3 Things You Can Do Right Now To Attract More Patients

Do you feel like your website is sitting still and stuck somewhere in Google?

I am going to show you 3 actionable steps to take to attract more patients now!

This is a core part of our medical practice SEO content hub.

Isometric image supporting our medical practice article

Tip 1: Keep Your Site Loading Lightning Fast

The core of a patient’s website journey is the website speed, page load time, and ease of access between pages or clicks.

In fact, Google requires all websites to be fully loaded within under 3 seconds at a maximum! Google has always required sites to be fast and efficient for your audience.

In fact, bounce rate is expected to increase (this is bad) by over 30% if a page load time goes from 1 second to 3 seconds.

Bounce rate statistics relating to slow website speeds

Statistics to show large increases in bounce rate for each second delay in site load

In fact, according to this article by Portent, website conversion rates drop by an average of 2.11% with each additional second of load time (between seconds 0-9).

In fact, according to this article by Portent, website conversion rates drop by an average of 2.11% with each additional second of load time (between seconds 0-9).

Conversion rate drop metrics for every second delay in page load time

How to Check Your Page Speed

Head over to Google Page Speed Insights and paste in your URL. The tool will run a variety of speed checks and analyse metrics to show you an overall score.

This is the overall ‘speed performance’ score that is scored out of 100. Google requires that all websites meet the minimum load time pass rate of 90.

I ran a test on our link strategy page (convertedclick.co.uk/link-building-sprints) through Page Speed Insights to get an example for this post. Let’s see how we did.

Our link strategy page went through the google page speed insights test and scored 99/100

Our link strategy page went through the google page speed insights test and scored 99/100

Google page speed insights will give you a good list of opportunities to improve on

Google page speed insights will give you a good list of opportunities to improve on

Many sites will have some room for improvement and will need some speed enhancements.

Get your website developer to take a look at implementing some of the suggested fixes, or contact us to speed your website up for you!

Tip 2: Know Your Patient’s Problem and Solve It

This statement is relating to how they want to be communicated with, how you communicate with them as well as their online search intent.

Your patients are needing answers to specific problems and that’s why they are searching for them.

If you can solve that problem in the form of a piece of content on your website, you will have a full pipeline of new patients for 90 days – no problem.

Find the problem to provide the need.

For example, by using one of our premium keyword tracking tools, we can see that on average, there are 47,000 searches per month in the United Kingdom for the term ‘pink eye‘.

There is a clear need for information about pink eye as many people are needing answers – what is pink eye? how do I know if my child has pink eye? Pink eye symptoms etc.

Therefore, if you create a piece of content that answers these questions and you make it easily accessible on your website you will be solving a problem for your patients.

By using a content tool or SERP analysis tool such as Thruuu, you can get valuable insights into the type of content you need to create in order to be competitive.

For example, I have just typed the phrase ‘pink eye’ into the tool, lets’s see what insights we can get on the current ranking sites:

Google page speed insights will give you a good list of opportunities to improve on

Many sites will have some room for improvement and will need some speed enhancements.

Get your website developer to take a look at implementing some of the suggested fixes, or contact us to speed your website up for you!

Use a tool such as Thruu to get valuable insights into the current ranking content

Use a tool such as Thruuu to get valuable insights into the current ranking content

Step 1: Add your keyword and select the target location for your search.

Step 2: Click on ‘Scrape the SERP’ – review the results.

View page metrics and content scores of the top 10 ranking pages on your topic

View page metrics and content scores of the top 10 ranking pages on your topic

Step 1: Add your keyword and select the target location for your search.

Step 2: Click on ‘Scrape the SERP’ – review the results.

In this example, we can see that the average word count in 1,382 words, with the longest piece of content being 2,602 words. This is common within the medical and healthcare niche.

What is really helpful is how Thruuu will show you the last time the rankin gpages were updated.

It is essential to keep updating and refreshing your content as fresh signals help your rankings.

You can also see the page speed performance scores which will be taken from the Google Page Speed Insights test.

We can see that the top ranking sites have a good page speed score of 89/100.

You need to meet these minimums in order to be competitive.

What I love about this tool is that by clicking on ‘questions’ you can easily see what the top questions are about this topic as well as a heading structure.

You can easily use this data to put together a solid article outline.

Get awesome insights of questions as well as heading structure

Get awesome insights into the top questions that are being asked as well as heading structure

Step 3: Visit the top-ranking pages and view their content structure, layout, and how the piece is written. Ask yourself the following questions and then begin your article:

 

  • Is the content long-form?
  • Does it contain a lot of internal and external links?
  • What type of images is being used?
  • Is it a listicle type of article?
  • Do they sufficiently provide the answer to the questions or are there gaps?
  • How can your content fill those gaps?

Content That Solves a Problem

Forget about keywords and search volume for a second. Keyword tools are extremely helpful and important, but try to solve a problem with your content.

