Keys to Service Line Content Success

by Katy Mena-Berkley, Copywriter - 08/01/18


Don't let your valuable website space go to waste.

You know your hospital or healthcare system offers some of the best specialized services in the area. Make it easier for your prospective patients and referring healthcare providers to understand that as well with purposefully crafted service line content. 

A professional and compelling service line page will spotlight your standout services, offering detailed descriptions of each service and outlining the expertise of your providers. It may also inform visitors with valuable health information that positions your brand as a trusted resource while helping drive organic traffic from people searching for answers to specific health questions.

Clear-cut calls to action should inspire website visitors to take the appropriate next step depending on where they are in the decision journey. This can include downloading a guide, taking an assessment online, or connecting via phone or email to schedule an appointment.

“Great service line content guides patients to exactly the information they need to make the right decision about their care,” says True North Custom Editorial Director Sandee Curry. “Your content is a chance to instill confidence in the services you provide.”

Here are a few ways we've helped clients create and enhance their service line content.

Ensure accuracy.

You are asking people to trust your facility with their health. Show them you are committed to excellence by not cutting corners on your service line pages. Take time to check grammar, spelling, and details such as  phone numbers and dates. Also take care to keep style and tone consistent with your brand. 

Highlight your value.

Keep a laser focus on the unique attributes of each service line you are showcasing. Do you have technologies that other facilities in your area do not? Do you pride yourself in having a staff that goes above and beyond? Make those details impossible to ignore.

Know your audience.

Who are you trying to reach with this content? Use language that would be relatable and meaningful to them. “When we are helping clients create powerful pages, we think about how we can improve the user experience,” Curry says. “We think along the lines of, ‘If I were a patient, what information would I need and is it easy to find?’”

Optimize the search.

Conduct research about keywords that will attract the right kind of attention to your page. Use words, tags, and meta descriptions that will enhance search engine optimization.  

Use social media with strength and wisdom.

Don’t be afraid to explore a variety of social media channels to connect with millennials, their parents, and possibly their grandparents. Drive website visitors to these channels with imagery on your service line pages, offering them opportunities to connect with your brand, your providers, and other patients in the community.

Need Support for Your Service Line Content?

True North Custom works with 500+ healthcare organizations to develop content strategies that cut through the clutter and connect with consumers, physicians, employees, and other audiences.

Find out how we can help separate your brand's signal from the noise.

Contact Us →

Topics: Content Strategy, Healthcare Industry Insights & Trends

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