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Your Website’s All Wrong – And You Have the Data to Prove It
I love fantasy as much as the next person, but when I walk into a house, I think it has to be real. You know, it’s got to have walls and stuff. I didn’t find this when I arrived at my recently renovated AirBnB bungalow. I spent hours going through listings to find the perfect place.
The accommodation looked amazing and even had its own garage for secure parking which was a real selling point for the place. Instead, what I found when I arrived was a reminder of what is wrong with most medical website designs. When I pulled up, everything looked the same: the building matched the pictures, and the garage looked ordinary…from the outside. This is what it looked like when I pulled my rental car into the garage.
There was nothing in the garage – it was a facade without any substance. It was like going to a Ferrari and opening the hood to find no engine. What a disappointment! Garages are more than parking; They do the job of keeping your car safe. But this garage was not only closed, there were empty boards and building materials hanging from the ceiling.
What does this have to do with website design? Review your website information. Your website can be absolutely stunning with a slick design, but if it’s not bringing you business, it’s completely useless – just fluff with no substance. Worst of all, if it doesn’t perform the three main functions, it can cause you to lose patients.
Websites are more than pretty design
Your website design should be more than a pretty picture. Each element must be attractive and persuasive and must lead patients to the actions you want them to take. It should focus on your patient’s needs and most importantly, it should increase business. Ask yourself, how many new patients did my website generate this month?
If your website isn’t generating ten to fifteen new patients per month, it’s just a shell. Nice, maybe on the outside, but useless for attracting new patients or generating phone calls and appointments. A great medical website design should capture the patient’s attention, build trust and encourage them to meet with you in person. We have over 10 years of experience designing, testing and building medical websites that do just that, and here’s what we found.
Research shows that it’s all about trust
One of the key findings of a recent report by Yext is that 3-quarters of patients look to individual providers when looking for a doctor. They are not looking for hospitals or health care facilities; They want to know the doctor they are dealing with, and they want to know that they can trust that person with their health and well-being. Our medical websites are out of staff and specialty listings. Our web designs address the main concerns of patients – which doctor do I see and can I trust them with my health?
What might this mean for your practice? “Our gross revenue for the first quarter of 2018 was up 500 percent from a year ago,” said Lori Klein Gardner of Hear Virginia. “Our first quarter net income tripled, with new appointments almost doubling month over month.” This is the power of a customer-facing website. Get a radically more efficient website up and running in just a few weeks.
Increase your confidence
A Weatherby Healthcare report found that patients ranked a doctor’s knowledge and ability above all else when choosing which doctor to go to. But how they determine knowledge is often based on reviews and other online sources. More than half of patients research doctors before making an appointment, and three out of four patients consider reviews important before deciding which doctor to visit. In fact, reviews were as important to patients as the location of the office.
This trend is driven by basic consumer behavior: 91% of consumers read reviews before buying something, and 84% of them trust reviews like advice from friends. Many practices know that reviews are important, but struggle to get a steady stream of good reviews. Review tools can not only simplify this process, but also deliver dramatically better results.
Instead of trying to get patients to post reviews directly on your site, review software like Online Review Builder™ engages patients where they prefer to post reviews on social media. The Online Review Builder then feeds these reviews back to the practice site where new patients can view them. “Our practice grew 21% last year and I attribute 99% of our growth to Online Review Builder™ and our 46 positive Google reviews!” says Gena Marino, Fairfax Hearing Center, VA.
Convert percentages to dates
After attracting patients and establishing trust and credibility, your website design should encourage them to make an appointment. This crucial last step is actually a whole science. Increasing on-site conversions requires a clear hierarchy of data and customer journeys leading to strong calls to action.
Ultimately, what you want clients to do is call the meeting. “We get 5 times as many quotes online as $20,000 a month for our practice,” says Sean Pendel, Audiology Associates and Hearing Aids Today, Nashville, TN. Does your website do this? Check out your website today.
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