While many consumer interactions have become digitized and automated, trends continue to show that seeing human faces builds trust and converts better. In a recent study, “photo[s] had 48% more conversions as compared to generic icon[s]” and landing pages with photos performed 95% better than those with artwork. (VWO Case Study)
And though a picture is worth a thousand words, for SEO and user-friendliness, doctor headshots should be accompanied by supporting content, like background and expertise. Also, make it easy for new patients to request an appointment with clear, simple calls-to-action (CTAs) that complement the user’s journey on your website.
Let patients see your doctorsFor healthcare audiences, patients want to see and ‘know’ a doctor or care provider before they ever step foot in the office for a visit. With search tools like HealthGrades or ZocDoc, patients are familiar with a physician bio page, including photos.
Here are two examples of using good doctor photos on the website:
Logansport Memorial Hospital Physician Detail Page
OrthoNebraska Physician Detail Page
Help patients get to know your doctorsIn addition to seeing the doctors’ faces, your audience will also be interested in their expertise, background, and achievements. It is no surprise that people want to see ‘the best’ when it comes to their healthcare.
To improve the patient experience on a website, consider including physician details like:
- Educational background
- Publications and articles
- Awards and recognition
Let patients choose your doctorsIn addition to information about a physician’s background, consider including star ratings and reviews from real patients on your website. Today’s savvy consumers tend to shop around before making decisions, even when it comes to healthcare.
Use testimonials, patient stories, and reviews to give your online audience the opportunity to compare and choose the physician that resonates most with them.
While many care providers may want to let their work speak for itself in the community, experience has shown that more people are searching hospital websites for physician information, ratings, and online scheduling. Using high-resolution photos to introduce the human element, and then painting a picture of experience and caring goes a long way to building trust with users online before they ever step foot in the office.
Plan a strategic physician detail page to build trust with your website audience and help them make the decision to choose your providers for their healthcare needs.
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