Social media activity is often seen as the primary (if not only) way for a brand to gain recognition online. But that's not entirely accurate. Developing a high-performance website and investing in paid traffic are crucial steps for a company to reach its audience online.
This is explained by specialist Fabiano Quirino, CEO of Agk.Medical, a marketing agency focused on health services and businesses. In his assessment, having a well-designed and maintained website allows the company to transfer its real-world professionalism and credibility into the digital realm, generating Digital Authority.
Paid traffic is used to boost website visibility. This strategy is, in fact, recommended by Sebrae in guidance materials for small and medium-sized businesses. The most commonly used platforms for publishing ads are Google Ads, YouTube Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and TikTok Ads Manager.
However, simply investing in advertisements alone will not guarantee access to, and especially, continued presence on the company website. "The website needs relevant content, easy navigation so users can find what they're looking for, and to attract them to what the brand offers," underlines Fabiano Quirino. "Digital authority is strongly influenced by a high-performing website, and it is through this website that the public systematically accesses all data and information."
In this context, working with the Agk.Medical team, the specialist cites five characteristics that make a website efficient and, therefore, capable of creating a good impression on visitors:
- Having a harmonious and modern visual appeal, with high-quality images;
- High page load speed;
- Easy to navigate, with relevant content and interactive menus;
- Be fully responsive, designed to adapt to any screen resolution (laptop, mobile phone, desktop) without distortion.
- Undergoing updates, maintenance, security enhancements, and backups, including the addition of new elements and content.
With features like these, the high-performance website conveys modernity, humanization, and credibility. "The website should reflect, in the digital environment, the brand values established in the physical environment," adds the expert.
Another crucial point is ensuring the website's presence in search engines. Besides investing in ads, it's essential that content is developed with SEO (Search Engine Optimization) requirements in mind.
Today, we offer health professionals our Digital Authority Consulting. We analyze their current situation and where they want to go. With defined goals, we create a plan to help them achieve their Digital Authority and reach their goals as quickly as possible, through online advertising strategies that lead to a high-performance website where patients connect with the specialist and schedule their first appointment. We also provide business intelligence support with cutting-edge tools, so the specialist's team can increasingly convert and retain new patients arriving," emphasizes the professional from Agk.Medical.
The portfolio includes websites created for medical professionals and clinics across the country, such as Dr. Rodrigo Foronda, Glauce Cardoso Ubeid, Dr. Bruno Müzel, Dr. Luiz Venturini, Dra. Bruna Sanchis, Dr. Cristóvão Silva, Dra. Daniela Gracioli, Clínica Sanches e Fukubara, and more than 100 other sites developed by Agk.Medical.
