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Five Things Healthcare B2B Companies Need on Their Websites

Posted by Mary Ann Hegvold on October 30, 2015

Healthcare B2B Websites and Lead Generation

The healthcare marketplace, as you know, has a huge number of players. In every product category and service line there is plentiful competition. So how do you stand apart and make yourself known to potential customers?

Here are five things you can do to help you with creating a website that will attract visitors and turn them into leads.

Write content that makes sense

There are two general audiences you need to consider when preparing content for your healthcare B2B website:

A) The humans who will read this, and

B) Google and what they’ll take away from your text.

Humans 

Have you ever been to a website that used big words strung together in an effort to sound really impressive? Were you impressed? Odds are good you scratched your head and moved on.

Most everyone prefers to read things without having to really sit there and think through the vocabulary. Don’t make it hard for your visitor to consider you as a possible vendor. Educate them and explain concepts in plain language that most everyone would understand. Even if you’re targeting doctors. If your reader is struggling to understand what you’re trying to say, they’ll most likely move on to something that makes more sense.

A video is a good option when trying to demonstrate a difficult concept. You could use pictures to accompany your words as a way to describe it easier.

Google

Then you have Google which seems to update its search algorithm all the time, but the overall consensus is that they’re looking for content in much the same way that humans do. They need to see a pattern of words and phrases in the content in order to associate you with those key terms in search results. So instead of using fancy phrases, be sure you use the phrases that your target audience would most likely include in their search process.

If you’re using inbound marketing, your inbound software tool should have a way to tell you which phrases are more popular than others. Base your website content on this to have a better chance at being found in search results.

Use a design that matches your professionalism

I’m sure we’ve all gone to a website that appeared on a search results page (SERP), but when you got to it you weren’t sure if you were at the right place. Something didn’t connect. Whether it’s because the brand name didn’t match what you had seen in the search result or the overall look was really outdated, something made you stop and ask yourself if you would want to work with that company if you weren’t so sure about how professional they looked online.

You’ve spent a lot of time and money on developing your healthcare product or service. Don’t let your website be what stops someone from requesting more information, a free demo or your free trial.

Create a call to action that results in an action

I have been to dozens of sites that look really nice. But there wasn’t a real indication of what they wanted me to do next other than maybe call them. Research shows that there’s a lot of time spent looking online at your products and your competitors before someone is ready to make a call. Try to capture these “lookers” who are in the process of deciding which companies they’re interested in calling.  

Offer your visitors something that is interesting enough that they'll be willing to give a little bit of contact information in exchange for your offer -- such as a free download or a special video.

Of course you also have to be sure the call to action is working. If no one clicks on it you might need to change it up or move it. Play around till you’re getting something that’s producing leads.

Offer something to those at the top of the sales funnel

If you have trouble getting someone to respond to your call to action, it could be what you’re offering is for someone who is further down the decision path than they are. A lot of EHR companies and other B2B healthcare services make it very clear that you can get a free demo and/or a free trial. But what if the visitor isn’t ready for a demo or trial? That’s quite a commitment at that point. (You might also want to read: Why Selling EHR Software Requires more than a Free Demo.)

So what can you offer them while they’re in their “research phase” that comes before they’re willing to participate in a free trial? Since you’re an expert in what you do, you should be able to create some content that a potential customer would find really useful during the process of researching the best solution to their problem.

REMEMBER: 60% of a purchase decision is made before the customer ever reaches out to the company they believe they want to purchase from.

HAVE A plan for producing results

When you build a website you’ve basically created a hypothesis of what will work best and you’ve created the site to match that. Do you know if your hypothesis was correct? What can you do to prove it? There is a process called Growth-Driven Design that allows for constant evolving of the website, focusing on lead generation and meeting your company’s sales and revenue goals. Rather than spending months creating a site based on a hypothesis, it’s possible to set goals, make updates and then test those updates to be sure they’re meeting your expectations on a continuous basis. You don't want to wait months or years before you see if your website is producing the leads you need. Growth-Driven Design is a constant process that will help you drive sales.

For more information on how to make your website bring in more leads and drive your company’s revenue up, download our free ebook on Growth Driven Design.

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Topics: Website Lead Generation, Growth-Driven Design, B2B Healthcare Marketing