Did you know 77% of B2B buyers don't speak to a salesperson until they have researched online? Your website is often the first place a prospect interacts with your brand and learns about your solution. Does it make a positive first impression, show potential customers how you can help them, and progress visitors down the sales funnel?
We asked Erica Pierce, Creative Director and Spot On Partner, to discuss what the best healthcare websites have in common.
Download our ultimate guide on developing and implementing your SaaS healthcare marketing strategy.
Clarity is the hallmark of the best healthcare websites. But how do you achieve clarity in every aspect — from design and content to user flow and demo requests?
Don't beat around the bush. Your website content must focus on your target audience, address their challenges, and show them how your offerings can help them achieve their goals. Besides benefits and features, decision-makers want to know how your solution works. Be intentional about why you're creating content on your site and how to differentiate your brand with purpose and passion.
Moreover, you should target your messaging toward the intended healthcare buyers and speak specifically to their requirements. When we revamped Elxo's website, we zeroed in on the healthcare vertical to address the audience's needs directly and unambiguously. Instead of making healthcare consulting and software development one of the many things the client does, we positioned it as their specialty.
Spot On Designed
Show — don't just tell — how users benefit from your SaaS or software product. Use screenshots to illustrate how different functionalities and user interfaces help your audience achieve their goals. For example, we created a video using screenshots to walk through Proem's Behavioral Health Software. “It's easier for people to see in a screenshot, screen recording or explainer video how the software works rather than just reading about it,” says Pierce.
Meanwhile, Hamilton Health Box's complex solution targets a broad range of employers, payer partners, provider organizations and patients alike. We showed how it works for each audience segment to ensure visitors can find content that addresses their priorities and requirements to understand how the offering can benefit them specifically.
Spot On Designed
Omada is another example of a site that breaks up its audiences effectively: by clearly indicating who it serves in the main navigation and communicating unique benefits to each.
According to Gartner's 2023 Software Buying Trends, 86% of businesses consider verified reviews critical in their purchase decisions. You should leverage the power of social proof by including testimonials (verified, where possible), statistics, and case studies on your website to build trust and credibility with your audience.
“Case studies and statistics show results rooted in data to demonstrate how your solution works in the real world,” says Pierce.
Here’s a fitting example: SolutionReach gets the use of social proof just right. The site backs up their claimed benefits with actual statistics. HubSpot recommends “including testimonials and stats on your demo and landing pages” as well — since social proof is most valuable in situations where an individual is uncertain.
Additionally, include customer logos on your website as trust indicators to show prospects how others already rely on your solution.
Everything on your website should align with your healthcare web marketing strategy to deliver a seamless user experience (UX) throughout the buying journey. For example, we use visual elements on our clients' websites to engage the audience, complement their brand stories, and augment their brand personality. Oliva's website does this well. The visuals clearly support the messaging and vice versa.
Also, use words and messaging that resonate with your audience throughout your website and other marketing materials. B2B buyers are busy — by creating a consistent experience, you increase brand recognition and reinforce your brand image to stay top-of-mind during the long and complex sales cycle.
The best healthcare websites offer multiple downloadable resources to address prospects' concerns at various customer journey stages. These resources also help position you as an industry thought leader, educate prospects about your solution, and engage them throughout the sales cycle. Moreover, you can collect visitors' contact information to build relationships and continue the conversation.
“You need different ways to convert visitors into leads besides contact or demo pages,” says Pierce.
You may create a section on your website where visitors can download these resources and add compelling calls to action (CTAs) to various web pages (e.g., homepage, blog posts) to drive conversions.
Spot On Designed
Experienced healthcare marketing consultants can make it as frictionless as possible for prospects to contact you, book a consultation, or request a demo. We found that a straightforward offer yields the best results. Make sure your call-to-action (CTA) copy matches the language on the landing page to set the right expectations and make it easy for prospects to take the next step.
If you want prospects to request a meeting, eliminate friction by providing a calendar link for them to set up a call themselves. Also, include content to explain what happens after they've scheduled a consultation or submitted a contact form so that they know what to expect.
The best healthcare websites support a holistic healthcare web marketing strategy to attract high-quality traffic and convert visitors to leads. They must communicate who the product is for, how it benefits the customers, and how it works with clarity right off the bat. Your site should also support your overall brand image and messaging while using social proof and case studies to build trust and credibility.
Additionally, you should deliver value and support your lead-generation effort by adding downloadable resources to your website. Don't forget the home stretch: Make it as clear and frictionless as possible for prospects to request a demo or schedule a meeting.
So, how can you be sure your website checks all the boxes?
At Spot On, our team of experienced healthcare marketing consultants helps healthcare SaaS companies develop and implement effective website strategies. We’ll work with you to design a fresh, on-brand website that clarifies your message and gives customers a clear path to convert. Schedule a call to see how we can help you turn your website into an effective sales tool.
