Guide to the Perfect Medical Site: Conquer Online Patients

Guide to the Perfect Medical Website: Conquer Online Patients

Site perfect doctor: is the site that generates results. 

Note that we are not saying that a site is perfect because it is beautiful. Or have the latest technology on the market. Or because it has the same colors of the brand’s office. A perfect website is a website that gives tangible results for your business!

Results? Yes! Let balisar what we mean by “results”, so you do not think we’re being too wordy … when we say more results in an office, we are referring to: more patients coming in the office , saying that met the clinical services or professional through the Web … more revenues , arising from the provision of services for these patients … Anyway, more return on investment has been accomplished!

And that is precisely the purpose of the content you’ll find on this page: how to transform (or create if you do not already have one) medical site of your office at a great source of patient traffic to your business!

The spread of the Internet and technology has changed the way people interact with each other and with businesses from various fields, including health. In this scenario, rely solely on the traditional ways to publicize your practice and attract more patients means losing business.

Create a medical site to just “a presence” on the Internet is not enough. It is essential to transmit confidence  and demonstrate, through texts and images, his authority as a doctor, and use techniques that encourage patients to schedule an appointment.

Here, an aside: when we say “medical website” we are not limiting ourselves only to this professional class. This is the name that became popularized in digital agencies, websites for healthcare professionals. Soon, this content also applies to dentists, psychologists, nutritionists, physiotherapists, therapists, beauticians and all other professions in the health field, working in health care.

And even if you hire a company that specializes in the subject, know the basics of good medical site is a good first step towards achieving the expected results. Want to know more about it? So be sure to read the guide to prepare and how to build and maintain a perfect medical website!

To download a PDF version of this guide for the perfect medical website, download here!


Before we go into detail about the content of a site perfect for the office or a clinic, first, here are some statistics that we collected over 3,000 sites created in our history, both in iMedicina as the Office 2.0 :

  1. Less than 4% of visitors to a page of an office or clinic click a link to access a second page
  2. About 98.2% of visitors to a page of an office or clinic do not want to schedule an appointment at that very time when browsing the site. They are only for information
  3. Sites with a single, long page, and all the services listed in one place (without forcing patients to navigate the site by clicking on links) obtained 3x more return on investment than sites with multiple pages
  4. health professionals begin to achieve results with the site after 2.3 exchanges suppliers (agencies). After the fourth version of the site built, the results are more prominent
  5. Sites physicians Blogs attachments are 2.7x more effective in generating queries than sites without blogs
  6. 3.4 returns to the site is the average that a patient spends before scheduling a consultation with a health professional who met over the Internet
  7. Sites with content structure that we show you here on this page were 2.1x more results than all the others who have gone through our more than 3000 tests

And this killer structure for medical site, you will understand well today is as follows:

  1. Headline + CTA: a striking phrase that summarizes your business and a CALL TO ACTION (call to action).
  2. Information about the office and professional: just below the first part, the information that summarize the service, professional and how to schedule an appointment.
  3. authority to generation: the section of the site where we will explain in detail why that clinic or professional is the best for that patient. Quotes are good ways to do this.
  4. Services: at this point, it’s time to explain in detail what the clinic does and what does not. How does and why it does is also interesting (mission and vision behind the service).
  5. Testimonials (social proof): without exaggeration, actual patient testimonials on the provision of clinical services and the care of professionals.
  6. Contact Forms: in addition to phone and map the clinic, a form so that the patient feels more comfortable to just take any questions before an appointment
  7. Social media: links to social media, blogs and other channels to contact the clinic.

With this simple structure of content, our customers came out 1% of average results (of 100 patients who visit the site, only one comes in contact for more) to 6.4% AVERAGE explosives. We have some over 20% conversion rate on your pages! Fantastic, is not it?

But back to the subject …

On that page, for simplicity, we will explore this main structure. However, we note that some sections when added, were also associated with better outcomes such as:

  1. Conditions for scheduling (covenants? Private only? What hours of care? How is the service?)
  2. Reasons to schedule an appointment (by the patient should schedule an appointment? A section with highlights on this subject can be very useful! Statistics, at this point, are of fundamental importance)
  3. And others that perhaps you want!


And what tool to use to put all this into practice?

