Task Sheet - Condition Page

Contents

Condition Page Task list

  • Go through the condition guide and read through some of the websites linked to from it to learn about the condition
  • Write 800-1200 words split into 8-10 sections following the condition page structure below
  • Give the page an appropriate H1 title along the lines of [treatment] for [condition] in [location] and similar URL
  • Put the sections into the page using content section templates. 1st section text on left, 2nd text on right and so on
  • Insert a common section from the templates in between every 2 content sections
  • Insert a "from our blog" section and "medical review" section at the end of the page from tempates. Select the right category or tag for the blog section
  • For each content section fInd an appropriate image from Shutterstock, or a video chosen from the condition guide, and add to the page
  • Mark up each image with alt tag and title, and give it a caption
  • Link to internal pages on the website wherever appropriate
  • Add 10-15 outbound links to high authority sources. Typically some of these will be in a "further resources" content section
  • Optimise the title tag and meta description using Yoast, and give the page an appropriate featured image

About Condition Pages

  • Condition Pages are pages we create on any given condition our client treats, e.g. back pain, sports injury, fibromyalgia, etc.
  • They are one of our most successful products and something I think we’re very much ahead of the curve on. I haven’t seen anyone else who does them as well as us. We sell them individually for existing websites and package them up with new websites.
  • Condition pages can have a huge effect on a client’s SEO, as you can see in this case study, where we took a client from 38th to 1st on Google for ‘back pain’.
  • Condition pages also play a great part in conversion rate optimisation. Many clients get someone with a certain condition come to them for treatment because they had a page explaining that condition.
  • Although we have a set structure and one neck pain page (for example) will be similar to the next, every page has to be unique because (1) that’s how we sell them and (2) duplicate content gets marked down on Google, so every one has to be written individually and contain a slightly different structure.

Condition Page Structure

General

  • A condition page contains around 800-1200 words of content. That content is written uniquely for each page and broken down into 8-10 sections, each with a subheading, and an image and caption.
  • After every two content sections comes a common section. These are marketing sections such as “our practitioners”, “our clinic”, “book appointment” etc., which are common sections because we reuse them on all pages. 
  • Towards the end we also have a “from our blog” section which pulls in related articles from the client’s blog, and a “medical review” section saying the page has been reviewed by the client with a link to their practitioner page. This is essential for SEO because Google wants to know it was checked by a medical professional.

First and Last Content Sections

  • First Section – called “treatment for [condition] in [location]” or similar depending on SEO data (e.g. back pain we say “Back Pain Clinic in [location]” because that’s what people type into Google)
  • First section doesn’t really talk about the condition but about the clinic, stating they treat the condition and reiterating all their primary and secondary optimisations. It’s pure marketing/SEO.
  • Last 1-2 Sections a bit like the first, not really about the condition but marketing/SEO information, saying how great the clinic is, their secondary optimisations and USPs. They might be titled things like:
    • Your First Appointment
    • [condition] Treatment at [clinic name]
    • Our approach to [condition]
    • Booking an Appointment
  • Very Last Section after “last 1-2 sections above” will be “useful resources” or similar and contain outbound links, unless you have so many links in the text it’s not necessary.

Middle Content Sections

  • Here we talk about the condition. It’s different from condition to condition and also because every page has to be different you’re free to structure it your own way (there are ideas for section titles in the condition guides). Generally though you want to follow this kind of structure:
    • Describe what the condition is – biologically, symptoms, how it’s diagnosed, etc.
    • Explain different treatment options – everything from painkillers to surgery – give a context for the client’s treatment and subtly suggest it’s by far the best option. Generally this will be because:
      • It gets to the actual root of the problem instead of just masking the symptoms
      • It’s a non-invasive treatment that doesn’t involve surgery, drugs, x-rays, etc.
    • Then go into detail about how the client’s treatment treats the condition. Really this is more about the client’s particular discipline/therapy than about the condition, and you’ll use the generic USPs for that therapy.
  • All of that should take up the 6-9 middle sections. Structure it how you see fit and make sure each page you do is unique.

Common Sections

  • These will be pre-built for you as templates. Drop one in after every 2 content sections, whichever you feel are most appropriate for conversion.
  • If you’re doing several pages on the same website, mix up the structure so the visitor sees different common sections on each page.
  • Underneath the content sections, add a “from our blog” section and “medical review” section. These should be pre-built for you in the templates.

Videos

  • Include 1-2 videos on every page. Great for SEO and conversion. You can replace a section image with a video, or have a section with a couple of videos.

Useful Links

  • This section isn’t essential if you have enough links elsewhere in the page (see below), but if not create a “useful resources” section or similar to boost your outbound links to 10-15.

Choosing Images

General Information

  • Use our Shutterstock account to find appropriate images for the page
  • Try to include diversity of age / race / gender / etc. for general images. For clinicians be mindful of the client’s identity – for example if the client is a male physiotherapist operating a 1-person clinic then using images of female physios treating people could be insensitive to the client and misleading to the potential patient.
  • Always avoid stethoscopes, white coats and x-rays
  • Download the 1000px wide option from Shutterstock, not the really big one or the 500px wide one
  • Imagify should already be set up on the website to optimise the image automatically
  • Add an appropriate caption for the image

Linking

  • Linking is crucial for SEO and useful for the visitor.

External Links

  • Include 10-15 external links to high authority sources which you can find on the condition guide page. More is acceptable if appropriate
  • Link any words which might need an explanation to a page explaining them. For example: Sciatica is caused by inflammation of the sciatic nerve. This is typically due to a herniated (slipped) disc, but can also be caused by conditions such as spinal stenosis or scoliosis.
  • You might also include a “further resources” or “useful links” section at the end listing some of the links from the condition guide.
  • Ensure that all external links open in a new tab.

Internal Links

  • Link to internal pages on the website wherever you can, for example when mentioning the clinic link to the clinic page, when mentioning the treatment link to the treatment page, when mentioning other conditions the clinic treats link to their condition pages, and when saying ‘contact us’ link to the contact page.
  • When linking to the clinic page, where you can do so naturally and appropriately include the location, for example: We provide treatment at our Manchester clinic.

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