But what happens when you get to the site and find that it is non-responsive? Trying to navigate the pages is impossible. When you click on links, they take you nowhere.
You also notice that the pages look outdated, and the images and videos are low resolutions. How long will you stay on that site? And, how likely are you to visit the healthcare facility?
So why must healthcare facilities pay attention to website design and SEO?
Photo by Souvik Banerjee on Unsplash
1. Brand Visibility
In the past, healthcare facilities depended a lot on word-of-mouth referrals. But now we’re dealing with a more modern client, who has a lot of information at their fingertips. They also have a lot of choices and can be very picky.
Search engine optimization (SEO) is any step you take to make your website more visible to the search engines. Good rankings are critical. Say someone is using generic keywords like healthcare facilities near me on the search engines. If you are nowhere in the top results, you lose out on new clients.
According to the search engine journal, the first page attracts 28.5% clicks. The second 15.7% and the third 11%.
https://www.searchenginejournal.com/google-first-page-clicks/374516/#close
Google has particular criteria it looks for when determining rankings. They include:-
- A responsive, accessible, and secure website
- Fast page loading speeds
- How responsive the site is on mobile devices
- Content optimization with the right keywords; both long-term and short-term
- The quality of links, and so much more.
How people behave when they come to your website can also have a significant impact. For example, if the bounce rate is high because of a poor patient user experience, the search engines will notice. In the end, your rankings will drop, leading to poor visibility.
Do note; people have more confidence in healthcare facilities that appear on the top result pages.
2. Stay Ahead of the Competition
The healthcare sector has a lot of competition. Those with deep pockets may opt for analog Media to advertise. You will find them commanding top spots in print and electronic media.
But, the reality is more people are using digital platforms to search for information. That is why you will find most brands having an online presence. Best SEO for healthcare practices is critical for a business that wants visibility.
Good rankings on search engines allow the business to grow organic audiences. As a result, they are more likely to convert into loyal, lifelong patients.
Use your website to showcase what else your business does. For example, let’s say you partner with a charitable foundation as your corporate social responsibility program. People want to know that your health business supports the community. You could take many clients from the competitors by showing it is not only about business for you.
Showcase what you do with photos, videos, case studies, and so much more. Take advantage of platforms like Google for nonprofit tools and services to reach wider audiences. The YouTube nonprofit program, for example, allows you to share videos for better engagement. You can also use the same to fundraise, to get people to support your causes.
When uploading images and videos, it is essential to optimize them for search engines. Some of the steps you can take include:
- Resizing or compressing images to reduce the file size. Heavy images will slow down website speeds.
- Pick a suitable file format. JPEG works well, but you also have the option of PNG and GIF.
- Use the right keywords in the file name, meta description, and captions
- Ensure the videos and images are relevant
- Optimize the alt text to describe what the image or video is about. Make sure you include the right keywords.
3. It is Cost-Effective and Measurable
A responsive website provides a cost-effective way of advertising your business. You will indeed incur a cost to design the site. But once it is up, all you need to do is work at maintaining it. What you spend cannot compare to the cost of, say, running TV ads.
Digital marketing also provides flexibility and allows for better targeting. You may be using a lot of money on analog advertising. But, how sure are you that your target audiences are watching or reading the medium?
One of the biggest challenges of analog advertising is that it is difficult to measure ROI. Media houses will not tell you this, but most figures are estimations or guesswork.
The same is not true for digital marketing. Platforms like Google Analytics will give you insights into the number of website visitors you have. The reports also tell you how long they stay and how well they interact with the content.
Further, someone who lands on your website made a deliberate choice to click on the link. That means they are serious in the medical or health care services you provide. Now whether you keep their interest or not depends on what you have to offer on your website.
It is a good idea to use the services of an expert web designer. There are tons of free web builders available online. You may find it tempting to do the work yourself. But, if that is not your core area of expertise, then it’s better to leave it to someone more knowledgeable in it.
You could leave out elements that could compromise your site’s functionality or patient user experience (UX). Then, if you decide to do the job, let an expert give it a run-through before launching it to the public.
Ensure the site is responsive, attractive, and easy to navigate. You must also provide content that is relevant to what your target audiences are looking for. Spend time researching so that whatever you have is factual. With such, you find that more people come to your site and engage better.
If the content is interesting, they will share, like, and comment. What you get is free publicity amongst a broad audience base. High traffic to your site is proof that you are optimizing your site for search engines. Without a doubt, your rankings will improve, making your medical business more visible.
4. Web Design and SEO are Critical For Mobile Users
Many people use their mobile devices to browse and search for information. Users get quick access, and they are convenient to use anywhere. Therefore, those in the healthcare sector must optimize their websites for mobile.
Some web designers will design the site with a focus on mobile-first. They then optimize for the desktop. The argument is that if you get design elements right for such a small screen, you cannot go wrong on a larger one.
Platforms like Google are very strict on the mobile user experience. They now implement mobile-first indexing when ranking. What it means is they would use the mobile version when evaluating your site. So it doesn’t matter how fantastic the desktop version is; the experience on mobile must be top-notch.
Final Thoughts
Search engine optimization is critical for those in the healthcare sector. However, the modern world does not allow for dependence on referral only. There is a lot of competition, and you must find a way to break above the clutter.
The online space provides a lot of opportunities for generating visibility. Your website is perhaps the most essential tool you have. It helps to invest in coming up with a good design. It should be responsive, have fast-loading pages, and is easy to navigate.
Mobile responsiveness and relevant content are also vital. All these are critical for Search engine optimization (SEO). The search engines should be able to find you easily. Focus on fulfilling the ranking criteria so that you enjoy a good ranking for your healthcare business.