In iMedicina you have a website 100% integrated into your electronic medical record. Managing your schedule, finances, patient records is made in the same place of your marketing. With a simple click you provide their schedules to online scheduling for their patients, without having to understand absolutely nothing of programming systems or even no additional cost with agencies. Log in and see what we’re talking about!



The headline is nothing more than the title or call your doctor’s website and the internal pages. Both the home page as the other areas of your site should have an attractive headline so that the patient knows where he is sailing and be encouraged to continue reading.

In other words, the headline is the first impression that a person will have access to your medical website and as we all know, the first impression is always the one that is.

Therefore, the headline needs to be highly attractive and transmit, in a nutshell, the importance and the benefits that a person will have to read that content. If the headline is not good enough, hardly a patient will continue to browse your site and, even worse, will not have confidence to schedule an appointment.


The headline should be short and objective, after all, the patient must understand the guy you’re proposing and creating an almost immediate identification, so it does not get out of your website.

So some good ideas for building a headline are arouse curiosity, provide a benefit, or even influence an action right away. Remember that the more specific you are, the greater the chances of attracting the right people.

Ideally, summarize the whole site content in a single sentence. Instead of focusing on problems, try to focus on benefits.


Cardiologist Dr. John Doe (not)


A healthy heart as you deserve. Clinical cardiology Dr. John Doe (yes)



Just as the headline, CTA also has a major role in a medical site: get people to action. The Call To Action – “call to action” – is usually a button or link to another area of ​​the site or for a particular material, and which encourages people to take the desired action.

That is, if you want readers of your site to contact or call your office, nothing better than to ask people to do it!


Choose the CTA and position it in the correct area of ​​the medical site makes all the difference to achieve results. After all, for it is no use to fill your site CTAs if they do not make sense for the people or if they simply do not see themselves.

The first step to a killer CTA is to understand the background who are your patients and at what time of day they are buying. If they are still in a phase of research and discoveries, put a CTA to come into contact with your clinic can be a big waste of effort.

Then it is important to create attractive CTAs. Worth doing some tests to assess in what position on the site they do best and which calls lead to more action, even the colors can be tested.


I will show some practical examples for you to understand better the headline concepts and CTA:

The site ophthalmologist Raphael Trotta, CEO of iMedicina here, then brings in headline his specialty and he hopes that visitors do: schedule appointments. Visit:

Down a bit the page, you will find a CTA to sign the medical newsletter and learn more about eye health or if you prefer, you can now make an appointment.



Think about this: when a patient search for a doctor or a specialty in Google, the first thing he wants to know are the skills of the professional and if he is able to solve your problem.

So detailing your work history, including courses and specialties, it is vital to have a perfect medical website and actually attract more patients.


If you have no talent for writing, no need to get discouraged thinking you will never be able to build a complete site.

You can gather the relevant information about your work history and move on to a professional organize them and transcribe them in a way that your site be optimized for search engines and become even more attractive to people.

An important element in this topic is also approach your work ethic and convey your professional resume so that people can identify and feel safe to make an appointment.

A great way to do this is by using storytelling techniques that take advantage of the story elements to approximate the caller’s player and make him feel committed to take action.


Unlike articles and interviews, websites are rarely written in the first person. It is important to understand that this is a space to publicize their specialties and / or your clinic in a professional manner, staring at the activity as the construction of any other brand.

However, the site needs to have a space for the speech of the doctor, which makes it essential that there are some citations throughout the content for patients to know a little better its specialties and feel safe in an appointment.


Citations are a way for the patient to feel closer to the doctor and make certain that he can trust your health to this professional.

Despite having to face his office as a business, the doctor’s image is still very much associated with who he is as a person and professional. So using quotes to make the site more human is one of the ways to attract more patients and encourage them to get in touch.


Use quotes in your medical website, however, requires some care so that the practice not be “forced” or convey the wrong impression. It is important that they are short, between 160 and 200 characters, clear and objective and transmit the values ​​of professional and clinical.

Think about what you would like patients to know about who you are as a professional and how it can help them take better care of health. Then create a few short sentences of options to summarize these points so that they become in their quotes to the site.

Another important tip is to use third-party quotes on their services. Other health professionals making recommendations about your work is a great way to create authority.


We come to another point that determines whether your doctor website will be found or not by patients in search engines. The description of the offered medical services should be developed thought the patient and how he uses the Internet for information on health. Ie use technical and scientific terms expressions only help your website become more relevant and more doctors, not between patients.


