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Aaom 2012 smith and wagner

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Aaom 2012 smith and wagner

  1. 1. Designing A Successful WebsiteRobert H. Wagner, MD Jerome D. SmithCapitol Spine & Pain brandEvolve Centers Corporation
  2. 2. Page 2 Page 2Overview• The Presenters • Robert H. Wagner, MD • Jerome D. Smith• Designing A Successful Website o Toot Your Own Horn! o Organize Your Content o Create Compelling Presentation o Make Your Website Part of Your Business
  3. 3. Page 3 Page 3The PresentersRobert H. Wagner, MD Jerome D. Smith, WD
  4. 4. Page 4 Page 4Designing A Successful WebsiteEffectively designed websites have common ground in several areas:• Compelling First Impression• Well Organized User Interface• Tells A Story and Positions Organization• Balance of Well Written Content & Engaging Visuals• Incorporates User Centric Approach• Easily Found on Search Engines
  5. 5. Page 5 Page 5 Wed Design Methodology Successful web design must begin with a clear focus on business needs and how they relate to a target audience. Business Content Creative & Web DevelopmentObjectives & Goals Development Graphic Design & ProductionYour brand IS your Analyze, organize and Create a balanced mix Use web standardsbusiness. Set goals for develop content of calls to action, compliant codingyour website : BEFORE creative navigational aids and practices (W3C) to design. imagery. ensure:• Increase sales/revenue Map out your vision, Good design is good 508 Compliance and opportunities and implementation business; create clean accessibility for strategy. layout and disabled• Educate audience on composition new offerings Develop a Cross-browser modular/scalable Communicate the compatibility (Safari,• Reduce administrative foundation or website credibility of your Firefox, IE) burden architecture. practice Separate presentation• Become found on Conduct content wrapped in simplified content (layouts, fonts, search engines for reviews in black and theme, ensure the color) with Cascading what you do. white wireframe palette is pleasing and Style Sheets (CSS) prototypes and review connotes trust.• Recruit new doctors before creative. Web page content more easily found on search engines
  6. 6. Page 6 Page 6Practice Web Design Tip #1Develop a deeper connection between “doctor-patient” through an engaging,educational and interactive web experience.What are prospective patientslooking for? Credible physicianswho can treat their pain.• History• Locations• Diagnosis & Treatments• Testimonials Patients qualify physicians• Contact through research of website
  7. 7. Page 7 Page 7Toot Your Own Horn!Sell yourself. If new patients are not finding you – they are finding your competitors. • Communicate Your Practice Vision, Achievements and Accomplishments • Focus on What You Do Best & Establish Credibility • Define Your Brand & What Makes You Unique • Hire Someone You Trust to Bring Out Your Best
  8. 8. Page 8 Page 8Become Known for What You DoTarget market your practice to your patient population.Explore all the low cost andeffective ways to sell your practiceand drive traffic to your website.• Homepage Announcements• Email Marketing• Published Articles• Search Engine Optimization (SEO)• Social Media o Facebook To become known for what you do – focus o Twitter on what you do best. o Blogbing
  9. 9. Page 9 Page 9Organize Your ContentA website redesign is like moving to a new home. Organize content for success. • Analyze/Review all Marketing Collateral • Identify “keeper” content and “new” content to develop • Categorize & Prioritize Your Services and Features • Create solid foundational structure to grow your website
  10. 10. Page 10 Page 10Label Before Moving … ContentThe effects of moving disorganized content can last months for a home or website.
  11. 11. Page 11 Page 11Practice Web Design Tip #2Utilize a wireframe prototyping process to engage your staff/team and buildconsensus.
  12. 12. Page 12 Page 12Create a Compelling Presentation Your Practice Website!
  13. 13. Page 13 Page 13Create Compelling Presentation • Engaging User Experience • Site Layout & Navigation • Custom Design vs Templates • Consider back-end support systems
  14. 14. Page 14 Page 14Practice Web Design Tip #3Always begin the creative design process – after you have reviewed yourcontent.
  15. 15. Page 15 Page 15Custom Design vs Templates• Cost vs Value• Pros & Cons• In House vs Outsource
  16. 16. Page 16 Page 16Make Your Website Part of Business• Value of SEO (Search Engine Optimization)• Get Interactive With Your Web Audience• Digital Marketing & Social Media Considerations• Examples of Success
  17. 17. Page 17 Page 17Practice Web Design Tip #4Once your website is completed, make time to cultivate and nurture thedevelopment of your website. Add content regularly.
  18. 18. Page 18 Page 18Get Digital With Your MarketingImprove foundational strength of your practice marketing strategy byfine tuning search engine optimization efforts and extending your brandreach through online communities within popular social media networks.
  19. 19. Page 19 Page 19SEO: Design by Numbers
  20. 20. Page 20 Page 20Successful Website Example
  21. 21. Page 21 Page 21Q&A

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