Making Your Website Work for Patients

Is your practice spending too much time answering questions that could be solved online?

CREDIT: This is an edited version of an article that originally appeared in All Business

How often does your team get called or emailed with queries that are already answered on your practice website? Patients might not know it exists, can’t find what they need, or simply haven’t been encouraged to check there first. Directing patients to your website isn’t about fobbing them off – it’s about freeing up staff time for clinical matters and complex enquiries. Here are three ways to make your website more accessible and easier to use:

Conduct a Google Performance Audit

Patient access begins with visibility. Google’s “Core Web Vitals” now determine how websites rank in search results, based on key factors such as:

• Loading speed: Main content should appear within 2.5 seconds.
• Responsiveness: Pages should react quickly when patients interact with them.
• Visual stability: Minimise unexpected layout shifts that can confuse users.

GP practices can benefit from a professional website audit, many of which are free and assess Core Web Vitals, SEO performance, and site security. A comprehensive audit provides actionable, data-backed steps to increase traffic and improve usability.

Add Short-Form Video Content

Short-form video content is booming and can be an excellent way to answer common patient questions. Tutorials, guides and demonstrations can be created from existing written content or crafted as quick explainers.

Videos of one to four minutes can simplify complex topics, walk patients through processes, and drive engagement. Once published on your website, share them across TikTok, Instagram, Facebook, YouTube, and X (formerly Twitter) with direct links back to your site. This not only increases traffic but also reinforces your practice’s online presence.

Optimise Your Website for Mobile

With more than half of web traffic coming from mobile devices, it’s crucial to ensure your site delivers a smooth mobile experience. Google prioritises mobile-friendly websites in search results, so poor mobile performance can limit visibility.

Focus on performance, usability and speed. Using a content management system (CMS) that prioritises mobile design ensures your site is fast, easy to navigate and built for repeat visits. A modern, mobile-first website enhances user experience and makes it easier for patients to find the information they need.

Don’t Forget to Tell Patients

Even with the best website, patients need to be encouraged to use it. Promote your online resources in newsletters, on social media and at the practice. Remind patients that quick answers are just a click away, saving everyone time and empowering patients to take charge of their own healthcare experience.