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In the healthcare software industry - as in any other industry these days - it’s very likely that the first interaction your potential customers will have with your company will be via your website.
There’s no question that it’s critical to get your website content right - but with so much information out there, it can be overwhelming to know where to start. In this article, we’ll give you an overview of the fundamentals of creating effective website content for your healthcare SaaS business.
It can be tempting to jump straight in, but strong website content starts with a clear marketing strategy. This is particularly the case for the healthcare industry; dealing with a complex marketplace, multiple stakeholders, and a long sales cycle means that you need a crystal clear plan to get a return on your marketing investment. In particular, consider:
The answers to these questions should inform the structure, design, and content of your website.
For many business owners, the hard part of making a great website isn’t the design or the coding - it’s figuring out what to write. This can be particularly tough for healthcare software developers with complex products and a broad target market. Some tips to consider:
One of the most important functions of your website content is to help your visitors learn to trust you. This is particularly critical for healthcare SaaS where trust is at a premium, and you are often competing against established companies with a well-known brand. Here are a few ways you can use your website content to establish your bona fides:
Case studies can be an invaluable way to show customers how you can help them, and build your reputation as a reliable business. A case study should tell a simple story - the customer experienced a problem, how your company helped them, and the final result. It can be very helpful to include any hesitation they had about using your solution - showing how your customer overcame their doubts can work wonders on tentative prospects.
Shorter than case studies, testimonials are still marketing gold dust. They are quick to read and show your web visitors exactly what they can hope to get from working with your healthcare software solution.
Certifications, awards, and appearances in the media
Your about page is the perfect place to show off any official recognition your product has had; familiar certifications and brand names associated with your product clearly establish your company as a reputable authority.
The real test of website content design is whether or not it supports your marketing goals. A website may look gorgeous, but if it distracts from your messages or doesn’t help convince web visitors to engage with your business, it’s a failure. We suggest that you bear in mind the following:
In addition to strong written content, a good web design has a powerful visual appeal. Here are some other website content types that you should consider:
No discussion of web content would be complete without looking at SEO. The world of search has changed, and so your website content needs to change too. Whereas in the past, SEO consisted of finding keywords and then placing them all over your site.
Search engine algorithms have grown more sophisticated, and now favor content that is not only keyword-rich, but also high quality - essentially, strong SEO website content is content that would help a visitor find an answer to the question they searched for. Some tips to bear in mind:
Promoting your healthcare software online can be tough - but great website content can make your life easier, engage your leads, reach multiple stakeholders, and bring you new customers. If you’d like Spot On’s help in creating winning website content, just click here to schedule a free 30-minute consultation.
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