Yes, you have a website for your fertility clinic, but is it delivering the right message to your target patients? Is it creating the best user experience? And is it actually getting results?
Find out if you’re on the right track by reading our list of Fertility Website Dos & Don’ts. With the right website design and strategy, you can transform your online presence and get more patients through the door for treatment.
DO keep in mind that fertility is a sensitive subject.
You of course want to tap into your target audience’s challenges, wants, and needs. They are challenged with the inability to conceive. They desperately want to start a family. They need a solution. Let these insights guide your website design and content… but also remember that fertility is an emotionally charged topic that needs to be handled delicately. Let your visitors know you understand their needs and can help them achieve their goals, but do so in a tactful manner. Keep your wording positive and compassionate, and avoid using language that can come across as insensitive or even exploitative of the reader’s pain and hardship.
DON’T use misleading data about your success rates.
Fertility clinics have come under scrutiny in recent years for the way they advertise their services. In 2012, a study by an assistant professor of law at the University of Houston analyzed the websites of 372 U.S. fertility clinics that were registered with the Society for Assisted Reproductive Technology (SART), according to a Huffington Post article.
The study found that many fertility clinic websites were violating SART’s advertising policies, partially because of how they were sharing their program success rates. While SART required fertility clinics to only compare their success rates to national averages, there were clinics that were comparing their results to the rates of other anonymous clinics. Some websites also failed to provide disclaimers notifying web visitors that the comparisons might not be “meaningful” due to differences between treatments and clinics.
The concern was that fertility clinics may be misleading potential clients about their chances of success with the clinic’s treatments. If you post any data on your fertility website about your results, be careful to follow all relevant advertising guidelines so you can provide your web visitors with the most accurate and transparent information possible.
DO make your website easy to use and navigate.
Most people today conduct their research on the Internet, which means your website will likely be the first impression your fertility clinic has on a potential patient. Leave a bad impression and that person will probably leave your site and fail to become a new patient at your clinic.
The key is to impress your visitors with a site that is aesthetically appealing, easy to access, and easy to use. Does your site have a clean, modern-looking design that instills a sense of professionalism? Is it easy for your users to find and get to the page or information they are looking for? Does your site work on all types of devices, from desktops to smartphones? (This is important, considering that more than half of all Google searches occur on smartphones.) If not, it may be time for a website redesign.
DON’T overload your website with information.
While it is important to provide valuable information about your fertility treatments and services on your website, an overload of information can be daunting or frustrating, causing visitors to leave your site. To avoid this problem, keep your website content limited to the most important and impactful information about your clinic and what it has to offer, and then encourage interested site visitors to reach out to your clinic to learn more.
Also, don’t forget to avoid excessive medical jargon. Any medical terms that are used should be explained so all visitors can keep up with your content.
DO find ways to drive more traffic to your website.
Once you have your fertility clinic website, the next step is to ensure that it is actually getting seen. There are numerous strategies you can use to direct more online users from search engines and other sites to your website. Some of these include search engine optimization (SEO), pay-per-click (PPC) advertising (the ads that appear in search results), social media advertising, and video advertising, just to name a few.
DON’T fall into the trap of considering all traffic good traffic.
Having a lot of website visitors doesn’t necessarily mean your website is successful. Your goal should be to attract the right types of website traffic and leads: prospective fertility patients in your local service area. For example, your website may be getting tons of traffic, but from patients from another part of the state or country who would never visit your practice, or from patients who are seeking services you don’t offer. Use localized keywords (such as “Long Beach in vitro procedures”) and different forms of targeting to get seen by the right audience and drive more relevant traffic to your site.
DO regularly track your online marketing results.
For your website, you can track metrics such as the number of unique website visitors, number of page views, average visit duration, bounce rate (percentage of people who left after viewing just one page), and conversions from your website. If you are running PPC ads (the ads in the search results), you can track metrics such as number of impressions (views), number of clicks, conversion rate (percentage of people actually taking action), cost per lead, and so on. This data shows you which of your fertility marketing campaigns are creating the best results and which ones need more work, therefore guiding your future strategy and spending.
DON’T try to do it all on your own.
Maximizing the success and efficiency of your Internet marketing requires an in-depth understanding of the online landscape. Your clinic will be most effective by hiring a team of digital marketing experts who can employ the best practices for your specialized industry. Let us handle the logistics so you can focus on doing what you do best—treating your patients.
Want to learn more about how you can fine-tune your fertility marketing strategy and get more patients? Contact Scorpion. We are an award-winning website design and Internet marketing company that is ready to partner with your clinic.
About the Author
Mike Sudinsky is Regional Sales Director at Scorpion. He is a medical marketing specialist who is experienced in patient attraction and retention. Mike is Google AdWords Certified and has 25 years of marketing experience across all forms of media. Prior to joining Scorpion, he worked in various business development roles across a broad spectrum of industries.
Mike’s goal at Scorpion is to help medical practitioners gain a competitive edge in their local markets through cutting-edge digital marketing solutions. In addition to being a medical marketing specialist, Mike is former professional golfer, an avid sports fan, and a music lover who plays saxophone.