Your website can only be a: a resource site, a marketing tool or an interactive website. Which is yours? As long as your site is built on a flexible platform, it doesn’t matter.
Good – Resource Site
Of the doctors who do have a site, most have this type of site. A resource site contains basic contact information, an about page, insurance participation, hours of operation, etc. A resource site is not dynamic. A resource site rarely has content or needs to updated.
A resource site, therefore, has absolutely no marketing value. Without fresh content, it becomes impossible for this site to become ranked on Google. No content, no rankings and no visibility.
The only people who visit your website are already familiar with you, that is, your existing patients. While it’s better than no site, it’s not even as good as handing out a business card to a stranger.
Better – Website as Marketing Tool
A website becomes a marketing tool when it starts to rank highly in SERP (Google results). Patients search on Google and your webpage becomes visible on the results pages. Patients click on your site. Your site is now marketing your practice!
To rise in Google rankings, your website must regularly get updated with relevant content. This is the principle behind content marketing. Search engines compare webpages based upon the content.
Websites of this type are dynamic, receiving fresh new relevant content to the website on a regular basis. This is the only way to get your website to attain and maintain high rankings.
Best – Interactive Tool
A website can be a dynamic interactive tool for your practice. It has the same rudimentary contact information as a resource site and is full of relevant content….but it also displays conversations, or threads, between you and your next prospective patient.
This is the basis of social media.
Your articles will gain you exposure in terms of traffic and rankings. Your willingness to publicly “talk” with your readers on your website is the most compelling component of a blog…the purest form of social media. It will set you apart from your competitors.
Finding others with the same problems becomes magnetic and provides you with a golden opportunity to show compassion and your “bedside manner.” Exhibiting this type of transparency builds value and trust.
This is how a website brings patients to your door.
What Can You Do?
Remember to march at your own pace. No need to be overwhelmed.
Every modern website should be constructed as a blog and the best framework is WordPress.org. In this way, you can start off with a resource site and add functionality only when you are ready….and it won’t cost anything extra! A simple resource site gets the ball rolling and does demonstrate to your patients that you are willing to engage the Internet.
With time, you may want to add content. This will elevate you in the rankings and start to market your practice. Later on, start to interact with your readers by answering comments and questions.
By using WordPress.org, you can add functions when you are ready and it doesn’t cost anything to increase your function. All CMS (Content Management System) programs have all of this functionality built in…you just use it when you are ready. There is no hurry. Starting out on the most versatile framework in the world…Wordpress.org.
Static sites offer only design….cant’ do this.
Randall V. Wong, M.D.
Medical Website Optimization