The Omni Advantage

The Omni Advantage is simple – we provide the services our clients want, nothing more and nothing less. Not every market is the same, not every medical practice, bariatric surgeon, plastic surgeon, otolaryngologist, etc. is the same. Why should online marketing companies only offer you one package without understanding your needs and desires?

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Content Creation

Is Writing Your Medical Website Content Stressing You Out?

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Medical Content MarketingThis guild is designed to help walk you through the process.

 

Every website needs custom content on each page. Not only does the content have to be custom it also needs to be relevant to the pages subject. For example, If I have a page about Lip Injections and 80% of the content on that page talks about a Neck Lift, search engines are more likely to see that in a negative way.

The content length is just as important as the content its self. Search engines scan over websites to see if the content on the site is good quality for a reader. If you have very little to no content it makes it very difficult for a search engine to see your website as a quality site for readers. In general, we like to see 400 to 600 words worth of content on each page. The content length can vary depending on the page. For example, a specific procedure page might have 600 to 800 words worth of content. Were the contact us page may only have 150 to 250 words worth of content.

But let’s start at the beginning, What pages am I going to have and what pages need content. Below we have broken down an average medical practice website into a sitemap with content guild lines within to help you understand the pages you will need for your own site.

Home Page:

For the home page content, you can do a welcome statement, a brief description of what you offer and or what separates you from your competitors. We like to see an average of 200+ words worth of content for the home page.

About Page:

About us pages can be one general page about your practice in general, (Providers, Our Team, how did you get started, certificates, chartwork, whatever you want to put in this section) Average content length is 250+ words.

Optional:

You can also have the About us page lead into individual bios about the Doctors/ Providers and team members. With this path you will still need to 250+ words for the main about us page and then 250+ words for each Doctors/ Providers and team members page.

Procedures & / Or Treatments:

For Procedures & / Or Treatments pages this is where you will need to get more in-depth with each page. Each Procedures & / Or Treatment needs to have its own page. This way search engines can start to see your practice as an authority on that Procedures & / Or Treatment. For example, we do not want to have teeth whitening and teeth cleaning on the same page, they are two very different procedures so we want them presented as two different procedures. The average content length for Procedures & / Or Treatment pages are longer, Around 600 to 800 words minimum.

Testimonials:

The testimonials page is only if you have client or patient testimonials to show. If you only have 1 or 2 we might hold off on letting this page go live until you have more. We like to see 6 to 8 on a page to start off. If you do have the 6 to 8 testimonials you will still need some content of your own on the page. This can be short 100 words minimum making some general statements about your clients or patients and what they are saying about you.

Patient Info:

The Patient Info page is one that you can customize with the information you would like to supply to you patients. You can include; What to expect on your first visit, what insurance do we except, payment plans, in case of emergency, office hours, new patient forms, Information of that nature.

Content length for Patient Info pages can vary, but with all the different information included we like to see the length around 400 to 500 words. The content length would not include any downloadable forms or links to outside sources if you have any.

Blog:

Just like the Testimonials page we would hold off on making the Blog page go live until you have a couple that can already be posted. We like to see 2 to 3 blog posts already written and posted to the blog page before it goes live.  As for added content besides blog posts you do not need any. Your blog posts take place of your custom content for this page.

As for writing blog posts it is very similar to writing content for a page. It need to be relevant to what the website is about. For example, an ENT should not have a blog post strictly about carpet cleaning. But they can have a post about Spring cleaning and how that can help with your allergies during allergy season. Each blog post can have its own subject if it is relevant to the site. Blog lengths can vary, but to start off, again we would like to see 2 to 3 blog posts at a minimum of 400 words in content length.

Contact us:

You do not need paragraphs worth of custom content on the Contact us page. The basic company information (For Example your locations, Map, Phone Numbers, and contact form) takes the place of some of the content needed. You still do want around 50 words stating information about the listed information below. For example, “We have 4 convenient locations in the _____ area to best serve you.” “Feel free to fill out our contact form and one of our team members will be right with you.” Things of that nature.

Again, every page on your website needs custom content. But not only custom content the length of the content is just as important and the content its self. To better help you understand content length we wanted to show you just what over 1000 words worth of content looks like. This entire help document from start to finish is 1042 words in length. While you are working your way through writing the content for your website, please feel free to reach out to anyone here at Omni Medical Marketing. We are happy to give you some ideas or answer any questions you may have.

Why Are Blogs So Effective for Medical Practices?

