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 WordPress.org) 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.
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