Clinic Websites Design On Aesthetic, Cosmetic, Dental and Medical Clinics, Have To Do These Things.
There are only two jobs that clinic website design should have – either to sell stuff (so it’s an e-commerce website) or to capture the details of people visiting the website (so a sales tool). If it does neither of these tasks you’re absolutely missing a trick and need to change it as soon as possible.
It’s highly unlikely, for example, that as a clinic you’re selling stuff online, so let’s assume that you’re looking to somehow capture people’s details through offering them some sort of download (often referred to as a lead magnet
or in-bound marketing). If someone’s on your website there is a really good chance that they’re potentially looking to engage with someone offering your services. In exchange for a name and email address, or even an email address only (let’s face it you can normally work out the name) you can offer them some advice and guidance, for example ‘Seven Questions You Must Ask’ or ‘The Three Most Common Mistakes That People Make When xxx’.
The point of the download is to offer advice and guidance, not sell to the potential client by saying here at ABC we do X. It’s about telling them the questions they should ask a clinic – any clinic – that will gently educate them about the advantages you offer your clients over the competition.
The Most Important Thing is Your Clinic Website Design – It’s Your Shop Front
You could probably prepare a few different types of lead magnets or white papers, so that no matter what the person on your website is looking for you’ll have a guide that will help advise and coach them. Also, make sure that you have a lead magnet on every single web page. I was speaking to a web design agency that had tracked all the visitors to different websites they’d designed with no lead magnets, and what they found the visitors were all doing (and they all did pretty much the same thing), was they’d hit the Home page, then look at the About Us, then the Contact page, before leaving without taking any action. What a waste! If nothing else, do be sure to have something on your contact page for them to download, as well as a last ditch effort to get their details.
Include Your Team Photos and Videos in Your Clinic Website Design
Make sure as well that you have some strong photos of you and your team and don’t rely on awful stock images. As humans we’re pre-programmed to look at faces, plus we want to see who we’ll be working with so have videos there too which give an insight into who you are and your culture, and give people the opportunity to see you and connect with you in every way possible. Again, think about who your avatar is. My partner’s website is full of personality and pretty funky which is very deliberate as those are the sort of clients she wants to attract. If you were grey faced as well as grey suited you probably wouldn’t like it, but that’s OK because you probably wouldn’t get on with the company or they with you, and so it’s in everyone’s interest to pre-qualify you out as early as possible. Make sure your values and personality shine through your website.
Next, think about the services you’re offering. You have a couple of choices in terms of which landing pages you direct people to, so, on your website you can have dedicated pages where you have a page specifically for a core service, but have it set-up like a home page (so slightly more context rich with a couple of lead magnets for people to download).
Other Options for Clinic Website Design
Another option is to have a satellite website which is where you have an exact design copy of your general website, but change the content so that it’s specifically tailored for each core treatment that you offer, complete with its own appropriate URL. You can then drive your potential clients to that website only and be seen to be the ultimate expert. It shouldn’t cost too much as the web designer will simply be copying the original website template, then placing different copy and pictures on there. The only potential downside of this tactic is that if a client then finds out that you do other sectors, it might be seen that you’re not 100% transparent or that you’re being a little sneaky, but handled well, only a bit.
OK, so let’s say you’ve got an all-singing-all-dancing website, now what? You have to drive traffic to your website and there are a whole range of options to achieve this, but again you do have to be doing them otherwise your website, won’t perform and you’d of failed in the Clinic Website Design.
By Alan Adams The Clinic Coach
