How Often Should You Refresh Your Practice Web Page?

December 9, 2010

You can create your own Web presence in less than six months. If you have followed me here at Practice Notes, it may seem insurmountable, but it isn’t. You can do what I’ve done in a short period.

You can create your own Web presence in less than six months. If you have followed me here at Practice Notes, it may seem insurmountable, but it isn’t. You can do what I’ve done in a short period.

First thing to do is to create a Web page. Whether this is a Web site or a blog, it doesn’t matter. You have to have somewhere for patients to “land.” Social media, click ads, banners and e-mail are methods to drive patients to your “landing page.”

The art of the writing, called copywriting, is the content that you create to “fill” your Web site. The adage “content is king” refers exactly to the content a Web site. The content that is most relevant to the readers' needs is the most noteworthy. In search engine terms, it gets the highest search rankings...and that’s your goal!

What do you write about? Once established, write regularly about the most common services that you and your practice offer. For instance, a plastic surgeon would write regularly about tummy tucks, breast enlargements, and silicone injections. Remember, use terms that relate to your clients, not fellow physicians. Because those terms will be the “search” terms used by the readers (i.e. tummy tuck vs. abdominoplasty). 

Writing with relevance is the key to improving your Web page rankings. I started from scratch and felt I needed to write like crazy. I averaged almost four articles per week for the first six months. My goal was to create large number of articles that covered a broad range of retinal diseases. Inherent in this large collection of articles is an even larger number of “keywords” that would be relevant to my readers’ searches. The number of keywords that match up with the search terms is the definition of relevance.

By writing regularly, and with relevance, I now attract over 4,000 unique viewers per month. Best of all, I now come up in the top ten results for dozens of keywords and am maintaining my positions by writing almost once a week!

It is an easy formula, yet most overlook the basics. Don’t stop writing!

What does this Mean? Writing for yourself (your Web site) is the only way doctors are going to be able to elevate, and sustain, their Web presence. It seems like an impossible task, but it isn’t. The initial posting seems difficult, but I figured it out and so can you.

It’s pretty easy once you realize that you are only documenting the actual conversations you have in the office. These lectures are tried and true. You’ve rehearsed them hundreds, if not thousands, of times. Publish them on your Web site.

Writing regularly and with relevance is the key to promoting your Web site and achieving the high rankings necessary to grow your practice.