Creating a Medical Practice Website that Doesn’t Make You Yawn or Cringe

Medical practice websites for dentists, optometrists, dermatologists, family practitioners, etc. have a tough time standing out in a field crowded with competitors. When prospective patients look for a new provider they often find websites that look very similar. They don’t help differentiate one practice from another. Here are some tips to help your website stand out and be more functional for prospective patients:

Be Local But Don’t Overload Your Copy with Local Keywords

Since medical practice websites are usually focused on attracting attention from new patients in a specific geographic area, we can use search engine optimization techniques to focus on that area. Some sites overuse location-focused keyword phrases wherever they can in their copy. Creating a website that is awkward to read. Visitors are turned off by the location-keyword stuffed headlines and copy.  We use local keywords only where appropriate. Also, we include your address and service area in the website footer. This way, we can target search engines but still have a pleasant-to-read website.

Don’t Leave Out 15-20% of Your Audience

According to the U.S. Census Bureau, about 20% of the U.S. population has a disability. The World Bank estimates that 1 billion people or 15% of the population around the world has disabilities. We consider accessibility when building your website so we include as many visitors as possible. A majority of websites don’t test for accessibility. Accessible sites have an advantage.

In addition, we recommend using the Web Content Accessibility Guidelines or WCAG to test and check your website during development and regularly after it launches. By testing and checking your website’s function, colors, forms, images and more and continuing to monitor it as changes are made, your website will be easy for everyone to navigate.

Use Photos and Videos of Your Team and Practice

Don’t rely on stock photography of perfect-looking people to present your practice. People want to see who they will be visiting. They want to see your office and staff. Using photos of real patients, with their permission, is the best way to show your practice. While custom photography is preferred there are ways to save on costs and still present a professional and personalized look at your practice.

Example of trust markers on dentist website showing patient reviews

Provide Trust Markers to Build Your Presence

Trust markers are signs on your website that provide proof to visitors. They can include written and video reviews, awards, certifications, biographies, date founded and other credentials. They provide proof that new patients can trust that you are who you say you are and your practice has the experience and knowledge they need.

Put Your Call to Action First

Focus on a main call to action on every page. What is the one thing that you would like a visitor to do after visiting your page? Do you want them to call you or send a contact form? Make sure that the call-to-action is in the most obvious positions to be seen first and last. Do user testing to check if your call to action is working. By doing user surveys, watching users interact with your site, and using heat map tracking you will get feedback to improve your website’s performance. Always test to verify and don’t rely on opinion.

Learn more about how our website design, development and search engine optimization services can help your business grow. Contact us to get started.

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