September 10th, 2014

The #1 Consideration to Make a Great Website for your Medical Practice: Honesty

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Many considerations come into play when creating a great website for your practice but perhaps the most important is honesty.

Don’t use stock photography

These days patients aren’t bamboozled by smiling faces purchased from stock photography websites. It’s a cheap card trick and it’s easy to see because so many doctors are using it. The reality is anyone can buy those photos from the butcher to the candlestick maker to the car salesman. What do they mean?

At best, they might convey a sense of happiness—after all, our reptilian brains are programmed to pay attention to faces. And when we see carefree, smiling faces it definitely has a positive effect, but there’s nothing honest or real about stock photography. And is it even ethical to show photography that is obviously intended to manipulate? What does it say about you? And if you’re playing that game, how does it set you apart from competing practices who are flipping the same card trick? What does it say about you and your practice, your expertise and quality of care?

Be real

Part of creating a really great practice website entails spending a bit of time thinking about why you do this work. What brought you to it and what motivates you to continue. It can be a very introspective look at yourself and the larger community around you. It can also be a great motivator for you to help center you and direct your practice.

Now, you don’t need to bear your soul, but at least be honest and open, clear and genuine on your website. Write as though you are writing to a single person. The Father of Advertising, David Ogilvy, reminds us that whenever someone reads what you wrote, they are alone with your words. Don’t address your readers as though they were gathered together to hear a speech. Pretend you are writing to each individual on behalf or your practice.

Photography is important, but make it relevant and honest.

Take photos the mean something. Obviously a great photo of the doctor and possibly the staff would be a good idea. Photos of your work (where applicable) also make sense. And don’t forget the office.

Hopefully you have already realized the importance of beauty, comfort and quality when it comes to a patient’s experience at your practice. A patient walks in the door, and he or she is already experiencing what it is like to be treated. We, as humans, are affected by the world around us. No one expects quality care from an office that is dirty or loud or that has broken furniture.

More than likely, a lot of money was spent on your furniture. Leverage it. A photo is worth a thousand words. Let it speak. Show the world why they should choose your practice.

Pay someone to take good (honest) photos for you. 

It will be tempting to try taking photos on your own and admittedly there is the odd office person who has a great camera and can light and frame a great shot, but that is awfully rare. A great photographer will far surpass the capabilities of the old point and shoot or someone’s iPhone 5.

Put your best foot forward. 

Your website is your time to shine. You have complete control. You can do anything you want in this space! Make the most of it. Don’t make a bad first impression on your potential patients by showing them shoddy photography work. Make your practice look amazing and reflective of how great it really is.

Make sure your site is easy to update

A website isn’t something you set and forget. That is not meant to scare you but rather encourage you. It can and will need to change. As your office brings in new members, as you change your services, as you see new topics that should be addressed. Your website is a tireless 24-hour spokesperson for you and anytime you want or need that message to change, you should be able to do it quickly and easily. Make sure your website is easy to update.

Make sure people can see it on any device

Over 50% of internet traffic these days is on mobile devices. Make sure your site is easily accessible from your patients’ phones. It will make your patient happier and it makes it easier for them to refer you to a friend. Also the staff will be happier as they are required to field less calls about your location or what forms need to be filled out before they arrive. Let your website work for you!

Are you ready to make the move toward setting yourself apart from competing practices? Create a website for your practice. We are happy to help.

 

POSTED BY admin AT 04:57 pm

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