Every website is going to be somewhat different and unique not only to the business it represents but also to the audience that it serves. However, there are a few standard features that every website should have in order to do three main things:
- Inform users with great content
- Engage users with images of your business
- Get business by generating leads
Provide Useful and Unique Information
If you’ve done any research on how to approach digital marketing and websites, you’ve probably heard the phrase “content is king.” This statement is true: A website is essentially a container for information regarding your business, how to contact your office and what makes your business better or different than others like it.
For our legal and medical clients, it’s not only important to detail the types of cases you take and procedures you perform but also your expertise. A recent Google algorithm update made the onsite and offsite E-A-T (Expertise, Authority, Trust) of medical and legal providers more important for search engine rankings than before.
For your onsite content, this means providing authorship information for content pieces like blog posts. As an example, in a blog post about a certain procedure that only one of the two doctors at the practice performs, it’s important to attribute the content to that doctor. The byline for the content should link to the doctor’s bio page that outlines his or her expertise and unique experience, as well as links to other blog posts on the practice website.
It’s not just about providing attribution for content, but also providing as much unique information as you can to stand out from the competition. Possible strategies include explaining how you approach a case or procedure differently or how your consultation process is thorough. A good idea is to look at your closest competitors and see what kind of information they’re providing, and then fill any information gaps with your content.
Engage Users Visually
The great content on your site is going to help your website rank better on Google and hopefully allow you to compete on the first page of the search results. This is going to drive people to your website. Now the challenge is engaging those users not just with written content but visually as well.
Many business owners believe they can get away with just using old images or stock photography because it’s cheaper than having a photoshoot done. This no longer works for today’s more savvy web user. Stock photography is easily identified and can drive people away from your business. We’ve seen measurable differences in ad campaigns where first we used stock photography and weren’t successful, then we tried the same campaign with actual before-and-after imagery provided by the client and the campaign took off, providing good leads.
Using real in-office imagery is also helpful to break down barriers between your business and a potential client or patient. Showing your office and your staff members allows people to start experiencing your business before going in. This may help those that are anxious about having their first cosmetic augmentation experience or someone who's never been to a lawyer’s office.
Get More Business
The goal for almost every website is to gain more business. Your website needs to cover all the ways a person can reach out to you in order to schedule a consultation or ask a question.
There are different ways that people feel most comfortable reaching out to a business depending on where they are in the buyer's journey. Are they just starting their research looking for the right provider or attorney, or are they already set on what they want and who they want to provide the service?
The best type of lead with the strongest intent is usually going to call a business; doing so brings about immediate answers. So, you want to be sure to have a phone number prominently displayed on your website and implement a call tracking number. With a call tracking number you can get data like:
- Length of call
- Call recordings
- Call sources
With this information, you can give feedback to your intake team. Being able to reference actual calls will enable you to get actionable insights for improving customer service by phone, identifying trends in the kinds of questions prospective clients ask and more.
The next two types of leads may not have immediate intent to book an appointment, but they’re interested enough to ask a question via an onsite form or an online chat through your website. These two lead generation tools also allow people who can’t or won’t get on the phone the ability to reach out to you. As users fill out the forms or have conversations with a chat agent, you’ll receive notifications so you can reach out to them immediately.
While there are endless options for business owners when it comes to features for a website, there are still some basics that every website needs to cover. Making sure you have great and unique onsite content, original and new imagery and various ways for users to contact your business are a great start. Once you have those features implemented, you can move on to more comprehensive marketing strategies. See what your competitors offer their users, and make sure you’re offering similar but better options.
If you have any questions regarding your website and what features would be best to include, please give us a call at 800-368-9910 or contact your IMC.