Why You Should Never Take Your Healthcare Organization’s Website For Granted
Having a website kinda seems like a given these days, doesn’t it? It’s almost kinda strange when an organization doesn’t have one.
And while there are some industries where a website might seem less essential, like with social influencers, for example, I doubt that too many professionals in the health and medical world would tell you that having a website isn’t important.
Given how important a healthcare website is, why are so many treated like an afterthought instead of the critical strategic component that they are?
All too often, you see an organization that will have invested thousands of dollars and countless hours to create a site, launch it, and then let it kinda die on the vine until it’s time to start the whole process over again.
Many websites, despite how beautiful they are design-wise, merely exist — they don’t serve.
Our goal when building your website is to create an inviting and effective home on the internet for your healthcare brand. You deserve a website that is central to your organization’s marketing strategy, where every page is written and designed to educate and convert visitors into leads.
That means giving your website constant attention, and making data-driven decisions about art, copy, and user experience.
And this is maybe one of the most important points we can make about any successful website:
It’s never really “done.”
At least it shouldn’t be if you want it to continue to expand the reach of your brand, and increase your leads. Do you know if your website is generating leads for you? Let’s get into it.
The Role of Healthcare Websites in Generating Leads
Remember, your website is a key piece in how people find you and perceive you. It serves a pivotal role in establishing your identity online, not just as a source of information but as an experience.
For many, your website will serve as their first significant interaction with your brand, so providing a good experience on your website is an effective way to start building trust, establish authority, and provide useful resources.
- 53% of shoppers say they always do research before they buy to ensure they are making the best possible choice.
- 85% of shoppers surveyed say product information and pictures are important to them when deciding which brand or retailer to buy from
- 56% of in-store shoppers used their smartphones to shop or research items while they were in a store in the past week
This is why making regular updates to your site, in terms of content, security updates, and time-sensitive offers really matter. People want to know that your business (and therefore your site) is a trusted resource for the latest information regarding your specialty.
Your website is the perfect vehicle for this. It builds credibility and creates differentiation from your competitors. It’s also something that, unlike many other marketing tactics, that you fully own.
Let’s explore the advantages of having a tactic that is wholly yours!
You Fully Control Your Healthcare Website. Make the Most of It!
On other platforms, like social and paid media, for example, you have no choice but to adapt your brand and your content to fit their molds. Your website, however, is entirely yours. You control the experience, the information, and the presentation.
This means you can create a great experience for your audience by giving them a clear pathway through your site, useful information, easy cues for taking action, or, inversely, a poor experience of slow load times, confusing navigation, and difficult to digest content.
Given the control you have in shaping your brand’s perception, it’s critical that you create the best possible brand experience for your audience.
It’s the difference between increasing your leads or pushing them to your competitors.
Your Website Should Be An Active Tactic In Creating Growth
Your website can be beautiful and full of clever content, but it can still fall short of your business goals because it wasn’t built with the right strategy in mind.
At a minimum, your website should contain:
- Content that is relevant to your audience’s needs
- Content that is structured for search engines
- Clear calls to action that push leads through your marketing funnel
- Back-end analytics that provide you data about your website’s performance
- A secure experience, quick load times, and clear navigation
If your website isn’t doing any of those things, then ask yourself, “What is it really for?”
In the simplest of terms, you need to determine what your goals are, align them with your audience’s needs, and design a website experience that meets those expectations.
And additionally, you’ll want to continue optimizing your website over time, based on the data you’re accruing.
This is how you’re able to create the best possible experience for your audience, because what is “best” will change over time, and you’ll have the ability to adapt those changes based on real-world insights.
We Want to Help You Create A More Effective Healthcare Website!
At Formada, our approach to designing websites is to treat them as the organic, adaptable marketing tactic that they should be in order to be their most effective.
This is different from many digital marketing agencies that prefer to create rigid sites that are difficult to update and near-impossible to optimize.
You deserve a more effective website. Don’t you want a website that is
- An accurate reflection of your brand
- A great experience for your customers
- Flexible enough to adjust to your market’s needs
- Entirely yours, from the copy to the photography, even if you change hosts
- Safe, secure, has built in user protections
- Central to your marketing strategy’s success
You really can have this. With the right goals, strategy, and ongoing maintenance, your website has the potential to be your organization’s most valuable asset.
Sometimes all it takes to achieve this is working with the right partner. At Formada, we specialize in developing digital strategies — including website design — for medical and healthcare brands, and we can do it for yours, too.
If you’re looking for a website that will finally help you achieve your goals, then contact us today! We’d love to be your agency of choice. Don’t delay! Contact Formada now!