A Website should be at the center of your overall medical marketing plan.   An effective website will help with both administrative and marketing tasks.  On the administrative side, your site is a tool to deliver information – your hours, directions, how to schedule an appointment, insurance and payment information, etc.  Anything that an existing or prospective patient might need to know can be delivered through your site.

By presenting all of this information in the right ways, you can make it easy for your (prospective) patients to find you.   This is part of the process of what is known as Search Engine Optimization (SEO).  An optimized website will rank on the first page of search results for many of the most valuable search terms associated with the practice.  Obviously, you want to rank well when someone searches for your name, and this is usually fairly straightforward.

The bigger challenge, and more valuable tool to find new patients, is to rank well for searches involving your specialty, for diseases or conditions you treat, and for specific services you offer.  These searches will generally be qualified by the town, neighborhood, zip code, or other geographic identifier.   To rank well for these searches, your website should include some combination of a patient education section, blog, directory, or newsletter.    Any of these tools will provide a way to add content to your site in an organized fashion, which is one of the most effective long-term online marketing tactics.

Once you build your site and populate it with initial content, you need to monitor traffic in order to plot your website evolution.  This is the process of web analytics.  Free tools such as Google Analytics, or more robust fee-based tools such as Hubspot, provide a wealth of data that will tell you about the people who are finding your site, including where they are from, what pages they view, and what keywords they searched on to find you.  By analyzing this data, you can modify and add to your website to maximize its marketing value.

If you need help with your medical website, check out WFD website services, call or email us, or fill out this form today.