A 2019 survey found that nine out of ten consumers have gone online at least once in the last year to find local companies to do business with. One out of three said they do this type of search every single day.
The question you want to ask yourself as a health-based business owner or administrator is: Do we have the right content online to not only be found but to draw our target market in?
Not sure? In that case, here are three types of written content every business should have on its website.
#1: SEO Optimized Web Pages
The reason search engine optimization (SEO) is so important is because these are the keywords search sites like Google and Bing use to connect you with your target audience (the ones who are actively searching for you). Therefore, having these terms or phrases scattered around your site is necessary for showing up higher in the search results.
To make this matter more complicated, in the past, search sites only looked for the actual words themselves, which meant that, as long as you had them on your site somewhere, you were good. Now algorithms are getting smarter and, instead of just looking for the words, they also take into consideration their overall context.
That’s why many companies choose to hire a writer to help create their web pages. Because not only do the right words have to be there to rank effectively, but they also have to make sense.
If you’re not in that position or want to do some content work on your own, think about the words your target market would use when searching for you. For instance, mine would include “freelance writer,” “content writer,” and “ghostwriter.” Then, use these words in various places on your site.
#2: Value-Packed Articles and Blogs
Having articles and blogs (like this one) on your practice’s website offers a few distinct benefits.
First, it shows your customers that you value them enough to help them solve some of their problems or concerns without asking for anything in return. In today’s day and age where it seems like many businesses are just trying to sell, sell, and sell some more, it can be refreshing to find a company that actually cares about its clientele.
Second, placing articles or blogs on your website establishes you as an expert in your field. Anyone can say that they know what they’re doing, but your blogs will prove it. Plus, once people recognize that you know what you’re talking about, it’s easier to trust you with their hard-earned cash.
Third, blogging regularly improves your search rank. And the more you post, the more search engines love it. If you can post articles and blogs people want to share, that’s even better!
The key to making this one work is to post articles and blogs that are value-packed. The more your site’s visitors get out of them, the better. If they’re just a lot of fluff and all about you, they’re not really going to work.
Great blog posts include how-to articles, helpful tips, and effective ways to solve some of their most common health problems. Give them the basics and they’ll come to you when they’re in over their head.
#3: Testimonials (or, Better Yet, Case Studies)
Do you go online and read reviews about a new business before deciding whether to try them out yourself? And have those reviews ever swayed you one way or another? If so, you already understand the value a good testimonial can have. If others are willing to publicly say that they support a particular company, that means a lot.
Why not post these positive reviews on your website yourself? By offering a few testimonials from happy patients, new site visitors will feel better about choosing you over other companies that offer similar products or services but offer no social proof.
Better yet, publish a well-written case study. This is a 1-2 page testimonial of sorts that explains in greater detail a problem a particular patient had and, most importantly, how you helped solve it.
Everyone likes a great story and a case study is your chance to tell one that ends with you as the hero, which is the best story of all from a marketing standpoint.
Want help creating one or all of these types of content for your website? Send me a message and we’ll set up a chat so I can learn more about you, your company, and your desired goals.
Your next patient is only a few words away, and I’d love to help you connect with him or her!