10 Best Practices for Your Healthcare Website Content

Jun 2016

10 Best Practices for Your Healthcare Website Content

According to a recent study by Pew Research, 59 percent of U.S. adults have looked online for health information in the past year … and 77 percent of those searches begin with search engines.

For hospitals, urgent care centers, doctors, dentists, chiropractors and other healthcare organizations, your website is your only chance to make a good first impression on those online visitors. And it has to do more than just look good: your website content has to deliver on all counts if it’s going to convert those visitors into patients.

So before you spend another dime on advertising on social media to drive traffic to your website, make sure your content aligns with proven best practices. Here are 10 to get you started:

  1. Make it personal. Patients want to know that from the moment they walk through your doors, they’ll be treated as people – not as numbers or as case studies. Make sure your content speaks their language and addresses their needs, their preferences, and their concerns.
  2. Keep it simple. Save the medical jargon for research papers. If your content confuses visitors, they won’t bother to ask you for an explanation. They’ll be on to the next search result. Test your website content with regular people; your own family members are a great place to start.
  3. Educate your visitors. Present some basic information about common conditions you treat. For example, if you’re in the field of orthopedics, include some content about the causes and treatments for some of the more common orthopedic conditions.
  4. … But don’t overload them. Remember, your visitors are looking for basic information to help them make a decision, not get a medical degree. Give them a thorough treatment of the topic at the most basic level, and invite them to contact you if they need a consultation.
  5. Keep it current. Stay current on the latest healthcare news items and cover applicable topics on your blog. Healthcare scares are common and misinformation runs rampant; look for opportunities to be the trusted voice of reason.
  6. Highlight your team. Let visitors “meet” the people on your staff and offer a personal introduction. Have some fun with bios and include information on family and hobbies as well as degrees and experience.
  7. Make your contact info a no-brainer. I never cease to be amazed by healthcare websites who insist on hiding their phone numbers and other vital contact information. Your Contact Us page should include a current phone number for general inquiries and your geographic location(s) (extra points for embedding Google Maps). I also recommend providing that phone number at the top and bottom of each page on your site.
  8. Share patient stories. Many healthcare organizations shy away from sharing patient stories due to HIPAA regulations, but obtaining the required permission from the patient is relatively easy (be sure to verify with your legal department). If one of your patients has an inspiring story to share, get the necessary release forms completed and create a story that connects with people.
  9. Give press releases their own space. Do press releases belong on your website? Absolutely – just not on your blog. If you distribute press releases regularly, create a media page on your site where they can live.
  10. Make it visual. Don’t just load up your site with stock images of “happy patient talking with a doctor.” Share real photos of your staff in their element, and enrich your educational content with illustrations and diagrams. (Note: Steer clear of sharing overly graphic photos on patient-facing pages.)

Remember, all that traffic you’re trying to drive to your site will do you no good if you fail to deliver the content visitors need in a way that makes sense to them. Get your content in shape to ensure that you connect with those visitors … and convert them into patients.

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About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.

content_marketing_50 BizSugar KredFeatured Author on Business 2 Community

Our Clients Are Saying

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

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    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

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