Create a Physician Website that Conveys Authority, Expertise

Messaging should immediately suggest what is distinctive about a practice. “Just listing services that are common to practices like yours won’t set you apart in a visitor’s mind,” Ms. Gainer notes.

The Home Page

Dr. Peng

The home page—a visitor’s first view of your website—should include your practice’s logo, mission statement and photos that depict what the practice is about. Include a photo of each rheumatologist and buttons that link to frequently sought-after information, Dr. Peng suggests.

Try to limit the menu bar to no more than seven categories. A dropdown menu of subpages allows readers to know what types of information is provided, Ms. Brouillette says, so titles should reflect each page’s content.

“The key is to make it very user friendly, with contact information and patient portal access readily visible,” Dr. Peng says.

Video introductions from each rheumatologist will help start a connection. “Having the physician briefly explain why he [or she] is in practice or why he [or she] made the decision to enter the medical field is a great way for the reader to relate to the physician on a more personal level,” Ms. Brouillette says.

Dr. Wei’s home page contains an introductory video, in which he shares why he pursued the field of rheumatology. Simply put, he has a sister with rheumatoid arthritis and a son with juvenile arthritis. He set his mind on eradicating these diseases.

About the Practice Page

Each rheumatologist should have a biography that includes where they received their education, as well as academic information, credentials, experience and special interests. Use this section to humanize physicians. Don’t hesitate to add a biographical detail or two that may help a potential patient connect with them, Ms. Gainer says. Patients want to be comfortable with their physician and the expertise they represent.

Similarly, if there is a story behind the founding of the practice—one that underscores a sense of dedication or mission—include that as part of the practice’s narrative.

Services & Treatments Page

Give particular attention to services that you want to grow a patient base around. But also keep in mind the services that your patients clearly want and will pay for most readily, Ms. Gainer says. In other words, understand the reasons that patients naturally come to you—and keep that engine going while cultivating the new patient base.

Simply providing a list of services or treatments is not enough, however. Including descriptions and explanations is key. Use photos and educational videos to explain a procedure. Offer a library of conditions to help build you as a thought leader in your specialty. If your practice has a narrow focus, be sure to convey that.