Optimize your practice website for patients and search
An optimized practice website can attract more visitors, impress patients, and inspire more appointment bookings.
Organize your website hierarchy and content for search engines
With about 60 percent of patients looking online for care with some regularity,5 ensure your website is set up to be found by the right patients.
Create an individual webpage for each service you offer. Answer common patient questions about that service, including any relevant medical condition, symptoms, remedies, and your approach to care.
This process helps establish your practice’s expertise, is useful for search engines, and can inform prospective patients. Even if a patient is not yet ready for an appointment, you and your practice can stay top-of-mind.
Be sure each service is featured on its own individual page. This process — known as siloing — organizes a website’s content into distinct categories. By organizing content and keywords, your site notifies search engines that the page may be an authority on the subject you’re discussing, a boost to your search engine optimization (SEO). If you mix up too much unrelated information on one page, your SEO will take a hit.
Create a design that looks and works great on every device
The design of your website has a tremendous impact on whether visitors stick around — and those decisions are sometimes made in a fraction of a second.
Develop your website with a responsive design; that’s the technical term for a website that will comfortably adjust to any browser size, so users can see and use your site on mobile devices, tablets, and desktop computers. This ensures a positive experience for every visitor to your website.
Consider the aesthetic value of your site. Keep the homepage streamlined so patients can focus on and find key areas. Feature high-resolution photos of you, your providers and staff, your practice, and even community events you’ve participated in.
Create calls-to-action (CTAs) that prompt appointment bookings
The ultimate goal for your website is what marketers refer to as “conversion” — getting site visitors to request or book an appointment, and become patients. This requires prominent calls-to-action (CTA) placed strategically across your website.
Each call-to-action should lead a site visitor to an online booking tool with just a single click or tap. As an important option, you should also feature one-tap calling, for patients to easily call your practice right from their mobile device. For either action, convenience is key. Give prospective patients the power to book an appointment or speak with your staff without having to take additional actions beyond your website.
To improve your conversion opportunities, make sure at least one CTA is “sticky” — meaning a visitor can see it even as they scroll and navigate your website.