The Important Elements of a Website

What makes a good first impression?  We place a significant emphasis on first impressions, and rightfully so.  You only get one.  When it comes to business, your website often serves as your first impression to your audience.  It is your digital appearance and presentation that should work in your favor to engage potential patients or customers, convincing them to trust you with their care.  So, what does your website say about you, and how can McCauley Marketing Services help you create a lasting first impression?

Customization

While anyone can create a basic website, customization is an element of web design that helps to make a memorable first impression. Having a website customized to match your specific brand and service sets you apart from the competition, allowing you to stand out.  Where other practices in your industry may be using the same template, themes, and websites as hundreds or even thousands of other medical groups, your website will be a unique reflection of you and your practice.  An attractive, professional website is a remembered website, and having your website remembered is one of the first steps in turning leads into patients.

SEO

Search engine optimization (SEO) works by increasing your website’s organic visibility to the public.  There are many elements to SEO, and they are constantly changing. When you google something, what do you usually do?  Typically, you type a few keywords into a search engine (google) and press ENTER.  What populates on the screen before you are the top websites that match your keywords.  In general, most people will click on the sites that appear within the first few pages of the search engine results page.  Therefore, it is vital that your website appears within those first few pages of results.  Search engines like Google and Bing regularly update their algorithms and these algorithms are complex.  Hiring an expert marketer that understands how to employ the correct SEO tactics will ensure that your website is continually visible to the public.

Content

How does your website educate your consumer base?  Are you an industry leader or an expert in a specific cosmetic procedure or medical condition?  How are you conveying your proficiency to potential patients?  This is where content takes center stage.  There are numerous reasons why content is essential, but here are a few specific elements your content should address:

1. Deliver high value information that educates and is written with search engines in mind
2. Provide accurate, valuable information that your consumer base is seeking
3. Have an optimized call to action
4. Content that is responsible and HIPAA compliant for medical sites

Your content should tell a story and the best stories include a mix of videos, graphics, and regularly written blogs.  Pairing strong content with an optimized call to action that complies with the search engine’s algorithm and compels your reader to engage with you will set you apart from your competitors.

Running a successful marketing campaign can be an overwhelming task, especially if you are trying to learn and apply this talent simultaneously.  There is a lot of research, time, tracking, analysis, and reassessment required for a profitable strategy, and making mistakes will cost you financially.  The wisest use of your marketing budget would be to employ a full-service marketing agency like McCauley Marketing Services.  Marketing isn’t our hobby; it is our business.  If you would like to discuss how a successful marketing strategy can benefit your medical practice, contact McCauley Marketing Services today.