One of the most common mistakes we see many medical websites make is putting the wrong types of content in the wrong places across their website. And the biggest contributing factor to this error is not knowing the expectations visitors of the site have when they land on specific pages.
The best way to give your visitors what they're looking for is to know what type of information they're seeking out when visiting your website. It is of particular importance to know what types of content belong on your blog VS the types of content that belong on your site pages.
And while blog posts and site pages may seem to be very similar, if using best marketing practices, you will quickly realize that the two are indeed very different, and visitors to your site pages and blog posts will be expecting different experiences on these pages.
Here we explain a few critical points to ensure that your visitors get the best experience when navigating the various pages of your website.
As we've said before, your blog is the heartbeat of your website, and in order to keep the blood flowing, it has to be updated frequently with new content.
Your blog is where you should aim to answer any and all questions related to your field of expertise. There are as many topics to discuss on your blog as there are questions people have about your field. You can learn more about the most important types of content to produce on your blog here.
Show new visitors that you are the expert in your field by producing quality content on your blog every week. Give solutions to frequent patient problems, provide commentary on advances in your field, compare products, discuss common ailments, review services, etc.
What you talk about on your blog should have almost no limit as long as it can prove valuable to your visitors.
Think of your blog as a conversation about your field. You are inviting others to partake in the conversation with you as either silent observers or actual participants. This is why it is very important to have a blog comments section at the bottom of the post. It allows visitors the chance to get involved in the conversation by weighing-in with their own experiences or asking additional questions for you to answer.
Your blog should have three very important goals: to gain the trust of your visitors by proving you are an expert in your field, allow visitors to become leads by clicking on CTA's that grant them opportunities to receive offers from you, and to navigate to your site pages so they can learn more about you and your company.
Remember to use the "80/20 rule" when producing new content on your blog: 80% of your posts should be about the topic, and only 20% should be about you. This way, your posts have much more value to visitors as they realize you care more about presenting the information than you do about talking about yourself and your company.
All too often blog posts fall short when companies use them to discuss themselves, what they do, and how they are the ones that can solve problems, rather than focusing on answering the questions that the visitor has. These visitors will quickly raWhen done correctly, your blog will quickly become the most invaluable marketing tool in your entire toolbox.
If you're using content marketing best practices, your new visitors will more than likely find you through a blog post before they ever visit any of your other pages. Once they've established that you are indeed the expert they would like to choose to further help them with their problems, they will start to navigate your website pages to find out more about you.
Remember when we said that on a blog to refrain from discussing yourself too much on your posts? That's because the posts should be about the problems themselves and potential solutions to those problems. Now that visitors know the possible solutions, they'll start looking into who can best solve their problems. And when done right, they'll choose you.
Your site pages should be dedicated to talking about your company and how you solve problems for patients. On these pages, discuss who you are, what you do, how you can be reached, how much you charge, who you've helped in the past, and why patients should choose you.
Let visitors know more about you with site pages like "About us," "Meet the staff," testimonials from satisfied clients, pages dedicated to services you offer, products you sell, problems you solve, links to valuable resources, forms and packets of valuable information, company contact information, and rates of services.
In your blog posts you have already established yourself as the expert. In your site pages you show them why you are the expert how you solve problems, and give visitors the tools to reach out to you.
If you're executing inbound marketing best practices, your blog posts and site pages will work together in such a way as to gain the trust of visitors by giving them expert information, and show them that your company has the best services to solve their problems.