When we publish a new website, we use the word Launch ?
Like a rocket.
Just like a rocket, you should be thinking about your website launch as the first step, not the end. There’s a long way to go and a lot more work to do before your mission is achieved.
Yes a lot of work went into the project, but that doesn’t mean you get to stop
Making your website live is the culmination of a huge amount of work and effort. You’ve likely spent weeks or months on this thing, choosing a provider, getting all the content sorted, going back and forth on design, seeing it all come together. You’ve probably seen more than enough of your own website and you’ll naturally see the launch of it as a finishing point.
But it is just the beginning. That is, if you want it to achieve the mission. Usually the mission is to have your website help you attract more patients through to your clinics.
I think “Launch” is maybe a bit misleading. It suggests a big and grand event. It can be, but it’s often just pushing a button and now all of a sudden the website is live.
If no one knows it is there, then it’s not going to achieve much.
I see this a lot: the website goes live, the launch is celebrated, well done well done.
And then everyone immediately forgets about it for ages. Until you realise you’re not getting any results.
If your website is adrift in space, floating about, hoping it’s going to reach Mars without a post-launch plan, you’re going to be disappointed.
What to do after your website has launched
So now your website is live, there are some simple, easy, straightforward and free things you can do to get it in front of potential patient.
If you’re serious about growing your private practice using digital marketing, you’ll want to keep reading. This guide contains our best tips on how to make the most of your newly launched website in its first few months of life!
1. Share the launch on your social media
If you’re using social media to promote your private practice, why not share your new site with your network?
Let your followers, connections and friends know you’ve launched your brand new website – you never know where a new patient might come from.
Bonus tip: include some hashtags like #newwebsite #websitelaunch #healthcare to reach beyond your own personal network.
2. Update your hospital profile pages
Chances are you’ve already got some form of online presence via the hospitals & clinics you work from. Ask the hospital marketing team if they will allow a link to your website on your profile.
You’ll get some nice benefits from a Google search point of view too, as getting links from other websites to yours is a signal that your website is worth ranking!
3. Update your other online platforms
Make a list of everywhere else you appear online and see if you can get your website link on there. I’m talking about your Bupa profile, review platforms like Doctify, IWantGreatCare and TopDoctors, business directories, industry associations and membership sites and any other place you can think of.
Anywhere you appear online is an opportunity to send people back to your website. After all, your website should be the hub of your online world, and the place you hope to generate appointment enquiries from.
4. Update your business cards and letterheads
If you’re using any printed material to communicate with patients, GPs and other referrers, make sure your website address is on it. This will obviously mean reprinting, so if you’ve recently ordered a huge batch, perhaps wait until the next print run!
Bonus tip: You also get massive brownie points if your branding is consistent across your online and offline marketing materials – are you using the same logo, colours, fonts and styles across everything? This conveys a real sense of professionalism and demonstrates your attention to detail in your business.
5. Add your site link to your email signatures
Make sure you and anyone on your team are taking the opportunity to promote your website by placing a link in your email signatures. That way, anyone you communicate with via email, including your patients, has an opportunity to visit your site.
Bonus tip: Remember to update your mobile email signature on your smartphone mail application too!
6. Monitor your website traffic with Google Analytics
If you’re at all interested in using your website effectively, Google Analytics is a must. It’s a free tool that provides you with incredibly useful data about your website traffic.
Head on over to google.com/analytics, set up your account, get your tracking code and ask your web developer to add it to your site. Once set up, it will start collecting information that you can review to help you understand and improve your marketing.
Bonus tip: You can set up custom goals like how many telephone calls your website generated or how many forms were completed. It’s quite technical, so if you’re interested it might be best to get in touch with us for advice.
7. Create or update your Google My Business Page
If you haven’t already, sign up to Google My Business for a free listing. These listings appear in Google Maps and some Google Searches. They offer your potential patients a fantastic place to find more information about your business. Remember to create one listing for each location you work from.
A complete listing has a better chance of ranking higher up the search engines, so make sure you take the time to fill it all out!
Bonus tip: Positive Google reviews really help your business stand out and rank higher in Google search results. Encourage your patients to leave you reviews on Google by providing them with a link directly to your Google Business Page.
8. Keep your website fresh
Your website is launched, and all that hard work you’ve put in to it will start paying off soon.
But your website should never be finished. You’ll want to keep improving it, growing it and adding to it over time.
If you have a blog on your site, try to post regularly with useful, patient-friendly content that offers interesting, insightful, helpful or even entertaining content that may generate search engine traffic and might get shared by potential patients.
Set reminders every few months to check in on your site and review the information. Is there anything new you can add? How is your Google Analytics data looking?
Your website has so much potential to help you attract new private patients, but it needs regular input to be truly effective.
Want to really up your game and start driving some serious traffic to your site?
With a bit of time and a willing mind, you can do the 8 things above yourself for free. Some are easy, some require a bit of learning to set up. We consider all of them must-dos to get the most out of your website.
If you’re looking to start generating a decent chunk of new patient enquiries through your site, then you should begin exploring marketing topics like Search Engine Optimisation, Google ads, Content Marketing, Social Media Advertising and Email Marketing.
Those are all things we offer, and so if you’re interested in chatting about how we could help you beyond your website, please let us know.