I always tell clients that their website is their “face” to the world and their customer’s window into the business.
But once their dream website is built, majority of businesses, medical offices and hospitals tend to forget all about the content. Many do not give it the attention needed to keep information fresh, interesting and relevant.
Here are 5 ways to know when it’s time to update your content to ensure its effectiveness.
Loss of Audience Traffic & Low Analytics
This is probably the easiest tell all. If your hosting company provides you with monthly reports, it’s easy to tell if your website is attracting new visitors and if the content is engaging. ‘Stagnant content’ is content that has lost its effectiveness or is not engaging to readers.
Google analytics and metrics can also demonstrate how your website operates and how your visitors interact with it. If visitor numbers are low and not regularly increasing or if you have a high number of click-offs (bounce rates), then it’s time to update your website content.
Remember, the ultimate goal of your website is to increase traffic, improve user experience and ultimately your customer base and profits.
Measurements Of ROI
Do you know how many people use your medical website? Are your web visitors converting? If not, there’s your answer.
Every business needs to understand the business goals behind the website and then measure the ROI based on achievement of those goals. For medical websites, this can be measured by the number of online registrations for benefits or analytic reports reflecting increases in traffic and readership.
Drop In Search Engine Rankings
If your website’s content was only optimized at inception, that content needs to change & evolve regularly in order to be indexed and thus increase your website search rankings. But in order for that to happen, the content needs to be fresh, engaging and contain important keywords that potential customers would use to find you on the web.
Colleagues & External Client Reactions To Your Site
If your website hasn’t changed in the last three, six months, or even a year—what does that tell people about your business?
Are people commenting on how helpful your website is? The design and content may have been great when it was first built, but is it still generating good feedback with both internal and external users? If not, visitors may look at your website as pointless or containing irrelevant information.
The response to your content should convey the opposite – that it is interesting, eye-catching and informative with what your customers need to know about your products and services.
Outdated Images & Blog Articles
Don’t undervalue the correlation of imagery with content or publishing blog articles. Imagery plays a key role on websites. Clip Art images or seemingly outdated ones can cause customers to see your business, products or services in negative light.
If your most recent blog articles are dated six months ago, that is seriously stagnant content that leaves a poor impression of your site. Blogging is an excellent way to reach out to your customer base, update your content, create more opportunities for customer relationships and give your website a more personalized touch. Plus blogging shows your customers that you are tapped into relevant industry information and that you care about improving their readership experience.
So think about the importance of updating and evolving your web content and then wait expectantly for customer responses and analytics to change. And before you know it, your ROI will reflect your TLC.
Back To You: In what ways do you see the need to improve and update your medical website content?
Yvonne Barber is the Wordsmith & Content Marketeer for Design Theory, a Florida-based web design firm that provides social media management, email, domain registration, and graphic design services. Aside from writing content for client websites, brochures, and all marketing communications Yvonne blogs weekly for Design Theory on various subjects and across several social media channels.