The Website Optimization Guide for Doctors: Get More Patients!

September 13, 2016

Congratulations! You’re ranking for 50 quality keywords, and potential patients are flocking to your site since you optimized your website for SEO. But, how do you make them stay? How do you persuade them to book an appointment? Below is a step-by-step guide on how to optimize your website for conversions.

Find your MVPs (Most Valuable Pages)

First of all, let’s take a look at your current state of affairs. Which of your landing pages1 are getting you the most patients? If you have Google Analytics set up, follow the directions below (if not, skip this step for now):

  1. Open Google Analytics, and from the sidebar, navigate to Acquisition > Overview > All Traffic > Channels
  2. Change your date range on the top right to at least one year
  3. Optional: Make the segment Organic Traffic only (if you want to filter by visitors who arrived from a search engine result rather than from another channel such as paid advertising)
  4. On the table, add a secondary dimension of “Landing Page”
  5. On the upper right hand side of the table next to “Conversions”, select “All Goals”
  6. Sort by Goal Completions


From the resulting table, you can use the conversion rate, bounce rate, and other key metrics to get a good idea of how effective your website is at transforming traffic into conversions. If you feel like your numbers aren’t as high as they could be, don’t worry – this guide was made for you.

Fine-tune your Forms

Let’s talk forms. Contact forms, appointment forms, help forms – it’s 2016, and every good website has at least one. As our aversion to dealing with human error is growing, so is the amount of exchanges made online. Seamless, Zocdoc, Airbnb, and other huge online businesses are taking advantage of this. However, forms are just as useful for small businesses. If you don’t have a form yet, make one. If you already have one, make it better.

Tips for doctors & medical practices:

  1. Use minimal form fields
    If a potential patient is looking to fill out a contact or appointment form, they’re probably ready to book an appointment. Make it easy for them. Ask yourself, which form fields are really mandatory? Most times, you only need their name, email, phone number, and message.
  2. Use non-generic button text
    Gone are the days of “submit.” Be creative, while reiterating the intent of the form. “Make an Appointment,” “Contact Us,” and “Book Now,” are all good options.
  3. Include forms on each page
    The more convenient the form is, the more likely a visitor will fill it out, and there’s nothing more convenient than having a form on every page. But, don’t make it obnoxious – keep it in the sidebar or footer.


short, simple, and easy to fill out!

Hone your Homepage

Your homepage: arguably the most important page on your website, and also the most common landing page. This is the page most of your visitors will see first, so make it count!

Tips for doctors & medical practices:

  1. Include keywords in the heading
    Users will expect to see keywords on your page that match what they typed into the search bar.
  2. Validate the product/service in the first paragraph
    Why should potential patients choose you? Make your competitive advantages obvious and easily digestible.
  3. Include social proof
    Understand herd mentality, and use it. If you have patient reviews, put them up! If you have awards, media mentions, or any other impressive endorsements, broadcast them!


includes keywords, specialty, experience level, & competitive advantages!

KISS your Nav 

KISS: Keep It Simple, Stupid! A complicated navigation bar is one of the most off-putting features of any website. If it’s even a tiny bit difficult for visitors to find what they’re looking for, they’ll go somewhere else.

Tips for doctors & medical practices:

  1. Minimize your navigation bar
    Use a maximum of 4-8 navigation links and 2 sub-folders in the drop-down.
  2. Use a horizontal navigation bar
    Most vertical bars take up too much space, and you want users to see the important page elements immediately after landing on the page.
  3. Direct users to conversion pages
    Keep your most important pages on the left/middle of the navigation bar, since that’s where users look first.


simple and unobtrusive; you can see the page title & specialties immediately!

Don’t Forget Mobile!

According to a Google report, more Google searches are now performed on mobile than desktop. If your website isn’t mobile-friendly, you could be losing out on a lot of new patients, and even penalized in the search engine rankings.

Ask yourself:

  1. Is the text readable?
  2. Are forms easy to find and fill out?
  3. Is navigation easy to use?


easily readable & clean layout!


Rankings are great, but at the end of the day, it’s all about how many visitors you can convert to patients. By making your website as user friendly as possible, you’re maximizing your conversion potential. The tips outlined above are just some of the ways you can improve your user experience; our web development team at Docero are optimization experts and can craft the perfect site for you. Check out our portfolio, or request a free consultation.

1A landing page is the page you land on after clicking on a search engine result or other link


Learn more about your patients' online behavior:

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