On Web Writing: Content is an Oft-Deposed King
Written September 26th, 2007 by Dan HaleyMy post poses two questions: What original content do you produce for your web site? What format do you use?
We’re often told that content is king, but what does this mean? What makes good health care content? Third party health information draws a lot of attention and money these days, but as recently discussed on WebiScope, third party content does little for search engine optimization, as many sites now have similar material; the articles are difficult to integrate elegantly and dynamically; such content rarely speaks strategically about your unique service strengths as an organization.
To my mind, third party content plays a supporting role to my web team’s primary effort: strategically communicating our health services. At their best, each site component builds visitors’ confidence in us as a go-to health care partner, encouraging them to form an online health and wellness-oriented relationship with our organization. Ideally, this relationship will progress from a podcast download to seriously investigating our services.
How, then, might original health content contribute to this process? Usability researchers tell us that web writing should be clear and brief— the content equivalent of a highway billboard. Apparently, the average visitor scans and skims, rather than reads. But marketing research also tells us that health care site visitors are increasingly savvy, and willing to spend some time on sites they trust. To be sure, our top-most content needs to exhibit spare, classic web writing and we do need to communicate the essentials such as contact information and directions. But perhaps we can write more comprehensively and engagingly — with an eye to search engine spiders — as visitors penetrate deeper, expanding on particular service and technology strengths and supplementing purchased content. Such writing can be compelling and pithy, but also interactive and actionable: qualities often lacking in other online health resources.
Health care organizations face an image problem. The public generally regard them as overly-bureaucratic, number-crunching behemoths that have lost sight of individual patients. Thoughtful web design, and web writing in particular, can help combat this perception by expressing the unique personality and humanity of our organizations. Good content can put a face and voice to our mission statements. Patient and staff profiles are good, but what about articles that address how your organization is tackling key regional health issues?
We all want to attract visitors who return to our sites; thus the inclusion of videos, podcasts and health information. Should they also return for interesting writing? In which strategic places, and in what form, should content reside on health care web sites?
September 27th, 2007 at 9:02 am
Dan — interesting post. As someone who graduated with a journalism degree and spent 10+ years with daily newspapers, I originally embraced the new media form of writing.
- Lots of bullet points
- Breaks in copy
- Functional copy: who to contact and how
But now, I’m not so sure. Like a pendulum, I’m swaying back to “good writing is good writing.”
I think as the content becomes more specialized, it can become more detailed and thorough. If I’m the only person in the world converting pick-up trucks so they can also be boats in the water, I think I can afford to offer more than contact information. I can write at length as to how I do it, how long it takes, what to expect, how much it will cost, how cool it is.
Translating that to healthcare is tough. I have to ask of ourselves: what makes us special?
September 27th, 2007 at 5:36 pm
I think a lot of it depends on the frame of mind and stage of cycle of the site visitor. Some third-party vendors offer really solid disease and condition information – where is the value in recreating something like that (at immense cost to the organization and hassle for whoever is unlucky enough to be selected as the physician liaison on that project) when the wheel already exists? Integration is getting easier and more seamless with XML delivery and meta/keyword fields to help the content live more ‘inside’ your site and less alongside.
I feel that there is great value in good original writing on a healthcare organization’s website but you have to be very selective about where you put it. Resources, as always, are limited and time is finite.
While a user recently diagnosed with taeniasis might just want the facts, someone reading an article about healthy new recipes or fun ways to get out and enjoy the Fall weather might linger a little longer and appreciate a clever turn of phrase.
You said: “To my mind, third party content plays a supporting role to my web team’s primary effort: strategically communicating our health services.” And I couldn’t agree more.
September 28th, 2007 at 8:44 am
You all know my views here! This is how I envision optimal integration of original and third-party content on a site, from the user’s perspective:
1. Main page. Obviously original.
2. Service lines page. Just a list, generally, not much here.
3. Individual service line. Original: overview, accolades, general statistics (if any), quick summary of popular or distinguished treatments, contact info.
4. Individual treatment pages. Original. Very detailed information about the diagnoses, treatments, procedures, statistics, accolades, pictures (if applicable), support group info, contact information.
So where’s the third party content? It’s in the sidebars or occasionally through the text (especially in the detailed information about d/t/p) on the individual treatment page. It’s not taking an odd, overbearing role; it’s in a support role for your original content, as it should be. That way you’re telling your visitor about your hospital and the services you offer, and also giving them the necessary additional information if they need/want a bit more.
Goes exactly with what you guys have said.
September 28th, 2007 at 10:35 am
Chris et al: for a great article on resuscitating quality web writing, see
http://www.alistapart.com/articles/revivinganorexicwebwriting
Thomas et al: in addition to original content that supports your unique service strengths, do you produce any material that communicates other distinct elements of your organization’s personality and culture? I ask because we offer a diverse range of patient support services that merit a web presence—everything from palliative care and specific types of counseling, to non-denominational spiritual services at one hospital in our network. These are more indirect medical services, but represent great [prospective] patient value in that they communicate our broad care philosophy.
Also, we were asked to develop a more comprehensive nursing web site for one hospital, given its particular mission to emphasize nursing excellence, leadership and education, and to serve as a recruiting tool.
These examples offer opportunities for interesting writing tasks that can possess both strategic and user value.
September 28th, 2007 at 12:16 pm
We do produce some. On our Web site under “services” you’ll find links for family and support services. Some of the family services have been going through some content changes, such as the Sibling Playroom. It’s not much, but it’s a start. We do also have content about some of the other non-clinical (or not-so-clinical) services such as hospice, counseling/social work/chaplaincy, and nutrition, but it’s very superficial.
I think these areas tend to be extremely superficial because they’re services that are either inherent to the hospital experience (like nutrition) or are spare-of-the-moment (like hospice). These areas tend to lack a lot of content, and it doesn’t seem like anyone has contacted us with the need for more. Perhaps they’re more valuable than I’ve given it, but I’d like to see if our patients who came here through Web referrals even looked at those services as possibilities (by the number of hits these services get, I’d assume they don’t).
September 29th, 2007 at 8:17 am
I follow one principle: give visitors the content and tools needed to meet and exceed their expectations. Don’t write one word more or less.
Generally, the “writing” formula I use is, tell them:
1. what you do for them
2. proof you do it better than the next guy
3. what does it cost (in time, pain and money)
4. what they should do next
That keeps it pretty simple.
There’s one more thing to keep in mind in regards to how hard do you need to try to write savvy copy … health care is often a service people “need” as opposed to “want.” That makes a big difference to the writing approach. If people “need” your services you’re competing with other hospitals as to where they should go. If people don’t “need” what you have to offer, then “doing nothing” is your primary competitor, in which case, you need to work harder to get the prospect to act.
Finally, “predictability” is a felon when it comes to writing health care copy. If your reader is reading the same old predictable copy as the next hospital, then yeah … your copy isn’t going to do much for you. You have to work to write original, meaningful copy.
I could a long time on this subject … so, final comment: I still believe in “content is king.”