According to this article by Graffiti9, 88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours. Therefore, it’s crucial that your healthcare business not only has a website but that it’s optimized to drive the right traffic to your organization.
In this article, we’re sharing 5 free and simple tips that’ll help you improve your rank on Google, drive more traffic to your business, and provide a better experience for your patients or customers - inspired by the top mistakes we have seen in small business, clinics and client websites!
Update Your Title Tags
The first mistake we see many businesses (those who created their own website especially) make is not updating the title tag for their home page (or all of the pages on their website). On many platforms, without a title entered on the back end of the website, your page will be given a default name like “My Site”.
Why is this a big deal? Title tags are a key factor for Search Engine Optimization or SEO rankings. This is what tells search engines what the page is about. So if a customer is searching for a specific item or service, the search engine will crawl all the sites for that topic - and if you do not have a title tag that indicates you provide that product or service, you will be skipped in that search and your ability to be found online will be hindered. Not only that, if someone “favorites” your site, it will show up as “My Site” on their bookmarks list.
This is a simple fix though! Go to the settings page on your website and update your title tag for each page. This can be found in a section called “SEO” or page setting details. Remember that for the best results, you should make it something that’s both SEO friendly (including some of your keywords) and easily understandable by your ideal customer.
If you need more tips on how to write your website title, this article is a great reference to follow.
Index it to Google
As of 2020, over 70% of the people who are searching online are going through Google. Therefore, it's really important for you to index your website to Google, in order for it to be found by your ideal customers. If you have the time and/or resources, it can be beneficial to list it on Bing and other search engines as well, but you should at the very least start with Google.
This is something that’s typically forgotten with smaller businesses or practice owners who are trying to set up their own websites. They don’t know about this important step and it often leaves business owners wondering why no one is coming to their website.
Depending on the platform you’re using to host your website, there’ll be a different process for indexing your website, but a simple Google search for “how to index *insert your platform* website on Google'' should give you an easy to follow step-by-step process.
One client of ours saw a 9,900% (no, that is NOT a typo) increase in traffic to their site, just two months after ensuring they were indexed properly and set up with great SEO (and running a minimal amount of paid Google Ads).
Optimize For SEO
SEO, or Search Engine Optimization, is the process of improving your website and its contents in order to drive more traffic from search engines. This is essential for every website.
If you are, for instance, a walk-in clinic or urgent care center, it’s crucial that you’re able to show up high in search for terms like “hospital near me”, ideally with a pinpoint on a map that shows you're “x” miles away. In order for this to happen, you need to have a Google My Business account set up with your clinic’s or business’ exact address, as well as have important keywords built into your site.
Staying on top of keywords, search terms, and search engine rankings does require either a dedicated staff member or a hired professional, to help ensure your site continues to rank well and drive traffic to your business or clinic, but you can set up some of the important keywords and search terms yourself with most websites by walking through their SEO or marketing steps on the back end.
Make Sure It’s User-Friendly
Studies show that you have as little as 50 milliseconds to make an impression on your website users, and for them to decide whether they’ll stay or leave. This quick decision is made mostly based on the website’s load time and visual appeal, so making sure your website looks good and is easy to navigate should be one of your first priorities.
You need to make sure your website has a healthy mix of both images and text - and that you’re providing information in a clear, succinct way that is easy for your users to navigate through.
For example, it’s easy to write long, complicated paragraphs of text, explaining everything you do or using difficult terminology for your services - but that can make customers click away if they can’t understand what it is that you’re trying to say.
Instead, it’s really important to consider how your target customer talks about your services and use their language on your website. This means delivering information in shorter, easy-to-understand bullets or paragraphs - which both makes it easier for the user to skim through and find what they need, but also allows them to understand exactly what it is that you can help them with, without all the industry jargon. We’ve seen this when working with healthcare businesses, scientists, doctors and inventors especially. They want to tell all the fancy mechanics while the customer just wants to hear what it will do to make their life easier!
(Bonus: short paragraphs and bullet points will act as great keywords to help your SEO)
The key here is to put your target audience first. If you are a biotech startup, a midwifery clinic, or an HVAC service, find out how your customers are looking up information online. You may want to use the terms “giving birth at home” vs. “assisting in childbirth”, for example. It’s a small nuance, but it can make a big difference when it comes to your website traffic.
In some cases, where the user will benefit from learning more, you can have a “learn more” option for them to click through to another page (like a blog post or a service page) to see that additional information. That way you won’t crowd your landing or home page with unnecessary details.
Your Info Must Be Consistent
Last but not least, if you have multiple online profiles: Google My Business, Facebook, LinkedIn, Yelp, your website, etc., your information should be consistent across them all.
For example - you shouldn’t say Barker Dentistry, LLC in one place and Barker Dentistry in another, or have a tagline on LinkedIn that’s different from the one on your website. This is especially important for smaller practices that may not have an established brand already.
Also: if you have recently moved or opened a new business or clinic, make sure your addresses, contact information, and business hours are all consistent across your platforms. There’s nothing worse for a customer than to look up a business online and be faced with the wrong address or business hours and end up at the wrong place, at the wrong time.
Why does this matter? Not only does it make it a more seamless experience for your customers that may be visiting you on different platforms, it also makes you more easily recognizable and helps improve your Google ranking.
It’s Now Time To Create (or update) Your Website!
Now that you have this information, it’s important that you take action on it! If you have a website already, we encourage you to go in and make any changes you see necessary in order to rank higher on Google and provide a better experience for your users.
If you are just starting out or maybe launching a new product line or clinic, check out our Boss Lady Business Start Up Course. It’s packed with six lessons on everything from setting up your business, how to build your brand and message, creating a business plan, competitive assessment, developing a strategic marketing plan, and how to launch your business! For full details and registration information click here.
If you have questions or need help, connect with us today.