Create a Physician Website that Conveys Authority, Expertise

Also list any services you offer, such as laboratory testing, radiology testing, infusion services, the use of biologics, physical therapy, diagnostic testing and clinical research.

In the News Page

This page shares a physician’s accomplishments, their commitment to community outreach and, again, their role as a thought leader in their specialty. Be sure to list any speaking engagements in both the medical arena and the general community, and include videos of interviews, printed news articles and any other media highlights. Organize these accolades into categories.

Make the news section as useful to the visitor as possible. “Too many practices fill up their news section with self-serving fluff, such as press releases about every single event or development within the practice,” Ms. Gainer says. Use this section to highlight important developments that have real ramifications for your patients. Consider having a section in which you post articles related to your practice’s specialty areas so that you apprise visitors of new and fascinating developments in your field.

And don’t forget to keep content current with the latest information. Having your most recent news item be dated a year ago is a turnoff.

Testimonials Page

Patient stories are the best endorsement and component of building your reputation. They can be written quotes or an actual video that provides an honest, believable recommendation.

To obtain testimonials, Dr. Wei targets patients who offer a compliment or sincere thanks. “Ask if the patient would mind sharing their comment with others,” he suggests. “If agreeable, have them sign a waiver and grant permission to use their full name and town of residence. Nothing is less credible than seeing a testimonial from ‘Donna P.’”

Ideally, testimonials and patient stories will reveal something insightful about your practice. “It’s especially smart to focus on your competitive advantages (i.e., the distinctive qualities that appear in your homepage messaging) and have your testimonials reinforce these to your website visitors,” Ms. Gainer says.

The Arthritis Treatment Center website
(http://arthritistreatmentcenter.com) contains commercial
stock photography, as well as photos of the practice.
Website designed by Teramark

Patient Forms Page

Cultivate goodwill by providing patient forms online. Any forms that patients can fill out before they arrive at your office will make their visit more efficient and pleasant, Ms. Gainer says.

If an office has the ability to preregister a new patient prior to an appointment by accessing an electronic medical record patient portal, this is an ideal way to transport the information to a secure system and upload it without printing any forms.