As a marketing tool, a medical website is designed to attract patients, either immediately or at some point in the future, and it is one of the most important tools of its kind in the digital age. As such, keeping your healthcare website sharp has a direct impact on your revenue stream. An outdated or error-prone website does not inspire confidence in a prospective patient, and it could even turn some people away. On top of that, you also have a lot of competition, both in terms of SEO and actual marketability. New technologies and development techniques can rapidly tip the scales in favor of one company or another, either on search engines or in a branding war. In this article, we’re going to explore the reasons why you should keep your medical practice’s website up to date.
1. Keeping Up with New and Evolving Technology
Search engine optimization, or SEO for short, is one of the main reasons to update your website.Search engine algorithms are continually evolving, with new methods becoming relevant, and old methods becoming ineffective or down-right detrimental. On top of that, you have a wide variety of new apps, plugins, and integrations that can add a ton of functionality to your website and increase the overall user experience. When it comes to the backend of your site, you have to take into account the ever-evolving arsenal of cyber criminals, and as such, a security revamp may be necessary. There are a number of technological improvements that could greatly benefit a doctor’s website and bottom line.
2. Improving Marketing Metrics
Do you have a high bounce rate on your website? Your healthcare marketing strategy may be air-tight, and your SEO state-of-the-art, but no matter how hard you try, you can’t quite keep visitors on your website long enough to sell them. If your bounce rate is over 60%, you are likely losing valuable leads. This may be an indication that something is wrong with the way your website infrastructure is set up, your content, or the overall website design. You may also have a problem with your call to action buttons—either they are counter-intuitive, lack subtlety, or are simply nowhere to be found. All these problems can be solved with a website revamp.
3. Improving Performance
The slower your website loads, the higher your bounce rate will be. You should aim for a loading time that is at least lower than 5 seconds, but faster is better. If you are having trouble with your load times, you may have some poorly optimized images, weak hosting, or underperforming, old website theme. When implementing a medical website update, your developer will go through a performance checklist, and will rework any bottlenecks on your site. This will help with increasing the usability of a site, and ultimately, your conversion rates.
4. Updating the Visual Appeal
As the years roll by, new design styles take over. This means that even a healthcare website that’s just a few years old can start to look dated, and visitors will be less likely to have a positive first impression. In order to be memorable and stand out, it’s important to have a polished website that adequately represents the current state of your medical practice. A revamp at this point can also help you reposition your practice within the health, wellness and medical industry, and target the right audience. You may also be dealing with an old theme that is not up to new standards of looks and functionality, in which case, an update can help recapture the crispness that your website had initially.
If you are a doctor or dentist who is ready to update the design, usability, and performance of your healthcare practice website, contact us today to request a free quote!
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