Private healthcare is one of the fastest growing industries in the country, but it’s still catching up when it comes to digital marketing. Many providers are using outdated sites and neglecting online advertising without realising the damage it is having on their business.
At Zinc, we meet a lot of healthcare providers who are making the same mistakes. Is your healthcare website guilty of some of the most common sins?
Using existing staff
Most clinics don’t have the resources, time, or skills required to do digital marketing properly. The job is left to people who are setting themselves up to fail. It’s very easy to make mistakes with SEO or PPC that can break rules, resulting in a ban, and at the very least spend money that won’t get the return that it could.
User unfriendly sites
Your users are coming to your site seeking help, but it’s all too common that sites aren’t user friendly. Your site is a reflection of how you operate as a business, so it should be well-designed, clearly written and mobile responsive. Ensure that your SSL certificate is up-to-date, to assuage any security concerns. Consider your average visitor – would they prefer larger text? Subtitles on videos? By showing potential patients that you have their needs in mind, you’ll earn their trust.
Misusing online tools
Patients use the internet to find the healthcare providers that they need. Many businesses don’t realise that Google is constantly changing the way businesses appear online. Without a Google My Business listing, it’s much harder to be found by search engines. What’s more, many maps listings have been left without an update for years. It’s important to make sure that all the information about you online is accurate.
Not using testimonials
When researching a healthcare provider, potential clients are looking for reassurance. They want to know that you’re a professional who can be trusted with their problem. A great way to do this is to use client testimonials. Ask current patients for feedback, Google Reviews or social media review, and then add these to your site. Be selective, and do bear confidentiality issues in mind when using names.
Ignoring Local SEO
As most healthcare providers serve a certain area, it’s incredibly important to use local SEO. Without this you’re needlessly competing in a national arena, wasting time and resources on attracting visitors that will never become clients. Optimising your site to certain areas will ensure that your organic traffic is relevant to you and the area you operate in.
Some small, simple improvements could save your business a lot of time and money. Zinc have been working with healthcare providers for years, helping them bring their business to the forefront of consumer minds.