Potential clients of medical website design company potential clients differ from other organizations’ target audiences. Often they are looking for information about the services, specialists, and prices of clinics in a hurry, worrying about their health or the health of their loved ones, so the information on the site should always be up-to-date, complete, and at the same time spacious. as well as the Yandex and Google search engines, impose special requirements on the medical website of companies, without which it will be impossible to climb up in the search results.
After analyzing these factors, we have compiled a list of rules that must be considered when creating and filling the medical website of an organization.
Form content, taking into account the number of services and doctors
Depending on the number of specialists and the services provided, medical organizations are divided into three types. On the site of each of them, people are looking for certain information:
- Multifunctional medical centers and multidisciplinary clinics – on their medical website, people are looking for information about various services, their costs, etc.;
- Specialized organizations: dentistry, phlebology clinics, medical laboratories, women’s health centers, etc. – on sites of this type, people are more interested in the expertise of doctors, so they read information about them and articles written by them;
- Medical offices of private doctors: dentists, massage therapists, cosmetologists, psychologists, etc. People often learn about private doctors through word of mouth. As a rule, their sites are visited to ensure that the specialist deserves their trust. Therefore, it is important for users not only to get information about a specialist but also to be able to ask him a question online and get an answer.
- A big plus would be the presence of a video with a self-presentation from a private specialist and scans of his certificates of advanced training.
Refuse to be promoted on information requests
Your prospects don’t type in queries like “adult bronchitis” or “allergy treatment.” Instead, they’re looking for information about specific specialists and services related to the diagnosis and treatment of diseases.
Therefore, we recommend that the semantic core be composed of the following queries:
- Type of organization indicating city, district, street, or metro station, since people are more likely to look for a clinic closer to home or work. For example, dentistry in Ulyanovsk, a phlebology clinic on Lenin Street;
- Specific services and procedures with their cost. For example, the cost of an ultrasound of the thyroid gland, how much does an MRI of the whole body cost;
- Specific specialties or profiles of the clinic. For example, a phlebologist in Novosibirsk, a family planning clinic;
- Surnames of specialists, if well-known doctors work in the clinic, or if the organization is a private office.
If you mix information about services, equipment, specialists, discounts, and company benefits in one menu, users will get confused and go to competitors. Therefore, divide the content into two parts: working and administrative. Then, place links to this information in two separate menus.
These menus must be separated in the site’s structure and visually in the design. It is important to remember that two-column and three-column layouts do not adapt well to mobile devices.
What is operational information, and what is administrative information? Working knowledge is a description of services, comprehensive programs, methods of treatment, and diagnostics used.
The administrative information is:
- competitive advantages of a medical organization, interesting and useful information about it;
- reviews of your patients – users believe them more than the promises of doctors;
- information about leading doctors on the pages of departments;
- Cards of your specialists because people often look not for a clinic but a specific doctor. On each card, place a high-quality photo of the doctor and information about education and practice. Add links to scientific publications in the media, authoritative in the medical field, place diplomas, and certificates;
- licenses and certificates of the organization – they confirm the reliability and prove the right to carry out medical activities;
- News – be sure to tell about the purchase of new equipment, professional awards, and advanced training of specialists from your organization. Regular addition of news increases the credibility of the medical marketing agency and strengthens the position of the site in search engines;
- Discounts and special offers.
Break down services into sections
Select profiles and departments from the list of services, which will be the names of the sections: ophthalmology, podology, radiology, etc.
Each section describes the service and links to research in this area. For example, the section “Otolaryngology” will include endoscopic examinations, blowing the auditory tubes according to Polizer, etc.
Do not create separate sections for components of various operational procedures: anesthesia, sedation, etc.
Write texts based on the materials of doctors and check them with specialists.
Ideally, doctors from a medical organization should write articles for the site themselves. Still, finding an author among the company’s specialists is not always possible to create texts on a chosen topic. Some doctors are fully loaded. Others refuse. In this case, select one of the six options.
- Go to the exchanges of copywriters. Among the authors, you will find doctors who write feature articles in their spare time. Send them a technical task, offer good payment terms, and you will receive a high-quality and reliable report.
- Create a list of questions. Meet with a practitioner, ask them questions, and turn the answers into an informative article for your medical website design.
- Look for a third-party copywriter who writes texts on medical topics and works with doctors. Before starting cooperation, check the articles from his portfolio for accuracy, expertise, and readability.
- Register on some professional medical forum where you can ask a question to a specialist in a particular field and subsequently reformulate his answer into an article.
- Use the services of any competent copywriter by giving him clear terms of reference with links to recommended materials. This approach will require your marketer to study the information on the Internet carefully, check several sources, and filter out false data.
- Order a text from a copywriter and instruct him to search for materials on his own. When you receive an order, give it to a narrow specialist for editing – he will check the accuracy of the statements.
When writing articles, it is important to remember two things:
- The author should help the reader quickly find answers to questions. The article must be written in an understandable language, divided into full-fledged parts with informative and vivid headings.
- Informational articles always indicate that to diagnose and treat the disease, it is necessary to make an appointment with a doctor.
- Comply with search engines
Do you know how Google and Yandex select sites of medical organizations for issuance? First, they check whether the textual information meets expertise, authority, and reliability criteria. For your medical website to pass this selection without any problems, follow these requirements:
- Indicate the publication dates of any content and section updates.
- For each article, indicate the author – the doctor responsible for the accuracy of the information. If you ordered the text from a copywriter or prepared the content in another way, indicate the specialist who edited the article instead of the author.
- If you mention statistical data and research results on the pages, supplement them with links to dissertations, research articles, scientific journals, and educational materials.
- Includeude the medical organization’s address, phone number, and other contact details. Google will check them out.
- Comply with the laws of the Russian Federation
The medical website of an organization:
- full name;
- hours of operation and contact details;
- date of state registration;
- accurate data on the location of all its divisions and branches;
- information about the founders and management bodies;
- contact details of organizations supervising medical organizations in your region: the territorial body of the Federal Service for Supervision in Healthcare and others;
- information about insurance medical organizations with which your company has agreed to the provision of services for compulsory medical insurance;
- certificates and licenses for the right to carry out medical activities;
- certificates and licenses for the right to carry out medical activities;
- a complete list of medical services of your organization with prices;
- rules for the provision of paid medical services;
- rules for the provision of free medical services under compulsory and voluntary medical insurance policies;
- rules for recording consultations;
- rules for preparing for examinations: diagnostic, laboratory, and others;
- rules and terms of hospitalization and medical examination;
- Rules for visiting a medical organization.
Place an online chat and a clickable phone simultaneously
First, some statistics. 13 million Russians have hearing problems. The All-Russian Society of the Deaf provided this data in February 2020. 10% of Russian’s burr, one out of 100 stutters. Let’s add those who want to consult but travel by public transport or are in the office next to colleagues – it is inconvenient for all these users to call. On the other hand, many site visitors have tired eyes.
Therefore, you will lose many potential clients by choosing only one consulting method. Use both, and it will be convenient for all users to communicate with you.
Conclusion
Take a closer look at the format of aggregators that often rank in the TOP. We talked about these sites in the article “Types of sites on the Internet” in the “Information sites” section. It isn’t easy to deal with them, but it is necessary to study their format, usability features, registration of lists of doctors, and placement of information about specialists and services.
Understanding what your big and small competitors are doing and how they rank high in the search results gives you the ability to make your site unique by incorporating the best of others. Follow organizations and professionals in your field, read our articles and create a medical website that will make the healthcare industry even more convenient.
