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Basic Website Requirements

Feb 2, 2024 | Sleep Apnea Marketing

Understand the Rules For Releasing a New Website 

It’s time to start building some web pages! This is where we start building our Minimum Viable Product (MVP). Here we decide what pages your website needs to go live and be ready to turn traffic into patients. It’s not enough to create a great website – You need the relevant pages to fully connect with your patients and give them the information they need.

Most companies believe that waiting until their website is perfect is the best way to release it on Google. However, publishing your website, whether unfinished in your mind or not, is better than waiting until it is perfect due to Google’s ability to track the website’s history. 

New brands and websites take time to build their digital equity because Google has to recognize it as a valid source of information. Also, users have to interact with the website, and they have to have some time to leverage clicks before the website really starts taking off. Therefore, you should always get a website up and running ASAP to start collecting and improving data based on the data. It does not have to be perfect, you can always optimize and improve after it is live.

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New brands and websites take time to build their digital equity because Google has to recognize it as a valid source of information. Also, users have to interact with the website, and they have to have some time to leverage clicks before the website really starts taking off. Therefore, you should always get a website up and running ASAP to start collecting and improving data based on the data. It does not have to be perfect, you can always optimize and improve after it is live.

MVP Pages

It’s time for your MVP! Your Minimum Viable Product – This is where you want your website to have enough activity to connect with patients in all three stages of their journey. The journey should have an easy way for people to contact you and a hub for educating the masses.

So, what is the MVP for a successful sleep site? In short, you want to ensure a place for all patients at different stages of their treatment journey. This means being able to answer questions for every patient.

The Homepage

It all starts with a Homepage – This will be your website’s most visited and most important page.

In the previous section, we discussed many factors that make a successful homepage and a call to action.

Now you want to build a sitemap that helps answer, support, and guide patients to the information they seek. This means having a dedicated Services page. Below is a list of pages you need for your services and why they are necessary:

  1. Sleep Apnea Page: What is Sleep Apnea?– Serves as an informational page for patients who are learning about sleep apnea. Here you will discuss sleep apnea, symptoms of a potential undiagnosed condition, risk factors, and statistics that help patients establish whether they have sleep apnea.

Be sure to include 👉 a sleep apnea screener! A short web form that will ask Epworth or STOP-Bang-style questions that will give readers a score! This will capture their information and allow your team to introduce themselves and schedule a consultation if they want to ask about treatment.

Just make sure this is a FORM and not a PDF. No one in 2023 is downloading a PDF, filling it out, and emailing it to you. A webform will ensure prospective patients actually use it, giving you leads to follow up with (including their symptoms) and convert into patients.

 

  1. Snoring Treatment Page Snoring treatment is much more commonly searched than sleep apnea, mainly because the general public is unaware of how related they are! This is a great place to gain some authority and educate the masses on how snoring and sleep apnea are tied together! This page sits at the intersection of education and treatment and will reach a broad market.
  2. Sleep Apnea Testing – This page serves patients in the second phase of their journey. They’re looking for information about sleep testing in their area. This is the first phase of intention of treatment so this is a great place to showcase the ease of a home sleep test. Reinforcing the sleep apnea risks and ease of treatment can be mentioned here, but the primary focus should be on the ask-feature of the sleep test, even showing pictures of the test you use and how easy and quick it can be.

Be sure to include 👉This page can have multiple paths to ensure the website visitor reaches out to learn more about treatment. The sleep screener is still appropriate here. Patients at this phase haven’t yet been tested or screened on the screener. This can be a great way to introduce the testing! You can include an order form on these pages and allow patients to request a test to be mailed to them!

  1. Sleep Apnea Treatment Page – These are the most important pages for converting leads to patients. Patients searching for treatment and landing on your site are eager to engage and sign up for treatment, so capturing and maintaining their attention is crucial.This page should cover all treatment options for sleep apnea, even if we slightly weigh the copy towards our oral device therapy solution. This page will serve as an educational hub for treatment options out there, even CPAP and Inspire. These pages will receive a high volume of views and get the most traction so it will be helpful to break up the treatment options into their own sections and have some light comparisons between them.

Be sure to include 👉 Simple and easy-to-use contact forms placed high up on the page. These patients are often already tested and diagnosed and looking for a new solution. A contact form here rather than the screener can be an easier and more streamlined option that captures their information without overeducating or asking too much of them.

  1. CPAP Alternatives – We’re going even deeper down the funnel here. These patients are already diagnosed, they are intolerant or not using their current solution (most likely CPAP) and are looking for another option. On this page, you can really use your personality to sell the oral device option. We’ve had doctors that go as far as naming this page “I Hate My CPAP!” This is a great page to really connect with a patient’s pain points. They know they need a new option, and your treatment is the answer they have been looking for.

Be sure to include 👉Simple and easy-to-use contact forms and clickable phone numbers. These patients want to get moving, they’re ready to be treated, so make it as streamlined and as easy as possible for them to do so!

Secondary Pages:

You have a homepage and services pages that touch on every stage of the journey. The next stage is to add to your website a way for people to contact you, additional information about your practice, and some social evidence showing your work in a visual way on various platforms!

  1. A Standalone Sleep Apnea Screener Page– Rather than jamming a large form onto the page that would require patients to scroll before getting to the information on the page they need, it is best practice to put large forms on their own page. Buttons leading to this page from the Sleep Apnea Education page and others can also land on this page!
  2. Contact Us Page – This one is pretty easy! You will need a place for people to find quick, easy, and most importantly accurate information on how to contact you. This page will serve both new and existing patients. Don’t forget about referrals! You can also refer Doctors in your area using this page.
  3. About Us Page (The Doctor/Practice) – Despite the new practice, patients will still want to know that you have experience and seek information about your office/practice for when they visit. Professional pictures of your doctors, staff, and office are very effective on this page.
  4. Referring Providers Page – If you’re visiting offices in your area, you’ll want a place for them to go when it’s time to refer patients! Building a page specifically for office location and information with a form attached will help give doctors the necessary information. The form must include the intake information and a place for the office staff to upload documents via a secure form that will help make the process easy and encourage more referrals.

10 pages: That’s Your MVP.

Over time the site will evolve, and more pages will be added. Once this stage of the site is live, mapping the site evolution out is an excellent exercise for future planning. Remember – Your site doesn’t need to be perfect to hit the publish button! Get that site out there and in front of people!

10 pages is what you need to start, but did you know companies that publish new content regularly such as blogs get 55% more traffic? Learn this and other best practices by downloading our Ultimate Sleep Apnea Website Checklist.

This is part 2 of our 5-part series titled Creating a Sleep Website That Drives Patients. Read the whole series for more details and resources to get started on building your sleep apnea website: