In recent years, more and more NHS services have moved online. As such, providers such as GPs must have a well-designed website in place to meet patient expectations, streamline patient admin processes, and stay up to date with the modern world.
However, as a healthcare provider, your expertise may not stretch into the world of GP website design and management, which could result in a poorly-ran, inefficient website. At iatro, we’re here to help every step of the way, whether you’re looking to improve the look and feel of your site, or choose the perfect website address.
Why is your website address important?
Your website address, also known as your domain name, is instrumental in ensuring your site receives both organic and direct traffic.
From a practice perspective, this can impact the number of patients you are able to connect with or support.
As a result, it’s important that you take your time when choosing a website address for your website.
What is organic traffic?
Organic traffic is any traffic that comes to your website ‘organically’. For example, if a patient were to search certain keywords into their chosen search engine, such as your local area or specific healthcare services, this would classify as organic traffic. You can improve the amount of online traffic your website receives by ensuring your online content is SEO-friendly.
What is direct traffic?
Direct traffic refers to traffic that comes to your website when a user types your website domain name directly into the search bar. Alternatively, they may click on a specific link or bookmark.
How to choose a website address.
When choosing a website address for your practice, you have various options to choose from. For example, you need to ensure your domain name features important information about your services, such as the location at which you are based. However, perhaps the most important is the domain extension (i.e, the ending section of your website address). For example, you may choose:
- .com
- .co.uk
- .nhs.uk
Each domain extension provides different benefits, meaning you should consider your options carefully.
.com
Using ‘.com’ as your domain extension is a great way to generate direct traffic, given that it is the most popular (and recognisable) extension globally. This means that it is the extension that people will automatically input into their search engine when looking for a GP. Furthermore, there are various studies that suggest search engines such as Google rank websites with a .com high extension higher than other extensions, making it easier for patients to find your practice.
.co.uk
Using ‘.co.uk’ as your domain extension is recommended for UK-based practices, given that you’ll want most of your traffic to come from the area in which you are based. A benefit of selecting this website address extension is that it’s often cheaper than using .com, while still ranking fairly highly on search engines.
.nhs.uk
Only NHS websites can have a domain name that features ‘nhs.uk’. This is because it lets the user know that the organisation is “clearly recognisable as part of the NHS and is maintained in accordance with its corporate guidelines”.
However, this comes with the benefit of enhancing your credibility, as users are more likely to trust websites that are attached to big, recognisable institutions such as the NHS. If they are adding ‘NHS’ into the search tab, this also increases the chances of them coming across your website organically.
Improve your digital presence with Practice 365.
In a world where we become more reliant on technology every single day, GP practices and healthcare providers must have a strong online presence. This starts with a quality website – and that’s where we come in.
With Practice365, we can ensure that your practice has a beautiful, easy-to-navigate website. This will ensure you have all of the tools at hand you need to manage demand, while also improving patient outcomes and satisfaction levels.
To find out more, please do not hesitate to get in touch today. We’re on hand to boost your online presence in as many ways possible, whether that includes carrying out a GP Surgery website audit, or designing a functional website for your practice that will make your daily life a little easier.