People look to connect and entertain themselves
This trend isn’t going away anytime soon. While the days of social distancing and continuous handwashing will eventually fade – the need for a strong digital presence will not.
Your website is your most valuable digital asset; therefore, the time is now to assess its performance. In other words, does your website have what it takes to engage and convert the influx of people seeking help with their hearing loss?
Hopefully, your site is updated to reflect the safety precautions your practice is implementing to protect patients and staff, as well as pertinent information on any Telehealth or curbside services being provided. Patients care about and want to know how your practice is responding to COVID-19 and adhering to CDC guidelines. This information should be posted prominently on your homepage and any social media profiles, like Facebook and Healthy Hearing. Don’t forget to update your Google My Business profile to reflect any changes or updates you make to your services or hours.
Now, let’s discuss the specific items you should focus on when evaluating the performance and success of your website:
Search Engine Optimization (SEO):
Check whether your website dominates the first page of Google for the top hearing healthcare keywords. There are free online tools that will show you top competitive SEO metrics. Ultimately, your website provider/digital partner should manage your site’s SEO performance regularly and make the necessary updates. This is vital to maintaining a prominent rank in search results, which drives more quality leads, appointments, and sales.
Content:Good SEO and good content go hand-in-hand. Fresh, relevant, and engaging content on your site will boost its SEO. It will also increase the amount of time visitors spend on your site and, in turn, your conversion rate (the percentage of unique site visitors who “convert” to leads by calling your office or filling out an online form). Adding unique content like videos, infographics, and weekly or monthly blog posts will help differentiate your brand from the competition. Timely articles about the effects of untreated hearing loss are great, but they’re even better when mixed with more personable and creative posts that will resonate with readers—tips for summer hearing aid care, how to choose the right hearing aid for your lifestyle, etc.
User Experience (UX):
Users’ experience with a website is determined by how easy or difficult it is for them to navigate and interact with it. One broken link or slow-to-load page can create a bad experience for users. Your site needs to fulfill visitors’ needs, wants, and expectations both quickly and easily. While UX testing is a complex process, there are several simple things you can do yourself to enhance your site’s usability, including:
- Check every link and app/widget to ensure they work.
- Add internal links between relevant content and pages.
- Shorten long paragraphs of text and/or break them up.
- Create more white space around text and titles.
- Use strong CTAs (Call-To-Actions) to guide users to convert.
- Make sure all images and pages load quickly.
Design & Layout:
Your website is most often your patients’ first impression of your brand. If it looks outdated or unappealing, visitors will have a negative perception of your practice. Everything from your fonts and spacing to your colors and design elements needs to be clean and cohesive across your entire site. There should be a consistent header and footer on every page that includes your logo, practice information, and social icons.
Of course, you want your website to stand out from your competitors. But that doesn’t mean you have to reinvent the wheel when it comes to its layout and design. Despite a common misconception, “templated” websites are not “basic” and are not going to make your site look exactly like other audiology websites. To start, they’re 100 percent customizable – using your brand, color schemes, unique assets (logo, photos, videos, more). Second, website “templates” exist for a reason: they work! Keep in mind, website site design is part art – but primarily science. Most developers use behavioral science and best practices to design websites for optimal usability and most importantly – conversion. Some tools developers use to test the merit of a website include:
- User Testing: A platform for obtaining rapid customer feedback on any customer experience, including websites, mobile apps, and real-world experiences.
- Heat Mapping: A graphical representation of data that uses a system of color-coding to represent different values. While used in various forms of analytics, most often they’re used to show user behavior on specific webpages and determine where the most important content should be placed on a page.
- Conversion Tracking: A powerful tool in Google Ads (formerly known as AdWords) that lets you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups, and other key actions.
Through these methods, developers know what the target demographic expects to see and how they can best be encouraged to convert. For example, most websites have a horizontal top navigation, left-aligned logo, and right-aligned contact information because heat mapping shows this is the best structure for usability and entices users to travel deeper into the site.
Website Provider/Digital Partner:
If your internet-savvy nephew is managing your site, it may be time to consider making a change. A reliable and highly-skilled digital partner will make all the difference—a partner you can hold accountable to manage all your online marketing needs, not just your website. Your digital partner should oversee ongoing website maintenance, performance, results, and provide you ownership over your domain and other digital properties. Click here to find out the most important questions to ask your website provider or reach out to your Consult Marketing Account Executive for assistance. The Consult Digital Program offers engaged Associates a comprehensive digital solution proven to drive leads and sales.
Questioning if your website delivers the results it should? Consult YHN’s in-house experts will conduct a personalized website and digital marketing assessment, including a geographic and competitive analysis.
About the Author
Genevieve Amabile joined Consult YHN in 2019 and serves as a Marketing Account Coordinator. Prior to Consult YHN, she worked as a Social Media Coordinator for a staffing agency and interned with Seven Mile Publishing & Creative in Avalon, NJ. Genevieve graduated from Pennsylvania State University with a Bachelor’s degree in Communications in 2018. In her free time, she enjoys baking, reading, and listening to her favorite true crime podcasts.