Healthcare News & Insights

Essential calls-to-action hospital websites must have

Once upon a time, people who lived near a hospital would just use that hospital. It was that easy to get patients. But nowadays, hospitals have to compete for customers just like any other business. 

453118193One way hospitals can attract prospective patients is through their websites.

Today’s consumers are hungry for information on health issues, insurance coverage, payment options, etc. Providing consumers with current up-to-date information is one way to attract them, as is being transparent in pricing information. However, once a facility attracts people’s attention through the information it provides, can it convert them to new patients?

Key website element

Truth is, many websites are missing calls-to-action (CTAs) — key elements in converting interested consumers into patients.

CTAs require visitors to take some kind of action such as filling out a contact form, scheduling an appointment, etc.

Hospitals that don’t have strategically placed CTAs on their website are letting cash slip through the cracks.

3 must haves

Here are three CTAs, according to Medical Practice Insider, that are a must for any healthcare organization to incorporate in their website design:

  1. Form submissions — Giving potential patients the option to fill out a contact form online is key. People are busy and most would rather fill out an online form than pick up the phone. The form can be as simple as first and last name, email address and contact number. This allows potential patients to contact your facility with minimal effort, and the facility’s silver lining is that the information automatically gets added to its database.
  2. ‘Read more’ buttons — As stated previously, today’s consumers are hungry for information, so hospitals should give it to them, and do it as often as possible. Feed them up-to-date information on the latest treatments, trends, study findings, new programs offered at the facility, doctors who are new to the facility, etc. “Read more” buttons engage potential customers without them knowing they are being lured in. One tip: Make the articles you post appealing. In the first sentence, tell the reader why it’s important for them to read that story. Boring articles won’t engage potential customers and won’t get them to click the “read more” button.
  3. Social media icons — Want to increase your facility’s visibility by 50%? If so, make sure you have social media icons (Facebook, Twitter and Google+) on your landing and product information pages. And social media sites will even give you instructions on how to embed their icons on your website.

Best practices

When creating CTAs here are some best practices to follow.

CTAs should be:

  • Appealing to the eye with copy that makes you click on the offer
  • Short and sweet: a few words is best, definitely no more than five
  • Action oriented, and begin with an action verb, like “Download” or “Register”
  • Easy to find and follows the flow of the webpage
  • Contrasting in color from the color scheme of the webpage
  • Visable from a distance, but not so big that it detracts attention from the main content, and
  • State exactly what the visitor will get if they click on the button.

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