If you’re reading this article, you likely have more than just a passing interest in the content that makes up your healthcare website. You’ve probably even written a bit of it, if not all of it. And, undoubtedly, you’re very well trained in your field, possibly even what a layperson would call an expert. Writing good website content isn’t easy, and there are many traps to be avoided. Some kind of strategy is paramount if the content is to be successful in the longer term. The question, therefore, is do you have any guidelines for writing your content?

In this article, I’ll share some simple do’s and definite dont’s about creating content that fits your audience.

So to begin, another question. Have you noticed that when specialists in any field write and speak, there is the temptation to talk like an “expert.” Of course, they are the experts in their respective fields, no question about it. The issue lies specifically in how the message is received and understood by their audience. When you write your content, do you find yourself writing like an expert? Do you discuss modalities, if you’re a Chiropractor maybe subluxations, possibly mobilisation techniques if you’re an Osteopath or Physio? Do you reference conditions by their common name, or use their medical designation, maybe because you think it makes you sound more of an expert or maybe just because it is habit?

From experience, we know that this scenario rings true with creating web content for medical websites. Often without even realising you’re doing it, you write with all the jargon you can muster up, which doesn’t consider who will read it. If you designed and developed your medical website for your colleagues and peers, then using technical terms in your content may be acceptable (or commendable even). For the layperson, though, it can be a big turn-off.

When it comes to content creation, you must remind yourself of the reason for your website. Generally, it is because you wanted to have a platform online where you could develop your practice and promote the services your clinic provides. In which case, your target audience is patients and prospective clients – laypeople, who are not familiar with the technical terms of medical treatments or even their own bodies. And frankly, in most cases, they don’t want to know. All they’re really interested in is how such treatments will be of use to them, to fix their particular problem.

Don’t assume your audience will comprehend

I once heard someone say that to “assume” just makes an ASS of U and ME. You may encounter readers of your web pages that are highly intelligent people. It isn’t that we want to underestimate their level of intelligence, however, you need to go back to the original intention of your healthcare website – you want to turn your readers into clients (or potential clients). The default tone of your message, therefore, should be adjusted so that the readers that your services can easily relate to what you’re saying – no visits to the dictionary or Professor Google necessary.

Use images that the potential client can identify with

Graphics, photos, images – they are important to any web content. A web page that is just made up of a wall of text, by itself, is bland. It is important though, that the images chosen should be not only relevant to the content, but how relevant the reader will find them.

Suppose a web page is about a service you provide for sports people. Which image will an athlete identify more with: a picture of an x-ray, a photo of you carrying out the service, or a photo of an athlete in need of treatment?

Our point here is that, when choosing image[s] for your web content, the relatability with the intended reader is as essential as its relevance to the message of the content.

So when it comes to both text and image content for your medical website, always keep in mind the non-medical people who will read your content. They are the ones you are targeting. If they relate to your content, there is a much higher probability that they will want to avail themselves of your services, or possibly referrers refer others your healthcare practice.

The best content is content that follows a logical pattern. If you can implement a pattern for all of your content, you create a feeling of consistency, so your readers feel comfortable each time they read one of your website’s pages. They don’t feel they have to go “hunting” for the information. The following is a basic pattern that we use for content. It isn’t the only way, but it works for just about anything. Sometimes you’ll have to think a little outside the box to make some content fit the pattern, but the benefits are that your readers will want to read your content because they will know that they’ll learn something useful.

Content Creation Framework

1. Make a Promise – tell them what they’re about to learn and why they should read the article
2. Outline the Problem – this is the problem you’re going to solve for them in the article
3. Uncover the Process – this is between 3 to 7 teaching points or bits of relevant information on the topic
4. Do’s and Dont’s – some tips or advice for dealing with the issue, both positive and negative
5. Next Steps – what to do next. This often includes a “call to action”, encouraging them to seek your professional services

ALWAYS keep in mind that if your practice is one regulated by a regulatory body, you MUST conform to their “advertising” guidelines. As insane as we might consider that an article on a website about a service or condition is “advertising”, basically, anything you have online can be considered as such.