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A blog can help you, your business, medical website and online reputation in many ways. Try starting a blog and see what changes. You might be surprised. If you have a blog already but have not kept up to date with it, try posting once a week with fresh content, and watch what happens!  You might be thinking, well how can a blog bring in more patients? Seems strange, but it can happen.

Think about if a person had some interest in Botox, but didn’t know much about it and started to do some research. Gone are the days where someone would check out a book at the library. We are now researching on the World Wide Web! So, someone enters “why Botox is right for me” in the Google search box. The first page is filled with blogs and articles about Botox. Your blog you just posted last week gets to the first page, and is relevant to the user. Shouldn’t that potential patient be on your website reading about the benefits of Botox? Where they could also click a button and call you or email you? What a great way to gain new patients that you might not have reached. This is just one example of how a blog can be advantageous for a medical practice.

Writing blogs will give you content to share on your social media platforms that is informative, useful and also links back to your website. Your social media fans follow you on social media because they have an interest in you and what you do. Keep them interested by creating your own original content.  The more you write, the more they will share!  Today people find websites in so many different ways. Do not limit your possibilities. Social media is a great source to broadcast your blogs.

When it comes to maintaining, let alone increasing, the visibility of your medical practice website through regular blogging, quality counts. Indeed, quality content may be the single most important ingredient in a successful medical blog.  There is no reason you have to choose between quality and quantity. In fact, you should have both. People genuinely want to know the pros and cons associated with the treatments you offer and the technologies you use.  Again, your credibility can skyrocket if you are willing to write openly on such topics. People are searching the web for medical advice, and they love to digest that advice in the form of lists. You will more likely catch the attention of your intended audience if you offer your expert advice in a numbered list headed by a titillating title such as “Five Hot Tips for…” or “The Top Five Ways to…”  Remember that the title of your blog post is as important as the post itself. It should be specific yet alluring; above all, it should “hook” a reader’s attention.

Not every blog post has to be major. If you publish, say, one feature-length blog post a week, you can certainly post content that is more “trivial” in nature – a sentence or two about upcoming office specials, a note of congratulations to an employee celebrating a work anniversary, information about a new hire – in between posts. Just be sure that you aren’t relying exclusively on that sort of content. Remember, people are reading these posts.

Trust is the foundation of any good relationship and as a doctor, your relationships are how you keep and grow your practice. Building trust and helping people should be your top priority. A blog can help you do just that by helping patients – new, old and potential – from anywhere and anytime. Health is a huge concern to most people and many people turn to the internet to find out what is going on with them before seeing a doctor.

If you don’t have the resources or time to devote to your blog, or you simply prefer to let someone else handle the bulk of the load, Omni Medical Marketing’s team of dedicated blog writers can provide you with the original high-quality medical marketing content you need to set your practice apart from the rest. Even if you write the blog and allow Omni Medical Marketing’s team optimize the blog, this will greatly increase your chances of seeing the desired results.

Need an experienced writer’s helping hand to take your blog to the next level? Contact Omni Medical Marketing to find out how you can put our content development team to work for you.

3 Simple Ways to Ensure Great SEO

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Do not let the word SEO frighten you. Search engine optimization is an important skill to learn, but you do not have to understand it all to reap the benefits of good SEO.

There are so many small yet very important search engine optimization changes that can be made right away. If you are looking for a quick way to ensure an improvement on your SEO today, here are 3 simple things to follow.

1. Webmaster Tools are there to help

Make sure your on-site optimization is set up correctly. There are some complicated technical setups that can be missed if you try doing this alone. Good thing that Google and Bing offer a suite of webmaster tools that will guide you to make it much easier to use. If you have not set this up, make this the first thing you do. If you have signed up with the webmaster tools but are still unsure of the benefits, visit the site again and explore around to educate yourself. It will be worth the time!

You will be getting various amounts of information about you site’s speed, health, any crawl issues that Google finds and so much more.

2. Don’t overthink your keywords

Start small. Think like a searcher would. How would you search the web for your website? What words would you use? Start with those. You can also do a little investigating in your website analytics to help you as well.  It is not as simple as it used to be. Now Google uses encrypting keywords. However, you can still use analytics to figure out which content on your site is getting the most visitors and then make the connection to the main keywords found in that content.  Combine the main words searchers will use with the keywords your analytics tell you are already bringing visitors to your site into one big list. Those are your keywords you’ll want to be well represented on your site. Without overdoing it, use them as often as they make sense to guide users and represent your content.

