Comparing the world of GP websites and the movie industry may be a stretch of the imagination, but believe it or not there are lessons to be drawn.
When the first trailer for Star Wars Episode 1: The Phantom Menace came out in 1998 it could only be seen by cinema-goers, shown on screen before they settled down to the main movie.
By the time the second trailer was released, Lucasfilm had teamed up with Apple to release it on Quicktime. That trailer became the biggest download event at the time, with 6.4 million downloads over three weeks. And, as we all know, Phantom Menace went on to become a box office phenomenon which kick started the new Star Wars series, fuelled in part by the anticipation that was built around it.
So what does this have to do with primary care?
We believe this idea of harnessing the power of online messages to create “teasers” for the main event is one that many organisations – GP practices included – can make use of.
The “coming soon” pages on your website, if used correctly, can make your audiences keen to find out about new services, such as physio services, new opening times or new staff who may be joining you with specialisms.
So here are our tips on making the most of your “coming soon” pages:
- Fortunately, just putting the words “coming soon” or “under construction” is largely a thing of the past. Instead, use the power of the web to give really positive messages. Use a few sentences by way of introduction. But keep it short – don’t give everything away all at once, otherwise there is no reason for patients to visit for the “big reveal”.
- Keep the “teaser” going. Add some more information a little at a time. That way you’ll help to build anticipation. It’s a tactic used to great effect by advertisers – you just need to take a leaf out of their book.
- If you use social media add a hashtag. Hashtags make people feel included, and in the know, and give your visitors the impression that people are talking about your new service.
- Finally, why not be even more proactive? You can use the coming soon pages to engage visitors. For example, you could issue an invitation to your patient group to help test your new website (if you’re having one).
“Coming soon” messages need not be the dull affairs that they once were. Go online to make an effective “trailer” for your new website or services. You may not be about to release Jurassic World but you can certainly avoid being a dinosaur about the potential of a “coming soon” page.
For more tips on making the most of your website, please get in touch with the team at Silicon Practice.