What’s the number one health care website design mistake? We have several stories to tell you about clients that have come to us, asking us to evaluate their website. The most common situation we see with our clients worldwide when it comes to engaging potential patients is that they don’t emotionally compel the user to call the clinic or book an appointment.
This is a great opportunity for you.
Practice owners often use technology, academia, jargon and logic, which has a place in a good sales process, but much further down the road. They put all of that upfront, and it acts as an icy cold barrier that stops somebody from taking the next step to calling you. Ultimately, they fail to make the patient the hero of their website.
Why it’s crucial to make the prospective patient the hero of your website
One of the biggest mistakes that clinicians, surgeons and doctors make is positioning themselves as the hero of the story. And what I mean by that is the surgeon’s website and imagery and content is all “me me me me”. There is often a large picture of the surgeon accompanied by a bio and then content centred around the procedures they offer and the conditions they treat.
This won’t work.
As a website visitor interested in getting rid of their glasses, I’ll be honest with you, you’ve got to be short and sweet about yourself because no one really cares. What visitors really care about is how they’re going to be helped. What are they going to get? How are you going to help them become the future version of themselves?
So what should you start with?
Position yourself as the guide
You are the guide in the hero’s journey. The hero is your patient. You want the patient to travel through your website, through your advertising copy, through your videos, knowing that they are the central focus of everything you provide. So when you’re talking to them, I want you to use words like ‘you’ in your videos: “I’m going to help you do this.”
When you’re writing copy, you need to picture the avatar in the content you’re writing and the images that accompany that content. You want them to psychologically invest in seeing you as their guide who will help them get the after they seek.