Ahh. That’s your sigh of relief after your hospital website rewrite or redesign is complete. Enjoy basking in the glow of that sleek, SEO-infused site.
So check that project off your to-do list but maybe not in permanent marker. You WILL need to refresh your content again — and you may need to do it sooner than you think.
The world of healthcare is always changing and moving, so your website must too. Consumers come to you to find out about the care you can give them or their loved ones.
When you have the most accurate and up-to-date information available, people are more likely to turn to you and trust that you can help them.
So how do you know if a refresh is in order? These are the 5 times you should consider an update:
When a new health guideline makes the news, first talk to the appropriate department heads to ensure your hospital is following the new practice. Then start editing that web copy.
Example: Colorectal cancer screening
In May 2018, the American Cancer Society lowered the recommended age for colorectal cancer screenings from 50 to 45. If your web content covered colorectal cancer recommendations, it was crucial that you updated your site.
By leaving your content alone, you may:
Keep your treatment copy up to date:
Example: TAVR surgery
Recently, the New York Times reported that the standard of care for people that need heart valve replacements might change from open heart surgery to the less invasive transcatheter aortic valve replacement (TAVR). This development is something that all cardiology departments and heart surgery centers should be watching closely.
Did a top oncologist join your team? Did the staff of your pediatric emergency department double in size? These are news items you want to promote and include on your site.
Consumers want to know about the distinguished doctor now practicing at your hospital or that their ER wait times will be shorter. And if staffers left your company, remove their information from your website quickly.
A lot can happen in that time. Your facility added a new building. Your physicians have access to better equipment. And website best practices likely evolved and changed.
If you haven’t been consistently making updates and improvements, the 2- to 3-year mark is a good time for an overhaul.
Don’t just look inward at your organization’s changes. Look at Google’s changes as well. Google is constantly tweaking its algorithm to ensure consumers can find the relevant content they’re looking for. A few times per year, Google performs large updates that could affect where your site shows up in search results.
The most recent Google algorithm update was in March 2019. In general, quality, keyword-rich content that’s updated often is more likely to show up in search. Pay attention to specific changes, and update your website accordingly.
While there’s no single strategy that will work for everyone, you certainly could make at least one update every month. Here’s why: Google gives priority ranking to pages with original content. Every time you publish, Google gets a “ping,” so even minor changes give the search engine a new reason to browse and index your pages, which can improve your rankings.
Yes, it’s sometimes difficult to find time every month (or every week, or every day) to make an update, but you can’t afford to let your website performance slip. Businesses that make regular updates are giving visitors reasons to come back, strengthening their loyalty to the brand and driving more conversions.
Your website needs to accurately reflect your organization as it is now. If your physicians are using new treatment techniques, if your building got a redesign, if you’ve got new diagnostic equipment … or if it’s just been a while, then make plans for a refresh.
Use these strategies to update your healthcare website:
Why Your Power Content Is the Most Important
The 3 Hallmarks of Bad Content
Why Answering Your Consumers’ Questions Is Critical
Having trouble staying on top of these changes or lack the bandwidth to make the updates on your own? Talk to us. We can help!
