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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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Design

Keep Your Medical Website Design Clean and Lean

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Previously, we have explored the benefits of Improving Calls to Action and optimizing traffic through A/B Testing. However, you might have wondered why we don’t just put every possible trick we have up on a page and see what sticks? Why waste time trying to perfect all of these little elements when we can shotgun test them all at once? Well, the answer is fairly simple: Less is More. Keeping your website clean and clutter-free will keep conversions high, improve website performance, and impart trust in your expertise.

Simplicity in Medical Website Design

The key to a good conversion rate on your website is to maximize content and interaction with the fewest possible number of elements. Just like with the 80/20 rule, the majority of your audience is generally only looking for a small number of items. By placing emphasis on these items and organizing your site around them, you can funnel traffic to where it is most important. Take Hick’s Law for example: it states that with the increased number of options presented to a user, the longer their decision time will be. If you overload a user with too many buttons, lists, and menus, the better the chance that they will make no decision at all and simply leave your site not knowing where to begin. Similarly, Occam’s Razor states that the simplest solution is more often than not the correct solution. Keep your layout and navigation simple, and users will be more inclined to stay on your site and visit more pages, drastically improving their conversion rate.

Hick's Law: The more options presented, the longer it takes to make a decision

Hick’s Law: The more options presented, the longer it takes to make a decision.

Medical Website Design Performance

On a technical level, keeping your site clean and clutter-free will help your page load and speed up your site. The less the browser has to render, the faster it can convey content to the user. In the mobile space, this distinction can be all the difference in the world, as users who have to wait over 4 seconds for a page to load are overwhelmingly likely to exit your site altogether. In fact, stats show that 61% of users who visit mobile unfriendly sites are likely to leave and visit a competitor’s site instead.

Statistic: 61% of internet users who visit a mobile unfriendly site are likely to leave to a competitor’s site.

Statistic: 61% of internet users who visit a mobile unfriendly site are likely to leave to a competitor’s site.

Medical Website Design Expertise

Clean design also imparts on your website visitors that you are an expert in your field. How so? When we are in the process of making a purchase decision, we weigh a variety of options including those called “surrogate indicators of quality.” Research has shown that people are more likely to buy more expensive versions of the same product because of a perceived increase in value (it costs more, therefore it must be better). Much in the same way, relaying content in a clear, straight-forward manner, with only a handful of incidental elements such as forms and Calls to Action, tells your visitor that you know precisely what matters, cutting out the fluff. This seemingly innocuous difference is an indicator of the quality of your services. In your audience’s mind, a good medical website design means a good medical professional.

If you’re ready to take the editor’s pen to your site, contact Omni Medical Marketing for a Free Medical Website Analysis where we will evaluate your site and give you recommendations for improvement at absolutely no cost. We think you will quickly see why the knowledge and insight behind every Omni Medical Marketing website makes them the best in the industry.

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.

5 Key Elements of Medical Practice Website Design and Development

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In any good Medical Marketing plan, website design and development should not be overlooked.  Medical Website Design and Development can play a key role in SEO and the overall marketing for your website.  Take a minute to read through the 5 key elements of Medical Practice Website Design and Development below to ensure that you are seeing the results that you deserve from your hard work.

 