When a patient does a Google search, the tool prioritizes the most relevant sites. Among many other factors, be relevant means having an updated content and that is directly related to what has been searched.

Thus, if a patient search for “how to improve high cholesterol” and you act in this specialty, it is essential that the description of the service addresses these contents and bring this expression throughout the text.

For this, you need to know the concerns and problems of their patients. This makes it easy to direct the tone and content of the descriptive texts so that they are easily understood and therefore gain more relevance in search engines. You can consider the most recurrent problems that their patients bring to their office and from there!



The authority is the major key to success in internet and probably in all other medical spheres. When you are recognized as a specialist in the area and people trust what you do, it is much easier to attract new patients.

When we speak of a medical site, the same logic should be applied. The more ways you have to prove that he has the expertise to help people, the easier it will be for new patients feel safe and schedule an appointment.



One way to build your authority on the Internet is to include testimony from some patients on the site.

Ask a few patients tell their stories and tell how you helped them, and talk about important issues, such as attendance at the clinic and how they are treated by their staff.

You can enter the testimonials on the website through quotations or, even better, recording short videos with patients. The videos, in addition to being very attractive, increase the credibility of what is spoken and causes the viewer to identify more with the patient in question.

Even for the testimony in text, be sure to put the patient’s name that is giving

that testimony.
Name it reinforces the veracity of the testimony, and it is obvious but it is important to talk about it: never put on its website false statements! This can undermine all authority conquered by you.


It is time to turn all these people who came to your site in fact patients. After all, there is no point having a beautiful and perfect medical website if it does not produce results.

The contact form is the bridge that will become a player in a possible patient. It is through him that people can be informed of the consultations and prices and to schedule an appointment.



Although they are fundamental to attracting more patients, the forms must respect some characteristics that really are effective. First of all, keep in mind that the form should be short and have only extremely necessary fields such as name, email, phone and room for additional comments.

Then remember to keep track of all the messages that arrive via form and maintain a close relationship with these people, informing them of what’s new in office and sending health tips and wellness.

Finally, do not forget to dedicate a special page on your site to the form and make it clear on the menu and CTAs that people can get in touch through him.

Want an extra tip? Bet on online scheduling services to make life easier for patients and further increase the power of your site to turn readers into patients! In iMedicina, you can create your site in this format, add a Blog and release its integrated online scheduling system with the chart with a single click! Go here to see it in practice.


If you put all these tips into practice, your site will be ready to turn into an excellent visibility channel and attracting new patients.

However, no matter how perfect it is your medical website, it will not make “miracles” alone. It is necessary that patients know that it exists and that you maintain a constant relationship with them so your office will not be forgotten.


Social media is a powerful tool to promote your website and services and maintain a close relationship with patients.

To give you an idea, Brazilians spend an average of 650 hours per month browsing channels like Facebook and Instagram, according to comScore research. This number is 60% higher than the rest of the planet, that is, we are the champions of access to social networks.

In addition, a survey by PwC revealed that 77% of Brazilians were impacted by comments in social media when making a purchase decision. Ie much more than a distraction, these channels are critical to increasing sales and make their best known office.


You need to take some care not to hurt the rules of CFM (Federal Council of Medicine) to use social media to promote their services.

Social networks should be worked to educate and raise awareness, and whenever you make a disclosure of your office, you need to enter the data for the physician.

Also remember to keep constantly updated channels and separate your personal from professional life. Your patients do not want to know which team do you support, but how can you help them with information to solve their problems and make their lives better.



If you do not have a medical site to publicize their services and specialties is bad, having an outdated site, difficult navigation or reading is worse.

Build a perfect medical website includes creating an attractive design, think of the headlines and CTAs, present your services in the right way and build authority so that patients feel safe and to schedule an appointment.

How about betting on digital marketing to boost business, build relevance on the internet and increase the schedules? With the right investments, you will begin to see the potential results that the digital universe can bring to you!



The iMedicina is a complete software for clinical management and offices. Go beyond: We can help you get more patients, increase your sales and retain patients who consult with you.

With iMedicina, you give visibility to your business, optimize your organization improves its processes and increases the loyalty and satisfaction of their patients.

Through iMedicina, you create a site as described in this article, 100% integrated into the medical record and its online scheduling system, which also created for you! Check out!

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