Over the years we’ve received a handful of questions about adding a blog to a practice website. And in response, we’ve talked about it here and there.
Lately, however, we’ve been getting more and more questions about blogging. That’s why we decided to cover the topic in greater detail.
In today’s post, we’ll take a close look at the benefits of adding a blog. And next week, we’ll discuss the challenges of adding a blog to your NP Practice website.
So let’s get started with the benefits because if there’s not enough benefit, there’s no point in adding a blog or talking about the challenges.
The Benefits Of Adding A Blog
Before I get started, I want to clarify the following.
The terms website and blog are often used interchangeably when they are not necessarily the same.
A website is a home on the web that allows the “homeowner” to publish content that visitors may read. Content on a website may be displayed as static pages that seldom or never change. Alternatively, content may be displayed on a blog where the pages get updated frequently.
Our discussion is about adding a blog to your practice website, thereby allowing you to post articles and other content to your site frequently.
Most practices utilize a website consisting of some informational, static pages. Therefore, when these practices add a blog portion to their sites, they gain the ability to publish content as often as they like.
So, back to the benefits of adding a blog to your practice website, what are they? Well, there are a number of benefits you’ll gain when adding a blog.
The most important benefits can be summed up as:
- More exposure
- More traffic
- More patients
But let’s take a deeper look at each of these benefits you stand to gain by adding a blog.
Once you’ve added a blog to your website, you’ll gain the ability to publish fresh content as often as you like.
You could publish articles about health topics, let your readers know about an upcoming seminar, or tell them about new services you’re adding to your practice.
Even though you’re already an authority, with all the proper credentials, providing quality information to visitor builds your level of authority even more. It positions you as the expert and increases your status as the authority you already are.
Teach your patients information that directly affects their health, let them know about changes in the insurance industry, or share health-related news with them. Whatever you decide to write about make sure it is of interest and benefit to your readers.
Doing this not only increases your level of authority. It also increases the level of exposure and reach for your practice website and positions your practice as the “go to office.”
Publishing fresh content to your website increases your exposure, but that’s not all.
Over time it will also give you higher listings in the search engines, which translates into more traffic to your website.
In case you’re not familiar with this concept, I’ll quickly explain.
Before the internet, most brick and mortar businesses attracted new customers by advertising and via “foot traffic.”
Foot traffic simply means that a potential patient, with a need for your service, walks by your office. The customer may be attracted to the name of your clinic or perhaps by the sandwich board placed outside, advertising the health screening that’s going on today.
The customer then puts two and two together… “I’m way behind on getting my screening done… and I need to find a new provider. Maybe this is a clinic I want to check out.”
Next thing you know, your office gets a call, and a new appointment is added to your schedule.
Well, the same scenario still applies; but instead of “foot traffic” it’s now “web traffic.”
As you’ve seen, a blog provides you with a vehicle to get more traffic to your website; this translates into more patients finding your website.
Ultimately it will result in more appointments for your clinic and increased awareness and exposure for the services you provide.
Hence, blogging is a relatively cost-effective way to market your practice. While you won’t have to pay direct advertising dollars, you’ll still have to pay someone to write articles and post to your site.
Is Blogging Still Worth It?
Even though blogging has been around for some time now, it’s as popular as ever.
While people may first hear about you through social media or an email, eventually they’ll click through to your website. And they’ll expect to find a website with lots of content. They’ll be looking for articles to read, and they want to know more about you.
But aside from the above, there is one final benefit to adding a blog to your website that I haven’t talked about yet. And it is this…
The content you publish on your blog, on your website is yours. Nobody can take it away from you.
What am I referring to?
All the content you post to social media could be gone tomorrow; you could lose your account, get banned. And even though highly unlikely, social media platforms could change their focus or even disappear overnight.
Anything could happen; anything is possible.
However, as long as you continue to pay for your domain and hosting you “own” your platform. Anything you publish on your platform is yours and will be there in the future. Over time, you’ll be building a significant presence on the web that is here to stay!
This turns adding a blog to your website into an insurance policy of sorts and certainly makes it worthwhile.
Well, that’s it for today.
Next week we’ll cover the challenges of adding a blog and discuss what to consider before making the final decision to add a blog to your website.
As always, we’d love to hear from you. Let us know your thoughts in the comments below.
By Johanna Hofmann, MBA; regular contributor to the NPBusiness blog.