Content is one of the most important elements in any website. Whether you’re developing a new website or redesigning an existing one, it is important to incorporate best practices for creating online content. Authoring in the online space requires strategies and techniques that will maximize the value of communicating in the medium.
Increasingly, a website is becoming one of the most important elements in your marketing arsenal. Not only does it provide a personal face to patients and visitors, but the relevancy and timeliness of the information you publish can affect your organization’s integrity as a healthcare leader. We have put together a list of helpful hints to help guide your organization as you gather, organize, and select the right information to use for your new website.
Writing for Your Website
People approach the web differently than they do other mediums such as print and radio. The key difference is interactivity. The web and other new media applications require a user to participate and take an active role. Traditional media like television or radio feed people information whereas the web allows a “conversation” between the user and your brand.
The other element that will help new content developers think about online content is to understand why the word “web” was chosen to be part of the information sharing model of the Internet known as the World Wide Web*. The Web is analogy to a spider’s web, where each strand is connected in a loose but organized structure. Unlike the narrative in a book or a movie, which is in a straight line from beginning to end, the Internet empowers the user to define the sequence based upon their interest and need.
Note: The internet and the World Wide Web are two different things. For more information about their similarities and differences, please visit: http://www.webopedia.com/DidYouKnow/Internet/2002/Web_vs_Internet.asp
Therefore, the key first question when preparing content for a website is: Who is coming to my site and why? For most healthcare organizations the answers are fairly obvious:
Patients & Visitors are seeking more information about:
- A medical ailment or condition
- A doctor
- Logistics – directions or an address
- Contact Information – names, titles, and phone numbers
- The hospital or facility – accomplishments, accolades, medical services
Visitors may additionally be seeking:
- Gifts to send an in-patient
- Visiting hours, office hours, and additional information
Staff may be looking for information about:
- Information from the Administration
- Human Resources
- Benefits
- Open positions
Some simple rules to consider when developing online content
- Make information easy to find – set up a good information architecture (navigation plan) as your “blueprint”
- Be brief and concise, but still provide the information a user needs
- Think of content on higher level pages as a teaser to bring users deeper within the site where more detailed information can be found
- Do not duplicate information on multiple pages, however it’s OK to give links to specific information on multiple pages
- Get more specific and provide more detailed information as user goes deeper within the site
- Place links on pages to related information to draw user to areas they might not seek on their own
Leave corporate speak to the annual report
Think of the Web as being a friendly and informal environment. We recommended that text be written in a welcoming and easy-to-read style. If someone has taken the time to visit your site, let the warmth and caring culture of your organization come through by speaking in the first person “we” rather than the more formal third person tone. In addition, incorporating success stories for real life patients and other information can be very compelling.
The goal is to make it personal. Give users a reason to choose your healthcare services over a competitor.
Write for the medium
People read information online differently than if they were reading a book. Keep information concise and easy to scan. Most people today are always on the move, and they are usually looking for information in a hurry. Make it easy for your users by providing a general overview of each area and perhaps bulleted lists with a one-sentence description that links to more specific areas of your site.
Provide answers and information that visitors will seek
On lower level pages, like Cardiology, which would be one of a number of medical services offered, keep information limited to that specialty. People want to know what distinguishes your hospital and specialists. What about their expertise, experience, and/or accomplishments really stands out?
- How long have you been offering this medical service?
- What accolades have you received for this service line?
- Are there any compelling patient stories to share with your visitors?
- What facilities offer these services? Where is the facility located?
- Why should they choose your service as opposed to a competitor?
Visual tricks that work
There are visual tricks that can help to promote a doctor or service area. By providing a call-out* on the page, the user’s eye can be drawn to a link that acts as a tease to an article or press release about the service, doctor or technology related to that specialty.
Applications help with ROI
There are also other ways to use the medium to help facilitate your users taking action. Providing applications on your site for users to be able to Make an Appointment or Pre-register for hospital services is not only a great way to get ROI, but it also is seen by users as a convenience that will save them time.
*Call-outs are boxes that are usually placed on the side of the page that are designed to stand out. They often give a one-sentence description and link to information found elsewhere on the site.
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