At Evolve, we understand that the goal of a medical practice website is to convert. Your website is usually the first interaction between your patients and your practice. If it fails to provide the information they need to make a decision, doesn’t make a great first impression, or is challenging to navigate, they’ll go elsewhere.
According to landing page platform Unbounce’s 2020 report, the average medical practice website has a conversion rate of 6%. So out of every 100 people who visit a website, six will convert, i.e., they will call the practice or fill out a form requesting an appointment. Even a 1% increase in website conversion can considerably boost your revenue. To help your practice achieve those essential conversions, we have identified seven key elements of a high-performing website.
1. Design
Today’s patients spend a great deal of time online and are exposed to many websites. If yours comes across as unprofessional or poorly designed, chances are your patients will leave your sales funnel and look elsewhere. An outdated or unprofessional website can even convince patients that your practice is a scam. So, make sure your website is clean and professional.
2. Content
Suppose that you’re an oncology practice. A patient coming to your website has bile duct cancer. They may perceive a practice that provides information about that specific condition and data about treatment protocols as a far better option than a practice or hospital that doesn’t. According to a 2020 survey commissioned by Doctor.com, 56% of patients say that the availability of relevant and accurate information online is a make-or-break factor when choosing a doctor.
If your website is designed to convert, it will include content that supports the patient’s decision-making process. So, you should always ask yourself: What information may a patient need to choose my practice?
If you need more patient education content for your website, there are third-party content providers that can inexpensively license that content.
3. Compliance
As a medical practice, your website should be compliant in two key ways:
HIPAA Compliance
HIPAA compliance means that patient information is stored securely. If you have an online portal, that information needs to be highly protected. Furthermore, you do not want a website that shares patient information without consent, including before/after photos or patient stories that could identify them.
ADA Compliance
ADA Compliance means your website is accessible to those with disabilities, an element especially critical for a medical practice. Consider disabilities that a large percentage of your target patient audience might have. For example, if you commonly serve an elderly population, you should take into consideration failing eyesight. If your website is not ADA compliant, you may hurt your patient acquisition or even open yourself up to potential lawsuits.
4. User Experience
Potential patients will look elsewhere for their needs if your website is frustrating or hard to use. As you focus on improving user experience, make sure you consider the elements below.
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? Ease of navigation for all users is also an essential element of ADA compliance.
Speed
Pay attention to how long it takes your website to load. You may have just seconds before potential patients grow frustrated with the slow load times and leave your site.
Mobile Responsiveness
On average, 59.6% of all website traffic comes from mobile devices. According to a report by Statista, an online platform that specializes in consumer data, 71.02% of medical website traffic from July 2018 to June 2019 came from a mobile device.
You should ensure that your website operates well across multiple mobile devices so that patients can browse while on their breaks at work, during their commutes, or from the comfort of their couches.
5. Google Business Profile
A Google Business Profile (formerly known as Google My Business) provides patients with essential information about your practice and boosts your online presence. After listing your business (or, if it’s already listed, claiming it), you can set up your profile and include a link to your website. Google reports that well-maintained business profiles get 5x more views than profiles that haven’t been claimed. Make sure your profile includes the following elements:
- Keywords relevant to your practice
- Local keywords and tags
- Accurate contact information
- Customer reviews
- Photos
Optimizing your Google Business Profile is an easy, organic way to reach potential patients and boost website traffic.
6. Patient Reviews
According to the 2022 Healthcare Reputation Report by Reputation, an online customer experience management company, 72% of healthcare consumers look for a rating of at least 4 out of 5 stars before deciding on a health facility or physician. Encourage the patients who are happiest with your practice, or that you see often, to leave reviews. Reviews reel in potential patients as well as provide insight into whether your practice fits their needs.
7. Patient Engagement
Ultimately, you want your website to make it easy for potential patients to convert. Can they book an online appointment from your website? Does it have a secure 2-way SMS or chat feature that will allow patients to ask questions on the website, rather than having to call in? Those options convenience your patients, promoting conversion.
In addition, your website should have frictionless forms. Allow patients to fill out 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 leave your website.
Is your website converting patients according to your expectations? At Evolve Healthcare Marketing, we strive to create websites that will convert, including all the key marketing details that will help patients decide on your practice. Contact us today to learn more.