Redesigning your healthcare website? Start with a content strategy

  • 463 views
Uploaded on

When healthcare organizations want to redesign or launch a site, they often call a web design firm first. But that's kind of like buying a gift, starting with the gift box. Here's why a content …

When healthcare organizations want to redesign or launch a site, they often call a web design firm first. But that's kind of like buying a gift, starting with the gift box. Here's why a content strategy should be step one.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
463
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
11
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Healthcare website redesigns: Start with a content strategy ...not a web designer... Monday, October 7, 2013
  • 2. A marketing team goes into a room with a web design firm. Months later, they come out with a site. Website designers don’t: ✓Develop or edit content ✓Figure out your organization’s goals ✓Know your target audience ✓Like tons of major revisions Here’s the problem… Unless they can charge Monday, October 7, 2013
  • 3. Calling the web designer first is like building a house with an interior designer instead of an architect You need something to design first, the content Monday, October 7, 2013
  • 4. “But we already have content” : S T A R T W I T H A C O N T E N T S T R A T E G Y Is the current web content still relevant? Did you talk with any patients or other members of your target audience to develop this content? Does the still content drive traffic and influence target audience to act? Do the main landing pages rank high on search engines for relevant key terms? Okay. Consider these questions: Monday, October 7, 2013
  • 5. If the answer to all of these questions is yes, then call the web design firm. If the answer is no, Here are 5 reasons why your healthcare organization needs a content strategy first: Monday, October 7, 2013
  • 6. 1) To avoid guessing Know exactly what information your patients need and how to give it to them in 3 clicks or less : S T A R T W I T H A C O N T E N T S T R A T E G Y Monday, October 7, 2013
  • 7. 2) To prioritize It’s easy to say, “We want this… and this…and that on the website.” But... That rules out obese websites with unnecessary content. A content strategy focuses on the healthcare organization’s goals and the patients’ needs. That’s it.   52% of smartphone owners use their phones for health information : S T A R T W I T H A C O N T E N T S T R A T E G Y Monday, October 7, 2013
  • 8. 3) To get patient and stakeholder input The best way to know what patients and stakeholders expect on the website: Research it before launch : S T A R T W I T H A C O N T E N T S T R A T E G Y Monday, October 7, 2013
  • 9. 4) To determine how the site should function Such as... How will people find the key landing pages? Scroll, hover, click or slide to navigate? How should the site work on mobile devices? What about graphics, photos, and videos? Who will manage the site? What should the SEO tags and key terms be? : S T A R T W I T H A C O N T E N T S T R A T E G Y Monday, October 7, 2013
  • 10. 5) To save time, money and stress Content strategies help healthcare organizations avoid building ineffective sites and then backtracking to fix them. And paying for it by the hour : S T A R T W I T H A C O N T E N T S T R A T E G Y Monday, October 7, 2013
  • 11. When your healthcare organization... ✓ Has a thorough content strategy ✓ And awesome, engaging, near- final drafts of content THEN, call the web design firm Monday, October 7, 2013
  • 12. Thanks! C a r e C o n t e n t . c o m Monday, October 7, 2013