Most healthcare providers know they need a medical website in order to attract new patients to their practice. However, not all providers know exactly what content (text and images) their websites should contain — or how that content should be organized.
In a nutshell, an effective medical website includes the content patients expect to see (e.g. content that is likely to satisfy their search queries). To get the most from that content, organize it into the following webpages.
1. About page
You know your practice back to front, but prospective patients do not. That’s why an About Page is essential for medical websites.
Similar to how a book teaser or movie trailer is intended to entice audiences, your medical website About Page should subtly persuade patients that your practice is the best choice for their needs. Use your About Page to share the reasons a patient should visit your practice, which might include mention of your credentials and experience as well as your healthcare philosophy.
An About Page can be its own separate page, or this information can live on your homepage.
2. Location pages
How far are patients willing to travel for healthcare? Research suggests not very. In one study, adult Washington state residents indicated they’d be willing to travel just 20 miles (or about 28 minutes) for routine and urgent primary care services. This is just one reason why it’s important to highlight your practice’s location (or locations) on your medical website.
For each location, create a separate page with unique content and clear information about that location, including its name, address, phone number, a map, and other contact details. If you have a single practice location, one Contact Us page with this information is sufficient.
3. People page
Though patients are unlikely to choose a practice exclusively because of supporting providers or staff, you’d be remiss to think these people do not play any kind of role in patient acquisition. Patients want to know that you are backed by capable and caring professionals, which you can highlight on a dedicated People Page.
The People Page should include photos of your staff as well as information about their experience and qualifications. You can even consider adding a personal note about each person to encourage a connection with patients.
4. Services pages
The services you specialize in provide an excellent opportunity to build multiple pages on your medical website, with each page focused on a particular service.
Ensure that each service page includes information about your practice and location. These pages are the best place to stand out from your competition by featuring unique content and describing services that can’t be found elsewhere in your region.
5. Testimonials page
Reviews and testimonials are essential to grow your healthcare practice. Not only do patients look for reviews when searching for practices (72 percent of patients say it’s their first step in finding a new doctor, according to Software Advice), reviews also influence search engine rankings.
Highlight the positive feedback you’ve collected from patients throughout your website, but also devote an entire page to patient reviews. Use this feedback to demonstrate how you serve the needs of your local community, solve health concerns, and interact with your patients.
Want more information on how to create an effective medical website? Check out the blog post “11 common medical website mistakes and how to fix them” for tips on what not to do.