How To Create Medical Content for Doctors' Websites
Your Website Content, whether it be clinical or non-clinical, is very important to both your visitors and Google.
Good Medical Website Content must be complete, clear and easy to crawl.
Why Doctors' Website Content Is Important
Your website’s content is important and in order for your website to be optimised for both your Target Patients, and Search Engines, your Content Quality needs to be high as Google ranks your pages and website’s worthiness by evaluating all the quality, value and ranking signals of your content.
Why Medical Content Is Important
These on-page content signals can get quite complex but can be summarised by:
- Content Keywords, Synonyms & Intent Matching
- Topic associations and co-occurrences (e.g. “best” could be associated with healthy, nutritious, low fat or a kcal count)
- Audience - words, sentences, and paragraphs need to match the target's reading level
- Page Structure & Flow - H1, H2, H3’s are evaluated keenly and need to match the first three points well
- Content - Length and Comprehensiveness needs to be suitable for the topic
- Supporting non-text content - like Video, Diagrams, Audio, Interactive Tools and Calculators, Comparison Tables, GIFs is also significant
- Google Trust - Google’s algorithms seek to measure the trustworthiness of your website. They look for accuracy and validation signals.
For health terms the YMYL Factor is important (your money or your life) and topics need to be accurate and comprehensive.
For medical content searches, Google categorises credibility higher.
Types of Content
Clinical Content
- Conditions
- Diagnosis
- Treatments
- Medical Questions (some examples)
- Care Plans
- How-to Guides
- Case Studies
- Comparison Tables
- Before & After
Non Clinical Content
(basic some examples)
- About
- Profiles
- First Visit
- Contact
- For Referrers
Clinical Content Examples
What treatments are available for the condition. If more than one per condition each treatment should be addressed individually.
If an additional treatment or a range of treatments is available create another page for 'treatment 2' etc and maybe a COMPARISON TABLE
Sample Content Checklist
- What is the solution offered? name and description
- Why, overview specific approach for the condition
- Outline features and benefits
- Procedure - detail specific steps
- Preparation - advise on any pre-surgery preparation
- Post-op - immediately after surgery then stages of recovery
- Care Plan - describe multidisciplinary care approach & plan
- Outcomes - answers what the patient should expect
- Downtime - answers lifestyle or off work duration
- Prognosis - reviews likely outcome and risks
- Costs details - costs and funding options
- Other issues: research, links, videos, case studies etc
- What options or alternative treatments are available
Our Medical Writing Method
Best Practice website content method should seek to address most of these critical keyword related questions:
Structured Medical Content
What is the Problem
- What is 'your condition' or problem
- Common Terms - does the problem have common names
- Who does it affect - who is at risk or who most commonly are affected
- Anatomy - where & how does 'your condition' affect your anatomy
- Causes - what are the causes of 'your condition'
- Impact - how do the 'your condition' affect your health (eg: pain)
- Symptoms - what signs or pathology is evident with a 'your condition'
- Types - what are the types of 'your condition'
- Stages - what are the stages of 'your condition'
- Untreated - what are the consequences if not treated
- What Next - how and why take action
What Well Structured Content Looks Like
Effective Medical Websites
Content should be:
- Drafted for the public to understand,
- Complete and accurate without gaps,
- Logically structured for Google optimisation,
- Easy to navigate and find useful information,
- Keyword Focused,
- Address patients questions, and
- Quick to read on a mobile device
Extra Medical or Clinical Content
- $77 per page (800 words)
- Three submissions & Two redrafts
- All content requires client review, commentary or acceptance
- Delays in response time longer than 30 days after submission will incur extra fees of cancellation
All Medical Website Content
- Structured & Optimised including H Tags & Links,
- URL, Meta and Page Description Keyword Targeted, and
- Rich elements include optimised naming, Alt Tags, and Sizing.
Clinical Content Bundles
These include content covering Conditions, Diagnosis, Treatments etc
- 5 Pages - $341
- 10 Pages - $616
- more - discuss
Non-Clinical Content Bundles
These include content such as First Visit, Payments, Referrers, etc
- 5 Pages - $253
- 10 Pages - $505
- more - discuss
What Google Wants
Google wants the same as your visitors, "to help and answer searchers' questions"
Google's searchers are your prospective patients, and by helping Google's searchers answer their questions Google will serve your page more.
In order to create a logical way to address visitors questions, each page's content and structure should include keywords, headlines, page tagging and answer patients questions.
