The Coffey Blog

Click-worthy content: Put healthcare consumers first

Posted on: Wednesday, March 29, 2017

If there's one overarching rule you should keep in mind for your hospital or healthcare organization's digital marketing efforts it's this: Put your audience first.

The needs of the healthcare consumers in your community should drive the decisions you make about your website's design and organization. But those reader needs should also influence your decisions about the content you create. The two links we're including this week contain tips you can use as you get to work on writing for your readers.

The link between intent and search

Why Does User Intent Matter So Much to Your SEO? (Content Marketing Institute)

The user experience has always been an important part of website design. But changes in how search engines like Google rank content have made user experience important for your healthcare organization's search engine optimization (SEO) efforts too. You want people who find your website via search to be engaged with the content they find—so they don't hit the dreaded back button.

For more information about keeping readers on the page—and optimizing for the steps they take when they arrive—check out our click-worthy content post about the 2017 Engage Conference.

When it comes to healthcare content, simple is better

Death to Government Mumbo Jumbo (Bridge Magazine)

This case study does a great job of illustrating the benefits of using plain language in all the content you create, whether it's a form or webpage or something else altogether. If you're struggling to get your team to agree to plain talk on their service line pages and blog entries, this is a must-read.

For more information on writing to be understood, check out these posts from The Coffey Blog: