Driving Behavioral Change for Information Management through Data-Driven Gree...
Aaom 2012 smith and wagner
1. Designing A Successful Website
Robert H. Wagner, MD Jerome D. Smith
Capitol Spine & Pain brandEvolve
Centers Corporation
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Overview
• 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
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The Presenters
Robert H. Wagner, MD Jerome D. Smith, WD
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Designing A Successful Website
Effectively 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
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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 Development
Objectives & Goals Development Graphic Design & Production
Your brand IS your Analyze, organize and Create a balanced mix Use web standards
business. Set goals for develop content of calls to action, compliant coding
your 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
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Practice Web Design Tip #1
Develop a deeper connection between “doctor-patient” through an engaging,
educational and interactive web experience.
What are prospective patients
looking for? Credible physicians
who can treat their pain.
• History
• Locations
• Diagnosis & Treatments
• Testimonials
Patients qualify physicians
• Contact through research of website
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Toot 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
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Become Known for What You Do
Target market your practice to your patient population.
Explore all the low cost and
effective ways to sell your practice
and 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
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Organize Your Content
A 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
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Label Before Moving … Content
The effects of moving disorganized content can last months for a home or website.
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Practice Web Design Tip #2
Utilize a wireframe prototyping process to engage your staff/team and build
consensus.
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Create a Compelling Presentation
Your
Practice
Website!
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Create Compelling Presentation
• Engaging User Experience
• Site Layout & Navigation
• Custom Design vs Templates
• Consider back-end support
systems
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Practice Web Design Tip #3
Always begin the creative design process – after you have reviewed your
content.
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Custom Design vs Templates
• Cost vs Value
• Pros & Cons
• In House vs Outsource
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Make 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
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Practice Web Design Tip #4
Once your website is completed, make time to cultivate and nurture the
development of your website. Add content regularly.
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Get Digital With Your Marketing
Improve foundational strength of your practice marketing strategy by
fine tuning search engine optimization efforts and extending your brand
reach through online communities within popular social media networks.
