Can you guess how many websites are there in the world as of 2019?
Let’s see what an innocent little Google search revealed.
And approximately 380 new websites being created every minute…
Startling stats them.
And the owners of all these websites have one goal? To Get More!
After reading these latest 2019 stats on healthcare marketing, it is crystal clear that getting more sales for your business is directly proportional to prospects being able to easily find your healthcare business online.
No wonder experts say “Your website is your 24/7 salesperson”.
According to Solutions Resource,
“The web has a far wider reach than any other form of advertising.”
“And how does all this tie to my business, Hania?” you ask. Well, for starters, you absolutely CAN NOT afford to prolong creating or updating a website for your business.
If you don’t want it to cost you leads and sales, that is.
When patients or hospitals (or any other prospects) are searching for answers or businesses in your niche, guess who they’re likely to end up bumping into online? The ones who they can EASILY find and know about in a Google search. It becomes highly likely that that happens to you, if you have the components we will be discussing in this post.
If you are serious about what you do, then:
- take your business seriously
- invest in a fully-functional website, and
- improve the perceived credibility and quality of your business.
And the quality time and effort you spend on your website now, will all be worth it.
I assure you.
So, let’s get started.
What you’ll learn in this post:
- how your competitors are leveraging their websites effectively
- why you need to up your website game
- how you can get more business through your company website.
How your competitors are leveraging their websites effectively?
Healthcare giants like UnitedHealth Group, McKesson, CVS Health and other Fortune 500 companies of 2019, have highly responsive, up-to-date, and informative websites that not only engage consumers but double up as the strongest marketing strategy for all their future prospects.
According to Sherman Standberry of Lyfe Marketing:
“Your website serves as your own personal digital sales person. Your site gives the consumer what they need to know about the product, makes the sale, and collects their payment information online.”
Each day you’re thinking of building and developing one, your competitor is making smart marketing choices and growing their reach with their website.
While they’re inviting customers to visit their website and following up with new leads, they’re also collecting more data and growing their business.
And what is it that makes their website stand out? Unsurprisingly, they all revolve around a pleasant user’s experience like…
- great visual appeal
- ease of use
- clarity of the message
- keeping users engaged
But by far, the #1 reason that makes busy people (like your prospects) love a website, is, in their own words…
“… to find what I’m looking for, and to find it quickly.”
Because on average your prospect will give 50 milliseconds to judge you based on your online presence. If you want to leave an impression on your website visitors, 0.05 seconds is all you’ve got.
I don’t know about you, but that’s a pretty steep number.
This takes us to our next point…
Why do you need to up your website game?
Ready for the bitter truth?
88% of your site visitors are less likely to return to your website if they had a bad experience.
That’s like throwing away a LOT of good candy.
Fortunately, creating a website to build and promote your business is simpler today than it ever was.
But don’t take simpler for granted. It may be easier, but it is definitely pivotal.
A website helps in highlighting your business’ strengths and values, whereas engaging and useful content gets more traffic to your website.
And remember, more traffic = more prospect sales
Your competitors are leveraging their websites for more business, with things like…
Bite-size information on the homepage
An informational blog, etc.
… to earn $$$ for their brand.
Now the question is…
Make your prospects drool and compelled to do business with you when they land on your website.
Whether you’re thinking of creating your first website or upgrading the existing one, jot down your business goals first. And then build the entire website towards fulfilling those goals.
For healthcare businesses such as
–>hospitals and patient-care facilities,
–>medical software and equipment,
–>medical waste management,
–>shipping, procurement, and logistics of medicines
… and other services, this means having a clear map of expected goals and outcomes.
Although your color scheme, font color, and size, layout, and design may help your visitors stay, it is really your copy and content that will keep them coming back for more and represent you as a trusted business.
So now, as promised….
The 7 most crucial elements for your business website
1- A Concise Business Homepage
Picture this, it’s your first appointment with a new doctor. You’re escorted to his office and just as you lay your eyes on him, you notice a coffee-spill on his shirt from what seems like a few days ago. Chances are you’ll judge him and the kind of doctor he is, by that few-days-old coffee spill (or if he has dirty nails, or if he’s emitting an odor, you get my point).