  1. Looks Matter
    • Too much or too little; if your website looks like it is part of the Vegas Strip or Times Square, it can quickly turn people off. The first 3 seconds matters. Three seconds will buy you 30 seconds, and those 30 seconds will buy you three minutes. Yes, your site needs to be pleasing to the eye, however, most people do not want to feel like they are being sold or advertised to. Remember what attracted people to your website to begin with. It was the content, not over the top graphics and a sales pitch. Yes, the internet has turned into the number one source of marketing, but it’s not necessarily what people are actually looking for.
    • Having a dated website, that looks like it was built ten years ago by the kid who lives next door, will give the impression that you are out of touch.  Some of the most cutting edge websites out there are simple, clean and yet elegant. A Chrysler 300 may appear to have the elegance of a Bentley.  That is until a Bentley pulls up next to one.  Both cars have very similar lines; however, a 300 will never match the class of a Bentley aesthetically. You can keep it simple and have all the class in the world.
  2. Navigation
    • Keep the overall navigation simple throughout all pages. Using top navigation on one page, left on other and right on the next will turn people off.
    • Make sure there are easy to find buttons/links to your photo galleries.
    • Phone number/address: Many sites we review make it very difficult to find the phone number of the medical practice on their website. Make sure it is clear and visible on every page. This alone will increase conversion.
  3. Content, content, content
    • Give people what they want and need right away.  Navigation should quickly allow your audience to find out who you are, what field you are in, what services you offer, what hours you keep, and how to contact you. When navigation is done correctly, people will never question what services you or your medical practice provide.
    • Consider offering downloadable content, like brochures that people can share at the dinner table. Not only will this provide the user with the information they want right away, it will give them something to look at time and time again. Allow people to email these brochures to their friends and family. Get creative with the message that you want people to receive.
  4. Make sure people can find you.
    • We made our name providing medical practices and plastic surgeons with top notch SEO. We certainly recommend you working with a reputable SEO, that specializes in medical practice websites. However, there are a few simple tricks you can to do help.
    • Name all of your photos relative to what they are. If you are a plastic surgeon in New Jersey each one of your photos should be named something like FaceliftNewJersey-01.jpg . This will let Google know what the photo is and provide you with a better chance of being ranked for that term.
    • Find more ideas on the SEO section of our blog: Medical Marketing | SEO
  5. Use Social media for your medical practice.
    • Being active on social media gives people the opportunity to provide you with more referrals. Each time your post is shared, your reach multiplies greatly. Because these shared posts are coming from friends, the value of the post is very high.
    • Consider using software to limit the time you need to invest, while actually increasing the amount of social posts being pushed out. We offer our Social Media Software with a free trial period.  This allows you to see the results with no risks.
    • Post messages that matter. Blogs, useful health tips, and interesting news stories will demand more attention. If people find value in your message, they will keep coming back and will be more likely to share this information.
    • Post on the weekends. People log into Facebook daily, but actually spend the most amount of time there during weekends. Posting during that time is highly recommended. This is also a time where your competition is most likely not posting. It’s Win-Win.

5 Ways to Improve “Call to Action” on Your Medical Website

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Your website is the face of your medical practice and needs to quickly and powerfully translate your brand to visitors. Once a visitor has connected with your message, the next step is to turn them from a lead into a conversion. The typical ways of converting visitors into clients is via “Call to Action” elements such as contact forms, buttons, and social media subscription (i.e. like us on Facebook or follow us on Twitter). However, having these Calls to Action is not enough. Great care must be taken to optimize these important elements of your site to maximize their effectiveness. There are a number of ways in which Calls to Action can be optimized using a few tricks from the User Interface toolkit.

Decisive Language

An example of using decisive language to improve the Call to Action

Example: Using decisive language to improve the Call to Action.

Calls to Action need to have concise, forceful language to encourage interaction. While “Click Here” is certainly simple and effective, changing button text to be more goal-oriented typically results in better conversion. Phrasing the text with action such as “Get qualified today!”, “Sign me up now!”, or “Yes, I want a free trial!” gives the user a clear indication of what they will accomplish and how to proceed. Filling out long forms will certainly turn most off upfront, but easing them in with the end-goal of their experience can lower that friction making the interaction seem more instant. Adding language with time sensitivity can also help as it adds a sense of immediacy. You always want users to know what they need to do next and the language of your Call to Action is your best way to achieve that.

K.I.S.S. (Keep It Simple, Silly)

An example of using simplicity to improve the Call to Action

Example: Using simplicity to improve the Call to Action.

