Improve your healthcare web content: Service line, location and provider profile audits

When it’s time to improve your website, a content audit is always a great place to start. But sometimes, a full content audit isn’t always doable — or even necessary.

Instead, focusing on high-traffic areas can make a big impact. Your service line pages, location pages and provider profiles are some of the most visited sections on your site. Conducting targeted content audits for these areas can enhance user experience, improve rankings and align content with patient search behavior.

Let’s explore how service line content audits, location content audits and provider profile audits can optimize your site.

Service line content audit: Showcase your expertise

Your service line pages help position your organization as a trusted healthcare provider. A service line content audit ensures these pages are clear, informative and optimized for patient needs.

Key areas to evaluate on your service line content:

• Areas of expertise: Highlight what makes your services unique.
• Conditions treated: Ensure the content aligns with how patients search for care.
• Resources and education: Provide accessible information to support patients as they make decisions.
• Services offered: Keep your service offerings updated.
• SEO and linking strategy: Optimize metadata, URLs and internal linking, especially to providers and locations.

A service line content audit can help you see what you’re missing so you can build a strategy focused on what to keep, what to add, what to delete and how to optimize content for your users.

You may benefit from a service line content audit if:

• You’ve just added new services or hired new types of specialists and aren’t sure how to add them to your website.
• You want to know if the way you present your services online aligns with how your audiences look for and expect to access care.

Location content audit: Help patients find and access care

Location pages help patients and families find the right facility and services. A location content audit ensures your pages are accurate, user-friendly and optimized for search.

Key areas to evaluate on your location content:

• Addresses
• Hours of operation
• Clear directions and campus navigation support
• SEO and linking strategy

As part of your audit, you may also consider reviewing your Google My Business profiles.

A location audit can give you important information about user experience and the functionality of your location pages. These audits can tell you more about what information your audiences expect to see and where they expect to find it on your pages. This can help you build a better content strategy.

You may need a location content audit if:

• Online visitors struggle to find location-specific contact information, hours of operation or information about which providers are available at which location.
• People get lost looking for a location or navigating on your campus once they arrive.
• You want to drive patients to specific location types (e.g., urgent cares, fitness centers, etc.).
• You’ve just acquired or opened new locations.
• Your website locations search and directory aren’t user-friendly.

Provider profile content audit: Increase visibility for doctors

Your provider profiles are a critical touchpoint for new and returning patients. A provider profile audit helps assess whether they are effective, engaging and easy to find.

Key areas to evaluate on your provider profiles:

• Provider name and credentials
• Location and contact details
• Biographies and expertise
• Patient reviews and testimonials
• Provider headshots
• SEO and linking strategy

You may need a provider profile audit if:

• You want to rank higher for specific types of providers in different markets.
• You aren’t sure what to include on provider profiles or need to ensure they are standardized.
• You hear, “No one can find our doctors online.”

Service line content audit in action

Since 2021, St. Elizabeth Healthcare has taken a strategic, step-by-step approach to improve their web presence and user experience. That’s why focusing on a service line content audit was the right approach. They partnered with WG Content to:

• Optimize primary service line pages to better reflect offerings
• Improve user pathways to enhance patient access to care
• Ensure content accuracy for new and expanded services

For each of their five primary service lines, a deep-dive content strategy was developed, including a service line content audit. This helped St. Elizabeth’s to:

• Get the most value out of existing content
• Strategically invest in new assets that address content gaps
• Improve calls-to-action for each page to enhance conversions
• Optimize existing content and identify areas where new content was needed to meet high interest and answer questions
• Improve metadata to align with best practices

Read more about this service line content audit project!

Ready to tackle your service line, location and provider content strategy?

A targeted content audit for your service lines, locations and provider profiles can improve the user experience, search rankings and engagement. Learn more about WG Content’s approach to service line content strategy and location and provider content strategy Then, reach out and let’s get started!

More tips on service line, location and provider profile content audits: