On today’s episode of The Social Speak podcast, we’re going to be talking a little bit about website development and specifically our process for website development for your healthcare clinic.
We specialize in creating websites that capture your brand, your voice, your expertise and best position yourself in your medical practice to be found by prospects. Now, when we build a website, we don’t view it as a one-and-done sort of thing. It’s not a brochure that you print out and then you have thousands of copies to hand out.
Healthcare Website Design and Development
A website is an ever growing and changing, and shifting presence online, where we recommend you are continually adding blogposts, uploading videos, creating resources and interviews to engage your prospects and engage your current patients.
So the reason why I want to do this today, is we just finished up a website for one of our clients and our main contact, the office manager sent over such a fabulous note. She writes, “I am beyond thrilled with how everything has turned out so far, and want to thank you so much for all of the hard work. Prior to starting this project, I heard horror stories from some friends and colleagues who have been in charge of website redesigns and had been dreading the process. You and your team made it so easy on us and we could not be happier with the way things have gone. We really look forward to our continued partnership moving forward.”
So this is just one of the many testimonials that we have from a local clinic who had an old website that frankly, they just weren’t thrilled about. The pages were hard to update, they did not include current information, and it was hard to really adjust the functionality, so that it attracted the right people to their organization.
Listen to the Podcast
How we create websites for clients
Now, the process that we follow for creating websites for our clients tries to make it as fun and simple as possible. I got a kick out of designing these websites because really I’m able to visualize what that end goal is.
Analyze your current website
Oftentimes, you start with the website and potentially you just can’t stand the look and feel of it. However if we go into the backend and we look and we see that everything really is set up very strongly for Google and you are getting patients and prospects from the website, we might actually tell you, “You know what, there are better ways to spend your budget rather than doing the website redesign.”
Now, if we look in the back end and things are just as messy as they are on the front end, we’ll let you know and we will help you work through a process that we follow for creating the new websites.
So the first thing that we do is we have an initial conversation, they’ll be with myself, potentially, my business partner will be on the call as well or one of our account managers, and we ask questions,
- Do you currently have a website, what are websites you like the look and feel of and what are some that you don’t?
This allows us to see if there are similarities between the ones that you like and the ones that you don’t like so that we can replicate by using your own branding and values and purpose and goals, though with items that you do like compared to the ones that you don’t.
- What are the top concerns about your current website, what are the top goals for your new website?
- How will you measure if the site is performing, what is the main call to action?
So new consultations booked, appointments scheduled, email sign ups, increased traffic, things like that, so we can track all of that as well as where they’re coming from.
- Additional functionality that you’d like to see in your new website
Let us know if there are functionalities you’d like to expand on and carry on from your old website.
- Questions about your current brand standards
Oftentimes, our clients already do have their branding all set and solidified. They have their logos, their fonts, their colors. However, if you are a newer healthcare clinic or want to go through a complete rebranding of your healthcare clinic, we can definitely help with that as well.
We have a few partners that depending on your niche will make a great fit for that branding side. However, a lot of times our clients come to us, their website is just not performing as it should, they’re all set with their branding, all set with their value selection, things like that and we just take that and move it into the 21st century.
- What is your target market?
So in order to create a website that attracts this target, we need to understand:
- Who they are – so we wanna know who your ideal patient is and understand some of those success stories.
- What were they struggling with beforehand and where did they come out the other side, once they were done working with your physicians, your doctors?
- What about you, what about your brand?– We wanna know the values and the passions of the doctors, as well as the admin, the administration, so that we can really understand how to capture your unique voice through the website.
We have some websites that we work through where we are rewriting all of the copy on the website, and running it through your medical director to make sure it’s all approved, and then we have other clients who write the content, or already have the content written and they just wanna make sure that it’s displayed the best on a new website.
We find that branding and layout and content really have to all work together in order to have a seamless website. It can’t just have images, and then content built separately. You need to pull them together. We also love to talk about the benefits of working with you. So what are some of those most impactful transformations that your clients realize with working with you?
Plan website’s structure
So once we have all of this information and we have our website kick-off call, we get to work. And the first thing that our team does and I am actually going to hold up a workbook, right here.
So, if you’re listening to the podcast, you can kind of visualize this basically, it’s just very rough sketches of what pages could look like. And this one right here, it has a header. It has icons, events, kinda scrolling testimonials. And so what we do is we take elements that we see on other websites that you have noted that you like the look and feel of, and we see how we can then incorporate similar items into your website.
We typically have a page layout for the home page, then another page layout for the top level services pages, so let’s say you have one service page for all of the different… Oh goodness, thinking of too many different industries [chuckle] for all of the different dental care options that you have. So that page would have one layout, however all of the sub-pages, that go into dental cleaning surgeries, cavity extractions, and things like that, would have a different layout. So those are three layouts there, a layout for your contact page and probably a layout for your about page. And so each of these pages, they’re going to have a similar look and feel, however we’ve found by differentiating them by layout a little bit helps to make sure that somebody can move smoothly through the website.
As we’re building the site, we also make sure that we really understand your page hierarchy. So, this means how do all of your pages and services relate to one another? How should Google be ranking them and how can we link between the pages to get that best search engine optimization for you?
Search Engine Optimization
While we’re doing that and putting the content on the pages, we’re doing keyword research. Potentially the wording and the language that you use within your practice isn’t what people are actually looking for on Google.
So we wanna make sure that we are writing for search engines, writing to showcase your expertise and then also writing to best position your practice to be the one that clients and prospects then choose to become a patient.
Web design and content approval
Now this whole process, we like to move through it actually fairly quickly, at least that design element. We recognize that it does take time for content to be approved, messaging to be approved. However, our process is typically a one-month turnaround, for smaller website projects.
Within the first two weeks, we wanna get you a working design, a working layout that you can poke around and see where we’re going for that look and feel. Typically, at this point, we’ll have that home page, about page, main services page, sub-services page and contact page. If I haven’t said that, contact page, all kind of set, ready to go.
Then, if you already have the content and you have minimal additional functionality, maybe a blog on potentially lead capture form and we utilize Influx MD for most of our healthcare clinic websites. If you need that, again, typically a month, we can get most of the site all set ready to go and then just that approval process might take another month.
So we like to have a website started and completed within that same quarter. If you want additional functionality, such as payment center, maybe a more robust directory listing for your physicians, scheduling tools and things like that, might take a little bit longer.
Integrating Influx MD
If we are integrating Influx MD in there, they do have an onboarding process as well to make sure that we are tapping into the systems and processes that you already have and really bringing those to help your administration through the whole process of that initial scheduling.
Influx MD is a HIPAA compliant form system so that it really taps into your current processes, keeps everything secure and allows us to then, moving forward after the website’s done, move into lead collection for your healthcare clinic. And that’s where our ongoing marketing really ties in with search engine optimization as well as running sponsored advertising, writing blog posts, doing doctor interviews and posting to social media, all of which tie into how people that interact and utilize your website to achieve their goals.
So if you have any questions about how your website currently is working, I’d love to do an audit on your website, so we can talk about what your goals are and see if it’s actually accomplishing them. Or a small tweak might be able to better align your website with what you’re hoping to do.
If we find in that process that a new website is going to be the best course of action, I’ll send over that website onboarding form and we’ll schedule a call from there to really dive into what those goals are and that look and feel that you’re going for that website. So I can’t wait to talk with you about your medical marketing website, and I hope that this has been insightful about some of what that process looks like for working with our team.
If you like this episode, and you want to learn more about healthcare marketing, please subscribe to our podcast, subscribe to our YouTube channel and jump on over to our website to check out the additional blog posts that we have over there.