28 Easy to Use Strategies to Implement into your Website for 2014

If you are on this site, you have already realized that it requires some extra hands and expert eye to create an engaging website that will lead to more patients. A lot more goes into a website than just the design or posting a few things about your practice. Patients want a site that they can respond to, engage with and learn from.

Many professional practices have a website but over 90% of these practices are not utilizing the internet to its potential or not at all. Take the time to read over and implement these (28) simple strategies that will make a difference to your internet marketing and website. Reach your potential as an organization, differentiate yourself from others offering the same service, and reap the rewards that are “real” when internet marketing. These simple to implement strategies will make a difference and will ensure you have an advantage compared to other professional practices.

  1. Your Web design should reflect your brand. You may have a strong brand but your website may be outdated thereby inspiring the trust of people visiting you’re your web design directly affects trust, is it time for a design refresh?
Can visitors to your website or present patients buy from you online. If you sell retail products (i.e. cosmeceuticals), make sure your website visitors or patients can actually buy your products from your website. If you don’t have e-commerce enabled, you may be leaving money on the table.
  3. Integrate your website with social media. Does your website automatically update to all of the social networks you belong to when new content is posted? Can website visitors share and distribute your content easily? If not, consider making your website more socially aware with social media management.
  4. Optimize your website with social media. Conversely, beyond the basic social media integration which is a “must have”, optimize your website and fine tune the content so that you get maximum impact from your social distribution websites. Check your title tags, images for Facebook sharing, and Twitter attributions to maximize exposure and correct any errors.
  5. Offer a digital download. Every business has information visitors to your website would find valuable. Give away these materials as a free download and harvest their e-mail and contact information in the process. In addition, these educational materials help your prospective patients form a perception on your practice and we all know first impressions are invaluable.
  6. Engage in a good Content Management System. In order to stay relevant with the various search engines, modern websites need to stay up-to-date. A Content Management System (CMS) will make this easy so you can streamline your online communications in real time.
  7. Publish or purchase a new press release at least once a month. By posting press releases you will demonstrate activity and “buzz” within and outside your practice. This will also give your website credibility, exposure, needed content to distribute on your social networks and for SEO.
  8. Invest in SEO that has knowledge of your business. Though you can do a lot yourself for your website, to really increase your search engine visibility, a true SEO campaign will boost your rankings in a significant way by making use of external campaigns and techniques applicable to your business.
  9. Create an educational newsletter bi-weekly or monthly. By creating an educational newsletter you will encourage patients to subscribe from your website. Make sure it is not all self promotion, but rather useful and informative.
Showcase/Display pictures and information about your staff. No longer can a business hide behind faceless logos, words, and information. Have on your website the names, photos, and contact information for the staff so your website visitors and potential patients can create a bond with them by knowing more about them. People do business with other people, not just logos and a pretty website.
  11. Create a blog on your website. By creating a blog you will be demonstrating an expertise, create SEO benefits to your site, and will help potential patients learn more about your practice. Blogging also will give you needed content to share on social networks that in turn will bring more traffic to your website. As a reminder, your blog should be educational for patients as you may build a following of new potential patients through this social media integration.
Check your website load time. Customers are unwilling and impatient for slow websites to load. In addition, websites that are slow to load can incur SEO penalties from the search engines. If this is your website, check your coding and invest in better hosting for your website.
Convert paper forms to digital online forms. Neither your present patients or potential customers want to fill out a bunch of paperwork at your office. Move your paper forms to web-based online forms so that your constituents can fill them out from any computer or I-Pad without wasting time and paper.
  14. Optimize your calls to action. Whether selling retail, harvesting e-mails through digital downloads or newsletters, fill out digital forms, or click “buy now”, make sure your calls to action are clear and easy. In other words, ask for their business or desired action.
  15. High-quality photography. There are many beautiful websites where the photo quality within the website is poor or low resolution. Just as the design of your website is important, photos can make or break the design and affect the trust your patients feel toward your organization (unprofessional). If your website photos are not properly reflecting the image and brand you wish to portray, invest in professional photography.
  16. Display your work. As an aesthetic practice you need to display your work online through photographs or testimonials. Even other types of businesses, whether you make products or provide a service, need to list past work or services so your customers trust you because they can see what you’ve done for others. Try and include more than just pictures if possible.
  17. Review and analyze your website content for SEO. If you are not utilizing a SEO campaign, then along with social media, search engines such as “Google” still are the top research tools for consumers today. Utilize a service or software program to tune your website content for greater search visibility.
  18. Look at your website analytics. Piwik, Urchin, and Google Analytics are a snap to run behind your website and will tell you what potential patients and patients are doing and going to on your website. By analyzing the data that is given from these sites, you can make better decisions about how to promote your content, what pages are being visited, and what may be working and what is not working.
  Publish customer testimonials online. Surely your customers have great things to say about you. Collect their testimonials and (with their permission) publish them on your website to give prospects confidence in your company.
  20. Utilize video when possible. If you have an aesthetic practice the selective use of video can demonstrate your competency even more than pictures. Videos can be of procedures, customer testimonials, or anything you wish to portray to potential patients. Added benefits of having video include “You Tube” and other similar sites where the SEO benefit is great.
Experiment with Facebook Ads. Facebook has an ad network that is very easy to use and laser-targeted. You can focus on people in your demographics by drawing on the massive amount of personal data that Facebook collects on its users. Surprisingly, not many businesses are using Facebook Ads yet so the service is lower cost than AdWords and less competitive (at least for now). We’ve posted a tutorial in our Learning Center that will get you up and running in minutes. Facebook Ads can bring lots of targeted traffic to your website.
  22. Publish a FAQ. A Frequently-asked Questions (FAQ) page is a super-simple but incredibly useful tool for helping your customers get to know your producer or service before contacting you. It can shorten the sales cycle and save time by letting people self-filter.
  23. Make your website mobile accessible. More and more people access websites via a mobile device, such as an iPhone, iPad, Droid, or Blackberry device. Though these devices may show your website normally, it can be harder to navigate on a small screen. Invest in creating a “mobile-only” version of your website that displays only the most high-priority content, fast, and strips away most of the graphics. This will give mobile users a much better experience on your website and maximize the chances of them calling and a phone conversion.
  24. Link to your website from every other source. Have a Twitter account, facebook account and LinkedIn profiles that do not link to a website? External links to your website are probably the very most important website SEO tool available. Link every communication tool available (including press releases) to your website.
Forget the marketing-speak. Too many websites fall prey to the marketing-speak epidemic where they do not give their potential patients enough credit to understand the services they provide. Try educating these potential patients about the services you offer, this will reduce consultation time and patients will look to you as more of an expert because you are teaching them. Take some time in the near future to review the content of your website to make sure it is educational and can be easily read by others. Try writing in a conversational tone or style that makes sense to the average person.
  26. Allow visitors to register or make appointments online. Most of your practices will want to host events, if so online registration is a must have. If you make people call or send in invitations to register, you will not only lose prospective attendees you will have created unnecessary overhead burden to your staff that will cost you time and money.
  27. Create a Referral Campaign. Make it easy for patients to refer you to others via your website (e-mail a friend or send link). Offer them incentives or rewards for doing so and for consultations or appointments.
“Contact Information” on website must be easy to find. How many times have you gone to a website and find it difficult to get a phone number or street address for the company you are contacting. Don’t make potential patients search for your contact information, they will stop looking and go to another website.
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