Nothing will drive traffic away faster than requiring more action than is necessary from a visitor. Forms need to capture only the most vital information with low chance of error. Why be strict about the precise format of a user’s phone number? Let them fill it out the way they see fit and get them on their way. Likewise, Call to Action buttons shouldn’t have multiple sentences in them. Get the user moving on to the next step. While you want your buttons and forms to stand out, keep the design consistent, easily visible, and recognizable. Speed and ease of use is the name of the game in lead conversion. Once the user’s basic information is captured, you have more leeway in how to interact with them but you need to make the initial barrier to entry as low and unintimidating as possible.

Contrast

An example of using contrast to improve the Call to Action

Example: Using contrast to improve the Call to Action.

Make your Calls to Action stand out. Use a different, brighter color for buttons. Use white space to make forms pop so they appear less crowded and more inviting. You want your Call to Action to be easily distinguishable from the rest of the page. If the user needs more content before making a decision, provide it by all means, but keep it from competing with the ultimate goal of moving the visitor on to the next step or interaction.

Fitt’s Law (Use of Space)

Fitt's Law states larger, close by Calls to Action generally perform better

Example: Fitt’s Law states larger, close by Calls to Action generally perform better.

Without going into too much detail and dredging up scarred memories from your high school math courses, Fitt’s Law is essentially an empirical model which predicts user action based on a target’s size. Translation: the bigger elements are, the easier it is for users to interact with them…to a point. Your Call to Action should be located in an obvious space on your website with minimal distance to travel to. This means a button should be large enough to be easy to click or tap on and not too far away from all the other action on your page. While making a button big and close by seems like common sense, there is a point of diminishing returns. The larger a Call to Action is, the smaller the boost in usability you will get by increasing its size further. Fitt’s law is especially important when considering the layout and design of your Mobile Medical Website. The main takeaway from Fitt’s Law is that all User Interface elements should be grouped together and big enough so that there isn’t any considerable distance between them.

A/B Testing

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.

Finally, you can utilize split testing to serve up different Call to Action methods to test which one better performs. This requires a bit more leg-work and time/budget costs, but can dramatically improve website efficiency. Basically, you design two different elements and then randomly assign them to unique visors and log how each performs independently. Don’t know if a big, green button is better than a small, slick form? Use them both and let your users decide which they prefer without even knowing it is a test. A/B testing also helps remove opinion from the process to objectively answer questions about the quality of a Call to Action, solving the question of what works best once and for all.

If you would like to see how to put these tactics to work in your Medical Website Design as part of a Medical Marketing plan, contact Omni Medical Marketing today. Let us start improving your conversions now.

Design Matters: How Professional Medical Website Design Can Increase Your Leads

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Design is all around us. Good or bad, right or wrong, we experience design everyday. From the shape and functionality of a coffee cup, to the layout of a car’s dashboard, design permeates our daily lives in subtle and not-so-subtle ways.

Good design helps us perform routine tasks easier. Great design leaves a lasting impact that can impart radical changes in perception.

Medical Website Design is no different.

From the fields in a contact form, to the presentation of a photo gallery, there are many opportunities to incorporate great medical website design into your medical practice’s website.

4 ways design is one of your most powerful marketing tools:

  1. Design isn’t just decoration. Many people assume design is just the pretty stuff. Pictures, colors, layout and so forth. What people don’t take into account is the subjective power of design, the elements of a website that pull the viewer in and keep them engaged. Design encompasses more than just the right colors, fonts and images. It takes into consideration the process by which consumers research and purchase plastic surgery services.
  2. Your medical website should be welcoming to potential customers, providing easy-to-understand overviews of procedures, while presenting opportunities for the consumer to explore the website for more information. Videos, FAQs and before-and-after photos are excellent ways to present in-depth content and showcase your practice’s expertise and experience.
  3. Effective design empowers the user. It creates an emotional response that entices your customers to take action. This action may be something tangible, like contacting your office directly, or intangible, like bookmarking your site, eager to return as soon as possible. Design guides the site visitor from beginning to end and helps them along the way. User interface design is a large part of this important piece. Are calls-to-action well-placed and legible? Does the layout of your website present information in a logical, intuitive way? Can customers find important information and interact with the site without distractions? Give your site visitors the tools to make decisions and take action. You’ll realize increased leads and greater visibility among targeted audiences.
  4. Design should be memorable and invisible. It should leave a positive, lasting impression but not get in the way of desired outcomes. Does your website provide a clear path to lead generation? Does your website portray professionalism and top-tier medical knowledge? Referrals are an excellent lead source for any business. What would make someone refer your medical practice over another? The online experience is a key part in an overall customer experience. Most consumers are using online channels as the first choice for researching and contacting plastic surgeons. Your website will be the first interaction potential customers will have. Is your site memorable, and will this first interaction be the best possible?

