October 25, 2016
Your pharmacy’s website is one of the greatest business tools you have at your fingertips.
Maintaining a website is a must today. At the minimum, an effectively managed website can be your biggest marketing asset. But, there are many other benefits to maintaining a digital storefront.
A website can help enhance your pharmacy’s reputation as a health care expert by keeping patients informed and educated. And, it can even provide virtual services like online refills to make your patients’ lives easier.
So, you get the gist of having a website. But, what makes a pharmacy website effective?
Create a better website for your pharmacy by considering these 20 tips.
Mobile responsiveness gives users the ability to access your website via smartphones, tablets, laptops and desktop computers. If your website isn’t easy to navigate on a smartphone or other device, then you could be losing patients.
Making a mobile-responsive website should be a top priority, as it helps your website appeal to multiple generations, it improves the user experience and it increases your website’s Google ranking, which is essential to keeping your business competitive.
SEO stands for search engine optimization. It refers to how search engines, such as Google, Yahoo and Bing, index your website, and how you can improve your ranking by using strategic keywords.
Improve your SEO by using strategic keywords when creating website content. For example, if you write a blog post about diabetes care, then the relevant keywords you use in the blog post will prompt Google’s algorithms to rank your website higher in search engine results for “diabetes care”. When your website is higher in search results, potential patients are more likely to find you.
If you’re not already writing a blog, now’s the time to start. Creating useful content can differentiate your pharmacy’s website from another. And, the informative content that you post can also enhance your website’s reputation as a resource for patients.
Although you may be handy when it comes to technology like pharmacy robotics and automation, maintaining your website can be another story.
If you’re not well-versed in this sort of work, it might be better to put your website into the hands of a professional. Consider investing in a web developer to ensure that your site runs well.
Leaving out-of-date pictures or inaccurate information on your website gives visitors a bad impression of your business. Be sure that all the information you have on your website is current, like your store’s location, phone number and store hours.
Consider offering online refills through your pharmacy’s website to give your virtual storefront a competitive edge. Online refills can also help improve adherence rates and streamline the prescription refill process for both your staff and your patients.
Is your website designed with the user in mind? Make sure that your website is easy-to-navigate, clutter-free and informative. Use a simple, readable font and make sure your colors aren’t too flashy. Better yet, hire a professional website designer or marketing company to create a website that fits your pharmacy’s brand.
Increasing the ways users interact with your website can help your business stand out to patients and keep your pharmacy top-of-mind. Simple tips to increase your website’s engagement include writing a blog, responding to online reviews or maintaining a weekly e-newsletter.
Knowing your competitors is always beneficial. Take note of where your competitors’ website excels, and where it lacks, so that you can tailor your website to be the best.
For example, if you notice that another local independent posts a monthly blog on their website, gain a competitive edge by developing a weekly blog for your site.
Your website is an essential marketing tool, and your business should take full advantage. It’s an opportunity to showcase what makes your pharmacy unique. What services do you offer that your competitors don’t? Do you boast the only drive-thru window in town or do you have early hours three days a week? Tell customers about these exclusive services online.
Customer testimonials are a great way to build credibility for your pharmacy. Ask for referrals from your most loyal patients and post their comments about your business on your website.
Think of your website as a chance to build a strong brand—online. Are you the friendly, hometown pharmacy, or maybe the progressive pharmacy that specializes in compounding? You can do this this by providing personal photos of your employees or detailed information about the services you have to offer. Once you’ve chosen how you would like your pharmacy’s brand identity represented online, stick with it.
Creating the perfect website takes time, just like everything else you do at your independent community pharmacy. Even if you’ve hired a professional to do the dirty work, you’ll still need to dedicate time to approve the content that’s posted and make sure that everything is kept up-to-date.
Instead of wasting time creating content that your audience passes over, use analytics to monitor your website’s performance and figure out what works and what doesn’t.
For example, you can track the success of your business’s profile by signing up for Google Analytics, one of Google’s free tools for businesses. Google Analytics provides free analytics tools to give you an idea of how many visitors you have per day, what pages they go to and look at, how long they’re on a page and what pages they came from.
Transform your website traffic into foot traffic by compelling users to act. Use specific call-to-actions on your website like, “visit today” or “call now.” With the right calls-to-action, a website can attract repeat visitors and loyal patients.
Web security is essential for any successfully run website. Secure your site by using updated software and plugins and protecting your passwords. You should also have a cybersecurity specialist check on your systems at least once a year.
Your website should serve as a resource where patients can have their questions answered. Frequently Asked Questions or FAQs are important additions to a website. Devote space to answering those often-simple inquiries like, “What are your pick-up hours?” or “Do you offer any customer savings programs?”
It’s critical that your website is HIPAA-compliant. For example, you shouldn’t post about patients and you should only share general health expertise. Here are a few other tips for avoiding HIPAA violations online.
Contact providers who refer patients to you currently, such as physicians, and ask them to post a link to your website on their website and social media pages. Make hose natural referrals you already have electronic. It helps more potential patients find your pharmacy and improves your website’s SEO.
If you’re undergoing a website renovation, be sure to test it out before it’s formally published. Provide preliminary access to your pharmacy staff or long-term patients and get their feedback. You should always strive for innovation with your website, but be sure that it’s going to work first.
Are simple online errors costing your business? Find out if your pharmacy is making these five common online mistakes.