and try to ease prospective patients/visitors worries.

Is optimised for mobile devices

67% of website visitors are likely to purchase a product or service from an organization that has a mobile-friendly site.

Is your hospital’s website optimised for a smartphone user?

Bonus tip: Track these 10 metrics regularly to know if your website is doing its job right:

  • Unique website visitors
  • Overall sessions
  • Bounce rates
  • Average page views per session
  • Average time on page
  • Top landing pages
  • Click-through rates
  • On-site Search queries
  • Top exit pages
  • Conversions
Final thoughts:

Before you go:

Let us leave you with one more statistic to worry about. 81% of healthcare consumers consider a hospital with an active online presence to be more cutting edge.

The critical element to having a good hospital website is to regularly update it, and make it optimised for search engines.

Create FAQ pages for patients who are trying to look for the most basic queries. Have a stable and functional appointment booking platform to reduce patient wait times.

With more and more people looking for healthcare services online, it is time your hospital website brings in customers for you.

 

Copywriter at

A seasoned copywriter, content specialist and blogger, Shaista brings more than just writing expertise to the table. Having worked for industries such as Food, Fashion, jewellery, media and advertising, she is an all-rounder when it comes to writing and presenting articles, E-books, blogs and whitepapers and more.
When she’s not writing (or procrastinating about writing) she enjoys practicing the art of makeup and aims to be a professional MUA.

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