Press the ▶️ button on the video above to watch me explain why video is just so important for your website in this new decade, or have a look at our blog below. I talk about the two main pages that you must have video on, at a minimum – the ‘Home’ page and the ‘About’ page.
Why do you need to have video on your website?
Are you currently making video to grow and promote your Private Practice? Perhaps you’ve been dabbling in making a few patient exercise or information videos that you’re hosting on YouTube, or maybe you’ve been posting to Instagram Stories.
If you are making videos, then give yourself a pat on the back – and keep going.
But here’s where you could go doing even better. Imagine if you picked up your smartphone, and you recorded a piece of video for your website’s home page, and for the ‘about’ page.
Many Clinicians I meet are making video for social but not for their website. If you think about it, the purpose of social media is to raise your ‘brand awareness’, to further your following through engagement, but most importantly, it’s to drive people to your website.
Why? It’s where they get to see all the wonderful things you do for people, and then hopefully book in to see you.
The evidence for using video on your website is evermore overwhelming.
If you show information on your website in a text format, about 20% of people will choose to read it, but if video is presented to them instead, a whopping 80% of people will watch it. Video trumps text when it comes to the audience, and what’s more, if you’re trying to convey a complicated message that takes a lot of words, there’s evidence to demonstrate it can actually turn people off if there’s a sea of text, however nicely it is presented.
If a patient watches some information being conveyed in video format, rather than reading it in text, they are NINE times more likely to recall that information if it’s in video format.
Video also encourages people to stay your website. In fact, people will stay 60% longer on a website that has video, than a website that just has text and images. This is important because Google will reward you in the rankings the longer people stay on your site. Google even displays video in the search results, and if your video is indexed by Google it has a up to 50 times a greater likelihood of showing up on page one in search, than a piece of text.
Video is also a great way to make a first impression. Seven out of ten people view brands more positively once they’ve watched some video relating to people who work in that brand.
That means your piece of video could be the single differentiator for a patient when it comes to their choosing you as their surgeon or physio, versus as similarly experienced surgeon or physio.
In other words, video builds trust, and if you’re not making and using video, you’re seriously missing out.
Why should you choose to put video on your ‘home’ page and your ‘about’ page?
When people visit a website, the first page that they land on, which can be any page within your website, is known as a ‘landing page’. Generally speaking, and for the vast majority of us who have websites, the two most commonly visited landing pages are the ‘home’ page and the ‘about’ page. This means, these two pages will generate the most traffic to your website.
It makes perfect sense, therefore, to put video on the two pages of your website that perform the best; I.e. the ‘home’ page and the ‘about’ page.
What content should go into your ‘home’ page video?
It’s worth getting really clear in your head about what the purpose of your ‘home’ page is.
In essence, it needs to quickly engage people, so that the moment that they land on the page, they know they are ‘right at home’.
Then it should either direct them to go to another place on your website to read further information, or, it should direct them to book and appointment/make contact with you.
Too often these calls to action are missing, and too often when a patient lands on a Clinician’s website, what they see isn’t engaging. This is because Clinicians tend to make the classic mistake of talking too much about themselves, and not enough about the kinds of problems that resonate with patients.
What content should go in your ‘home’ page video?
Let’s imagine you’re an orthopaedic surgeon. In your home page video, think about the following:
Consider starting your home page video with a question.
For example, ‘Are you struggling to get back to sport because you’ve torn your ACL or injured your knee?’
Then you could lead into discussing this further, with a dollop of empathy.
‘Being a runner myself, I understand what it’s like to be a runner when injury means you can’t run, and I understand that it can be difficult to know what to do for the best. You may be wondering if surgery is or isn’t the right thing for you and finding it difficult to make that decision.’
You could then begin to bring in who you and how you can help people.
‘Every day in clinic, I meet people just like yourself, who are looking to get back to the sport that they love. I’m a Consultant Orthopaedic Knee surgeon in London, and I specialise in helping patients who have torn their ACL or may need surgery for their knee problem. I love to treat runners in particular.’
Bring in a call to action
‘Get in touch for an appointment if you need help – there’s a contact number below, or if you’d like to learn more about ACL surgery, and whether it might be right for you, head on over to the ‘ACL’ section in our ‘Injuries’ website area.’
What content should go in your ‘about’ page video?
The biggest mistake that Clinicians make in their ‘about’ page, is that it’s all ‘ME, ME, ME’ and not enough about the patient.
Yep. About pages are about the people who read them, and not really about the person it’s about. What does this mean? It means talking about problems that patients encounter (so that the patient sees themselves being represented), and how you can help solve those problems.
Only then, should you start to talk about why you’re the right person to be helping them.
Using our knee surgeon as an example, you might choose to say in your video:
‘Are you finding yourself back at square one with another ACL tear, and are you trying to figure out whether you should get it re-repaired? Perhaps you’ve injured your knee, but you’re concerned that if you come to see a surgeon, you’re automatically going to end up with surgery?’
‘I understand that coming to see a surgeon might be daunting for you. The majority of the patients that I see, thankfully don’t need to have an operation, but if surgery is the right option of their needs, I can help. I’ve carried out over 2,000 ACL reconstruction knee surgeries, and many of my footballer patients return successfully to professional sport.’
‘My surgical training took place at Bart’s Hospital and I’ve carried out further fellowship training at Stanford in the USA, and Sydney in Australia. I’ve over 20 years’ experience of helping people like yourself.’
‘If you’re looking for an opinion about whether surgery might help you get back to sport, book in to see me – our contact details are below’.
If you’ve not already started making video, get started now.
If you need help figuring out your video strategy, or you need help with filming or learning how to film and edit, get in touch. We help many Clinicians make video work in their Private Practices.
Email me at firstname.lastname@example.org
Also, check out some additional useful vlogs that talk about how to make video content well:
Now it’s time for you to grow your Private Practice.