8 ways video can improve your website and increase conversions
Are you making the most of your practice’s website? Simply having an attractive site is not enough to get patients through the door. If people – prospective patients, in particular – can’t find your website, don’t spend much time on it or don’t take the next step to sign up for your newsletter or schedule an appointment, it’s not doing your practice much good. That’s where SEO comes in.
Search engine optimization (SEO) means improving and diversifying your website content so that it ranks higher in search results, increasing traffic to your site. Including high-quality Rendia videos on your website is a great way to boost SEO and increase conversions. Here are eight reasons to consider including video on your website and social media pages.
Videos create more traffic. In 2018 technology company Cisco predicted that by 2022, online videos would make up more than 82% of all consumer internet traffic. Google and other search engines consider the amount of incoming traffic to your site when ranking your website in search results. The more video content you include on your website, the more traffic you’ll draw, improving your overall SEO. In fact, according to data from video production company Lemonlight, adding video to web pages can significantly increase traffic from search engines. “We typically see boosts in organic traffic ranging from 10% to a whopping 250% when we add video content to existing posts.”
Adding video content to your blog posts can boost organic traffic to your website anywhere from 10% to 250%.
Videos improve user experience (UX). Search engines also consider the time website visitors spend on a page when ranking your website. If you have a lot of incoming traffic, but visitors leave after a couple of seconds, search engines assume your content isn’t very good, according to app developer CreatorKit. Video keeps people on your site longer.
High-quality content can encourage backlinks. Backlinking simply means other sites linking back to your website. “Google recognizes the promotion of someone else’s content as an important factor when ranking your content,” which is why it’s important for SEO, explained CreatorKit. Rendia gives you access to high-quality videos you can use on your website – increasing the chance that other sites will want to link to it. Video + social = increased traffic. You can also use Rendia videos on your social media platforms and drive traffic to your website that way. Integrating short explainer videos into your social media calendar is a smart way to increase engagement and traffic.
Sharing high-quality Rendia animations with patients is a way to keep them from searching and finding scary or questionable videos on YouTube.
Rendia helps keep patients off YouTube. There are a huge number of medical videos on YouTube, but even doctors have a hard time verifying the sources and finding useful content. “From my own experience, I’ve found that videos demonstrating procedures I’m already familiar with to be of mixed quality, varying from superb to adequate to abysmally bad,” wrote Paul Hsieh, M.D., in Forbes. Scary or graphic videos can even increase patient anxiety. Offering Rendia videos and animations on your own website or sending them to patients directly is a proactive way to ensure they’re getting high-quality content from a trusted source.
Unbiased video content builds trust. Speaking of trust, some practices may think that posting sponsored content from pharmaceutical or medical device companies is sufficient. However, this “free” patient education comes at a cost. Patients today have greater awareness of the relationships between doctors and drug and medical device manufacturers, and recognize that this does influence doctors’ prescribing habits. Why risk eroding patients’ trust when Rendia videos can be branded with your practice’s name, establishing you as a trusted provider of high-quality, unbiased patient education.
Videos can better educate patients who may be visual learners and can also increase conversions since patients better understand treatments and procedures.
Visual content can better educate your audience. Research shows that anywhere from 65-85% of the population are visual learners – that is, people who retain information better by seeing pictures and videos rather than reading or listening to information. Combine this with low literacy and health literacy levels, language barriers and other impediments to written or oral content and it’s clear that there’s no downside to incorporating high-quality visual elements into the patient education content on your website.
Videos can increase conversions. If patients better understand a treatment or procedure, they’re more likely to move forward. In fact, using video content around conditions and treatments, as well as tools like Rendia Exam Mode was shown to increase conversions in telehealth appointments. Adding videos to your site can help encourage patient conversions – the specific action that you want the visitor to take on your website, whether that’s scheduling an appointment, opting-in to email, filling out an info request, downloading a white paper, etc.
To learn more about improving your practice’s presence online, download our eBook, How to Build a Strong Online Brand.