Before you do anything else, a healthcare website design must plan for Search Engine Optimization. All too often, SEO is a neglected afterthought. And just as often, a poorly performing website will need major repair work or a complete re-build. Surprisingly, it comes up often.
Just the other day, a practitioner proudly asked us, “What do you think of my new healthcare website design?” Obviously, it was an after-the-fact question. The site was already done. They wanted applause, not constructive criticism. Unfortunately, there was little to praise.
Predictably, the well-intended web-builder had a “pretty” design that fell flat on two fronts. First, the marketing strategy and tactics were nearly non-existent. And, second, the site was devoid of meaningful SEO impact. In short, this website wouldn’t deliver an effective message, and worse, visitors would rarely find it online.
Healthcare Success reviews websites all the time, and we’re glad to help. (Please connect with us today.) Regrettably, Do-It-Yourself (DIY) web developers miss the mark on several counts. Poor or non-existent Search Engine Optimization (SEO) is the worst healthcare website design offense. Without SEO, it never connects with the audience. Doing nothing is a wasteful expense and a lost opportunity.
The planning and development process for an effective website considers two primary audiences. First are the human visitors. Text, visuals, color and other design elements communicate the marketing message. Most amateur web designers never get beyond the superficial appearance.
Unfortunately, “what looks good” can often be pretty poison to effective marketing and advertising. To be clear, the visual elements of a healthcare website are highly important. But the design, graphics, layout and other components are only part of the success factors.
The Internet’s search engines—Google, Bing, Yahoo, and others—are the other considerations in site design. Effective Search Engine Optimization includes the strategies and tactics that cause the site to be among the top local and organic search results page listings. That means greater site visibility and more visitors. SEO is a significant part of a digital marketing plan that delivers the patients you want.
The ideal time to plan and build SEO is from the start of the project. Search Engine Optimization often involves technical and unseen techniques. SEO is a continuing challenge, in part because there are roughly 200 or so ranking factors used by Google. It only makes sense to work on SEO from the initial design and build out.
Be it a brand new healthcare website or a site update and overhaul, here are a few examples of important SEO considerations:
Search Engine Optimization is a challenging, and often technical, process. SEO is not D-I-Y. Additional considerations include architecture and navigation, functionality, security and many other factors. Connect with us for professional medical SEO services. But reach out for assistance before you begin your healthcare website design and development.
Steven Jacobs
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.
