Does your website content need fixing? Would you know if it did? Here’s a quick rundown on some dos and don’ts for your medical website that could be critical when it comes to gaining (or losing) potential clients.
Who wants to write stacks of medical website content? Probably not you, which puts you in good company with a high percentage of plastic surgeons, aesthetic and wellness practitioners.
Good thing there’s help for that.
Website content tweaks you might need
To say managing an independent practice is time-consuming would be an understatement. For many, getting the website “done” is an accomplishment on its own, and little thought is given to the quality, tone and messaging of the words on those pages.
Do you know what else? It shows. Ack.
It takes substantial effort to win back credibility once you’ve lost it, and medical websites sometimes lose it right out of the gate. How do you cater to smarter customers? Do you need to publish peer-reviewed academic papers framed as a website?
No, no. Please don’t.
Instead, you can build authority and credibility the fun way, through transparency, specific treatment or product information and authentic communication.
Rather than add complexity to your website, you need to home in on specific information that answers unspoken questions and builds trust.
Write clever website content for savvy medical clients
You’re a smart patient.
In the past, people assumed doctors knew best and didn’t ask for much detailed research, credentials or explanations about medical treatments.
That’s not you. As an intelligent and informed customer, you have a working knowledge of medical procedures, you know where to Google details and read reviews about patient experiences. You have an honourary WebMD degree, and you know something about risks and rights as a patient.
When websites you visit look alike and tell you very little, you scroll past faster than it takes to say “website bounce rate” because you know there’s hundreds of options to choose from. You want the best. As you should.
So, hypothetical patient- which websites appeal to you?
This is what you need to consider as a doctor, nurse or other healthcare/product provider. Your patients have options, and there are critical things they won’t find on every generic site.
As consumers get smarter, so must medical websites because they’re the online reception room for your whole practice.
Here’s what that looks like.
Does your website content sound trustworthy?
The letters beside your name aren’t enough, I’m afraid. Some of the top Google and Real Self searches are for questions like, “How do I check a doctor’s credentials?” Your readers are absolutely looking for yours.
Medical website content relays trust and authority when it shares credentials in a straightforward, no-nonsense way. That means displaying education and skillset in layman’s terms and adding context if possible. Example:
“I was the first plastic surgeon to perfect this procedure.”
“I’ve completed X-many of this treatment in the last 10 years, more than any other practitioner in this city”
“My training as an X with over X years’ experience means my product was created with insight and research unmatched in similar products”
“I hold both an X and an X certification, which is a rare honour among X practitioners.”
“I stand apart in this city as both an X and X—meaning I can perform X with exceptional expertise.”
It can be intimidating or confusing to interpret professional “letters” beside a name. Make it easy and relatable, and readers will trust you more.
Tell readers why your qualifications are impressive and give an example. You may be surprised to learn how little patients understand about certifications and medical titles.
You’ve got this- you have fantastic skills and abilities that set you apart. If you struggle to tap into personal promotion, don’t worry, there’s help.
What fears, concerns or needs do your website readers have?
The client’s needs are not just physical, even if your services are.
Buying things- especially major purchases- comes with anxiety. This is never truer than in medicine, health, & wellness. Sure, you’ve got to share what’s enticing and inspiring about your services, but you also need to speak to the underlying need for reassurance, acceptance, to be heard, to be supported.
If your pages are clinical and matter-of-fact, you’ll tell your reader that you don’t care enough to show up personally on your pages, and you might not really show up for them either.
Whether they’re aware or not, medical shoppers come to you with a head full of anecdotal worries and misinformation about treatments, questions, anxiety, and even guilt.
When I cared for cosmetic surgery patients daily, they consistently said they felt torn over choosing elective procedures in a social climate that might view it as vain. The majority of our communication revolved around calming nerves, building up self-esteem and empowering positive choices.
They wanted permission and validation. They wanted empathy and understanding.
An excellent medical website promises a listening ear, a warm welcome, and positive experience when dealing with sensitive subjects.
Even the most elite, high-end services must make VIP patients feel amazing, or the glitz falls flat.
It’s important to know this about buying decisions
We *think* with our emotions. More than logic and even beyond budget, people buy based on how they feel about you, your brand and the overall impression they have when they interact with you.
The many aspects of your branding comprise a separate, critical conversation. But the bottom line is, a stroll through your site should evoke the appropriate warm & fuzzies.
Do you give clear directions to more info?
If they want to research, do they need to leave your site, or can you provide guidance that keeps your practice front and centre? One of the best ways to do this is through an extensive FAQ section, a blog, and patient research centre dedicated to providing links to your own articles, plus reputable medical sites that don’t pose any competition.
You likely want patients to book that one-on-one consultation with you to dive into personalized, in-depth treatment details. However, many people simply love to research, and they’re going to go looking for answers before booking that consult, no matter what.
At least you can keep them on your site by providing ample information to read.
Lastly, here are some fast tips to consider as you review your website:
- No exaggeration or hyperbole– People instinctively reject extreme, overused terms like “revolutionary” or wild medical claims. Keep it real.
- Use comparisons and explanations – Ensure readers believe your unique position as an expert.
- Share trustworthy numbers and stats – Plus visual infographics where possible.
- No errors! An obvious suggestion, maybe, but many busy professionals delegate the task of writing medical website content. Depending on the calibre of service, you may have spelling, grammar and even awkward sentence structure train wrecks on your pages. If you haven’t read them all though, please, you must.
- Your website content should be written for a grade 8-9 comprehension level. This can be achieved without compromising professionalism or accuracy. Ask me how, here.
- Don’t keyword stuff – If you’ve read old SEO strategy advice, you can pretty much forget it. Google is becoming far more skillful in analyzing and rewarding relevant, well-written content. Your pages should answer real questions patients are asking, as per BERT, one of the most recent updates. A medical content writer can help you find, frame and answer your patient’s questions.
The bad news? No more tricks to rank websites.
The good news? Authenticity and value win.
One last tip: Hire a medical content expert to audit your pages. You may need a content writer to review and edit your existing website, create the personable, dynamic tone you want, or correct some unfortunate technical errors.
A medical content writer can also get your new website off to the right start with expert writing, one on one support, and assurance your personal voice is infused in every page.
If you need website content writing advice, feel free to send Quill Drive a note outlining what you need.
Already know what you want? Get an quote for your project!