Because you have such a short amount of time to grab your reader's attention, consider the following elements before you invest time and money in creating a practice website:
- Determine the reason for your website. Do you want to use the site simply as a substitute for a practice brochure? Do you want to create an image? Or, do you want to list commonly asked questions to minimize routine telephone calls?
- Arrange the site in logical order from the reader's point of view. What topics are most important to your patients? Arrange the contents of the site to meet the needs of your particular patient base.
- Keep the site easy to read! Allow for plenty of "white space." Use a typeface that is large enough for your patient base to read. Use appropriate graphics and pictures to make the site colorful and interesting.
- Keep the website current. Make sure you take the time to update the site at least weekly, depending on how often things change in your practice. If patients can't rely on the accuracy of your website information, they most likely will not return and will resort to calling the practice again.
- Test the website. Have your staff and associates check out the site. Can they find information easily? Is it graphically pleasing? Does it answer questions they would have as a patient?
- Promote the website. List your Web address on all printed materials such as stationery, brochures, and statements, and post it at the check-out window. If you have a recorded message on your telephone system, be sure to direct patients to the Web site for further information.
Not sure how a website can enhance your practice? TMA Practice Consulting can help you assess your marketing, business office, and other practice operation needs. Contact TMA Practice Consulting at 800-523-8776.
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