This is How You Do It
Your New Website Checklist (click her for PDF)
Ask yourself these questions:
- Which services are profitable for my practice?
- What special service do I offer?
- Why do our patients like us specifically?
When you know your unique value (also known as “Unique Selling Proposition”) you can highlight that on your website.
It will make all the difference.
Understand Your Patient’s Intent
Your website needs to work for a patients in very specific situations. For example:
- They are in the research stage of looking for a new medical professional
- They have decided on you, now they need to know how to make & keep an appointment
- They are an existing patient who needs to understand your insurance acceptance
Your USP impacts this as well. Different patient populations have different usage needs.
To do this well:
- Understand your “patient’s journey”
- Include the necessary information to answer specific questions
- Make sure the it’s easy to find the answers to each specific need
A Professional Brand
Your logo gives you powerful and consistent branding everywhere
When you have a good logo you can use it on:
b. Email Signature
c. Business Cards
e. Take Home Packaging
f. Professional organization listings
g. Social Media pages
1. Make sure it is not too long, horizontally or vertically. Long logos are hard to fit in places like mobile websites, business cards, advertisements, etc.
2. Have a transparent version. It looks more professional when you can show it on any background
3. Likewise have a standard colored version and a “reverse” colored version, so you can use it on both light and dark backgrounds.
4. Make sure you get the orginal file (not just the Image). You want the application file (.ie .AI,) so you can adjust it as needed in the future without hunting down your old designer.
All of these seem like minor issues, but they all add up to a functional brand resource. If any one of these are missing, you’ll eventually find yourself “stuck” when you try to do future marketing exercises.
Ready for Voice Search
If you want to be found on Google your site needs to do Voice Search Optimization. Over 60% of all searches are done on mobile devices.
According to PWC report, 71% of respondents would rather use their voice assistant to search for something.
The lion share of all search engine traffic will come from people communicating with their mobile device via voice.
1. Featured Snippets
Featured snippets appear at the top of the SERPs. Google pulls the most relevant content and places it in a box like this:
User’s voice assistant will pull its answer from there.
2. Search Intent
User intent tells us the the reason a person typed their query into a search engine in the first place.
Google digs into the context of the search query. They investigate sites’ content and provide you with whatever answer is deemed most relevant.
“Try to match your customers’ intent with your content, seek to answer questions, and provide details wherever possible. The same steps you take now to optimize for answer boxes are going to help you in voice search too.”
3. Long tail SEO keywords & questions
When searching for information via voice assistant, people behave as if they’re talking to a human.
As I’ve already mentioned, people tend to use questions for voice search along with long phrases.
For instance, when typing a query, a person will likely use the most relevant keywords and write something like “the best coffee in NYC.”
Voice query, on the other hand, sounds much more natural.
Find out what questions your target audience may ask use tools such as Answer the Public or Serpstat Search Questions.
Answer searcher questions
Answer your customers’ common questions on your website or blog. Use a conversational tone for phrasing these questions, to rank well for voice queries.”
When you choose the questions you’re writing about in your post, add them to the pages around your site.
You can also create H2 headers using these queries and provide answers in the body text. Answer the questions concisely and make sure the main idea is stated briefly.
After you answered the question directly, you can also cover other related search questions. This helps you rank for as many variations of queries as possible.
4. Keep Your Content Fresh
To not lose your position in featured snippets, keep your content fresh and update it regularly.
5. Page speed
Page speed means the time needed for your page to load. Under 2 seconds is adequate. Under 1 second is ideal.
Picture a person using voice search — they’re likely on the go and/or in a hurry.
So to reach those searchers, page speed optimization really is high priority.
Mobile speed is even more important than desktop for voice search optimization.
Images are optimized
Your hosting is technically superior
6. Structured data
Structured data is code added to HTML markup and used by search engines to better understand your site’s content.
Using structured data, you can help search engines crawl and read your content efficiently.
With schema markup, you can better control the way you provide information about your brand, and the way machines interpret it.
Having this data can also help your pages appear in featured snippets and, consequently, in voice search results.
Specifically, you can use structured data markup to provide better information to mobile devices about your website and its content.
7. Local SEO
A BrightLocal report found that 58% of consumers use voice search to find local businesses.
People use voice to discover where they should go.
Make sure you’ve added all the necessary information, such as brand name, address, opening hours, etc.
Update it regularly, for example for holiday hours.
Make sure your site is SSL secure.
Google uses this as a ranking factor
Your users will trust you more with the “lock”
You can assure your users that whatever information they submit on the site is secue
Use this checklist when you start your new website. Or send it to your web designer and make sure they do a good job with each action on this list.
A marketing agency that listens to you.
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Just want to tell you that the marketing work you’re doing for SpotMe is really starting to work well! CSS got a couple of good leads already from those forms – both from just web searches, and SpotMe is finally over 10K sessions a month. Yay!
We refer to James Jordan Marketing whenever our design agency is in a tricky spot. I’m so glad he is on our team.