There is seemingly infinite space on the web, so it stands to reason that your website should offer as much information as possible, right? Not exactly. It is important to strike a balance between offering enough information, but not not so much that it is overwhelming. The most difficult thing for many practices is deciding which information should be included, and how it should be presented.
Thankfully, we are here to help. At the beginning of every website project, we schedule a meeting to develop a plan for your project. Before we even start discussing the specific pages or design elements, we ask “What are your goals for this site?”
Common Goals include:
- Attracting new patients
- Streamlining administrative tasks
- Being a good educational resource for patients
- Building the credibility of the practice
All of the content on the site should help you to achieve one or more of your business goals for the site. Once the goals are identified, and the pages are identified, it is time to start writing the content – and time to start asking more questions.
As you go through the pages of text, it is important to ask the following questions about every page:
- How does this page contribute to the user experience of the site?
- Should this content inspire action from the user, and if so, is is clear what action they should take?
- What additional information will the user be interested in after looking at this page? Is it is easy to find that information?
All of this may sound overwhelming (its bad enough to think about writing all of the content for a website!), but it really can be a painless process. And the good news is, you will not have to write any more content than what is really needed to achieve your business goals.