In its absence, the patient can complain about the clinic for not providing complete information. Create a medical website for a clinic, medical center, or hospital. The organization’s Facebook, Instagram, and Meta mentioned in the article are extremist organizations
Medical marketing: why does a clinic need a website
Clients take their choice of a clinic much more seriously than they do other products on the Internet. This distinguishes medical marketing from promotion in different niches. The relationship between a hospital and a patient is much more complex than between a seller and a buyer. Therefore, it is necessary to create a medical website to provide complete information about doctors, services, and equipment. This is the only way to win the trust of the client.
Who needs medical websites?
The creation of medical websites is relevant for organizations providing services for the treatment and prevention of diseases.
Multidisciplinary clinics
Such clinics need multi-page corporate websites with detailed descriptions of treatment areas, procedures offered, and teams of specialists for each site.
Specialized medical centers
When creating sites for narrow-profile centers, consider the specifics of this area. Then the site will be informative and useful.
Dental clinics
Dental services are most in-demand, so this niche is highly competitive. Avoid the same type of templates, and make the site memorable.
Cosmetic clinics
The target audience of such clinics is homogeneous. Most often, these are women over 30 and teenage girls. Therefore, designing the site according to their wishes and features will increase the conversion.
Public hospitals
When mentioning public medical institutions, patients often have negative associations. They are considered old-fashioned and ill-equipped. Such stereotypes are not always true – many public clinics are equipped with expensive devices. In addition, they perform complex operations that cannot be performed in a private clinic. Therefore, the site is an effective way to show patients that public hospitals are not only equal but even superior to some private centers.
Women’s consultations
Reproductive health care is relevant for girls and women of any age. The gynecological consultation site is necessary for patients to draw information from official medical sources, not amateur forums on the Internet.
What legal acts regulate the websites of medical institutions?
The creation of medical websites is controlled by law. The page must have:
- The official name and legal address of the hospital;
- Licenses and certificates confirming the right to offer medical services;
- List of rights and obligations of patients;
- Information about specialists, their accreditation, experience, and work schedule;
- Full list of services and their prices;
- Hospital contact details, including a feedback form;
- Version for the visually impaired.
Compliance with these rules is mandatory to avoid fines and litigation.
What should be on a medical website: visual and functional
Consider its structure and functionality to make the medical center page convenient and informative.
Approximate structure of a medical website
The basic structure of the hospital website must be created following the requirements of the Ministry of Health. The page must contain all the necessary documents, contacts, and blocks with a description of doctors, services, and rules for admitting patients.
Service catalog and conversion elements
For high conversion, the user should not spend more than 30 seconds looking for the right procedure or wondering where the feedback form is. Instead, create a convenient catalog with an online listing function.
Information about each doctor
This information is needed on the site according to the requirements of the Ministry of Health, but photos and descriptions of doctors’ experiences will also help gain the patient’s trust.
Price list with navigation
Users are always interested in the price of a product, including medical services. However, there are hundreds of procedures in the hospital, and each has its code, which is often not familiar to the client. Therefore, the page needs a search function.
Add a price list with drop-down subsections and information about possible additional costs for materials or special procedures. So the patient can calculate the exact cost of his visit.
Calendar with the possibility of making an appointment
The calendar will help you find out the working hours of doctors and the hours of procedures. Add the ability to make an appointment with the right doctor immediately – this will save the client’s time and increase conversion.
Procedure results
For some branches of medicine (cosmetology, dentistry), photos of the results of procedures are the main indicator of professionalism for site visitors.
Equipment list
Add a description of the equipment and photos of actual procedures using it. Emphasize the quality and modernity of appliances. This will enhance the clinic’s image in the eyes of the patient.
List of procedures
Does your clinic offer a unique operation? Uses the most gentle, painless treatments? Tell us about it on the website, and describe the benefits of treatment at your medical center.
Blog with articles from clinic doctors
An expert blog is important for a page to be useful and credible. For example, after reading a medical article written by a doctor, the user will have more reasons to choose this specialist. Such this is also important for promoting SEO in medical services.
Special offers
Banners with promotions, special offers, and countdown integrations are needed on any selling sites, including clinic landing pages. But creating a selling website is not appropriate for all medical areas. For example, bright advertising banners are relevant for dental or cosmetology clinics but inappropriate for hospices and cancer centers.
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Clinic landing page for certain types of services
A landing page will work well to promote individual clinic services, especially in such branches of medicine as cosmetology and hair care. The creation of medical landing pages is relevant for multidisciplinary clinics. Landing pages will increase the conversion in the selected areas.
The distinctive characteristics of landing pages are the presence of a unique selling proposition, a call to action, and infographics. The purpose of such pages is to sell a specific procedure.
Medical website design
The medical website design should match the visual clinic’s interior. The interior design of most medical institutions is made in restrained colors – a lot of white, beige, light green, and pale blue. It calms the patients and creates an atmosphere of cleanliness. Use the same color scheme for your page, don’t overload it with colorful elements. For example, the red color is undesirable – it causes negative associations in patients and increases their anxiety.
