What kind of content should I write for my health care website?

When creating content for your website, you should create interesting, informative, educational or entertaining content. However, this can be challenging for health care marketers who feel that the topics in their industry are naturally stale or boring. 

What if we told you writing for health care doesn’t have to be boring? Use the tips below to help you branch out the way you think of content for your health care website and attract new visitors and leads.

Identify your target audience

If you have a treatment or services to offer, then by all means, you should produce content about it. However, keep your target audience in mind when creating content. If the majority of your patients are senior citizens, write content with their needs, concerns and interests in mind. If the majority of your patients are athletes, write for them.

Generic content can be safe and attract some traffic, but if you want your content to help drive conversions with the target audience you have in mind, you need to write with them in mind.

Cover your specializations

Does your clinic or any of your team members cover an area of specialty? Make sure to highlight any specialties in your content. For example, if one of your team members specializes in women’s health, create content that calls this out and provide an outlet that makes it easy for readers to receive this service. 

Branch out your topics

Have you written a few articles already and writer’s block is keeping you from moving forward? Don’t worry; this happens to all of us! It can be helpful to think of a broad range of topics to see where your mind drifts more toward. If any of these topics are relevant to your audience’s interest and you need content for them, then that is where you can get started next.

Some examples of topic categories for the health care industry include:

  • Tips for pain management
  • Symptoms
  • Women’s health
  • Stress
  • Heart health
  • Nutrition and diet
  • Recipes to use (and avoid)

Write for an average person

One of the biggest mistakes we see all the time in health care marketing is content written by health care professionals for health care professionals. If your target audience is other health care professionals, then that’s great, but if you’re trying to connect with the average person, you need to use language that is more familiar to them. 

Avoid medical jargon. Avoid impersonal speech about “the patient this” or “the patient that.” Address their needs and concerns, talk about how your treatment or services can help, and offer an outlet for them to contact you to receive said treatment or services.

Want to promote your health care services to patients in need? We can help

Operating a health care facility takes a lot of work. So does content marketing, which is why it can be difficult for anyone in the health care industry to manage their own marketing. That’s where we come in.

At Burg & Co., we have years of experience in helping health care organizations build their web presence and attract new visitors to their websites who convert into patients. If you’re ready to improve your search engine performance and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about health care marketing or to schedule a complimentary consultation.

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