redesigning your healthcare website? start with a content strategy

Healthcare website redesigns:Start with a content strategy

...not a web designer...

Monday, October 7, 2013

A marketing team goes into a room with a web design firm. Months later, they come out with a site.

Website designers don’t:✓Develop or edit content✓Figure out your organization’s goals✓Know your target audience ✓Like tons of major revisions

Here’s the problem…

Unless they can charge


Calling the web designer first is like building a house with an interior designer instead of an architect

You need something to design first,

the content


“But we already have content”

: S T A R T W I T H A C O N T E N T S T R A T E G Y

Is the current web content still relevant?

Did you talk with any patients or other members of your target audience to develop this content?

Does the still content drive traffic and influence target audience to act?

Do the main landing pages rank high on search engines for relevant key terms?

Okay. Consider these questions:


If the answer to all of these questions is yes, then call the web design firm.

If the answer is no, Here are 5 reasons why your

healthcare organization needs a content strategy first:


1) To avoid guessing

Know exactly what information your patients need and how to give it to

them in 3 clicks or less



2) To prioritize

It’s easy to say, “We want this… and this…and that on the website.” But...

That rules out obese websites with unnecessary content. A content strategy focuses on the healthcare organization’s

goals and the patients’ needs. That’s it.

52%of smartphone owners use their phones for health information



3) To get patient and stakeholder input

The best way to know what patients and stakeholders expect on the website:

Research it before launch



4) To determine how the site should function

Such as...How will people find the key landing pages?

Scroll, hover, click or slide to navigate?

How should the site work on mobile devices?

What about graphics, photos, and videos?

Who will manage the site?

What should the SEO tags and key terms be?



5) To save time, money and stress

Content strategies help healthcare organizations avoid building ineffective sites and then backtracking to fix them.

And paying for it by the hour



When your healthcare organization...

✓ Has a thorough content strategy✓ And awesome, engaging, near-

final drafts of content

THEN, call the web design firm


Thanks!

C a r e C o n t e n t . c o m


redesigning your healthcare website? start with a content strategy

Health & Medicine