website design firm New JerseyA hospital, medical center, specialists in private practice, Medicenters and dentists all have one thing in common despite different areas of expertise — they are all businesses.

And as with any business you need to service your customers or, in the case of health care businesses, patients.

A recent report from health care marketing company Evolve Digital Labs found that:

  • 49% of the top hospitals lack a mobile-friendly website
  • Only 1 out of 5 offers online pre-registration for appointments
  • 67% fail to offer online rehab and aftercare information

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49% of the top hospitals lack a mobile-friendly website Click To Tweet Only 1 out of 5 hospital websites offers online pre-registration for appointments. Click To Tweet 67% of hospital websites fail to offer online rehab and aftercare information Click To Tweet

Many healthcare providers think that it’s unnecessary to market their medical practice online.  They feel they already have enough business or that marketing is somehow beneath them.  But the fact of the matter is that while sales and brand awareness are only a part of the job of a good website, servicing patients and making the process more convenient and transparent is key.  Making sure your medical website is USEFUL and informative is a critical part of customer service and customer satisfaction.  Patient education helps assuage fears, sets expectations and makes for smoother check-ins and check-outs.

Anticipating questions BEFORE they are asked helps to build trust and shows respect for your patients’ concerns.

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  1. Create a FAQS Page – What are the top 10 questions you typically receive over and over?  Create a Frequently Asked Questions page or even multiple FAQ pages by section, and ask and answer each one in detail.
  2. Create a SAQ Page – After creating your FAQ page think about the 10 questions that your patients SHOULD be asking and develop a SHOULD Ask Questions page in anticipation o what they need to know to make their visit more productive and convenient.
  3. Videos – What better way to build trust then to take the time to humanize your doctors and other health care practitioners by speaking directly to patients concerns on camera.  Let patients see the people behind the walls of your facilities.  Create a little bed-side manner in advance of their visit. One in 8 patients who booked an appointment watched an online video during their research. The most popular type of video was patient testimonials, which is a digital stand-in for the ever-popular “recommendation from a friend or family member.”
  4. Spell Out Insurance Options – Clearly list all the insurance you accept or DON’T accept to avoid confusion later.  This can be an FAQ all it’s own.
  5. Make the site mobile friendly – Mobile-responsive websites converted more users than their computer-only counterparts. This study compared the two and found that, of the users who visited computer-only sites, 34 percent booked appointments. Of the users who visited mobile sites, 44 percent booked appointments. With the move to mobile, your website needs to be able to effectively serve mobile users.
  6. Online BookingThe study found that 1 in 5 patients booked appointments online (21 percent) while the rest either called on the phone (56 percent) or booked in person (26 percent). Even having downloadable PDF forms that patients can print, fill out and bring in can save a lot of time at check-in.


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