If you blog on your site, there are many plugins that can help with keywords as well. Just don’t overthink this process, it’s not as complicated as you think.

3. State of the Art Content

Not just any content will do. Content marketing has exploded in popularity so quickly that it’s harder now to stand out. Content is vital to the success of your SEO.  Only the most useful, most complete, most astounding, most well researched, most emotionally engaging, most “Holy smokes!” content will make it through the content marketing cascade.  Remember: “Content” doesn’t always means “words.” It can also mean free tools, beautiful visualizations, how-to videos and much, much more.

Overstuffing your page to add words will not do the trick. Stuffing keywords at the header or footer is not the answer either. Take your time when creating your content. Make sure it is easy to read for your viewers. Be sure to not post a page without spending ample time on the content. It will pay off!

One last Thing

If you want to be ahead of your competition, have an expert write your content for you. At Omni Medical Marketing, our focus on the medical field has given us a unique ability to capture the very essence of a medical practice with our extensive experience writing content for medical websites. Our content writers focus on writing accurate content that appeals to both search engines and potential patients.  At Omni Medical Marketing, we work exclusively with medical practices. Our extensive experience writing content for medical websites gives us a general understanding of medical jargon and appropriate word-choice. We understand the need to be the expert in your chosen medical field, and our content writers work hard to capture that in their writing.

Improve Your Site’s SEO With These Quick Tips

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As much information as there is out there about what’s best for your website’s SEO, it’s easy to lose sight of the simple things you can work on right now. Here’s a few tips to help you take control of the SEO basics for your website before delving into the finer details:

Don’t Overthink Keywords

Content marketing is an extremely powerful way to improve your website’s SEO, but oftentimes people get so caught up in how to best implement their keywords that they lose sight of their goals. You want to create a page that will reach your target audience, inform them about a product or service, and lead them to trust you and your brand. Google’s recent updates have made it much easier for you to accomplish this while letting you maintain a unique voice to your content. You don’t need to stuff each page with keywords. Your content will be much better if you don’t. If users have a good experience on your page and you got them there using the right channels, the keyword rankings will take care of themselves.

Give Your Marketing a Firm Foundation to Stand On

No matter how you hope to attract website visitors and clients, at least a portion of your efforts will be wasted if the basic SEO elements on your website aren’t properly optimized. Each page should be optimized as specifically as possible, including using unique content, page titles, HTML tags and headings. Whenever possible, it is best to fill in this info manually, page by page. There are tools available to automate much of this process, as it can be rather time consuming, but Google has emphasized over and over how important it is for on-page SEO information to be descriptive and accurate. Don’t leave that up to chance by trusting some of the most important aspects of your website’s SEO to a plugin. At the very least you should have a firm understanding of exactly what the automation is doing on each page.

Don’t Think You Can Outsmart Google

You may have heard about “white hat” and “black hat” SEO. If you’re desperate for quick website traffic or keyword rankings, you might be tempted by the promise of the latest black hat technique. Trust us when we say that no matter what temporary benefit a black hat technique brings you, it simply won’t outweigh the drawbacks that will eventually come as a result. White hat SEO principles have survived and prospered through every Google update and will continue to do so because websites that adhere to them aren’t trying to be deceptive. Whatever the newest black hat technique is, Google and other search engines will figure out a way to destroy it as they strive to provide users the best possible search results.

Trust the Experts

The SEO industry is always changing and there will always be new, better ways to optimize your medical practice website marketing. Read what trusted and reputable experts have to say about the latest trends and you may be able to accomplish some of those things on your own. It can be time consuming and even frustrating, but for some the results are worth the effort. Or, you can entrust us to create and execute for you a unique marketing plan that will increase the number of people reaching your website and walking through your office doors.

Leave us your contact information and we’ll get in touch as soon as we can to find out how we can help your practice grow. We offer a Free Website Analysis to help you see exactly how we will improve your online presence.

What To Do Now That You Have Great, Unique Content

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So you invested the time and/or money into creating wonderful, unique content. The content is thorough enough to fully explain the product or service you’re offering, but not so long that it gets away from the point of the page. It doesn’t aim to deceive either the user or the search engines crawling it. It promotes natural engagement and it stands out from content provided by others in your niche. If you have all of those boxes checked, you’re already way ahead of the game.

However, website content is not something you can “set and forget”. Just like a good blog needs a steady stream of new pieces to be read and absorbed, product and service content is at it’s best when it’s continually updated and refreshed. Search engines have no reason to recrawl your page if they find the same content every time they come back.

