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SEO and Website

SEO and Website. Website & SEO Assessment Summary. Comments: The website is probably the weakest link in the ePAY Healthcare marketing arsenal

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SEO and Website

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  1. SEO and Website

  2. Website & SEO Assessment Summary • Comments: • The website is probably the weakest link in the ePAY Healthcare marketing arsenal • It does a poor job at telling the story – contains excessive text, uses a lot of jargon, requires the person searching for information to give their email in order to learn more, and disproportionally emphasizes benefits (without a link to how these benefits are achieved which undermines the credibility of the benefits) • Moreover it is hard to find unless you already know the name of the company and are searching directly for it in a search engine • Website and SEO • How well does the website contribute to the sales process? Average of interviewee scores My evaluation • Activities

  3. Search Engine OptimizationePAY Healthcare is very hard to find unless you already know the company name. • Search Engines: • Google • Bing • Terms Searched: • Online patient payments • Patient payment portal • Patient payments • Patient pay • Patient pay online • Healthcare.intuit.com • Optiuminsight.com • Televox.com • Gatewayedi.com • Alacrity.com • Top sites in search results: • Instamed.com • Emedon.com • Patientpay.net • Patientpayonline.com • Patientpaycenter.com * Hubspot marketing grader analysis of company websites

  4. WebsiteThere are quite a few issues with the ePAY Healthcare website. Phone number and social good - Picture tells me only that you are in healthcare; since it is stock photography it also reads as very impersonal  A better articulation of your value prop would help here - - Requiring email info to download is off-putting This does not tell me what you actually “provide” - This whole section is too text heavy and full of jargon

  5. WebsiteOther website concerns. Well written, great points, the only thing that would make it better is if it was more skimable (e.g., bullets)   Why not list solutions too? This is a strong point but needs to be re-worded to accent the 25 years vs. the person very few are likely to have heard of - A. This isn’t true and B. You miss an opportunity to share what is different about you  Odd use of space

  6. WebsiteOther website concerns.  Great use of bullets for easy understanding Could set up more of a burning platform - Product names are less important than what the solutions do  Make stronger by touting commitment to help docs make money

  7. WebsiteOther website concerns. - Here, as on the front page, requiring email address is off-putting  No reason for this level of detail to be on website Repeat of photo on lots of pages - Clear, simple, easy

  8. WebsitesA few things others do well. Call to action Instant set up? Fantastic bullets(Both concise and powerful) Continually prompting sign up Nice info-graphic Online demo • Overall nice clean easy to understand site • Looks easy to sign up, but you don’t really get a sense of what exactly you are signing up for / buying from front page • Love the text of the bullets and ability to launch demo from the front page 8

  9. WebsitesA few things others do well. Notes • They do a good job of building a burning platform/reason to buy • Offer a breadth of services • Up in weeks • Allows lurking (brochure) • Found partnership with Outsourced Receivables Inc. a company that used to do collections & has since expanded Call to action on front page Good burning platform Bullets promote easier reading Make the case for ease; support it with a testimonial

  10. WebsitesA few things others do well. • This is a great site – easy to read, all the right information, online demo is fun to watch; very well done • Provide lots of data and proof points • Easy to download everything – white paper was the only thing that required me to enter information • Info-graphics video was awesome • Full transparency of pricing • Outrageously long list of testimonials Call to action Instant set up? Pricing transparency Fantastic kinetic text video Nice feature; picture and text advance as you choose from the left nav.

  11. WebsitesA few things others do well. Excellent use of info-graphics throughout site • Larger set of offerings, but easy to find what I want • Site built for readability • Site focuses on the compelling case for accepting payments • Everything reads so easily, there is an assumption that the process will be easy Lots of downloads available Super easy to skim / read

  12. WebsitesA few things others do well. • Clean design • Easy to read • Great info video – looks easy • Good proof points such as: save as much as $4.95 per patient. Get paid up to 19 days quicker than traditional billing methods Nice bullets Good call to action Nice visual use graphics and space

  13. Conclusions/Recommendations • Enhance the ability to find ePAY Healthcare through search • Enhance SEO • Experiment with key word purchases • Simplify site • Simplify messaging • Clean up visual appearance • Strip out extraneous messaging • Align messaging and layer levels of complexity • Enhance ability to learn about company offerings • Require lesser commitment to learn about company (give more information without requiring email address) • Add video (regular, kinetic text or recorded PowerPoint) • Enhance ability to buy with sign up buttons

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