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4 Reasons You Aren’t Getting New Patients

You’ve invested in stellar SEO and waited patiently for your site to climb to the top of the search results. Finally, your site is getting the kind of website traffic you deserve. And yet, the new patients aren’t rolling in. What gives?

While SEO is a crucial part of any digital marketing strategy, it’s not the whole picture. Making it easy for users to find your site unfortunately doesn’t mean they’ll stay there and get to know you — or that they’ll necessarily become new patients. 

That’s where other aspects of website optimization come in. Just a few minor tweaks can help your website bring in a steadier stream of patients. And since you’ve already put in the time to refine your SEO, those tweaks should start to yield results quickly. Here are four common problems with medical practice websites — and easy solutions to fix them. 

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Problem: Your site is missing crucial information

Part of the role of your website is to provide a warm introduction to new patients, so they can get an idea of who you are and decide if they want to book an appointment with you. If your site is missing information that prospective patients need, then, chances are, most of them will just go look for another provider. 

Combat this issue by taking on the patient perspective and putting all the need-to-know information on your site. Display your location and contact information prominently. Post whether or not you’re accepting new patients and list the types of insurance you take. Keep your insurance list current, and update your website immediately if anything changes. Noting the date you last checked your insurance list lets patients know the information is up to date, so they can feel more confident moving forward with an appointment.

Problem: Your site is difficult to navigate

Even the most informative site in the world won’t bring in new business if it’s difficult to navigate. Most prospects will only spend a few seconds scanning your site before making the decision to stay there or click back to their search results. In other words, you need to capture their attention fast. 

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Make sure your contact information is featured on each page in a hard-to-miss spot. It could appear in the navigation menu, for instance, or as a widget at the top of your site. Also make sure to list the insurance plans you take, and whether or not you’re accepting new patients, on your site’s home page. These crucial pieces of information should be among the first things new visitors see when they land on your site. 

Problem: You don’t allow online booking

Picking up the phone to book an appointment is passé. You’ll attract a bigger pool of new patients if you allow prospects to see your availability and book appointments online.

One option is to buy and install an online appointment-booking widget, which allows users to book directly on your site. Another option is to direct readers to book via your Zocdoc profile, which offers a few advantages. For one thing, you don’t need to worry about finding a secure widget and paying the associated licensing fees. And prospective patients can easily confirm that you accept their insurance via Zocdoc’s Insurance Checker. This way, they can book without worrying if their care will be covered.   

Problem: Your site feels a little too impersonal

In medicine, reputation is everything. You might feel tempted to maintain a formal tone on your website. But if your site offers a glimpse into your personality, it will make a stronger (and better) impression on visitors. So go ahead and display a photo of yourself — a professional headshot is always a good option, but a more casual (though still work-appropriate) photo works too. 

But don’t stop there. You should also: 

  • Invest in engaging website copy.
  • Post a professional bio that shows off your qualifications and conveys your communication style. 
  • Include patient review and testimonials (with permission), so visitors can get a sense of what you’re like as a provider. Your Zocdoc profile automatically lets patients leave you reviews; directing visitors to your profile can compel them to book appointments.

All in all, it doesn’t take much time to transform your website from an idle digital space into a powerful marketing tool.