Reformat Content: In some cases, the content you already have can be improved upon or explained further by recreating it in another format. If the content currently looks like a wall of words, explore ideas for how to use the same information in an infographic or another form of visual. Breaking up content with an explanatory image or presenting statistics on a neatly designed graph can help drive home your message.

Another way to present content is with videos. Something as simple as a YouTube video of a person talking through the product or service and it’s benefits can reach a wider audience than by just having written content.

Sometimes it’s as simple as rearranging the content on the page. Move a few paragraphs around and rewrite any transitional sentences and see how it reads. Even that is enough to draw the search crawlers back to your page.

Listen To Customers: If you interact with your customers on a routine basis, start to take note about what questions you’re commonly asked and adjust your content to emphasize those questions and answers. If the people that come into your business are asking certain questions frequently, that’s a good indication others are wondering the same thing.

Say for instance you’ve had multiple people ask you for more information about the recovery process for a certain medical procedure. That’s a good opportunity to expand upon the content you have for that procedure by going into more detail about the recovery process. Adding a few sentences here and there, especially for topics you know are on customer’s minds, is a great way to refresh your content while helping the user find the answers they’re looking for.

Be Creative: If you have an idea for a way to present some form of content to the user, don’t be afraid to try it! As long as you don’t intend to mislead the search engines or users, trying something new won’t have a negative impact on your website. Keep your experimental changes on a small scale at first to see if it catches on. Try just one page to start and expand if you notice positive gains.

Let Us Handle It For You: Creating and maintaining great content is a time-intensive task and has overwhelmed more than a handful of medical practices. If you want to just sit back and let us take care of it for you, or if you simply want more information about medical content marketing, get in touch with us today.

 

3 Steps to Increase Your Medical Practice Website Conversion

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Whether your website is focused on plastic surgery or family medicine, converting  online visitors into a full waiting room is critical. Having a website just to have one is a waste of time and money. Regardless of where your medical practice is located, following a few simple steps can make a world of difference.

Of course there is the obvious, is your medical website world class? Does it tell the user in a matter of minutes you are someone they want to see? Is it responsive, offering mobile users ( 25+ percent of visitors) a great experience? What is the first impression of the user?

Then there is the not so obvious; the little details that are often missed, yet easy to fix. These three simple changes can make a world of difference in increasing leads for your medical practice.

  1. Contact Information – Often times, visitors come to or land on a page of your site other than your home page. If a user starts out on one of your services offered pages, is your phone number present on that page? How about contact forms? Each page of your website should have both of these things. If you have a responsive medical website, is the click to call feature present on each page? This is the biggest mistake we see when on a new clients previous site.  Contact information should be present for every visitor, including visitors who may begin on a different page of your site or mobile users.
  2. Short forms – Many users want to contact your office because they are interested in your services or trust your reputation, and want to book an appointment right away.  They may not follow through for one simple reason. People are lazy! Most people have no interest in filling out a lengthy form, providing detailed personal and medical information, or spending 20 minutes just trying to get in to see you. Keep your forms simple with name, phone number, email address and zip code. Keep the entry barrier for your medical practice as simple as possible. If you really want or need all of their information for their appointment, follow up with an email asking them to provide it to you, or simply have them fill out the information when they make their first visit. Studies have shown that people who do not complete these forms typically fill out a portion of them before giving up. Keep your public forms on your website simple and easy to use.
  3. Simple Incentives – If you offer free consultations for first time appointments, make sure to let the user know that right away. What other perks does your medical practice offer that could be added to your website? Do you have a loyalty or referral program? Are you accepting new patients, or do you offer same day appointments? Do you have a call to action letting people know about any seminars, public speaking or outreach programs potential patients may want to attend? People are always seeking convenience and value.  Separate yourself from your competition on your site and you will see a positive change in your waiting room.

If you want to learn more about increasing conversions for your medical website design, or if you are interested in learning more about best practices designed specifically for medical practices, Contact Omni Medical Marketing today.

Call 800-549-0170.

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How Does A/B Testing Help Your Medical Practice Website Design?

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What is A/B & Multivariate Testing?

A/B & Multivariate Testing may seem like a complicated subject, but it’s actually pretty simple. Basically, with A/B Testing, websites can serve up two different forms of content to track which version performs better. Not sure if an orange or a purple button will better entice users to click on it? With A/B Testing, you can remove the guesswork, turning hunches into facts, and know once and for all. Using this method of testing can greatly increase key metrics for your medical website design including leads, registrations, downloads, and, most importantly, revenue. So how does it work?

