Healthcare Brand Growth Blog


 November 09, 2017

10 Tips for a Successful Ophthalmology Website

Illinois Eye Center Homepage - 10 tips for a successful websiteDid you know that more than half of the dollars spent the United States are influenced by the web? That being said, your ophthalmology website is a crucial part of your marketing strategy.

Using these ten quick tips will help you know how to create a successful website for your ophthalmology Brand that attracts and converts new patients.

1. Determine Your Target

Think about the types of patients you want to attract to your website. Different visitors require different content to nurture them into patients. Likewise, current patients visiting your site will need different content than someone visiting your website for the first time. This is why it is important for your ophthalmology Brand to create patient personas to help guide your content creation.

2. Match Pages With Stages of the Patient Journey

Look through your ophthalmology website and make sure that each page has a purpose. You don’t want to over-clutter your site with information that patients won’t read, or will have to sift through to find what they want. By matching each of your web pages with a stage of the patient journey, you’ll be able to pare down your content to only the most relevant information.

3. Provide Relevant Content

Your website should have more than just webpages of content. Provide patients with various forms of informational content such as eBooks, tip sheets, videos and blog posts.

4. Give Directions with CTAs

Calls-to-action (CTAs) give patients direction when they’re on your Brand’s website. You want your CTAs to make sense to the patients reading them. Match CTAs and related content, like a CTA for “subscribe to our blog” at the end of all your blog posts.

5. Make Navigation Simple

When navigating an unfamiliar website it’s easy to get lost in menus, sub menus and sub-sub menus. You don’t want current or potential patients to get lost and leave your ophthalmology website out of frustration. To combat this, make your site’s navigation easy to use by creating clear paths for patients to follow so they don’t have to randomly jump through your site.

6. Understand Your Traffic Sources

Not only do you need to know what patients are looking for and how they use your site, you also need to understand where your visitors are coming from. Your ophthalmology practice can do this by using marketing analytics to determine the source of your online traffic. For instance, Google Analytics can tell you where your website visitors originated, from a search engine to a social media link.

7. Have a Responsive Design

Design is a large part of whether or not patients stay on your ophthalmology website. Not only do you have to make your website visually appealing, your website needs to have a responsive design as well. Since more and more patients have begun using their tablets and smartphones to look at the internet, as opposed to only using their desktops or laptops, your Brand needs to be designing your website for mobile first and desktop second.

8. Don’t Just Talk About Yourself

Your ophthalmology Brand needs to create content for patients, about patients. Of course you need to talk about the services your practice offers and your contact info, but say it in a way that makes it relevant to your patients.

9. Personalize Your Content

Personalizing your website content is not the same as personalizing an email. Instead of addressing patients by name, your Brand can use marketing tools to create smart content that adapts to individual patients. Doing this can help your practice increase patient adoption and retention by offering better-targeted content and CTAs to your patients.

10. Utilize Search Engine Optimization

When utilizing search engine optimization (SEO) techniques, you shouldn’t build your content around search engines. Each of your webpages needs to have its own content and context created for your patient personas. From there you can optimize portions of your site, such as your copy, URLs and titles, to include keywords where they fit naturally. SEO should help patients, not search engines.

For more ways you can enhance your ophthalmology website, check out our eBook, Inbound Marketing Necessities for a Revenue-Generating Website.

Integrate your current marketing strategies with inbound marketing’s ROI based ideas to attract more patients to your practice. Let's chat so we can put the Hult Team’s experience to work for you and your Brand. You can reach me at either 309-673-8191 or jflynn@hultmarketing.com, and together, we grow your ophthalmology Brand.

Download Inbound Marketing Necessities for a Revenue-Generating Website