Ep. 101 | Alternatives to Content to Improve Your Website -

Remember the 3 "Rs" of SEO and content marketing? The only way for your website to rank well is to produce content which is:

Relevant to your reader
Refreshed - published on a site with fresh content
Regularly - website publishes new content regularly

This takes time and discipline.

What are the alternatives? While content marketing is the only way to achieve those rankings, here are some ways you can improve your website navigation, look, feel and ability to engage your readers.

Build EMail List

Use your website to build your email list. In the office, collect email addresses of your patients.

Adding a subscription (opt in) box to your website to is easy and free. Readers/followers of your website may subscribe to your site by submitting their email address.

Use your email list to keep in contact with your patients and those who follow you online. The easiest way to keep in contact with your email subscribers is to publish a regular newsletter highlighting current events in the office, hospital, etc. Some one having a big birthday? Adding a new associate?

Your patient will love to know what's going on and, likely, they'll spread the word to others.

Stale Copyright

There is probably no bigger turn-off than having a dated Copyright in the footer. If you accomplish one thing this year, get your copyright current. Dated copyrights cast doubt on the website's credibility and accuracy. Dated copyrights also send a message that you (the website owner) really don't care that much.

Refresh About Page

Your about page is the second most important page on the website (Home is first, Contact is third).

Use your About Page to talk about the practice, introduce the staff your patients are likely to meet, etc. Make your About Page engaging by writing in the first person point of view. Pictures of staff are particularly engaging.

The Nav Bar

Make your navigation bar as easy to use as possible. User experience is an SEO criteria. How easily can your reader find the information he/she is looking for? In general, every page of your website should be obtainable within 2-3 clicks of a mouse. Use terms in the nav bar which clearly explain the subject matter. For example, the heading "Eye Surgery" is better than "Services" or "What We Do."

10 Foot Test - Avoid Clutter

Does your Home Page clearly convey your message? Go to your Home Page on a computer.

Standing "10 feet" away from your computer, are you able to tell what services you provide? If not, get the help of a designer and make your message clearer and more concise.

Common errors for medical websites:

Too much text (doctors have an annoying habit of trying to show they know and do everything)
Too few pics - the proper images can convey a strong message
Pics too large - many times a large image takes up all the valuable "real estate" on the Home Page
Headers/Font - use easy to read font size to convey your message

Mobile Friendly and HTTPS

Make sure your website is mobile responsive and that you've installed HTTPS on your site. Sites that are not mobile responsive are not going to rank as well.

We've covered the HTTPS in a recent episode. Not having HTTPS will flag your site as "unsafe."

Ep. 101 | Alternatives to Content to Improve Your Website