With so much of life happening online, having a quality website is essential for a thriving practice.
Patients rely on the internet almost twice as much as they do word-of-mouth recommendations. And over half of patients check out multiple sites before choosing a practitioner to work with. Even if a new patient comes to you through a referral, they’re still checking you out online before they make the call.
But with all the other business responsibilities on your plate, you may not have much time to put together a meticulously crafted website. So, we’ve put together a list of the top five website mistakes practitioners often make – plus, a few nifty tips on how you can avoid them on your own site. Here they are….
1. Your Website Has Too Much or Too Little Going On
It is possible to have too much of a good thing! When it comes to your website, you want it to have the three C’s:
But as we all well know, simplicity is a fine line to walk. You’ve got a wealth of information to share from your years of experience and all the right tools to help your patients achieve their best health. Surely it’s a good thing to try and share all of it … right?? Well, maybe from your perspective, but not for your patients.
When writing and designing your website, put yourself in your patient’s shoes (or in this case, in front of their screen). When they land on your site, they want to know that you’ve got street creds in your field – that you’re the expert who is qualified to help them. They want to know that you listen to them, care about them, and can help them find relief.
But all of that can get lost if your website is cluttered with information. Having too many pages and long paragraphs of text is overwhelming. And when your reader is forced to sift through the information to find what they need, they’re more likely to go somewhere else.
On the other end of the spectrum is having a site that’s too lean. The risk here is that you end up not connecting with your ideal patient. There’s simply not enough information to keep them on your site long enough to click or call. Either way, if they don’t find what they’re looking for, they’ll bounce off.
So, how can you choose what to include on your site?
- Determine what your ideal patient needs to know. Frame all of your copy around that.
- Be prepared to make revisions. It’s okay to brain dump in your first draft. But when it comes to editing, be ruthless. Look for ways you can simplify concepts or say things using fewer words.
- Keep your designs simple and clean. How your website looks says a lot to your visitor about how you run your practice.
And remember, this is not a one-and-done process. Websites often need to be revised with updated images, copy and changes in your practice. So be patient with yourself and set aside enough time to get it right.
2. Your Site Is Confusing
Whether your website is too sparse, overly stuffed, or has just the right amount of content, it still faces the dreaded risk of being confusing. A confusing site can include:
- Too many font styles or sizes that don’t match
- Color palettes and images that don’t relate to one another
- Vague text that doesn’t paint a clear picture of who you serve and how you serve them
So, when writing or designing your site, keep these things in mind:
- Choose one theme and color palette.
- Stick with one or two fonts, tops.
- Make sure your copy is crystal clear about what you do and who you serve. (This is where it helps to have someone else take a peek before you publish!)
The key to having a site that isn’t confusing is to be consistent in your messaging AND your aesthetics.
3. Your Site Isn’t Visually Appealing
It’s no secret that your website’s photos are an important part of your design. Images are helpful to communicate complex ideas or thoughts. They also help reinforce the feeling you want your patients to have when they’re at your practice.
So, when deciding on the visual elements, put your best foot forward:
- Choose high-quality photos.
- Only select ones that are relevant to your patients.
- Have professional photos taken of you to include throughout your site.
You wouldn’t pick out any old piece of artwork that you found at a garage sale for your clinic’s waiting room. No way – you’d carefully select a piece that creates the environment and vibe you want your office to have So, in the same way, don’t settle for any old photo for your website.
4. Your Website Lacks a Powerful Call to Action
The call to action on your website is the gateway to allowing patients to easily connect with you. It lets your visitors know what the next steps are:
Book a consultation.
Schedule an appointment.
Call us today.
Your website should have enough information to give your viewers a clear picture of what you offer and what it’s like to work with you. And a clear call to action will tell your viewers the exact next steps they need to take to work with you.
5. Your Site Focuses Too Much on What You Offer
Your website is the primo spot to showcase your services. An important part of that is explaining what you offer and what that includes.
But if you leave it at that, you’re missing out on a golden opportunity! Your patients may not be able to make the connection between what you offer and how that will impact their lives. So don’t be afraid to get specific about the transformation they can expect when working with you. Make your website about them.
For example, let’s say you’re a nutritionist who helps women dealing with skin problems by making simple dietary changes. You offer a group coaching program that includes a certain number of appointments with you, customized meal planning, and a host of resources to help them transition into their new way of eating.
All those details are important to include on your site – but don’t forget to connect those features to the results. Let your reader know what life will look like after the program:
- How they’ll have smooth, vibrant skin.
- How they’ll look in the mirror and love what they see.
- How they’ll be able to go out confidently without feeling embarrassed.
This allows them to connect what you do with the benefits they’ll receive.
What Does Your Website Say About Your Practice?
Think of your website as a salesperson who never sleeps. It should be working for you 24 hours a day. When done right, your website will speak clearly to your ideal patient, invite them to learn more, and inspire them to pick up the phone and schedule an appointment.If you have a website and you’re not sure what it’s really saying to your visitors, let us take a look! We love helping wellness practitioners build a super-successful online presence – especially when it comes to creating a magnetic website. To get specifics on how you can up your online game, sign up for a complimentary marketing evaluation. We can’t wait to help your website shine!