Website Content – Creating the Good Stuff


Isn’t it obvious? Websites need content to exist. No content. No website. No website. No visibility to your potential audience. Oops!

What’s not as obvious? Websites need good content. Think about it. Before you opened the doors of your bricks-and-mortar healthcare facilities, you invested time, energy and resources into identifying the services and programs you planned to offer. You found out who your customers were, what they needed and how your services could help them. And you invested again in all the tools, people and processes that would ensure you’re the best choice to deliver the healthcare services you promised. You need to do the same thing with your website.

Good Content Doesn’t Appear by Magic

Sorry, Charlie. No wave of the wizard’s wand will turn your empty Web pages into engaging prose, viral videos, fantastic photos, compelling calls to action or memorable messages. All that good stuff takes people power. Which, of course, takes resources. Investment. In strategy. In content. In measurements. In the ongoing evolution of your message.

Just as you continue to put toner in the photocopier to keep your company humming along, you need to consider your website content as your long-term investment in building a solid, trustworthy relationship with your audience for the growth of your business.

Good Content is Your Best Business Investment

Website content is the investment you make in creating the online presence that complements your real-life services and programs. It’s not the last thing you need to consider; it’s the first.

Why? Because people come to your website for the content. And they mostly come to read the words on a screen. Get that right and they’re more likely to stay for the pictures, videos, calendar listings and anything else you care to share. Spectacular designs and cool features are must-haves, no doubt about it. But their purpose is to support your outstanding content. And your outstanding content is there to help your visitors solve their problems.

The good news? You can leverage work you’ve already done. A lot of what you know about your audience and your offline business can help you describe your business online.

The big shift? It’s not about you; it’s about your audience, your current and future patients and their loved ones.

Good Content Helps People Solve Problems

Even though this is your organization’s website, good content is not about you; it’s about your audience. Who are they? What are their pain points? What are the problems you can help them solve? Why should you be their trusted resource for information, programs and services?

People in your community come to your hospital or healthcare system website hoping to find answers to a variety of health-related problems that may sound something like:

  • How do I find a doctor?
  • How can I pay my hospital bill online?
  • How do I schedule an appointment?
  • How do I find out more about a health issue that affects me or a loved one?
  • Do you treat my health condition?
  • Where are you located?
  • How do I register for a class or program?
  • Why are you the best place to provide healthcare services for me or my loved ones?

The list of problems that are top of mind for your particular audience may vary. Ask them what they are and you’ll get an earful—more than enough to keep you busy! Just remember to describe your solutions in terms of how they (not you) will benefit.

Good Content Builds Long-Term Relationships

When you provide your audience with a continuous stream of meaningful information that helps them solve their problems and complete their tasks, they’ll love you for it. For a long time. They’ll learn to trust what you have to say, rely on your expertise from generation to generation and tell their families and friends about you. That helps you let people know who you are, what you offer and why you’re the best possible choice—all without extra expense on your part.

Good Content Hides in Plain Sight

The most effective content is not always the sexy stuff; it just works. Words matter, but less is more. The language is clear. The point is direct. People know what to do when they read it. They understand its meaning the first time. Keep your users in mind as you write or create other types of content, and you’ll hit the target more often than not.

Good Content on Your Website Serves as the Foundation for Your Social Media Efforts

Don’t put the social media cart before the website content horse. Make that website content fantastic, helpful, meaningful, clear and to the point. Give yourself amazing things to Tweet about, post on Facebook or share on Pinterest. Good foundational website content sets the stage for your social media buzz. And brings users back to your website in droves.

Good Content—and the Expert Services to Help You Succeed

Feel overwhelmed by the thought of wrangling all your website content into appealing stories, helpful answers and meaningful messages? Call on us for help. The content experts at Geonetric feel your pain. We ask probing questions about your audience and your business goals. We evaluate your pages, sections and site structure. We craft compelling messages that help your website visitors solve their problems. We help make your content valuable. And we do it all for you.

What’s Next?

Let’s talk about how we can help you make lifelong friends for your organization by creating valuable website content. Together.

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This entry was posted in Admin Feed, Best Practices, Content, eHealth, Marketing, Value by Jill Jensen. Bookmark the permalink.
Jill Jensen

About Jill Jensen

As Geonetric’s content director, Jill’s strategic organization skills and her extensive writing/editing background help clients streamline their websites and tell their stories through clear and memorable copy. With 35+ years of experience, this digital/content strategist and wordsmith has done it all—information architecture, content strategy, creative writing, technical writing, copywriting and ghostwriting—for a wide range of clients. At Geonetric, she has worked on projects for clients such as HCA Capital Division, Avera Health, Adventist HealthCare and University of Colorado Health. She holds a bachelor’s degree in telecommunicative arts and journalism and mass communication from Iowa State University.

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