If a patient searches for ‘local doctor near me’, they are needing a doctor close to their current location that will have contact details, doctor’s location, contact number or an online booking system.

It would make sense to ensure that your website is optimised for local SEO and local SEO search queries.

Likewise, if a patient is searching for information about ‘pink eye’, you can solve their problem by giving them the best answer possible as quickly as possible.

How do you solve the problem with content?

To solve a patient’s problem with content, you need to find the question (problem) and provide the answer (solution).

Let’s stay with the example of ‘pink eye’.

Referencing the same search I did using Thruuu, I can see that various articles mention ‘Conjunctivitis’ which is the medical term for pink eye.

The following structure of the content is also a great example of finding the questions to provide the answers:

Medical example of a heading structure for an informative article

Medical example of a heading structure for an informative article

This page has a great structure and addresses the question in the first paragraph.

The h1 heading (heading 1) contains the medical term for the keyword as well as the variation (more popular keyword).

There is a short video overview that gives readers the option to watch and easily get the desired information. This will help with dwell time on the page as users engage with the content.

Within the first paragraph, they provide the answer to the important question ‘what is Conjunctivitis (pink eye)?’

They have addressed the initial part of the problem – people want to know what pink eye is and then the solution.

Note how they also have supporting content and cluster-type content on the right sidebar of this article.

All of these articles act as a support to the main article (pillar) and will therefore help in boosting user engagement and rankings for this page.

Analysing content structure and headings

Analysing content structure and headings

Next, they instantly answer the question of ‘what causes pink eye’ with easy-to-read bullet points.

Even better, they have added a visual to show you the exact differences between a normal eye compared to pink eye.

Answering the question and solving the problem with content

Scrolling further down in the article you get the solution to the problem:

Easy to read answer to the question

As a medical practice, you have a wealth of topics to work with. If you have a marketing team or in-house marketing team get them to start by researching common illnesses and analysing the competition.

Before jumping into keyword tools, look to solve a problem as your main priority.

Engage Patients with Email Marketing

Forget about email spam, I am talking about genuine, engaging emails sent to your target patients at the right time in their patient journey.

When last did you send out a marketing email to your patients?

Have you run a survey asking your patients to help you improve patient access and efficiency at your medical practice?

Top Benefits of Email Marketing for Doctors

According to this study by Campaign Monitor, email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter.

Over 90% check in online just to check their emails!

Many of us know email marketing to be bad sales pitches and spam, but there is huge value in marketing the right way to patients through email.

Signing up for your email list gives potential patients the opportunity to learn more about you before deciding whether or not to schedule an appointment with you.

The vast majority of new patients will find your practice online.

They don’t have to waste time sitting in an office or going through a first appointment just to find out that they aren’t a good fit for you, and they get the opportunity to learn about who you are as a medical professional and the things that are important to you.

On the other side, email marketing makes it easy for current patients to share their emails, content, contact information, and business hours—with their family and friends.

This is another cost-effective strategy to drive more leads to your website and, eventually, into your clinic.

Email Surveys

Doctors can set up easy-to-complete surveys for patients to complete. This is essential feedback that can only benefit your medical practice.

For example, I was recently at the GP and a patient had an issue with the parking at the medical practice. I could see the frustration the parking causes.

This would be a good time to try to get patient feedback to solve parking problems.

Example of Effective Email Surveys:

example of an effective email marketing survey

Examples of effective email surveys

Email template design for customer surveys

In Summary

All of this may seem daunting and very time-consuming (it is).

Many doctors and medical practices need help with marketing their websites.

If this is you, contact us now so we can help you maximise on patients.

For those who are in-house marketers at medical practices, you have some work to do and experiments to try! Here is the summary of what we have covered:

Ensure fast website load time

Use Google Page Speed Insights to monitor and test the load time and overall speed of your website.

Send any technical work needed to your website developers. Try to get your page speed score to be a minimum of 90/100.

Test the site on both mobile and desktop and always try to increase website load time.

Solve patient’s problems with your content

Think of the problems your patients are experiencing and create content to solve these problems.

If you can answer a patient’s question with your content then you have won.

Spend time on Google and use your own experience to think of topics and questions that may keep people up at night. Always try to imagine yourself in the reader’s shoes and write content to solve that.

Study the content structure of your competitors

Scan page outlines and structure of any page that is ranking in the top 10 for your desired topic and see what works for them.

This way, you can get ideas for questions as well as find a solid article structure and outline that will be easy for patients to read.

Engage existing patients and new patients with effective email marketing

Focus on valuable emails that can be scheduled to send to your audience and consider sending frequent emails purely to promote your content.

If you create and upload content on a weekly or monthly basis, be sure to send out a fresh email to promote it.

Ask patients to complete surveys to improve your medical practice

Get valuable feedback directly from your patients and send out well-structured email surveys.

These should be easy to follow and easy to complete. Ask them for feedback on specific areas of your practice that need improvement.

Find out how we successfully implement SEO for healthcare companies.