Clients often tell us during a website re-build process that they "need the new website ASAP." But when it gets down to it, there's typically a lot of time that goes by while they collect all of the content and images before we can even dig into design and development. There's a newer way to build websites that will get results sooner and produce a website that gives your target market what they're looking for: answers to their problems.
We’ve seen over the years a lot of healthcare industry websites that are built with the “set it and forget it” mentality. A healthcare company will invest thousands of dollars every 3 or so years to create a great looking website and then let it sit there, unchanged, until the next big redesign. Yes, they may run some analytics reports to see what content is most important. But they’re not typically addressing the real question which is, “Is the website providing my visitors with what they want and need in order to produce more leads?” If the answer is anything other than, “yes and here’s how we know…” the website is probably in danger.
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?
You may have heard that Growth-Driven Design is a new and better build and grow your website, turning the web into a greater source of new patients. The concept makes a lot of sense when you're trying to use your website as more than just a brochure. The Growth-Driven Design process will actually help you bring in more visitors, engage them and ultimately help the practice meet its goals for patient growth.
The title of this post will make most brand managers or Type A marketers like myself cringe. How could you NOT launch a website that was the best possible representation of your brand, your products, your services and who you are? I'm here to tell you that while it might take a little bit to bend your mind around the concept, a website redesign that doesn't include every feature you've dreamed of at launch can actually be a good way to go, at least for a little while. By doing it this way you can get to your end goal faster: Increase the number of sales that result from your website. Sound a little crazy? Consider the alternative: the traditional website redesign process.
If you're in the process of a website redesign, or creating an entirely new website, you're most likely trying to decide what to put on the home page and how to organize the site's content. It can be a struggle. But there are some key questions you can ask yourself and your colleagues (and even your boss) as you plan for what to include, especially on the precious, limited space on the home page.
Your website has the potential to be your best sales person. It's working 24/7. It's full of good information and makes the pathway to working with your company crystal clear. Right?
If you're reading this and thinking, "That would be true, but we haven't updated our website in quite a while..." you're not alone. The typical process for updating a website doesn't take place as often as it should to keep up with all that your company offers. That's on par with sending your sales team into meetings without telling them how you've improved the product over the past year. Neither one can do a good job without being given all the information and some good presentation skills!
So whether it's been weeks, months, or years, it's time to think about how your website is working for you now. Do you need to start over? Can you work with what you have? And how do you know whether your new updates are producing the results you need?