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We continue the series of publications devoted to the study of the quality of content on commercial pages of medical services. Today we offer you an overview of the analysis of the design and content of these pages.
In the first part, we talked about the goals of the study and the principles of selecting clinics. In this article, we will look at how fully and efficiently the commercial pages of services are presented on clinic websites.
In this section, we analyzed the completeness and quality of the design of the pages on which medical services are described. Two pages of services from each clinic website on the list were evaluated. Our study examined the following services:
Most sites included only part of the listed services; in some cases, one service not included in this list was analyzed.
Services pages are important because they provide visitors with information about the clinic's capabilities. Here you can find details about the process of providing the service, necessary tests, preparation, cost and other related details. They help potential patients make informed decisions, which increases trust and loyalty to the clinic.
Service pages not only inform, but also help attract traffic from search engines. High-quality content that matches search queries allows you to improve your site’s position in search results.
Clinics that do not develop service pages properly or do not host such pages at all risk encountering a number of problems, such as:
We assessed several key criteria that are important for the correct design of service pages:
Charts presenting statistics on various criteria show how often clinics take these points into account on their websites. Let's take a closer look at each of them.
One of the most important elements is the appointment form, which should be available directly on the service pages. We noticed that 16% of clinics do not post such a form, limiting themselves only to the possibility of making an appointment by phone. This significantly reduces conversion and limits the user experience.
Without an appointment form, clients cannot book an appointment online at a time that suits them, making the appointment process more difficult and reducing the overall efficiency of the site. It is important to remember that when investing effort into creating quality content, the main goal should be to increase the number of entries through the site.
However, in some cases, clinics are limited to only describing the procedure, forgetting about other important elements of the page that can improve both informational and commercial perception.
The presence of indications and contraindications is an important point in the description of the service. This helps patients make decisions faster, and the clinic demonstrates its professionalism and care for patients.
In addition, detailed descriptions allow you to reach more search queries, which increases traffic. An example would be a request on the topic “contraindications for FGDS.”
Similarly, information about “colonoscopy” on website pages can significantly improve search results and visitor engagement.
Having detailed information on the sales page, as well as a link to a more detailed information page, helps improve site behavioral factors such as dwell time and lower bounce rates.
The cost of the service is also an important commercial aspect of the page. We found that about 25% of sites do not publish information about prices for services, which significantly reduces user trust and negatively affects the site's rating.
Pricing information is one of the most awaited information, and its absence on service pages leads to customer dissatisfaction. It is also worth remembering that posting prices and other commercial data is mandatory in accordance with the regulations of the Ministry of Health.
If the cost of a service is higher than the market price, clinics can use this to their advantage, focusing on the high level of service and professionalism of doctors.
Providing information about preparing for procedures also plays a significant role. Many procedures require patients to comply with certain conditions, such as abstaining from food or alcohol. If such details are not available, potential patients may select a competing clinic where this information will be posted.
On 35% of analyzed sites there is no section with information about doctors who perform procedures. This may influence patients' decisions, since for many it is important to know in advance who will be treating them.
Less common on service pages are licenses, as well as information about content verification by doctors or experts, which is important for increasing trust in the clinic, especially for sites in the YMYL category.
Interestingly, about 66% of clinics do not use promotions and special offers to increase conversion on service pages. The presence of promotions or discounts can significantly increase the interest and “average bill” of initial requests.
A considerable number of sites do not include service pages in their structures at all, limiting themselves to general information about the clinic. This reduces the ability to attract traffic and negatively affects promotion.
Most clinics work through their service pages quite carefully, including information about the procedure, indications, contraindications, cost and appointment times. The ranking of the TOP 15 clinics based on the quality of service page design confirms the importance of these factors.
We recommend paying attention to the practices of industry leaders to improve your sites and increase their performance in search engines.
For additional advice and questions on SEO, you can contact our studio “SEO COMPUTER” by email: info@seo.computer.
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