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 associationsand 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

MEDICAL TREATMENT PAGE CONTENT SAMPLE

Sample Content Checklist

What is the solutionoffered? name and description
Why, overview specific approach for the condition
Outlinefeatures 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
Whatoptions or alternative treatmentsare 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

Whatis '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 an d structure should include keywords, headlines, page tagging and answer patients questions.