Even though healthcare providers believe their websites serve as a “digital front door,” nothing could be further from the truth.
It’s true that about 43% of visitors go immediately to a website’s search bar. Unfortunately, healthcare websites are not configured to guide patients in a meaningful way.
- Rarely do search functions understand the every-day language patients use to describe what they are looking for or the circumstances prompting their search.
- Websites don’t probe to undercover the visitor’s intent – failing to present follow-up queries that refine the search and help guide patients to information specific to their situation.