Things You Need to Know to Build Your Dermatology Website
Make It Stand Out.
If you’re looking to build your dermatology website, it’s likely because you’re in one of three stages in your business.
✔You either just started your medical practice and need a new website.
✔Or, you already have a medical website and it needs help —like it’s a little cringy.
✔Or, you’re ready to start adding more developed content to your website to improve the user experience.
Either way, the benefit of having an aesthetically pleasing content-rich medical website is crucial in our digital world.
The key essentials of every website should include design, copy, and SEO.
To get started, rally a team of experts to help create your dermatology website. This includes a website designer, medical copywriter (and potentially an SEO specialist). Because SEO for medical practices plays such an important role, most web designers and copywriters are trained in SEO, but it’s a question you should ask upon vetting the contractor.
You can even find healthcare copywriters trained in your specific specialty, like a dermatology copywriter. They’re familiar with the treatments, conditions, and burden of disease that your patient’s experience.
The importance of having a great website for your medical practice
Undeniably, we live in a digital world. Your website is your virtual storefront.
It’s the gateway to business growth —the first place someone comes to look you up.
Even if patients get referrals or recommendations from other providers and insurance agencies, they immediately go to the internet to Google you.
Your website is your first impression. And we all know, first impressions either build trust and likeability or put a bad taste in someone’s mouth.
So before they ever set foot in your gorgeous practice, they’ve decided if they want to be your patient or not based on what your website says about you and the online reviews they read (save that for another post).
What are the essentials for a medical website?
When you’re planning your site’s content, you need to keep two main things in mind, design, and copy. Design can only do so much without quality copy. The website design and imagery might catch someone’s eye and the layout may make them feel comfortable and at ease but the copy is what’s going to introduce your medical expertise and specialized skill sets.
A web designer and a medical copywriter can easily work together to bring your vision to life.
If you’re planning a website creation or overhaul, the web designer typically likes to have the copy first so they can design around your messaging. If that’s not possible because you already have your site established, the two can collaborate to accomplish your aesthetic, branding, and messaging goals.
How to layout your website design
Your virtual storefront is similar to your medical office — you need a waiting room, front desk, exam rooms, back office, and lab. A break room for staff is pretty important too. The layout needs to be welcoming and easy to navigate.
Look at similar websites for ideas. Keep a collection of the ones you like and use them for inspiration. Don’t worry; you’re not copying. You’re going to add your own flair, content, and expertise to the mix.
As you envision your content, consider this as a guide: everything about your website should cater to 3 people.: the skimmer, the detail-oriented, and the google bots.
The Skimmer: wants to be able to breeze through your pages and quickly find what they’re looking for. They appreciate headings, bulleted lists, and visuals. A video is nice if they’re not in a position to read the copy. Note: the Skimmer may want to read in-depth about topics that are relevant to their needs.
The Detail-Oriented: prefers to read every detail and likes a deeper explanation of topics. They want questions answered and to feel like they are comfortable with the treatment plan they’re considering. Videos are also good for this reader because they add to the learning experience.
The Google: Google is pretty meticulous when it comes to scrutinizing the quality of a website. It grades websites based on how much relevancy and value they deliver. This is where SEO, search engine optimization come in.
Create a website site map
Start with an outline, aka a site map. A site map is a visual layout including web pages and content topics. Once you create the map, prioritize which content you want to create first, especially if budget is a factor.
It’s ok if your website is a work in progress. You can add to it over time and use your site map as a guide.
Which pages does your physician website need?
It’s pretty standard for every website to have 5 pages. A home page, about page, services, blog or some form of FAQ and contact page.
HOME
ABOUT
SERVICES
BLOG/FAQ
CONTACT
Home page
Your Home Page should clearly state what you do and for who you do it. Add in personality (highly recommended) but be to the point. The home page is probably the least wordy of any page, besides maybe the contact page.
Two must-haves for the home page
A button above the fold (top ½ of the page) where they can contact you or book an appointment
A newsletter sign-up form to join your list (even if you have nothing to send right now… you will down the road)
About page
Your about page should only partially be about you. I recommend having a mini about section (on the Home Page, maybe) that links to a more developed explanation of who you are, your accomplishments, and your mission as a physician.
Patients want to know when they become your patient, what’s in it for them.
A good portion of your about page has to be about how you approach disease concerns and the individualized treatment you provide.
Skin health is a personal and emotional thing.
...And if you can reach them on a personal level, it’s like having a one-on-one conversation and a successful, comforting first impression. You want to build trust right away.
Service Page
Your service page may blossom into many pages. Use your site map to determine which topics are a priority and expand further.
In the beginning, if you’re strapped for cash or time (as in, you’re writing your website yourself), it’s common to list your services in categories with little explanation.
If you choose this route, circle back and add some content when you can, asap.
...Because when a patient is checking you out online, they’re sizing you up based on the quality and depth of what they see.
If you don’t give them answers or calm their uncertainties, your competition just might.
Some treatments you offer come with financial burden, risk, and downtime. If you glaze over them as if they’re insignificant, your potential patient will too.
Plus, having no content will land you zilch, zip, nada in the rankings.
Ideas for content breakdown
Consider separating your services into at least 3-4 pillars of what treatments and procedures you offer. For example, you could use medical dermatology, cosmetic dermatology, procedures and skin concerns.
Break down your main topics into 3-4 pillars (example)
☑ Medical dermatology
☑ Cosmetic dermatology
☑ Skin concerns
☑ Procedures
Your goal is to make sure your website is easy to navigate and showcases what you do. You also want to make sure it’ll resonate with the potential patients searching for answers to their skin concerns.
From here, add in specific conditions and treatments.
Blog Page
Blog or FAQs is a hugely important part of your website yet is downplayed (in error) by some. The blog is your worker bee. It improves website SEO, which improves searchability. It enhances user experience when visitors are on your site, which can bring in more patient leads. It provides you with shareable content that you own and can repurpose on many different platforms.
...And what I’m sayin’ is, you need one or something of the sort.
In a nutshell, a blog showcases your expertise, provides the internet with accurate information on conditions and treatments (surely we need more of that), and raises awareness of disease states that hit home with your patients.
Contact Page
You’ve given them all these great reasons to see you, so now you’ve got to be reachable. Include your hours, locations, a map, and multiple ways to get in touch. Phone, email, messaging/text, an inquiry form or a chatbot are fabulous ways to extend a handshake. And because people want to see what else you’re up to, include a ‘follow us’ section for all your social links.
Of course, you can add other web pages, like an online store, testimonials, and more but the five above are the website essentials to get you started.