Effective Use of Your Web site June 29, 2006. Agenda Introduction Statistics Observations Your Web Goals Increasing Traffic Optimizing the.
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Agenda Introduction Statistics Observations Your Web Goals Increasing Traffic Optimizing the Visit Conclusions
Introduction Judy Goodwin-Overview Information Jeff Bright & Colleen Devlin-Joslin Learnings and Affiliate Specific Observations
Statistics 100 million U.S adults look for health information online every month Internet used mostly to gather information not manage health (According to Harris Interactive)
Observations Most cost effective way to promote practice Attracts patients outside your primary service area Can improve your practice’s efficiency Strengthens relationships with patients and referral sources
Goals - What do you want your site to be? Brochure…or more? Improve practice efficiency? Support referring physicians? Time-sensitive content, or evergreen?
Promoting Your Site for Free Create a web address that can be remembered Print Web address on all materials Mention Web site during “on hold” messages Promote on signage in exam rooms Feature on waiting room computer Create giveaway items using your Web address: bookmarks, stress balls, etc. Always include your Web address in press releases, etc.
Tips and Tricks to Drive Visits Monitor and improve your search engine ranking using keywords (search terms) If your site includes a “links” section ask those sites to link back to you Make your printed information (handouts, etc.) available online (also saves printing costs) Use Joslin.org content to enrich your own – link to timely features, tips, news, etc. Consider sending optional e-mail blasts and start capturing visitors e-mail addresses in a database
Optimizing the Visit Integral part of Marketing Strategy Front line sales tool First impression of practice Attention grabbing or visitors will click off Compelling stories and images help humanize your site and bring your mission to life
The Website of Choice-4 Properties Good Content Usability Quick Download Fresh, Timely Content (at least on your homepage)
Keys to a Successful Website Intuitive navigation and effective search function Informative, relevant content Visually attractive design Fast load time Special offers Call to action Easy info or contact process Customer relationship tools
Final Thoughts Tracking your Web traffic is important for learning what works Always prominently include phone and mail contact information for non- Web-savvy users Subscribe to e-newsletters to get ideas from others in the field