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Private medical practices often acquire new customers through referrals and word-of-mouth, but in the digital age, there are other avenues to reach that potential lifetime patient. With today’s vast competitive landscape, any medical website may only have 2.9 seconds to make an unforgettable impression. A modern website with clearly defined goals and call to actions can turn a user to a lead, and eventually a patient that can last for generations. A leading digital design agency can help you grow your customer base by taking your online presence to the next level. Let’s discuss some best practices that will help you drive more business and keep your schedules full!

Highlight Your Medical Services and Call To Action

Users who are in no hurry for medical attention will shop for their next medical practitioner, whether it is for cosmetic surgery or elective procedures. A private practice that provides a list of main services has a higher chance of guiding users to explore the rest of the website and convert. Fill your sales pipeline with a prominent call to action such as a click to call, contact us button, and a submission form for your team to follow-up at a later date. A call to action button on the corner of the page that follows the user is an unobtrusive tactic but clearly states the desired action.

Medical Services 1

The example above demonstrates a call to action that encourages visitors to pay online. The website below opts for a CTA at the bottom of the page that leads to contact information for the company.

Medical Services 2

Landing Pages

A procedure for liposuction is completely different for hair transplants and more so for laser hair removal. By having a dedicated landing page for each procedure, the message is tailored to the service with comprehensive information that will keep a user on the site longer. Users who stay on the site longer engage more, and they click through various pages, which Google measures and evaluates. A site where users leave instantly will rank lower than a site bringing traffic full of engaged users, and by having information tailored to a medical procedure, the site becomes a serious competitor in the search rankings. 


A dedicated landing page will also create a foundation for Google ad group segmentation leading to a page with highly relevant terms for search ads.


SSL (Secure Sockets Layer) is a security protocol for websites to create encrypted links between a browser and server. The use of SSL protects data transmitted between servers and browsers which is important for medical practitioners complying with HIPAA standards. SSL establishes trust with Google and the potential customer. If your site does not have HTTPS:// by now, work with your webmaster to establish a secure connection!

Digital Marketing Optimization and Tracking

Private practices rely on referrals for new and repeat business. Referrals are great, but it does not provide a consistent, steady source of new leads and business. By running marketing initiatives, it allows your business to keep a pipeline full of leads ready to move into conversions and potential clients. Digital marketing today is a maze of channels ready to deliver your message to a wide range of individuals. A marketing campaign must be tracked accurately to avoid wasting advertising dollars on any channel — be it Google Ads, Facebook, Yelp, or display. Does your website have at least Google Analytics and a Facebook pixel installed?

Facebook Pixel

SEO (Search Engine Optimization)

SEO is no longer an afterthought but a pillar in web design. SEO allows your website to be found by Google for people who are searching for your services, and great design should demonstrate that a website is both user and Google friendly. Understanding of technical SEO is critical for a solid foundation that will last years after the design. Elements such as title tags, minifying JavaScript, and identifying crawl errors are a sample of elements that must be done right to ensure a solid website capable of ranking on the first page of Google.

Mobile Optimization

Mobile surpassed desktop traffic in 2016 and has been growing since. Users have greater access to websites while they wait in line at the grocery store, during their commute to work, while on lunch breaks, and everything in between! 


Global Stats Graph via statcounter

Google prioritizes mobile-friendly websites as a ranking signal, and businesses that adapt have higher chances of acquiring new customers. You can check for mobile friendliness by typing in your website URL in one of the many page checkers available online, and if your site does not meet minimum standards, talk to your designer as soon as possible to make the necessary changes. Responsive design adds to the user friendliness of your site and can help turn new visitors to leads at any time of the day.

Website Example

Visitors to the Afirma site can easily watch videos, access content, and contact a representative, regardless of whether they are browsing on their phone or on a desktop.

Before and After Photography

Any service-based company should have a highlight reel of clients to serve as a work history. Just like your services, they need to be highlighted. Use up-to-date, high-quality images and videos to show potential clients that you are cutting-edge in the industry. Invest in a good camera and take pictures in natural-lit areas to avoid an unprofessional, unflattering flash photography treatment. Hiring a videographer to get your best angles when conducting testimonials or product demonstrations are a wonderful investment for content that can be used across all digital channels for years to come.


Lastly, have reviews on your site and everywhere possible like Google, Bing, Yelp, and other business listings! Encourage previous clients to leave reviews on your site and watch your leads grow. Word-of-mouth is great, but it is limited to an individual’s network, but by leveraging valuable reviews, that network is amplified tenfold. One review can be the tipping point to acquiring a lifelong client.

People are always looking to build a lifelong relationship with a quality health provider; a well-designed website will work 24/7 to push your brand and business forward. Investing in good web design, web development, and user experience takes time and resources, but if executed properly, new visitors are more likely to become your lifelong customers.

John Callanta Headshot
John Callanta
Digital Marketing Manager at

John is an omnichannel marketing expert whose passion is to help companies grow their voice through digital channels. He developed marketing strategies in EdTech, entertainment, healthcare, automotive, and marketplaces to increase conversions & monthly active users. Juggling a portfolio of top tier-clients, he has the perspective of what works for a variety of industries.