The Three Pillars of Website Success in Patient Acquisition: Mastering Technology, Content, and Design for Medical Practices
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In this article, we'll delve into the prowess of websites and why they remain a fundamental tool for acquiring new patients in your practice. We'll explore how organic visits stack up against other means of patient acquisition, such as social media and paid ad spend, and the benefits of web traffic in crafting a robust exit strategy. Jack Gibson of Gibson Haus
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Optimisation includes Metadata, structured data markup, and internal links. This should not be overlooked, and seeking professional assistance is advisable. It's also vital that your content is optimised for commercial intent within your area, meaning you should always consider your location and ensure this information is present on your site. STEP 3: THE BODY OF THE CAR (SO PRETTY) Is a car good if it looks nice only? No, but it will undoubtedly turn heads. The catch is, if you neglect steps one and two, it's like driving a beautiful car through the desert, slowly gathering dust. Is it important? Absolutely. Your website should exude both form and function. It must look great and echo your brand identity, core values, and attention to detail. After all, we are in the business of aesthetics. Another critical aspect is function; the site's design must provide clear signals to visitors that they can make an inquiry via a contact form, a phone call, or even through an online booking link. If you can master these three steps, you're on the path to success. Achieving great organic positioning and attracting hundreds (yes, hundreds) of new patients every month without paying for clicks is not impossible. A website is an investment that requires careful consideration and ongoing maintenance, but when done right, it will return your investment tenfold. I genuinely hope you find this article helpful. As a valued customer of Sinclair, why not book a complimentary digital audit with myself and my team this year? I look forward to speaking with you soon.
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O ver the past 15 years, I've had the privilege of working with some of the finest clinics globally, assisting in online presence, new patient conversions, and retention. Notably, I've been a founding member of Dr. Tapan's Marketing and operational team, steering the launch of PHI Clinic in London. Dr. Tapan remains both a client and a cherished friend even after a decade. "But is getting traffic to my website really that challenging?" you might wonder. Indeed, it is! The competition is fierce, with some sites consistently outshining others. The burning question is, what's their secret sauce that we might be missing? Well, there's no straightforward answer, as numerous factors come into play. This is precisely why seeking the right support in this area can make all the difference. Let me attempt to distill these complexities into three digestible attributes that a top-notch website must possess. STEP 1: THE ENGINE Similar to a car engine, websites operate on some form of technology or platform that powers the pages visitors see when typing a web address or searching on Google. This is commonly referred to as the backend. Just like a high-performance car engine, if the backend boasts the capabilities of a Ferrari, your website speed will be exceptional. Images load quickly, and the overall visitor experience improves dramatically.
Website performance is now a core attribute that Google uses to determine whether to showcase your site in search results. Google places emphasis on mobile performance over desktop, so ensuring your site is mobile-ready is crucial. How do you assess this? Google Page Speed Insights is a fantastic tool for evaluating your site's engine. If your mobile performance scores less than 70 out of 100, it might be time for a service. Simply search "Google Page Speed Insights" to see where your website stands before diving into further activities. If your score is significantly low and you lack a good ongoing relationship with your developer, you might benefit from a new website. STEP 2: THE FUEL Once you have an engine optimised for speed and performance, we move on to step 2: the fuel. The fuel for your engine is the content and on-page optimisation. Here are some key considerations. The written content on your website is pivotal in terms of volume and quality, ensuring your pages have enough information to meet visitors' needs. To conquer Google search, the quality must outshine that of your competitors. Images are equally crucial – websites can suffer if they are either too large or not labeled effectively. Video is a tried and tested method for engaging your audience but can potentially slow down your site speed, so exercise caution when featuring videos to ensure performance is not compromised.
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