And we all know that if a doctor is unhygienic, that makes him unprofessional (Hygiene and health kinda go hand-in-hand). The bottom line, you know that you can’t trust him with your health and it is really important to trust your doctor.
Your website homepage does the same job. It’s your Primera Impresión. Your chance to shine. And when created and written professionally, it appears to the visitor as the first “window” into your business.
Your homepage should highlight your expertise in the business in an appealing, informative and concise way. It should make you look smart and capable of handling their work with authority and responsibility.
2- A Fast-Loading Website
As mentioned, your prospects can only spare 0.05 seconds to either be impressed by you or move on to another site.
A fast-loading site is the need of the day. Imagine your prospect, who’s sick of his current, incompetent, medical service provider. His deadlines are piling up and he wants to shift to another one so he can save his reputation and leads.
In this scenario, when he goes online the last thing he has is patience for a site that takes forever to load. Slow speed kills conversions.
Hence, concentrate on speeding up your website and refrain from placing large files that slow the browser down.
3- Proof with testimonials or customer case studies
Testimonials are smaller siblings of their longer and more detailed brother, customer case study. Among other reasons, why customer case studies work, they align right with human nature. As a consumer, when we’re buying items, we run through reviews of that product by other people.
There’s a tedious process behind writing a customer case study, but as a business owner, your responsibility is to give your prospects insights into your performance. How well you helped someone else solve their problem, how professional you are, and what makes you a perfect fit for the job they need done.
The best part, these sweet babies can double up as other pieces of content in your marketing strategy. Flash a few stories or reviews of happy customers and you’re one step closer to closing the deal.
4- Marketing through a blog
Blogs aren’t just for idle Millenials anymore. Businesses all around the world (wide web) are using content to provide value to their visitors, solve their problems, demonstrate authority and market their products and services.
If you haven’t already, start a blog and add fresh, relevant content. For a healthcare business such as yourself, creating a wide range of content for patients and other healthcare end-users would be a good place to start. A good strategy:
- Add content regularly to your website
- Follow the best SEO and Keyword practices for higher Search Engine presence
- Use easy lingo to attract your target audience.
Bonus Tip: By being engaged through the comments section on your blog, you can gain insight on the most frequently asked questions visitors are asking. Then address them in your online content to improve SEO and boost conversions.
In the words of the famous and influential marketer Andrew Davis,
“Content builds relationships. Relationships are built on trust. Trust builds revenue.”
5- Use Contact info frequently
The core reason to create, develop and market your business website is to get visitors or prospects to contact you. Making it easy for them to be able to do that will be really rewarding.
You can have contact forms on every page and under every post or article. That way, each time they’re done with reading a useful piece of content or have found you a good option to do business with and want to get in touch, they shouldn’t have to browse through endless piles of pages.
The easier it is for them to reach you, the higher your chances of closing a sale.
6- Social Media Integration
Nothing these days is complete without the ‘S’ word.
More and more B2B businesses in the healthcare sector are using social media integrated with their websites to engage with prospects. Top Professionals in the industry are also leveraging social media to share information while learning more about their prospects’ needs and desires.
Get buttons linking to your social media accounts under each page or post on your website. And while there are certain guidelines that healthcare professionals need to follow to endorse products or services, using social media for marketing your business is definitely the way to get ahead in the next years.
7- An FAQ page
Humans are inquisitive. Your visitors have questions. This is your moment to eliminate any doubts in their mind and show your authority. Scour through Quora and answer industry or business-relevant questions directly.
To go up a notch, bring those questions in while building your FAQ page and answer them on your website for your visitors too. Repurpose them later as blogposts topics, white papers, or customer case studies.
Well, there you have it.
Next Steps For You…
Do one thing right now..
Go back to your website and check for these key elements and make the necessary changes.
It’s mostly a game of trial and error (for your sake I hope it’s more of ‘trial and succeed’). Once you have solid content and copy written that drives more visitors to your website and generates more leads and sales, just move forward from there. Also, I’m here, if you need help with website copywriting to build credibility and close more sales.