Website success is all about providing an unforgettable experience (for all the right reasons!) as potential and existing clients browse each page looking for answers to their problems.
You need to make sure your digital presence accurately represents your physical practice. Does it showcase what makes your service offering special? Will it instil confidence in potential clients? Does it encourage people to book an appointment or leave a positive review? You can achieve all of this and more with the right content, design and structure.
1. Homepage
Your homepage is like your front door. This is often the page people land on first, so it needs to make an impact and leave a lasting impression. It must quickly tell your ideal client that you are the solution they seek.
“It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave,” (SWEOR)
Use striking, visual content (like video) alongside benefit-led, succinct copy to capture your visitor’s attention and establish your credibility as the expert in your niche.
2. About Us
Your “About” page is a dedicated space for you to tell site visitors more about your brand story, your team and your approach.
This section of your site is a fantastic opportunity for you to explain what sets you apart from the competition. What is your unique selling proposition? How do you do things differently?
You should also aim to build an emotional connection with your potential clients. Talk from the heart about why you do what you do (this is especially important in the healthcare space!). Share your professional history and experience in the industry. Publish photographs of team members and your clinic so that potential clients can relate to the people and places in your story.
Don’t waste your words on clichés or generic statements that might come across as insincere – you’ll only blend in with all the industry noise. Instead, hone in on your true differentiators and find innovative ways to get that message across. If you’re not sure, try asking current clients what made them choose you – and why they keep coming back.
3. Services
Why does your health clinic exist? What exactly do you do?
When you’re absorbed in your business, day in and day out, it can be easy to forget that many people don’t know exactly what they need or how a particular service provider can help them.
As a result, we see lots of websites that are all fluff and no substance – and we don’t want you to make the same mistake! The reality is people need clarity. If they can’t quickly figure out whether you can solve their problem, they’ll exit your site and click on a competitor’s. That’s why your services pages are absolutely pivotal.
“After landing on your homepage, 86% of potential customers want to see your services page.” (Get Response)
We’d encourage you to think about how you can break what you do into multiple micro-services. Dedicate a page to each important service, rather than cramming it all onto one page. This means if someone’s searching for something specific, they can find an entire page with information about that topic.
Make sure your copy is benefit-led and answers any questions that potential clients might have, so they feel confident about calling you (rather than eager to exit the page!).
Want to take things one step further? Add a FAQ page or section. This kind of information works well because it means site visitors can have their worries resolved. It’s all about putting people at ease by telling them what to expect and how you can help. Plus, your receptionists won’t have to keep repeating themselves when people call with similar enquiries – win, win.
4. Conditions
Now, this is where a health professional’s website really differs from the majority of business sites.
Having a list of conditions that your clinic can treat lets people choose their own adventure and discover what problems you’re able to solve – fast. This process is all about helping people identify that you are their right fit.
If someone visits your site with a certain condition, such as back pain, they are looking for confirmation that back pain is something you can assist with. Create a page named “Back Pain”, for example, that details your approach to diagnosis and treatment. Of course, you won’t be able to discuss exactly how you’ll fix their problem, but you can certainly walk potential clients through your process.
People don’t want to spend time figuring out if you can help them. They may not know whether a specific service applies to their condition, so including this page allows you to “tick that box” and clear up any uncertainty.
Beyond that, from a search engine point of view, these types of pages can help you rank for more keywords (e.g. “back pain Brisbane”). If someone is searching for providers in a certain location that treat a particular condition, your dedicated page will rank more highly than a generic service page.
Ultimately, a “Conditions” page will help you stand out from the crowd. Many health clinics haven’t taken the time to evaluate their site structure or make their menu user-friendly. When you have limited time to capture your audience’s attention, easy navigation to a page that addresses someone’s precise problem can be an absolute game-changer for conversion.
5. Blog
A blog is an incredible way for you to showcase your expertise and talk about important issues or hot topics in your industry. It also encourages people to keep coming back to your website, which boosts your traffic and your rankings (for free!). If you are smart about sharing and repurposing your content on social media platforms or through email newsletters, you will benefit from greater engagement amongst a wider audience too.
It’s worth keeping in mind that not all site visitors are ready to buy. They may be in the research stage of their journey or simply interested in wellness topics in general. A frequently updated, high-quality blog will keep these visitors on your site, engaging with your message and building a positive perception of your brand. It will help you form new client relationships and deepen existing ones, ensuring your brand stays top-of-mind while you emerge as a thought leader in your field.
Your blog can include industry news and trends, company announcements, community events, thought pieces from your practitioners, and so much more. These articles enable you to provide more in-depth information and insights about your expertise and services without coming across as “salesy”. It’s all about educating, inspiring and entertaining people by compelling conversations about relevant topics.
6. Contact Us
This page is nice and simple but that doesn’t make it any less important. Even if you’ve included contact information in your website footer, you still need a “Contact” page because visitors will be looking for it.
You want to make it easy for people to reach out to you in the way that suits them best. Give them the option to book an appointment online, submit a contact form, call or email you. This ensures there are no barriers to conversion.
Include your clinic’s address here too. This adds credibility and allows potential clients to check you’re in the right area for them.
You can also add links to your social media profiles in case someone wants to do more research on your brand (and to encourage further engagement!). Remember, it’s all about making your clinic feel approachable so that people want to continue the conversation.
Bonus: Locations
Lastly, if you have multiple clinic locations, we’d really encourage you to have a dedicated web page for every single one.
This is an invaluable opportunity for you to score some SEO juice. It means if someone is searching “podiatrist [location]” and you’ve got a page that matches, your website is more likely to rank well.
These days, users search for local businesses online. It builds customer trust if people can easily work out where to find you, so make sure your website and your Google My Business listing include all your current bricks and mortar details.
Your winning website
Does your health clinic website include all these essential pages? If so, have you spent enough time considering their content, structure and design?
It may seem like a lot of effort to get your website up to scratch, but we promise you will reap the rewards of going the extra mile. Your website is the cornerstone of your practice’s digital presence. Give it the attention it deserves.
Wondering if your website could be working harder to bring in new clients? Clinical Marketing is here to help you get more ideal clients, more often. We specialise in creating game-changing marketing strategies for growth-hungry health clinics. Reach out on 02 4036 3332 to get started today.
