We turn to the internet these days for everything from finding the nearest pizzeria to searching for information on medical symptoms and exploring our healthcare options.
What’s true for other industries is also true for healthcare: well-crafted website copy will land your clinic’s website in front of your desired audience and increase your conversion rate.
Are you a medical professional with your own practice?
Here are 7 considerations before you update or start website copywriting for your clinic.
Let’s get straight to it.
Put yourself in the visitor’s shoes
When you’re writing your own content, it can be difficult to distinguish between information you feel is important (and therefore necessary) for first-time website visitors and what is actually useful information.
You might be tempted, for example, to fill your home page with a welcome letter or an introductory text explaining how you were established.
Your clinic’s website is intended for your potential patient. So what do they want to know? What matters to them? How will you capture their attention—and then gain their trust—in 20 seconds or less? (And yes, that’s how little time you have.)
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» What can clinics do to get more patients?
Consider the needs of your local market
Copywriting for your clinic website involves assessing the needs of your local market, determining how your primary care facility delivers value within that context, and communicating it effectively.
Put simply, every location has unique qualities, which you can use to appeal to your target market. What are the needs that you’re satisfying?
Highlight what makes you special
A 2012 Google / Compete study (which we can apply to primary healthcare facilities) showed that 61% of patients visit at least 2 hospital websites before taking any action such as booking an appointment.
And out of those who use search:
- 21% use it to discover new hospitals
- 29% to evaluate specific features
- 57% for general information
- 28% for comparison of offerings across facilities
- 16% in consideration of hospitals they already know
No two clinics are alike. Everything from services to facilities, not to mention the doctors’ qualifications and experience, will differ from one medical practice to another.
Your website’s copy – the details you include and how you communicate – is your chance to help potential patients with their decision making. It’s an opportunity to guide them towards choosing your clinic over the competition.
Struggling to develop your clinic’s website content in a way that resonates with potential patients? You don’t have to go it alone!
Make it easy for visitors to find what they need
I’m sure this has happened to you before. You searched for something, clicked through to a website, only to find yourself lost and confused – where was the information you were looking for?
Chances are you didn’t stick around; you hit the ‘back’ button and clicked through to the next option. You don’t want that happening on your website.
Remember, while not everyone who visits your website will be in immediate need of medical care, a substantial portion of your site’s browsers will be in an urgent situation.
They’re searching for a clinic because they – or their loved ones – aren’t feeling well and they want to see a doctor. They need specific information and they need it now. Give it to them.
Be deliberate about your calls-to-action
First: What is a call to action? It’s a marketing term that refers to a stimulus specifically made to elicit a response or action of some sort.
Your medical practice is a business and you’ve invested in a website for a reason. What is your website’s purpose?
Every piece of copy has an objective. You want visitors to your website to do something—like schedule an appointment—so don’t be afraid to ask for it. Guide your visitors to take that specific action.
Keep your website’s content relevant and up-to-date
Don’t underestimate the power of content—yes, even in the healthcare industry. Research has shown that incorporating a blog on your website can increase both traffic and the number of leads you receive.
That’s a great thing because you can grow your business at a relatively low cost compared to employing other tactics. And who doesn’t want that?
Don’t have time to plan your blog’s topics or write about them? Let me help you develop content with substance.
Last but certainly not least, make sure all your marketing material, including your website and landing page copy, adhere to local laws and requirements.
If you’ve written all your own marketing content, you might not have put all that much thought into the words you used. You’re a physician – not a marketer or advertiser.
You should, however, be aware: although unintended and / or developed without any ill intent, oversights in your copywriting can cost you.
The healthcare industry and corresponding marketing / advertising is heavily regulated to protect the interests of patients. Even in marketing: do no harm.
Website copywriting for clinics or for any healthcare establishment isn’t easy. Marketing healthcare and reaping the benefits of effective copywriting take time. I know it’s hard, but you’ll have to be patient.
If you’re having trouble formulating your website’s content in a way that is useful, gains your audience’s trust, and increases conversions, then you should consider hiring a copywriter. Here are other signs it’s time to outsource your writing.
Disclaimer: I am not a lawyer nor am I affiliated with a law firm. The information provided here is not intended as legal advice or as a substitute for real / proper legal advice.