Finding the right digital marketing strategy for designing a new website can be a difficult and often frustrating process. Firm Media’s Joshua Lott sits down in the second episode of our “Insights with Firm Media” series to discuss the top 3 questions that every website should answer.
- Who Are You?
When answering the question “Who Are You?” a lot of people tend to think that they can just put their name or photo on a website and that’ll effectively answer the question. Your website is much more than an online business card. It’s actually a tool that’s designed to take the learning curve out of the consultation process. It gives people visiting your website an opportunity to not only learn your technical qualifications, but who you are as a person. It’s important to communicate where you went to school, where you did your residency, how many years of experience you have. But people on your site want to know much more than that. A lot of these people are trusting you with a major event in their lives. They’re often looking to be renewed or restored. It’s important that site visitors trust you as a person, just as much as they trust your qualifications as a physician. - What Do You Do?
Have you ever heard the phrase jack of all trades, a master of none? This strategy was adopted by many marketing companies during the dot-com boom of the early 2000’s. Often times we find that professional practice owners are so obsessed with getting as much information as possible on their website, but they’re not paying enough attention to how they can use that information to distinguish themselves from their competitors. Now, this isn’t to say that your website should feature information regarding all the services you offer. We’re simply saying that you should dedication a portion of your homepage to highlighting 2 or even 3 things with high quality content. This is the best way to position you as a specialist in your market. - Why Should I Choose You?
If your website answers the questions above well, people will want to choose you, but it’s important that your website features content that helps support the visitors decision. Two ways you could do this would be to feature reviews or video testimonials. Word of mouth is everything, and people are much more likely to make a spending decision when you highlight real stories about how your work impacted someone’s life.
When everyone is using similar vocabulary, it can be difficult to determine who the right design team is for you. Keep these 3 things in mind when you are doing your research. It may just save you from a big headache down the road! Remember, if you don’t think you have time and money to market your practice right, ask yourself if you can afford to do it twice.
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