How A Poorly Designed Medical Website Hurts Your Practice

When it comes to your medical practice, you want to ensure that you are putting forth not only the best service and product for your clients but also presenting it in the most effective manner. Typically, you present your medical practice through a variety of marketing mediums to get the word out about what you offer -- services and procedures that other medical practices in the area cannot. One of the most integral of these is how you market your website online.

Like many healthcare professionals, you know that to compete in today’s business environment, you must have a medical practice website to compete for customers online. Like most, you may have no idea what aspects are the most important and influential to your web marketing success. You understand that you need a medical practice website, and you realize that you need to market it with Search Engine Optimization (SEO) and/or Search Engine Marketing (SEM).

Did you also know that how you approach web design is vital in driving traffic to your site? Though many people believe it is important that their site be professionally created and developed, few understand just how important it is. Below, we offer insights into how a poorly-designed website can negatively affect your business.

1. Bounce Rate: One of the ways that having a poorly designed website will affect your business is by having a high Bounce Rate. Visitors will come to your website, not see what they were looking for or discover something that annoys them and they will leave your site. If they leave after just viewing the home or landing page, this will be indicated by a high bounce rate. The goal is to get them to dig deeper into the site, spending more time there. A well-designed medical website can induce visitors to spend a substantial amount of time reviewing your products and services. This type of visitor is more likely to convert to a buyer/client/patient.

2. Word of Mouth: If a visitor gets to your site, and cannot easily navigate your site to learn more about your practice and its services, they will leave. Not only do you lose out on gaining that potential patient or client, but they will tell others how inconvenient the site was to use, and you will potentially lose business through word of mouth, through email, Facebook, Twitter and even texting.

3. Loss of Rankings: How relevant or popular your site is for particular keywords and/or phrases is the basis of search engine rankings. A medical website that doesn’t offer the information being sought, and that doesn’t look appealing, professional, or trustworthy will have fewer people visiting and/or recommending it to others. Since search engine rankings are essentially a popularity contest, if fewer visitors find your site worthy of linking to, your search engine ranking will drop.

To compete effectively in the very crowded online world, a well-designed and easily-found website is a huge asset to any medical practice or healthcare organization.

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