Website Services for Hospitals, Clinics, and Medical Practices

Evaluating your hospital, clinic, or medical practice website begins with a conversation about your business goals and objectives, your competitive environment, and your target audiences.

First we'll see how well your current website corresponds to some fundamental principles of online communication. We'll take a careful look at its content, design, and navigation system.

Your Website's Content

Three of the fundamental principles of content development are mission critical:

1. Your website must speak precisely and concisely to your target audiences in language they'll understand. The text on your website should be conversational — it should sound like something you’d actually say to a friend during an ordinary everyday conversation.
• Precise means saying exactly what you mean — something that's not always easy to do.
• Concise means saying what you have to say in as few words as possible — because unfortunately you can't expect that people will read more than a few sentences on most of the pages on your website.
2. Everything on your website must be carefully organized to inform and persuade your target audiences quickly.
3. Your website should clearly differentiate you from your competition. You already know what your target audiences will respond to, so tell them about the most attractive benefits you offer. Precisely and concisely, tell them why they should come to you rather than to your competitors.

Think of your website as a combination of advertising (your logo, tagline, images, and navigation system) and personal selling (your content). When you're writing or editing content for your website, read it out loud until you get it just right. Speak to people who come to your website as if they're sitting right there next to you.

Your Website's Design and Navigation System

User studies almost always indicate that people prefer websites that are clean and simple, so we'll take a look at your website's graphic design and structure too.

• Clean means that the graphic design of your website should be uncluttered, with wide margins and ample space between lines and paragraphs. Every graphic and photo should serve a specific purpose.
• Simple means that your site must be easy to navigate. Users should be able to reach what they're looking for with no more than two clicks. It should take only one click from your homepage to reach anything essential. We all operate in an online competitive environment where almost everyone who comes to a website is impatient.

How We Can Help

As experienced outsiders, we can take a fresh look at what you've got. We emphasize fundamental principles because your website may not be as effective as it can be if you're not following them.

We offer several options. Because our team includes writers and editors, sometimes we're asked to edit existing content, and sometimes we draft entirely new content for our clients.

Sometimes we just have a few suggestions about the graphic design of a client's website. But if you need a new design, structure, and navigation system, we can collaborate with your own designer — or we can design and produce a new site for you ourselves.

Although we urge you to plan ahead, we can often do whatever it takes to meet your deadline.

Contact Tom Sherlock at tom@coloradohealthcareheritage.org to discuss our web-based services.

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