At Evolve, we believe that the goal of a medical practice website is to convert. You want your website to bring in traffic, provide potential patients with the information they need, and, ultimately, convince them that your medical practice is the right choice for their needs. According to Google, the average medical practice website has a conversion rate of 6%. In basic terms, that means that out of every 100 people who visit a website, 6 will convert: they will call the practice or fill out a form requesting an appointment. Interestingly, the top performers in medical practice websites have a conversion rate of 20.4%.

Your website is, in many cases, the first interaction between patients and your practice. If it doesn’t make a great first impression, fails to provide the information they need to make an informed decision, or proves difficult to navigate, they’ll be lost forever. Even a 1% increase in website conversion can provide a huge boost to medical practice revenue. To help your medical practice achieve those essential conversions in its marketing, we have identified seven key elements of a high-performing website.

1. Design

The design of your website needs to be clean and professional. Today’s patients are savvy. They spend a great deal of time online, looking at various websites. If your website comes across as unprofessional or poorly designed, chances are, your patients will fall out of the sales funnel and look elsewhere. A very outdated or unprofessional website can even convince patients that your practice is a scam, all before they ever have the chance to interact with it directly.

2. Content

If your website is truly designed to convert, it will include content that is designed to support the patient’s decision-making process. What information does a patient need in order to make an informed decision about whether your medical practice offers the resources they need?

Suppose, for example, that you are an oncology practice. A patient coming to your website has bile duct cancer. A practice that has information about that specific condition and some data about treatment protocols will be perceived as far more credible than a practice or hospital that doesn’t. According to a 2020 survey commissioned by Doctor.com, 56% of patients note that the availability of relevant and accurate information online is a make-or-break factor when choosing a doctor.

If you need to increase patient education content for your practice, there are several third-party content providers who can license that patient education content very inexpensively.

3. Compliance

When patients visit your website, they want to see compliance in two key ways.

ADA Compliance

Many of the patients attempting to visit your website may have disabilities of some kind. It’s particularly important to take into consideration disabilities that a large percentage of your target patient audience may have. For example, if you have a large elderly population, you may need to take into consideration failing eyesight. ADA compliance ensures that your website is accessible to all users, not just those who do not have any disabilities.

HIPAA Compliance

Does your website provide a high degree of privacy for your patients? HIPAA compliance means that patient information is stored securely. If you have an online portal, which may be essential to allowing patients to access direct information about their care from wherever they are, that information needs to be highly protected. Furthermore, you do not want a website that shares any patient information without their consent, including things like before/after photos or patient stories that could potentially identify the patient directly.

4. User Experience

If your website is frustrating or hard to use, users simply will not stay with it. Make sure you take these key elements into consideration as you determine what type of experience those users may have with your website.

Navigation

Is it easy for patients to find what they’re looking for when they visit your website? Are key locations, like your contact information, clearly displayed?

Speed

Slow load times can cause a user to drop off of your website before they even begin the appointment-setting process. Pay attention to how long it takes your website to load. You may have just seconds before potential patients grow frustrated and choose to look elsewhere for their information.

Mobile Responsiveness

On average, 60-70% of medical website views are done on a mobile device. Patients need to be able to browse on their breaks at work, during their commutes, or from the comfort of their couches. Make sure your website responds well across multiple mobile devices.

5. Google My Business

An optimized Google My Business page can provide patients with essential information long before they visit your website. GMB pages for medical practices often get as many as 11 times the viewers that the main website gets on a regular basis. If that page is lacking essential information, it could prevent patients from finding you. Make sure your GMB page includes:

  • Keywords relevant to your practice
  • Accurate contact information
  • Photos
  • Customer reviews
  • Local keywords and tags

With that information, patients will be able to determine more easily whether your practice will meet their needs. Plus, it helps with healthcare marketing in an easy, organic way.

6. Patient Reviews

According to the 2022 Healthcare Reputation Report, 72% of healthcare consumers look for a rating of at least 4 out of 5 stars before deciding on a health facility or physician. Ideally, you want 30+ reviews with at least a four-star average. Encourage the patients who are happiest with your practice, or that you see often, to leave reviews dictating how they feel about the practice. Accurate reviews, especially those that provide genuine information about what it is like to work with you as a healthcare provider, can provide future potential patients with better guidelines about whether your practice will fit their needs.

7. Patient Engagement

Ultimately, you want your website to make it easy for potential patients to convert or do business with your practice. Can they book an appointment online, directly from your website? Do you have a secure 2-way SMS or secure chat feature that will allow patients to ask questions on the website, rather than having to call in? Those simple options can provide a great deal of support and convenience for your patients.

In addition, make sure that you offer frictionless forms. Allow patients to fill out new patient forms with HIPAA-compliant electronic signatures and easily upload insurance card photos or credit card information. Streamlining that process and making it easy for your patients can help improve overall engagement and decrease the odds that patients will fall away from your website.

Is your website performing according to your patients’ expectations? At Evolve, we strive to help our healthcare customers create websites that will convert, including all the key marketing details that will help patients make a decision for your practice. Contact us today to learn more.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.