The site should look professional and inspire confidence. In addition to a discreet design, real photos of doctors at work and patient reviews will help. Finally, take care of the adaptability of the created design so that it displays correctly on phones and tablets.
Medical clinic website promotion
Federal agencies strictly control advertising of medical procedures or drugs, so you must promote pages on this subject carefully and only after familiarizing yourself with the relevant laws. For example, in any advertisement for a medical procedure, or a medicinal product, it is necessary to mention contraindications and the need to first consult a doctor.
SEO promotion of medical websites
For competent SEO promotion of medical websites, optimize the page interface, ensure all images load quickly, and third-party services work properly. After that, selecting low-frequency keys for specific services is important, for example, “do an ultrasound of the abdominal organs in Novosibirsk” and “pass gastritis tests.” If you implement the selected keys in articles and service descriptions and create landing pages for popular procedures, the site will rank better in search engines.
Contextual and targeted advertising
For the contextual promotion of a medical services website, use, for example, Yandex.Direct service. To do this, you must provide permission for medical activities, a letter of guarantee from the hospital, and other documents. Please note that direct advertising works on the principle of an auction – the more the clinic pays per click, the higher its position.
The website of the medical center can be promoted through targeted advertising on social networks (for example, Instagram) if your clinic has a profile, set aside a budget to distribute your content to the medical community.
Offline advertising
One of the important segments of the target audience of hospitals is people of retirement age. They do not always know how or want to use the Internet. Get the attention of this group using printed materials (flyers, posters, booklets).
Selling site rules for a medical center
When developing medical websites, consider five important rules:
Study the characteristics of the target audience
Who are your main clients? What are their age and income level? What issues are they concerned about? The better you know your patients, the higher the site conversion.
Update the site, keep in touch
The page visitor would have doubts if the last article was published several months ago. Long periods of inactivity are bad for rankings. Make the page show signs of life, update the content as often as possible, and add the online consultation function.
Create a sales funnel
Think through all the steps of the user from the moment he first saw a mention of your site to making an appointment or visiting a doctor.
Make your website design functional.
Visual design is not just a pretty picture. The page design should be convenient and correspond to the target group’s preferences and the sales scenario.
Invest in website promotion
The medical niche is highly competitive. You have to fight for new patients. To have a constant flow of customers, allocate a budget for traditional advertising, and constantly optimize the page.
Medical center website errors
When creating a clinic website, try to avoid three common mistakes:
Lack of online chat
The schedule of the hospital and the potential client often coincide. Therefore, he may not have time to get through on the phone or be ashamed to describe his problem aloud in front of strangers. Boost your conversion rate by adding an online chat feature.
Same design
Each site page should have its function, and each clinic should have its brand. Template design does not take into account the specific tasks of the project, does not attract the attention of customers, and harms conversions.
Hard-to-read canvases of text
The site’s information content will be difficult to perceive if you do not consider the basic rules of typography and visual design. This means the visitor will not read the most useful articles on the page. This can be avoided by breaking the text into small paragraphs, subheadings, and bulleted lists.
Tips on how to create quality content for a medical website
Filling with content is an important step in the development of a website for a medical institution. To make it as useful as possible, follow these simple tips:
Choose a theme
Think about what your readers might be interested in. What problems might they have, and what information are they looking for online? Then, familiarize yourself with competitors’ pages, and conduct a survey.
Make a content plan
Make a table with ideas for articles, their titles, and a rough structure. Next, determine the main objectives of the content and publication dates.
Write in plain language.
To promote medical websites, the articles must contain keywords, i.e., real Internet requests of visitors. Many are unfamiliar with medical terminology – complex Latin names and professionalism can scare them away. Therefore, physicians should create the content. They are experienced in communicating with patients and explaining complex diagnoses in plain language. So you get expert articles that any reader can understand.
Stages of creating a medical website
At WebValley Studio, we follow three main steps:
- We analyze the target audience, competitors, and the main niche trends. We work on the project concept and coordinate it with the customer. We prepare an optimized site structure and content.
- We create a design and typeset it on the Tilda platform. We connect the necessary services (online appointments through a calendar, chatbots, and other widgets).
- We test the site, check mobile adaptation, and connect the domain. We record training videos, so that any employee can manage the website of a medical organization.
Terms of creating a clinic website
The development of a clinic website can take several weeks or several months. It depends on the complexity of the task at hand. For example, it will take a month to develop a landing page for a private doctor and three months to create a corporate page for a multidisciplinary clinic. We interview the client to determine the timing of creating a medical website.
The cost of the site of a medical center, clinic, hospital
The cost of a medical website depends on several factors: how many pages, what functionality, and what tasks it should solve. For example, a landing page for a specific service can cost 80,000 rubles, and a multidisciplinary clinic website costs 400,000 rubles. To determine the exact cost, we analyze the information received from the client, offer several implementation options, and draw up an estimate. You can discuss the desired budget and order a medical website by filling out a questionnaire or contacting us by phone, mail, or instant messengers.
