Your eyecare practice’s website is an extension of your office, which is why it’s so critical your site is clear, comprehensive, and user-friendly. By specifically fine-tuning these areas, your website will act as a powerful tool that will increase existing patients' visits, as well as brings new ones into your door.
Along with a patient portal which accelerates workflow from check-in to check-out, a fine-tuned website will reduce outdated challenges and automate new responsibilities.
Statistics show that the longer visitors are engaged on your site, the higher your conversion rate, which means more patients making appointments. Creating a user-friendly site is crucial to keeping visitors engaged, and one of the best ways to do this is through the most important UX principle - focusing on the user.
This principle involves carefully thinking about the way your users will interact with your website and the most common tasks they will use it for. Make sure your forms (appointment scheduling, registration, contacts order form) work and are visible and accessible for your users. Additionally, make sure your pages load quickly, your headings and page titles are clear, and all the basics like doctors’ names and bios, practice address and contact information, hours, insurance policies are available and easy to find.
According to the Nielsen Norman Group, viewers typically leave a website within 10 to 20 seconds. You won't get a second chance to make a good first impression, which means your website needs to deliver a clear message in a very short time frame. Capture your website visitors by accurately reflecting the unique image and personality of your practice. To start, include details about your staff, services, location and business hours, and some photos of your practice. That way anyone visiting your website will have a clear picture of who you are and what you are offering. Remember your website is a sales tool, and the goal is to make sales conversions. This means you need to provide call to actions like fill in a form, call your office, send an email, or take another action to become a patient throughout your website.
Use your website homepage as an extension of your front office. Patients should not only get to know you from your website, but they should also be able to interact with your office as they would if they were visiting you in person. To do this, include easy communication throughout your website pages. Add links to all of the most important information and forms a new patient would need to get started, including eye doctor bios, patient registration forms, appointment request forms, location information, and brand pages, as well as links to leave patient reviews. If you have the capability, add a chatbot to your website so patients can receive quick responses and you can collect frequently asked questions and answers.
For more information on how to adapt to the changing eyecare landscape, view our 5 Step OD Boot Camp: