If you run pharmacy websites, you will know the importance of keeping your site up to date with fresh and relevant content. This helps to drive new visitors to your site and helps to convert them to repeat customers. It also builds confidence in your brand, as people view it as a trusted source of information.
Uploading plenty of useful and relevant content onto your site also reduces the time spent answering the same questions by phone or email, freeing up your staff to get on with other work. The key to creating the right content is to focus on your customer’s problems, rather than to sell your products to them. Here are some points to bear in mind.
Who are your core customers?
You may have several different buyer personas, or one broad customer base that you wish to target. It may be beneficial to interview people who have not previously bought from your brand, but are looking for a different solution. Find out why they have decided to make a change, and what product features or benefits are a priority for them.
Create content for different stages in in the buyer journey
Visitors have different intentions when they click on your website. Some will be researching and gathering information, looking for basic facts about symptoms or other healthcare issues. Others will have already done some background work, and will be looking for some possible solutions to their problems or pain points.
At this stage, the customer may be comparing different products on your website or on a competitor website, and considering what might be the right solution for them. This leads to the decision stage, when the visitor becomes a buyer, and is ready to make a purchase or book an appointment.
Be consistent in topics across all the stages
When you have identified who your customers are and what they are looking for, plan your topics to create stepping stones along the whole customer journey. For example, if your visitor is searching for a hair loss treatment, start by including some general articles on different types of hair loss, and what the possible causes might be.
The next stage is to add some posts about different possible solutions or treatments for hair loss, and the benefits and drawbacks of each one. Finally, you might add an article explaining in more detail about how to use a particular product, how long it takes to work, and what results the patient can expect, and end the piece with a call to action.
Research keywords and include the relevant words and phrases
Do some research yourself to find out what queries are entered into a search engine by your target customer base. Remember that it is more common to use long tail keywords in the form of questions, rather than two or three words, and Google is optimised to rank for phrases and context.
There is much more focus on ‘search intent’, where phrases are often prefixed with modifiers such as how, what, best, examples, and so on.