Website design gets a lot of attention. But it’s the words that do much of the heavy lifting. Especially with Google. Get this wrong and you’ll have a beautiful health care website . . . that no will ever see.
It used to be you could “game” the system.
Not today. Google and the others are far more interested in what your website visitors do after arriving.
- Do they engage with your content?
- Do they visit other pages on your site?
- How long do they spend with you?
If visitors take one look and leave (defined as a bounce) Google takes note. Too many of these and Google stops sending potential patients and clients your way.
This means effective website writing must be visitor centric. It must offer relevant content. While being mindful of search engine mechanics:
Title Tags — These 60 characters (including spaces) are like the subject line of an email. They have a profound effect on your website traffic and, ultimately, conversion.
Headlines — There is evidence to suggest that the Google algorithm utilizes the <h1> and to a lesser degree, the subheads in determining the relevance of a web page.
Keyword Density — If the relevant search term is missing, big problem. If it appears too frequently, big problem. Get this, and a dozen other details right, and you’re blessed with qualified traffic.
Internal Linking — Usually overlooked by amateurs, proper linking between the pages on your site is essential. This must be part of any professionally written website content.
Overall Length — Yes, the number of words on a page is important. Too skimpy and search engines won’t be impressed. Too fluffy and visitors will turn up their noses.
Remember, Google doesn’t rank websites. It ranks individual pages. Which makes certain pages are more strategic than others. That’s why you want website content that pleases you, reassures current patients, engages prospective clients and satisfies Google.
Find out if I’m a good fit for your project. Arrange a Content Consultation today.