7 Must-Have Pages For Your Medical Website

03/08/2017 3 min read Written by Roman Kniahynyckyj

Are you looking to do a website redesign? Or perhaps you’ve been contemplating giving your site a new look, one that better represents your medical organization and the patients you serve? If you’re attempting to do so, let us help you get started!

Below are seven must have pages you should include on your website.

#1: Landing Page

A landing page, most often in the form of an offer or promotion page, offers the user the opportunity to fill out a form with their personal information in exchange for something valuable. Landing pages are important because they help increase your conversion rates. When designing your landing pages, there are a few components to keep in mind to ensure you’re successful:

  • A primary headline. This is what grabs your user’s attention, and convinces them to read and engage with the rest of your content.
  • Your unique value proposition. The content on your landing page should answer this question, “what is it that makes our medical product or health services better than our competitors?”
  • Trust indicators. This component is critical because it establishes your credibility. Good examples of trust indicators include: statistical data, customer badges, patient testimonials, a privacy policy and if applicable third party trust seals.
  • CTA button. A call-to-action button encourages your patient to take a desired action (like book an appointment) on your page.
  • Images and/or video. Compelling images or video helps your web user to emotionally connect with your website content, and in turn prompt them to stay on your page and convert.

#2: About Page

Your “About Us” page is where you tell your web visitors more about your organization, including: information about how long you’ve been in the healthcare field, your background (for the organization and practicing physicians), successes, etc. A compelling about us page should read like a story, and will help patients emotionally connect with you and your practice.

#3: Physician Directory

If your practice consists of several doctors, a directory is a very helpful tool to have on your website. Prospective patients will feel more comfortable visiting your organization if they have background on the doctors who practice there. Look to include this information for each physician you employ: medical background, specialties, where they went to school and a short biography with a headshot photo. Also, don’t forget to include a search function and local contact information for each physician.

#4: Patient Resources

A patient resource page is not only helpful for your patients, but it’s also a great way to incorporate other authority outbound links on your website. This will help boost your search engine rankings, as well as boost your organization’s reputation as a go-to expert and source of valuable information. Examples of great resources: links to traditional news stories, relevant studies, emerging trends in health, and/or other compelling blogs your patients might find interesting.

#5: Blog

A blog is important because it allows you to share the remarkable, unique content you’re creating. Content should include everything from industry news to announcements, and profiles of your physicians to local community events. It is also the perfect place to provide more in-depth information on your product or services, without sounding too ‘salesy’.  Blogging allows you to highlight your expertise, and it helps keep you connected to your patients and the local community. Good content and sticking to a consistent publishing schedule will also help keep you relevant in search engine results.

#6: FAQs

A helpful FAQ section goes a long way with patients. The more information you can provide upfront on your website the better, because it will put a patient at ease knowing what to expect when they step inside your office for the first time. Depending on your practice and the services you offer, you can categorize your FAQ into sections. Example categories: procedures, billing practices, insurance information and visiting policies.

One last tip: keep your FAQs well-organized, and look to include a search function for easy mobility.

#7: Location Page with Maps

Adding a location page with maps is important because:

  • Users search for local businesses. Your prospective patients are more likely to search for “your location + your product” than just your product. Example: “Houston pediatricians” rather than just “pediatricians.”
  • You build customer trust. Including a local, brick and mortar address and exact location adds credibility to your practice. People want to know where you’re physically located, and how they can find you.
  • You help improve your website’s search engine rankings. Looking to add a Google map marker to your website?  Here’s a step-by-step tutorial.

Now that we’ve covered the basics on the must have medical website pages, please let us add this disclaimer: if you’re looking to build your content on a marketing solution CMS such as HubSpot, you’ll definitely want to contact an expert. Web design is our specialty, and we’d love to help you. Contact one of our experts for a free evaluation today.

By: Roman Kniahynyckyj

Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.

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