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How to Leverage Your Website as a Marketing Tool

By Meagan Simmons on April, 10 2018
Meagan Simmons

Meagan comes to Ren Scott Creative from the scorching hot desert of Arizona, but it's her cool demeanor and get-it-done attitude that keeps it all moving forward in the digital department. Speaking of moving, you may find her at your local gym teaching Zumba when she's not rockin' "the Google."

In today's digital world, your clinic's website is indeed your calling card. It goes without saying that if it fails to make a good impression, prospective patients will simply close the window and move onto the next.

When it comes to creating a valuable website, a number of factors come into play. The problem is that those who are new to medical marketing tend to treat it like a landing page instead of what it really is—a jumping-off point that invites new visitors to take their shoes off and stay a while, so to speak.

Professional Web Design

You only get one chance to make a first impression, which is why opting for professional web design is critical. The goal here is to present important information in a way that feels clean, attractive and relatable. Too much clutter is distracting, while going too minimal will come off bland and impersonal. The sweet spot is striking a balance between the two.

It's also vital to have the most important information up top, "above the scroll," as they say. If visitors aren't easily able to connect with your clinic, the relationship will end there. This is precisely why details like your social media handles and contact information should be front and center—right along with an easy-to-understand contact form that visitors can instantly fill in to get more information. This translates to a lead, so it's wise to keep it front and center.

An Effective Website Increases Leads

An effective website is, at its core, a marketing vehicle. With content marketing picking up more and more steam, you'll also want to optimize your clinic's blog. In fact, insiders say it's one of the best long-term marketing strategies at your disposal. Use your blog as an opportunity to connect with potential patients, build relationships, and showcase who you are and what you value. This comes down to creating authentic, well-written posts that cover topics your patients care about.

Just keep in mind that the vast majority of people are reading on the go, so optimizing your website for mobile is absolutely critical. A website that looks great on a desktop computer but messy on a smartphone or tablet isn't valuable. Almost three-quarters of all web traffic is now mobile, and it's more than a passing trend. Optimizing your website for mobile consumption is a make-or-break detail.

Most health care professionals don't moonlight as web designers, which is why it pays to outsource this task to a full-service agency that understands the many nuances of medical marketing. It's about more than simply having a website that looks nice. Like every other piece of your marketing strategy, it should serve a purpose. In this case, it's about leveraging your site to attract and retain new patients.

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