The ultimate goal of your website is to educate and attract new patients. When patients arrive at your website, do they find valuable information and contact your practice? Or, are you unintentionally scaring them away?
Your website should provide educational content and interactive features, while making it easy to contact your practice. By including these elements, patients will stay on your page longer, helping you increase awareness and demand for your services.
To keep your website as effective as possible, be sure you are avoiding these common mistakes that businesses make.
Mistake #1: Digital Photo Overload
A picture is worth a thousand words, right? Well a thousand pictures screams, “Run!” Not only can numerous (large) photos lead to slow page loading times (making visitors wait longer for your site to load), but they also distract from your website’s content.
The Fix: Unless your patients are accessing an “Office Tour” or “Photo Gallery” page that requires more images than a normal web page, include just a few quality images throughout your website, combined with key information about your practice.
Mistake #2: Content Overkill
While you want to provide thorough information on your website about your practice and services, patients want to find this information quickly. A common mistake businesses make is writing paragraphs and paragraphs of text, which makes it difficult for patients to find the information they’re looking for.
The Fix: Utilize bullet points and headings to help patients skim and scan your page, so they can easily find the information they want. The ideal webpage is broken up into smaller paragraphs and maximizes the use of visual space with bulleted or numbered lists. When it comes to content, it’s quality, not necessarily quantity – that makes a website effective.
Mistake #3: Lost in Navigation
It took five clicks for a patient to find your contact information. Guess where they’re headed? … Anywhere but your practice. Confusing and overly complicated site navigation can turn visitors away. If they can’t quickly access the information they’re looking for, patients are likely to search elsewhere.
The Fix: Your website should have simplified navigation with all of your pages and categories organized in 1-2 rows within the top half of your webpage.
Mistake #4: Unflattering Color Combinations
While you may think it’s a good idea to have your website the same yellow and green as your alma mater, you may want to reconsider. Poor color combinations or the use of super bright colors can cause a visitor’s eyes to strain. If patients literally can’t stand to look at your website, they’re probably not going to search for more information about your practice.
The Fix: Use visually appealing color combinations and make your website easy-to-read by having contrast between your website’s background color and font color.
Mistake #5: Hitting the Auto-Play Button
Having video and music on your website isn’t always bad, but having it automatically play upon entering your site can actually scare visitors. The sound may startle them, causing them to quickly close the browser, or hit the “back” button.
The Fix: Give visitors the option to press “Play” when they enter your website instead of automatically playing a video with sound.
Mistake #6: Teeny Tiny Fonts
Some patients may have excellent vision, allowing them to see your microscopic text, but the majority can’t. If your font size is too small, visitors will turn away without ever trying to decipher what your site is saying.
The Fix: Make sure your fonts are all at least size 11. Avoid “fancy” fonts like cursive or script that can decrease readability.
Mistake #7: Call Me, Maybe?
The ultimate goal of your website is to generate more appointment requests. If your contact information is so buried in your site that visitors don’t know where to look, they probably won’t bother, and you could be missing out on a ton of new opportunities.
The Fix: Have a clearly defined “Contact” page within your website’s navigation to help patients easily reach out to your practice. Be sure to display your practice phone number at the top of every page as well.
By addressing and avoiding these common mistakes, you can make your website much more appealing and increase your chances of converting online searchers into your new patients.
To find more ideas and ways to improve your website’s performance, contact ProSites at (888) 932-3644.