This post is written in parallel to our podcast episode entitled “3 Most Important Pages of Your Website.”
The 3 most important pages of your website are your Home, About and Contact page.
Your Home page is your opportunity to quickly engage your reader. This is your opportunity to get them interested in your website. It’s the best place to convey your main message (what you do) and your brand.
Keep in mind that the average reader makes a decision to bounce (click away from your webpage) in less than 3 seconds.
Your Home page must be visually attractive and convey your main message. You might want to elicit the help of a graphic designer to aid in visually directing the attention of your reader to the highlights of your Home page.
Try to limit the message of your Home page. There is a natural tendency include too many details, too many services and diseases which we treat. This becomes confusing visually and dilutes your main points.
In real estate, the front door has great influence on the “curb appeal” of a house. Basically, the more appealing the door, the more intriguing the home.
Same concept with your Home page. It needs to engage. A curious reader will investigate further (i.e. read your website) to uncover all nuances of your practice.
A crowded Home page only makes the page unreadable, distracting and confusing.
The purpose of the Home page is to quickly engage your reader. That’s it.
The About Page – Who Are You?
Your about page is the second most important page of your site. If a patient is even slightly interested in your site, the next logical page to visit is the About page. An interested reader wants to find out more about you, how you practice medicine and more about your business.
Your About page is your chance to tell your story about who you are vs. what you are.
We recommend writing in the first person (use I, we and me) and you should write as though you were speaking to a person sitting right in front of you. All too often, the About page is written in the third person point of view. It loses all credibility with the reader as it appears that someone less intimate than the doctor herself was tasked with writing this short bio.
The About should contain information about who you are as person. Are you a father, an athlete, a coach or hobbyist, etc.? You certainly may include your credentials as well, but personal information is much more relevant to your readers than your curriculum vitae (resume).
For instance, I love youth hockey (3 of 5 of my kids play), play competitive tennis, prefer Duncan Donuts coffee and have Labrador retrievers. This information is much more relevant to my readers and memorable than details of my CV (unless my readers actually went to med school).
Readers expect to have a “Contact” page listed on your navigation bar. This page should provide your contact information – address, phone number and email address. We recommend using a personal email address versus a generic address.
For instance, Randy@RussandRandy.com is more engaging than “contact@RussandRandy.com.” You may also give the name of contact person if a patient were to call.
All the best!
Russ and Randy