Choosing the Type of Website: Good, Better and Best

Regardless of your business, there are only 3 “types” of websites; a resource site, a marketing site or an interactive site.  No matter what functions you choose, all should be created on a blog.

“Blog software” (aka content management systems such as can provide all these functions and can be integrated at anytime.  You don’t have to redesign your site!

Integrate different functions when you are ready!

Website as a Resource Site

This is the most basic form of a website for a medical practice.  It contains information for existing patients who already know your practice.  It will contain static information such as hours of operation, “About Us,” Insurance participation, maps and contact information.  Usually these sites are static and are rarely changed.

Resource sites have no marketing value and will NOT be listed very high on SERP pages on a search.

While a resource site is basic.  It can be an easy first step to getting a website started and also shows you are interested in starting and maintaining a web presence.

Well done.

Website Becomes Marketing Tool

To use your website as a marketing tool, you must understand the concepts of content marketing, SEO and SERP.

Content marketing is the only approach for a medical practice to achieve and maintain high Google rankings.  By adding new, relevant content to your website on a regular basis (the 3 R’s), your webpages will soon be ranking well on the SERP’s!

Search Engine Optimization practices ensure the search engines will know how to rank, and elevate, your webpages.

Your goal is to get your webpage listed in the “top 10” results of the SERP.  These high rankings will increase traffic to your sites.

Your website is now successfully marketing your medical practice yet still serves as a resource to known patients, however, now you are attracting new visitors to your site.

Interactive Websites are the Best

The best type of site offers information as a resource, markets the practice well and engages the readers…to become new patients.

By ranking highly on the results page (SERP), you are now attracting new patients to your website.

By allowing your readers to comment on your blog posts, new visitors can find patients asking questions with similar problems.  New patients can find others with whom they can relate.

By answering each and every legitimate comment, you will display transparency, share your knowledge and give insight to your personality and the way you practice.

Nothing is more engaging for a new patient than to witness a conversation between a patient (with similar questions) and a doctor.  Nothing.  To find a person with similar issues is engaging.  To find a doctor to respond transparently is a “slam-dunk.”

This is how I’ve grown my practice over the past few years.  The ability for a new patient to witness a conversation on your site is the most powerful influence to becoming a new patient.

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization


3 Most Important Pages on Your Website

3 Essential Webpages for Every Medical WebsiteYour website should contain 3 basic pages;  Home, About and Contact.  When starting to build a website you should still create these pages first.

Home Page – Just Like Your Front Door

Your home page has one purpose.  It must quickly convey the type of medical services you provide.

Nothing else is as important.


If your home page is too busy and distracting…you can’t deliver your message.  Your readers will click away.

Just like the front door of your home, the home page conveys an image and message about your practice.

Whether you convey this information through a nice header, bold title or nifty tagline, your readers must be able to know they have found the right type of website.  If you have yet to start a website, use the URL to also provide this information.

About Page – Tell Your Story

The about page should be the first page added to your new website.  While the home page conveys what you do, the about page should convey who you are.  It’s a great way to show some personal transparency.

It is here that you get to tell your story.  All too often, the “about” page is mistakenly used as an online resume or curriculum vitae.  While it is important to convey your credentials, take the opportunity to talk at least a little bit about your hobbies, practice style, etc.

Most readers have no idea about the rudiments of medical training and reading the highlights of your medical career tends to mimic every other medical professional;  great credential after great credential becomes meaningless to our future patients because there is no relevance.

Use the About Page to distinguish yourself from your colleagues and competitions.  Be bold and tell a little of the human side of you!  Be transparent!

Contact Page

The contact page should list all of your contact information.  It doesn’t have to be fancy, but list all the different ways a patient can find you.  Most of the elements are self-explanatory, yet I’d stress that you should list the real name/email address of a real person to contact.

“Contact” or “Support” are not as good as giving the first name of a true person in your office.  Take the opportunity to make every item as personal as possible….it matters.

  • Address
  • Telephone
  • Fax
  • Email Address
  • Map

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization


Content Marketing and SEO

Every website owner (you) of every small business must understand 3 terms;  content marketing, SERP and SEO.  Not only is content marketing the ONLY way to get your website to market your practice, but it is the only way to achieve and maintain high rankings on a search results page (SERP).

Click ads and social media won’t do it either.

Just as winning a stock car race is a combination of the right components and maximizing performance, so too is getting your website to rank!

Websites Not Ranked on Theme

Too many practices make the mistake of paying to simply redesign a website.  While the fancy graphics and a modern look do help with your pages’ navigation and branding (and show you care to have a website!), they have no impact on ranking your site.   None.

Websites are ranked and evaluated solely on the content of the site.

Google Compares Webpages Based Upon Content

Google and other search engines evaluate your website based upon its content.  The content of your site is comprised of any file containing text (Word, .pdf, text files, Power Point, etc.).

Google reads, analyzes and then ranks every webpage in the world.  Using the content of your article, Google then compares and ranks it against similar articles yielding the results (SERP = search engine results page).

Your Internet marketing strategy is to get your webpages ranked as highly as possible to improve the likelihood of future patients finding your website.

No other method can get you high rankings.  Click through ads, social media campaigns and email blasts simply will draw attention to your website article, but unless the strategies of content marketing are employed, only the article itself will get you the high rankings you desire.

SEO (Search Engine Optimization)

The acronym SEO stands for Search Engine Optimization.  “Optimization” is the process by which you define your article for the search engines.  Maximizing your SEO means that you are making the extra effort to ensure the search engines know exactly

For instance, two articles of identical content on different websites will rank differently based upon the “SEO” of each article.  The article where the SEO has been maximized will achieve the higher rankings and, therefore, will have higher marketing value than the SEO naive article.

Search Engine Optimization, therefore, only pertains to content marketing and its usefulness applies only to websites that provide content on their sites.  Search Engine Optimization, therefore, is a way of ranking comparable content (articles) from different sites.


The search engine results page (SERP) is the listing of “results” Google provides after you’ve “Googled” something.  The SERP pages are a listing of the most relevant articles that may answer your query, that is, the content of these articles is felt to be most relevant to your needs.

Your goal is to have your website’s pages rank highly on SERP for a variety of keywords, or subjects.

Using the methods of search engine optimization, Google (Bing and Yahoo) then compares similar articles and ranks them according to better SEO techniques.

Websites paying attention to SEO will fare much better (i.e. rank higher) than those that ignore SEO.

Race Car Analogy

I often use the analogy of a race car to help explain some of these terms.

Theme:  The theme of the your website is analagous to the paint job of your race car.  It makes it look nice, but has nothing to do with the actual speed of your car nor the ability to win a race.

Content:  The content of your site would be components of your racing vehicle.  The racing tires, the fuel injection system and the performance engine.

Search Engine Optimization:  The analogy here is the professional race car driver.  Using the best components, the driver uses her knowledge and experience to drive the car to maximize it’s performance.

SERP:  Basically the finish line.  While racers don’t always finish first, they do strive to finish as high as possible.  Using the effective content marketing and SEO, your webpages may not always place first, but you want them in the “Top 10,”


To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization