Think about what makes a great website? What makes you want to stay on a site, go back often, and bookmark specific pages?

Website content is one place where clinic managers have complete control over their message. This being the case, don’t overload your site with excessive non-essential or irrelevant text. The motivation is understandable. After all, your website is the hub of your online marketing presence so you want to share everything you can about your clinic and make sure your keywords are included in your text. This strategy can be a detriment to the site’s functionality as users may get lost in pages of text, or be turned off by the task of extended reading. Since the attention span of users is so short, content should be simple, easy to read, to the point, and loaded with key messages. Visuals also help text come alive and illustrate important concepts. Anther point to consider is breaking up content into charts, bullets, sections, with some white space. Consumers do not have the attention span to read through dense content online, especially since more people are searching on mobile devices with small screens.

A clinic website has basically two primary goals: it should provide brand awareness, and generate new customers. Keeping your content brief will inspire customers to contact you directly when they want more detailed information. Your content should be easily digested and understood, yet compelling enough for visitors to want to hear more about what you offer and to take the next step. You have many options available to create additional and complementary content on specific topics, including the clinic blog. You can also add links to additional content that is relevant on individual pages as needed. Another option is to create a microsite for popular categories of services that you want to promote your clinic for. For example, facial rejuvenation or non-surgical body contouring.

Your primary clinic website content may not always be the ideal place to go on into too much detail about every product and service you offer. Think about what web users expect. If they want more depth from articles, blogs or white papers, they will look for them elsewhere. Demonstrate how your products or services can help a potential customer. Use words and phrases that they would use when describing the problems they want you to be are able to solve for them.

Keeping text short on your website has several advantages. Content should be written in a friendly, engaging tone, not too clinical, and make sure it is clear and unambiguous. It helps people understand what you are saying quickly and easily. Less is more in terms of the speed of downloads also, which offers visitors a better experience on your site. When users have a better experience, they stay on the site longer and are more likely to convert to customers.