Eyeworld

July 2017 • Ophthalmology Business 13 Build a strong, secure, and responsive website Developing an online presence often begins by building a website. Many factors contribute to a website's stability, the first of which is select- ing a reliable web host. Web hosting services should include good band- width, uptime, current hardware, and tech support. It is also vital that the web host stay current with the latest software updates and patches, which are essential for security. Most current websites will use a content management system to sim- plify this process. Which system to use is a matter of personal preference, but all must be actively monitored as new security threats and useful features come out daily. "Mobility first" is the modern method of website development. Responsive web design technologies have made that possible. It allows the web developer to account for a variety of screen sizes, devices, and web browsers. Having a content rich responsive website is important not only for usability but for marketing and search engine optimization (SEO). SEO is a marketing tool used for growing visibility in search en- gine results. Optimizing SEO makes it more likely that a website will appear at the top of the Google page and increase its chances of drawing clicks to the site. Compose content that is targeted, tone-smart, and searchable After constructing your virtual busi- ness, it is time to fill it with content that targets the right audience, sets the right tone, and incorporates the right keywords. Audience The audience of most ophthalmic business websites is current and po- tential patients, so the language used in the copy should be appropriate for someone who is not highly familiar with medical terminology. Content is also most effective when written concisely. A study by the Nielsen Norman Group shows that 79% of the users tested scanned a webpage instead of reading it word for word. 2 Tone Strategic word choices help shape the tone of a website and signal to patients what kind of culture or personality a business represents. For example, note how each word se- quence in the following list suggests a different tone: • Highly professional, committed to innovation, state-of-the-art, upgraded facility • Patient-focused, family of eyecare professionals, compassionate and quality care • Established, more than 20 years of experience, generations of proven eyecare Determine which words express a business's personality, and use those words to bring its online pres- ence to life. Keywords Keywords are another group of carefully chosen words used to boost SEO. When choosing which key- words to include in a website's copy, think like the audience. Someone looking for less dependence on glasses and contacts rarely goes online searching for "laser-assisted in situ keratomileusis." Instead they type in the more general and memo- rable term LASIK. In addition to writing for the patients, businesses must incorpo- rate keywords customized for search engines. This means using words and phrases that are relevant to what the site is offering (ophthalmic services). Design a website that makes a good first impression In 2010, The Gomez report showed that 88% of online consumers were less likely to return to a site after a bad experience. 3 Seven years later, and with even higher expectations for online experiences, that percent- age may have actually increased. Because so many people make a health-related search prior to making an appointment, a website is often an ophthalmic business's opportunity to make a good first impression. How? Catch the eye of potential patients and keep their attention. Forbes released the results of a study that listed busy or complex layouts, pop-up advertisements, small print that is hard to read, unappealing or uninteresting web design, and slow site and page load times as key reasons users mistrusted a website. 4 Designing strategically is a crucial part of instilling confidence in poten- tial patients and assuring them that they have chosen the right eyecare provider. Again, another vital factor in effective web design is ensuring that continued on page 14

• Blank Page
• Blank Page (1)