If your Web site is more than a few years old, the new year is a great time to create a new one. I loved my old Web site, but when I saw some of my colleagues’ sites, I realized that newer Web experts with newer ideas and newer technologies are indicated for the new year. Some of the social networking available may be appropriate for your practice and, if so, you need to find someone who is savvy about this. Patient education material should be included. Online registration materials and in some instances appointment scheduling should be integrated into a redesigned site. Before embarking on this renovation, educate yourself about the various options available.

Patients increasingly look to the Web to learn about your practice, your training and the procedures you offer. Whether or not they locate you has little to do with your training, skills or knowledge because far too many patients cannot differentiate between a great Web site and a well-trained physician. It is therefore your job to update your site so that is in sync with your practice. The basic Web site that was adequate just a few years ago won’t cut it today. A redesigned site should present all the relevant practice information across the top or on the left side in the form of pull-down menus. Procedures, insurance, staff, clinical trials, products locations and other relevant subjects should be tabs that are clearly apparent. Under each provider, it is helpful to have relevant interests, a CV and other information that is appropriate. The sites that I like have views of the practice as well as the staff, which I think makes it more inviting to potential patients.

Of course, a Web site is only useful if patients can find it. Thus, a redesign needs to have meta tags that enhance its placement on Google or Bing search result pages. Linking your site to other high-traffic sites can also help. Find out if your local hospital will allow you to link to it and if you collaborate with any corporate sponsors, you can link with them as well. Purchasing local Google ad words can increase the probability that patients will find your site, and when done properly can be a worthwhile investment. To learn more about Google ad words and Google analytics, look at Google Business Solutions and check the analytics and other metrics. Many of these functions are free and easy to use.

Social networking did not exist when my original site was created 10 years ago. However, Twitter and Facebook have become increasingly popular and these should either be incorporated into your new site or the site should at least take these into account so that if you want to add them in later, it will not require a total redesign. My practice has a Facebook account that we monitor, but it is not yet a significant aspect of the site. Some of our colleagues have done a better job of using social networking and if you are interested, you should consult with one of them.

Paperwork may potentially be moved to the Web and for those of us migrating to paperless offices, any Web site design should incorporate as much paperless design as possible. The best sites have online patient registration so patients can enter their own data. Appointments can be made online using most electronic medical records systems. Prescription refills can also be handled with Web sites that are securely set up to accomplish this function. Pathology reports and other lab data may be delivered using secure portals on the site. The time and cost savings associated with all or some of these changes will likely pay for any Web site development.

What was adequate or even decent 5 years ago is inadequate now. Redesigning your site does not have to be costly. You may be able to do some of the work yourself — many programs allow you to integrate search engine optimization and social networking. At The Cosmetic Bootcamp, we teach different ways to change your site. Be wary of vendors that promise too much without checking prior customers to see how satisfied they are. You don’t need to spend a fortune on a new site in these recessionary times; right now you can hire great people at a fraction of what they used to charge. At some point in the near future, I am going to hire someone to work in-house for my practice since we do several sites (mine and some others). Once I do this, I will publish more about what I learn and offer tips that may help you.

Dr. Beer, Skin & Aging’s Cosmetic Clinic columnist, is in private practice in West Palm Beach, FL. He’s also a Volunteer Clinical Instructor in Dermatology at the University of Miami, a Consulting Associate in the Department of Medicine at Duke University, and Director of The Cosmetic Boot Camp meeting.
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