So, you’ve had an ophthalmic practice website for a few years, and for the longest time, it’s served your needs. But as technology (and the industry itself) keeps changing, you’re concerned that your practice website might not be up to the task anymore.
You think your website is find, but how can you know for sure? When is it time to invest in a new practice website? And what should you expect when you do so?
If you are experiencing issues with any of the following items, it may be time for an ophthalmic practice website redesign:
1. Your site isn't responsive.
When was the last time you visited your site on a mobile phone, an iPad, or a tablet? Does your site look great no matter what device you're using? Can you access all the menus and features? How does your site function if you use a smaller or larger monitor?
If you have to "pinch to zoom” or have a hard time clicking on links or buttons, chances are that your website isn’t responsive.
Your patients use a wide variety of devices, and it's hard to predict whether someone will visit your site on a computer, tablet, or smartphone. In fact, in recent years, mobile Internet usage has actually surpassed desktop usage…so having a responsive website is a must in today’s eyecare market.
For your site to be effective, it's got to be mobile friendly and work well at any size. If it doesn’t, it may be time to redesign your website.
2. You have a Goldilocks problem with your content.
As you take a look at the content on your website, are you reminded of Goldilocks? Do you have too much content (or not enough)?
Your site might contain pages and pages of information, but if it's are not well-organized, it's impossible for patients to find what they need. On the other hand, if your site has only one or two pages of content, you're missing out on valuable opportunities to connect with visitors and meet their needs.
At the end of the day, the best websites are “idiot proof” – every visitor and potential patient should know where to go to find what they’re looking for…and what to do next once they find it.
If you’re concerned that your site doesn’t have enough content, isn’t organized well, or that calls-to-action may not be clear, it may be time to explore a re-design.
3. Your site is in hiding.
If you search for your website, is it the top result? What about when you do a general search for ophthalmologists in your area? Are patients contacting you through your site or mentioning it when they call?
If your site seems hidden from search engines or isn't generating patient contacts, it may be time to re-evaluate. While nobody can guarantee you the #1 spot in Google results, it’s important to make sure your website is implementing SEO best practices. That way, you can be sure that search engines - and your patients - are ﬁnding what they're looking for.
4. Your practice website is anti-social.
Is your website a valuable tool for connecting and communicating with people who are interested in what you have to say? Does it provide ways for patients to connect and learn more on your social media channels, through your blog, or a newsletter?
If not, you could be missing out on valuable opportunities. Patients are more frequently turning to online resources for more information on ophthalmic services. This is especially true if patients are considering surgeries like LASIK or cataract surgery, as they want to be well-informed before they make such a life-altering decision.
Using social media is a great way to educate patients and stay connected, but it’s only valuable if your site has ways to make your message clear. If your site is anti-social, it may be time to re-evaluate and get a facelift.
5. It's hard to update.
Is your site full of out-of-date information because it's hard or technically complicated to make updates? Do you have to reach out to someone else to make updates for you? And are you left on the hook when they take forever to make those updates?
Long gone are the days of requesting changes from a webmaster and waiting days (or weeks!) for them to respond. If your website doesn’t utilize a well-supported, powerful content management system, you’re missing out on a huge opportunity.
6. When it comes to performance data, you're in the dark.
How many people visit your site? How long do they stay? What pages are the most popular, and where do patients get lost?
In order to maximize your practice website's impact, you need data to know how it's performing. It doesn’t matter how great your site looks if you don’t know its effectiveness. If you’re not utilizing powerful analytics tools like Google Analytics, it might be time for a new practice website.
7. You're ready for a change, but you don't know where to start.
If your site's design is several years old, you're likely ready for a change. Your site may not be responsive, or at the very least, it may not look recent and up-to-date.
Maybe you're thinking about adding videos to your site, or you'd like to update your site's look and feel. What would have the most impact? What's the best way to get started?
If you’re not sure where to start, our free website reports can help – we'll review your practice website and send you detailed insights, recommendations, and actionable steps to improve your website today.