Robert H. Wagner, MD

Capitol Spine & Pain Centers

Designing A Successful Website

Jerome D. Smith

brandEvolve Corporation

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Overview

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• The Presenters• Robert H. Wagner, MD• Jerome D. Smith

• Designing A Successful Websiteo Toot Your Own Horn!o Organize Your Contento Create Compelling Presentationo Make Your Website Part of Your Business

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The Presenters

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Robert H. Wagner, MD Jerome D. Smith, WD

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Designing A Successful Website

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Effectively designed websites have common ground in several areas:

• Compelling First Impression

• Well Organized User Interface

• Tells A Story and Positions Organization

• Balance of Well Written Content & Engaging Visuals

• Incorporates User Centric Approach

• Easily Found on Search Engines

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Wed Design Methodology

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Successful web design must begin with a clear focus on business needs and how they relate to a target audience.

Business Objectives & Goals

Content Development

Your brand IS your business. Set goals for your website :

• Increase sales/revenue

opportunities

• Educate audience on new offerings

• Reduce administrative burden

• Become found on search engines for what you do.

• Recruit new doctors

Creative & Graphic Design

Web Development & Production

Analyze, organize and develop content BEFORE creative design.

Map out your vision, and implementation strategy.

Develop a modular/scalable foundation or website architecture.

Conduct content reviews in black and white wireframe prototypes and review before creative.

Create a balanced mix of calls to action, navigational aids and imagery.

Good design is good business; create clean layout and composition

Communicate the credibility of your practice

wrapped in simplified theme, ensure the palette is pleasing and connotes trust.

Use web standards compliant coding practices (W3C) to ensure:

508 Compliance and accessibility for disabled

Cross-browser compatibility (Safari, Firefox, IE)

Separate presentation content (layouts, fonts, color) with Cascading Style Sheets (CSS)

Web page content more easily found on search engines

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Practice Web Design Tip #1

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Develop a deeper connection between “doctor-patient” through an engaging, educational and interactive web experience.

What are prospective patients looking for? Credible physicians who can treat their pain.

• History

• Locations

• Diagnosis & Treatments

• Testimonials

• ContactPatients qualify physicians

through research of website

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Toot Your Own Horn!

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• Communicate Your Practice Vision, Achievements and Accomplishments

• Focus on What You Do Best & Establish Credibility

• Define Your Brand & What Makes You Unique

• Hire Someone You Trust to Bring Out Your Best

Sell yourself. If new patients are not finding you – they are finding your competitors.

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Become Known for What You Do

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Target market your practice to your patient population.

Explore all the low cost and effective ways to sell your practice and drive traffic to your website.

• Homepage Announcements

• Email Marketing

• Published Articles

• Search Engine Optimization (SEO)

• Social Mediao Facebooko Twittero Blogbing

To become known for what you do – focus on what you do best.

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Organize Your Content

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• Analyze/Review all Marketing Collateral

• Identify “keeper” content and “new” content to develop

• Categorize & Prioritize Your Services and Features

• Create solid foundational structure to grow your website

A website redesign is like moving to a new home. Organize content for success.

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Label Before Moving … Content

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The effects of moving disorganized content can last months for a home or website.

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Practice Web Design Tip #2

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Utilize a wireframe prototyping process to engage your staff/team and build consensus.

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Create a Compelling Presentation

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Your Practice Website!

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Create Compelling Presentation

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• Engaging User Experience

• Site Layout & Navigation

• Custom Design vs Templates

• Consider back-end support systems

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Practice Web Design Tip #3

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Always begin the creative design process – after you have reviewed your content.

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Custom Design vs Templates

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• Cost vs Value• Pros & Cons• In House vs Outsource

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Make Your Website Part of Business

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• Value of SEO (Search Engine Optimization)• Get Interactive With Your Web Audience• Digital Marketing & Social Media Considerations• Examples of Success

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Practice Web Design Tip #4

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Once your website is completed, make time to cultivate and nurture the development of your website. Add content regularly.

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Get Digital With Your Marketing

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Improve foundational strength of your practice marketing strategy by fine tuning search engine optimization efforts and extending your brand reach through online communities within popular social media networks.

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SEO: Design by Numbers

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Successful Website Example

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Q & A

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