Ensuring that your hearing care website is optimized for visitors will pay dividends for new as well as current clients of your practice.
A recent webinar sponsored by CareCredit—a hearing healthcare credit card that is designed for patients’ health, beauty, and wellness needs—and presented by Elite Hearing Network Marketing Manager Ed Smelser, discusses four easy ways to improve your practice’s website so that your business’s best assets are front and center.
- Google Business – As Smelser discusses, one of the most impactful and no-cost methods of improving your website is to make sure it’s optimized for search engines. One easy way to do this is by updating your Google Business profile (google.com/business). Once you’ve completed the verification process online, you can customize critical practice details such as hours of operation, address, and patient reviews. For patients utilizing mobile devices, directions to your practice and your business’ phone number are immediately accessible with a few simple screen taps.
- Search Result Ranking – Updating your website regularly with new and fresh content— such as blog postings, newsletters, or special announcements on your homepage—will cause your business to rank higher in search engine results.
- Navigation – Keeping your navigation consistent from page-to-page will promote ease of use and help visitors to find relevant information quickly. In the webinar, Smelser suggests dividing the categories or sub-categories on your website visually, in a way that’s clear to users; he likens this to providing a “road map” for visitors to your website. It’s also advisable to make your categorical divisions like “Book an Appointment,” or “Email Me,” as links themselves. And, just as critical as the above suggestions, is making sure that your search function generates relevant results that compensate for misspellings, show related items, and even produce results for products you don’t have while displaying products you do have.
- The 4 “Cs” for your Call to Action (CTA)
- Clear – An average person visits 10 websites per day, with each visit lasting less than one minute. The CTA should be clear about the action you’re trying to encourage-don’t make someone hunt for it; for example: “Booking an appointment.”
- Concise – The CTA shouldn’t be cute, clever, or overly wordy. Smelser advises using concise and specific language to avoid disrupting a user’s natural decision making process.
- Contexual – This is twofold. There should be “trigger words,” used to trigger the user into acting, and there should be multiple CTAs for every stage of the sales cycle such as exploratory fact finding or active patients just looking for a new product or upgrade.
- Compelling – Good design should make your message clear and unobstructive.
To view the FREE on-demand webinar, CLICK HERE.
About the presenter…
Edward Smelser is the member marketing manager for the Elite Hearing Network (EHN), a division of Amplifon, based in Plymouth, Minn. Smelser has been involved in marketing and communications for about a decade and has in-depth knowledge of the challenges hearing care professionals face in establishing and promoting their websites.
For more information on CareCredit, please visit: Carecredit.com/practices/hearingo90p