So you bought a domain for your healthcare organization – now what? If your website is just a homepage and a Contact Us section, your odds of getting traffic or conversions are practically nil.
By adding search engine-optimized pages to your site, you increase the likelihood that someone stumbles upon your site. Think of each page as an entry point for users; your goal is not only to attract visitors but also to keep them around in hopes of conversion.
Before you go ahead and add hundreds of pages to your site, though, it pays to be strategic. Below, you’ll find the foundation for any reputable healthcare site – whether it’s for a hospital, a health plan, a network or any other industry group.
1. Testimonials
Testimonials give your organization a human touch, so that it’s not just a faceless entity. By seeing real people and hearing/watching/experiencing their stories on your site, prospects are likelier to respond. You’re not just touting your credentials – you’re letting someone else do it for you; it’s more real.
2. FAQs
Depending on the complexity of your organization, your prospects may have a lot of questions. Instead of responding to each inquiry individually, round up the most common questions and put them in a Frequently Asked Questions section. That way, all the information is in one spot. The more steps that a prospect has to take to find information, the more likely they’ll lose interest; consumers want immediate gratification.
3. Blog
Because search engines are the primary drivers of organic traffic, it’s critical that you have relevant and unique content constantly being added to your site. Creating a blog section on your website is one of the easiest ways to do this. Search engines love long-form articles, and even smaller posts (300-500 words) can improve your rankings. For added reach, blog posts should also be syndicated across all of your social media channels.
4. Products/Services
We made this the last page on the list since it’s obvious. If you’re selling a product or service, you need descriptive pages for each service line. This is not a place to put all your information in one spot. For instance: If you’re a health plan, you may want to separate your products by age group or another factor that makes sense. For these pages, in particular, you want to pay extra attention to SEO (e.g. keywords, etc.) and tailor the content to a specific audience for best results.
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