Healthcare practices generally understand that they need a website. What most practices don’t realize is that their website might be costing them opportunities for new patients and new revenue. In our experience, there are a number of common costly mistakes that consistently come up with healthcare websites:

1. Your website isn’t optimized for search engines

Just because you’ve built a website, doesn’t mean that people will magically come to it. Google doesn’t show websites at random, but rather uses a complex algorithm based on your website’s content, structure and coding; links to your website and other factors in order to show what it believes to be the best result based on the search query. Don’t leave this to chance. Prospective patients are looking for healthcare practices online.

You need to promote your website and do everything you can to make sure that it appears in search engines to ensure you are being found. Talk to us about how to get started.

2. Neglecting your doctor bios

Doctor bios and the ‘About Us’ page are typically the most viewed pages on a practice website. Think about it: People want to know as much as possible about who is taking care of them. Are they qualified? How does their bedside manner seem? Is this someone I feel comfortable with?

Give people the chance to get to know your doctors. Every doctor needs, at minimum, a picture and a bio. If you can provide a video as well, do it. The more you can connect with a patient before they call a practice, the more likely it is that you will be the one they come to.

3. Focusing heavily on your offerings

Many practices start with a this is what we provide mentality. Unfortunately, most patients don’t come to your website looking for your services or treatments—they’re looking for conditions. They know (or think they know) what’s wrong with them and that’s what they’re searching for. If possible, provide avenues to search by condition or treatments.

By all means, talk about your treatments, but be sure to lead with conditions to keep them engaged.

4. Hard-to-find contact information

The number of websites without prominent contact information is astounding. The primary reason you have a website is to provide a vehicle for people to get information about your practice and make contact. Your first goal, always, is to make it as easy as possible for someone to contact you.

Have your phone number prominent at the top of your website, make sure your address is easy to find (either in the header or footer—two natural places to look for an address) and display a very clear contact form or button.

5. Your website doesn’t match your patient demographics

As mentioned with doctor bios, your website needs to connect with your patients. Therefore, your website should reflect the community you serve. If you treat patients in an affluent area but cut corners on your website, that will reflect on your practice. If you primarily serve a diverse community and have no diversity in the images on your website, that will be a subtle turnoff to your target demographic. Many people will not even be able to articulate these nuances, but they’re real and they cost doctors new patients every day.

Cater to your audience by doing things such as selecting stock photos your patients can picture themselves in and using style choices that fit the community.

6. Your website isn’t mobile responsive

At this point in time, if your website isn’t smart-device friendly, you’re losing money. In healthcare, almost 50 percent (in some cases more) of your website traffic is going to come from mobile devices. Giving these users a poor experience on your website is the digital equivalent of sending them to a waiting room that is messy and poorly lit. It’s likely those patients aren’t continuing on their journey with you.

Go mobile with us if you’re in need of device-ready guidance for your website.

7. You’re not conveying information the right way

These days, people like easily digested information. They want to be helped along the way bit by bit as they make a decision and seamlessly guided through information. Information overload simply overwhelms the user and typically causes them to navigate away from your website. A well-structured menu with a lot of options can be fine. Having excessive call-outs and options in the content area of your site can be problematic.

Direct your users to important sections of the site and guide them down a path that will be the most helpful. Remember: The simpler, the better.

8. Keeping outdated information

Nothing says we’re not really paying attention like having old information prominently displayed on your website. It sends a subtle message that all of the information on the site may not be updated or totally reliable, which is sincerely bad news for you if you’re a doctor. It also adds more clutter to the website.

Make sure you keep an eye out and regularly update your website’s content.

Ask yourself: How many of these are currently happening on my website? How much am I losing out on? If you’re an offender of at least one of the above issues, it’s time to fix the holes. Give us a call. We’ll help you turn your website into a patient-generating machine by analyzing statistics, reviewing websites, monitoring user behavior and testing the day away.

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This Privacy Policy governs the manner in which Points Group, LLC collects, uses, maintains and discloses information collected from users (each, a “User”) of the https://www.pointsgroup1.10web.me website (“Site”). This privacy policy applies to the Site and all products and services offered by Points Group, LLC.

PERSONAL IDENTIFICATION INFORMATION

We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, subscribe to the newsletter, respond to a survey, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personal identification information, except that it may prevent them from engaging in certain Site related activities.

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We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about User’s means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.

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HOW WE USE COLLECTED INFORMATION

Points Group, LLC may collect and use Users personal information for the following purposes:

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We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.

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We do not sell, trade, or rent User’s personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.

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Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.

CHANGES TO THIS PRIVACY POLICY

Points Group, LLC has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.

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CONTACTING US

If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Points Group, LLC

https://www.pointsgroup1.10web.me

150 Morristown Road, Suite 220

Bernardsville, NJ 07924

This document was last updated on July 24, 2014