The biography page of your practice’s website may not seem very important at first thought. However, the contents of this page can play a large role in whether or not potential new patients feel strongly enough to actually to the step and schedule an appointment. How you present yourself on your biography page and how that resonates with your target audience can be the difference between bringing in new patients or losing out on business.
Let’s take a look at some ways to create a winning biography page:
Tell a Story
Think of the biography on your website as an elevator pitch. Get to the point and hit the highlights! The bio is not simply a rattling off of your CV. Your bio of course includes experience, education and achievements, but it should be more than that! This should be a tight, well-formed narrative of who you are. Why did you get into medicine? What is the most satisfying aspect of your career? What aspect of your field are you particularly passionate about? Bring personality and warmth to the writing. You can highlight your credentials and still be human!
Be Authentic
As a medical professional, you undoubtedly have impressive credentials. Let them speak for themselves. Fight the temptation to embellish any perceived lack of accolades or accomplishments. Not only could it come back to haunt you but people can see right through it. Degrees and awards are less important to patients than knowing that you capable, passionate and care about their health and well-being.
Add a Video
Bring some multimedia to your biography page! Have a little fun and really let your personality come out. A video is a great way to get visitors to interact with your page and get familiar with your practice. Seeing you on screen in addition to text lets them get a better sense of YOU, allows them to imagine how their appointment with you will go and makes them more comfortable overall.
Finish With a Testimonial
In the same way that product reviews help boost sales, patient testimonials help draw in new patients. You can grab quotes from reviews on sites such as Yelp and ZocDoc. Keeping privacy in mind, you can create an alias for each person you choose and uphold the anonymity (and remove any language they identifies the patient). Be sure to make it brief – don’t let it overpower your biography. The testimonial plays a guest spot, not a starring role.
BONUS: Turn It Into Reusable Content!
Now that you have an interesting and welcoming biography page for your website, put it to work! There is great content on that page that can be used for social media marketing. Some ideas include: sharing the video, taking the testimonial quote and turning it into a graphic, and breaking up your bio into small pieces and share one of these each week as a “Dr. ____ Fun Fact!”
With a little thought and creativity, the biography on your practice’s website can go from a simple regurgitation of CV facts to an endearing and welcoming invitation to potential patients. Show off your personality, make it lively, and show your audience what matters most to you!
Struggling with your bio? We can help! Contact us here.