Quesions to Ask When Building a Practice Website

By Betty Sosnin

How deep should my site be? Your site, like your brochure and other marketing materials, must reflect your brand and install confidence in readers. A single web page will not do the trick. Neither will a poorly designed or written site or a site that delivers scattered, unfocused messages and information. Make sure your website is deep enough to paint a picture of your practice and what it offers. A lean, poorly constructed site that does not capture the professionalism of your practice can actually drive patients away.

Which services do I most want to promote? Your site will be most effective if it focuses on the common problems your patients face and the solutions you offer. Identify the services you most want to promote and build your site around them. If you’re an ophthalmologist, for instance, you might want pages on cataract surgery, Lasik, optical, contact lenses, retinal care and aesthetics, depending on your training and medical staff.

In addition, most practice sites include an overview of the practice, brief bios of the physicians, downloadable patients forms, and general information such as directions and hours. You can also include special offers, a patient-referral program and other information. 

How important is search engine optimization (SEO)? If you want to increase traffic to your site you’ll need to make sure it is written, built and maintained to include keywords that search engines will identify when people in our area search for the services you offer. While most website developers claim to understand SEO, few actually do. It is a black art learned through years of study and in-the-trenches experience. And search engine optimization is not a one-shot fix. It requires ongoing adjustments.

How will I update content? Make sure your site includes a content management program, so your webmaster or someone in your practice can easily update the content. If you don’t have a webmaster, ask your website developer about a maintenance contract. It would be a mistake for you to invest in a website if you don’t also address how the site will be maintained. Fresh, relevant content is critical to the success of a website.

Who will provide analytics? Analytics is the collection, measurement and analysis of visitor activity on your website. Many companies build sites but don’t provide analytics, so be sure to ask your developer about this. Without analytics, you will not understand how your site is being used, where you should invest your marketing dollars, or what you need to do to help your site achieve its intended objective.

How will I drive people to my site? After you launch your site you’ll need to get people to visit it. This is usually done through link building, expanded SEO, brochures, posters and e-newsletters that link back to your site, as well as pay-per-click advertising. Talk to your marketing team about how your site will fit into your overall marketing plan.