For SaaS companies that target healthcare organizations, the need to understand how those institutions evaluate and buy is imperative.
There are several buyer personas to understand - this may not represent all of them in a healthcare organization, but can give you a base understanding:
The reason that understanding all of these different roles and players is that each will most likely in some way engage with your website during the sales process.
What many Healthtech SaaS companies under estimate is how many of the personas in the sales process to utilize their website.
It is not a controlled environment and the second that your product or company is presented to internal representatives, they will search or reference materials to get to your site.
Ensuring that you strategize, design, and build your SaaS website with the right content and functionality is key.
For bother early-stage researchers and influencers, clearly understanding what your product does is important.
Often SaaS Healthtech companies underestimate how easy it is to understand what their product does. You get it as you are in it every day, but making the assumption that others will instantly capture the breadth of what you do is a mistake.
Features should also be presented in a variety of ways that help visitors find what they are looking for quickly.
With your website as a hub and key tool in both the marketing and sales journey, thought leadership plays a big role in streamlining the SaaS Sales Funnel.
Validation and building confidence with visitors and prospects is an important part of the sales journey.
Whether your audience is a researcher, influencer or decision maker, they need to get to a point where they trust your product.
A website is a huge part of building trust. As someone visits, they are subconsciously increasing and decreasing their confidence at every scroll, click, and read.
Thought leadership is just one of many elements that can help build confidence especially when you are able to communicate that you have expertise and specialization. In Healthtech, people want to purchase products that are proven and specialized to their industry and needs. The best way to showcase that you have that authority is to create highly valuable and well-thought content.
Validation can be powerful, but first you need to have the opportunities. For Healthtech, some question various marketing channels given how healthcare institutions run.
But, every single human on this planet uses search engines to find information they are looking for. Everyone has challenges, pains, roadblocks, and needs that they have to find answers for.
Thought leadership is a central strategy to search optimization which is build off content that answers the questions that people have. Search engines prioritize relevant and quality content to deliver value to their own audience.
Therefore, thought leadership that is a narrow topic with a lot of authority will win the search channel.
The key is to make a visitor feel like you understand them individually and have the answers to their specific challenges and needs.
Website personalization can come in many forms.
Personalization can be done by dynamically changing content based on where a visitor comes from or information they select on the website. This allows you to change headers, navigation or practically anything on the site based on factors you determine.
Programmatic personalization is more complex and requires special functionality to work.
One of the most common forms of personalization is when you develop pages on the site for specific industries, departments or titles.
Thought leadership that we covered in the previous section can be written for niche audiences to make it feel personalized to them when they find it.
Like everything, a person wants to feel confident before they start the sales process or even purchase. Part of building confidence as we have talked about in previous sections - is visually displaying what someone will get.
You wouldn't buy a show or a car without seeing it at all - software is no different. There has to be some sort of visual representation of the product.
We've seen in statistics that pages without software visuals have a significantly lower conversion rate than those that do have them.
An interactive walkthrough of your product can be done with screenshots, animations, video or even fully interactive clickable experiences.
A product video could be an animated explainer or a walkthrough by someone on your team.
Screenshots should show off key features and a good user interface design to build confidence.
Demos and trials go beyond presentation and really allow someone to try before they buy.
OK, so this one isn't just specific to Healthtech sites but, nonetheless, is a must have.
Previously, Google would give "bonus points" in its algorithm to sites that were mobile friendly. Now, the search engine giant is taking it one step further and actually negatively scoring sites that are not mobile friendly -- hindering these sites from appearing in search results and giving clear preference to responsively designed websites. Why? Because smartphones and tablets are increasing in popularity with more people searching the web on their devices than ever before.
If your current website isn't mobile friendly, now is the time for a redesign.
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