Does your medical practice’s website benefit from professional website design? Are you leaving potential business at the door due to an ineffective and unappealing website?

Contact Omni Medical Marketing today for a no-obligation audit of your website and start benefitting from the power of effective medical web design today! Call Patrick at 303-588-8187

 

Using Technology to Increase Marketing Impact

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In the internet world, technology moves at breakneck speed. It seems that new techniques and Medical Marketing opportunities arise every week. Let’s take a look at a few ways your medical practice can bring technology solutions into your medical marketing plan.

1. Website Contact Forms

Does your medical practice’s website design have the typical “contact us form”? Without a doubt it should! But, even more important, your website needs to include strong call-to-action buttons linking to contact forms using terms such as “Schedule a Consultation” or “Ask the Doctor(s).” These buttons will engage the user, resulting in a much higher lead conversion.

The form should be short enough to encourage submission but have strategic wording and data capture points so that you are better prepared to provide a relevant, timely follow-up.

2. Social Media Inclusion

Your medical practice website should incorporate some aspect of social media marketing. Whether it is recurring blog posts, Twitter streams, RSS feeds or Facebook Page embeds, or a combination of any of these, adding social media to your website increases page view times, entices visitors to seek more information, and builds your presence across the internet.

3. Local Search Elements

Google Map displays and Yelp reviews are just a few ways your medical practice can grow its local presence. Google Maps are an excellent way to bring contact information and geographic data to your existing and potential patients. Yelp reviews are a trusted resource to show your practice’s professionalism and instill trust among patients.

4. Flexible, Accessible Content

Does your website function in a variety of browsing devices? Can the content be displayed and accessed across mobile and desktop browsers? A properly designed and developed website will function at its best in any browsing environment. It will be accessible to search engines, mobile phones, tablet devices and traditional desktop computers.  Learn more about responsive website design.

Contact Omni Medical Marketing today for a free website analysis to ensure your surgical practice is leveraging technology at its fullest.

The First Impression in Medical Website Design

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You know the old saying “You never get a second chance to make a first impression”? Well, this has never been more relevant than in today’s hyper-competitive online world. Your practice’s first impression leaves a lasting impression. Ensure it’s a great one with a carefully crafted, professional medical website design.

There are many factors that influence a website’s design, raising it from the crowded doldrums of mediocrity to the rarified air of excellence. Just as a highly skilled surgeon has the collective nuances that raise their skills to an art form, so too does a seasoned designer’s arsenal of expertise enable the delivery of a fine-tuned website.

Professional web designs focus on the target audience. Sounds obvious? Well, unfortunately, it isn’t. Web design is a broad term that should (but doesn’t always) entail a variety of tasks: information architecture, audience research, end-user goals, client goals, and so forth. The pros know that an effective design starts with the end-user. This results in a website that drives more traffic to your virtual (and physical!) door.

Effective web designs balance eye-catching visuals with sensibly placed user interface controls and content. Professional website designers take your practice’s branding to another level, integrating your professionalism into an online representation of your excellence, expertise and capabilities.

In addition, professional web designers stay abreast of industry best-practices and adhere to these standards. Just as a professional contractor knows building codes and enforces them rigorously, professional web designers promote and abide by industry standards. This results in a website design that is accessible and usable, no matter how your visitors access your site.

Every new visitor to your practice’s website is a first impression. Hire a professional and rest easy, knowing every impression is a great one!

Call 800-549-0170 to learn about how to make a good first impression with your medical website design.