Medical Device & Healthcare Lead Generation Website Strategies

Balancing Information & Lead Generation on Medical Websites

A common challenge for the website of medtech and medical device companies is balancing how much information is shared with users and how much lead generation is a focus. Educating users about your company’s medical devices or technologies is important, but generating ROI through your website is also crucial. Continue reading to learn how you can balance information sharing and lead generation on your medical company’s website.

Categorization of “Sell” Pages & “Inform” Pages

Begin by going through your medical device or medtech company’s website and separating all pages into two categories: those focused on sharing information with users and those focused on selling to users. This will help you to determine the main goal of every web page on your site.

An example of a “sell” page is one that shares details about one of your medical products with the goal of convincing users to make a purchase. An example of an “inform” page is a blog post or resource page that explores the specific benefits of your medical devices or technology. After categorizing your pages, you’ll be able to determine what sort of call to action should be included on each page for the best results. Sell pages should have a call to action encouraging users to purchase a product or fill out a lead form; inform pages may invite users to subscribe to receive ongoing information about your company.

Always be thinking about the next step for users on your site. Each page should present the opportunity for the user to take a simple next step. Categorizing your pages can help you present the optimal next step to users on every page, helping you create a balance between pages that are focused on lead conversion and those that generate ongoing interest in what your medtech or medical device company is doing.

We Can Help You Optimize Your Medical Web Pages

Are you interested in optimizing all of the pages on your medical device or medtech company’s website to best achieve your goals? Connect with NorthWing Digital today if you’d like to learn more about how you can balance information and lead generation on your site.