Are you a medical practitioner, a healthcare provider or healthcare organization? Has your website traffic declined and you’re wondering how to reverse the trend?
In most cases, your website is the hub of your business. It’s where YOU turn leads into prospects and then into customers! These days, consumers want to see relevant content that pulls them in by solving their problems and making their lives easier.
Here are some ways you can do that on your healthcare website:
#1. Provide useful medical content
Start by providing simple solutions to common ailments on your blog. Provide easy instructions that can be easily understood and enable comments so that visitors can ask questions.
Never use your blog as a self-promotion tool. You want your visitors to trust you with their problems. This will not happen if you push marketing messages down their throats! Gradually visitors will regard you as a trusted source of expertise and will rely on you for health advice. A good example is WebMD.
#2. Connect your blog with your website
The lines between a website and a blog have gotten very fuzzy. But in the healthcare industry, it’s not unusual to see a ‘corporate’ website and blog residing in two seperate domains.
While legitimate concerns about privacy, control of content and other legal pitfalls motivate this strategy, it will seriously hurt your website’s search engine visibility by diverting traffic to the blog, which is where more dynamic content resides.
However, if having the blog reside within your corporate website is not an option, you may want to consider improving the visibility of your site by providing ‘teaser content’ from your blog on your homepage. Mayo Clinic has 8 blogs residing within their ‘corporate’ website.
#3. Embed videos on your website
YouTube videos are not only a way of ‘humanizing‘ your healthcare content, they’re also an engaging way to provide useful health tips, give advice and show how your patients benefit from your services.
Showing how other patients (third-party testimonials) have benefited from your services is a very effective way of increasing your conversion rates. Dr. Howard J. Luks (Chief of Sports Medicine and Arthroscopy at Westchester Medical Center) does a great job using video to talk to his audience and humanize his healthcare brand.
#4. Add your presentations to your site
If you’ve done some public speaking and have used slides for your presentations, then consider adding them to your website.
All you need to do is to open an account with SlideShare, upload your slides, and then SlideShare will direct you on how to embed them into your website. This provides an interactive experience for your visitors and gives them a different format (non-text) to consume your content.
#5. Add social media buttons to your home page
Re-tweet buttons and Facebook Like buttons can be added to any page on your website, including your homepage.
The idea is to extend the reach of your content and to spread it as far and wide as possible. Apart from content sharing, social media buttons also give your visitors an opportunity to connect with you on Facebook, Twitter, LinkedIn or Google+ thus keeping the lines of communication open long after they have left your site. Kaya Skin Clinic is a good example of a healthcare brand using social media to actively engage their audience in interesting conversations.
Over to you: There are many other ways to increase your healthcare website’s visibility. What methods are you using? Please share in the comment box below.