Let’s take an example. Almost all major news sites today use A/B Testing on headlines to see which version drives more traffic. First, two different headlines are chosen, the A (base) headline and the B (test case) headline. Both are then applied to an A/B Testing Tool which will serve up the two versions equally, at random, to different visitors. Once a statistically significant variation in results is determined for which headline users were likely to click on more, the A/B Test concludes the winner and scraps the alternate, losing version. Multivariate Testing is slightly different in that you can apply more than one test case, serving up a wide variety of different versions. The hard data and science behind the test, regardless of which style of testing, definitively shows which headline is objectively better for generating more visitors to the site.

Using A/B (Split) Testing can help determine which Call to Action is best

Example: Using A/B (Split) Testing can help determine which Call to Action is best.

The applications of A/B Testing in medical website design are extensive. With the primary goal of your website being patient lead generation, there are many important avenues to optimize such as capturing visitor’s information via forms, encouraging direct phone calls or email, and conveying physician expertise. So what kind of A/B tests could you run with this in mind? Here are just a few examples:

1)      Placement and styling of a phone number

2)      Number of fields in a contact form

3)      Before/after picture selection

4)      Type of home page banner image

5)      Call to Action button style

6)      Video introduction versus pictures with text

As you can see, there are a number of different ways to go about optimizing your site for better conversion rates. Do you know what types of changes you can make to get your medical website working better? To get started with A/B Testing and see how Omni Medical Marketing can improve your medical website, contact us today!

Call 800-549-0170.

Benefits of Blogging for Your Medical Practice

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Okay, so a medical practice blog probably won’t compete with the likes of TMZ or Perez Hilton, but a well-written blog can have a large effect on the success of your Medical Marketing plan.  Updating your blog also supplies search engines with fresh content.  A medical blog can increase traffic to your site, create a social buzz around your practice, and attract new patients.  Taking a few moments a week to write an informative blog can go a long way toward achieving success in your medical practice.

“Word of Blog” Advertising

Similar to conventional word of mouth advertising, blogs can become a good way for patients and potential patients to spread the word about your practice.  With social sharing reaching an all new high, informative and even entertaining blogs can be easily shared and distributed among friends.  Obviously, this can have an effect on the visibility of your practice.

Social Media Marketing and Social sharing of medical blogs will grow your online footprint and bring more people to your site.  Search engines will also rank your blogs in search engine result pages.  This gives you another potential landing page for people searching within your medical field.  Having blogs that are popular on your site that generate a good amount of traffic will also improve the ranking of your main site.

Where Do I Even Begin?

Since you’re not writing about the newest Hollywood couple, coming up with content that is interesting to a reader can be difficult.  Keep in mind that people are searching for information related to your field, so small tidbits can be of great interest.  Blogs focused around FAQ’s that your practice has received can often generate more leads as potential patients type the same question into a search engine.  Relating popular topics in pop culture to your medical field can also generate interest in your site.  Always remember that there is never enough information and you should always add more!  The more you add, the more likely your blogs are to be followed, and search engines will recognize your efforts.

Content is King!

Taking all things into consideration, content is the most important part of your blog.  Pictures and videos are great, but new and fresh content will deliver the most traffic and search engine ranking results.  Not only will you be adding content that users will find interesting, you will also be giving search engines more content to read through and index.  Write your content for the user.  Whatever you do, don’t write content for search engines.  “SEO-Friendly Content” is growing in popularity, but it has a negative impact on conversion.  Make sure blogs are interesting and informative to users and the results will translate to Search Engine Results.  Writing content for a robot makes the content difficult to understand and can be frustrating for the average user.

Now, Share Your Blog With the World!

Use a social sharing tool to make sharing your blog simple.  By adding social links that will allow users to share the post with “friends,” social sharing can become a great lead generation tool.  After all, word of mouth and referrals are still the best way to attract new patients.

There is no doubt that writing a blog for your medical practice can become time consuming and seem pointless.  Just know that the benefits of writing a good blog will pay off in the long run.  Helping with SEO and Lead Generation, blogging is a way you can increase the number of initial consultations and appointments for your practice.

If you are looking for professional-grade SEO, medical website design and blog writing services, contact Omni Medical Marketing today. We will provide a free analysis of your website and your SEO, as well as a structured blog writing plan that will deliver results over the short and long term.

Call (800) 549-0170 and speak to Patrick.