Website and Social Media Report for North Central London (NCL)
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Table of Contents Website and Social Media Report for North Central London (NCL) Introduction - 01 Social media report - 21 Why is it important to have a good practice website and active social media presence? Why social media is important Key data from the report Example of a higher rated official Facebook page in NCL Website report - 03 Example of an unofficial Facebook page in NCL Why each data point is important Example of a higher rated Twitter page in NCL Key data from the report Example of a lower rated Twitter page in NCL Website providers Website providers with WCAG A or AA checkpoints failed Examples of potential GDPR compliance issues in the report Recommendations - 28 Monthly organic traffic Practices without individual domains Practices with individual domains Examples of stretched, non-web friendly or poorly formatted images Example 1 Example 2 Example 3 Example 4 Example of a higher rated practice website in NCL Example of a lower rated practice website in NCL Top organic terms Best keyword opportunities
Introduction Website and Social Media Report for North Central London (NCL) North and Central London CSU have commissioned Redmoor to support the region in better understanding key metrics to support consistent patient facing communications and the report outlines high level key metrics produced from a website and social media meta-analysis recently completed. Included is a glossary that contains a definition of each piece of information (data point) that has been analysed, an overview of how social media is being used in the region, key figures from the meta-analysis, examples of higher scoring and lower scoring websites and social media pages, and recommendations for improving key issues that have been identified, with creative visual representations provided throughout. Redmoor have used the Iatro Practice365 website reporting tool to analyse all practice websites in the North Central London region, which has provided the raw data that forms the basis of the website section of this report. This means that although this report provides a North Central London overview of practice data, exact details of the individual issues that have been flagged up will need to be looked at in more detail upon request. Furthermore, the report will sometimes show the number of issues that flagged up, but not exactly where the issues are located. For example, it would show the number of stretched images, but not where these are on a practice’s website. That would need to be looked at in more detail. Information used from the reporting tool can therefore only show those insights that are held in the public domain. Redmoor Health have provided more insight where possible and can still collate additional more detailed information on request. 01
Why is it important to have a good practice website and active social media presence? Website and Social Media Report for North Central London (NCL) Good communications will make life simpler for patients and carers to know what to expect from the practice. This is a practice’s opportunity to educate patients about online services and also to help people to get the best out of the surgery and to help the team. Patients should be supported to understand how and when to make contact, or respond as and when required. A variety of methods of communications will reach a wider section of a practices’ population. Some communications are targeted, others more general for the whole population. Communication methods range from personalised care messages to population / public health awareness. A good website and social media activity form part of your communication strategy. www.northlondonpartners.org.uk 02
Website report Website and Social Media Report for North Central London (NCL) Bounce rate - This figure indicates whether or not web page content is Why each data point herein is important irrelevant or confusing to patients. A high bounce rate on the home page for example would be alarming because it means patients are only viewing that Accessibility - Practicing good web accessibility opens practice page alone then leaving the site. websites to a larger demographic, which increases the ability of more patients to find information online and interact with the practice more effectively. The Web Content Accessibility Guidelines (WCAG) are an Broken links - Having a high number of broken links, or links with internationally recognised standard created to make web content more problems, makes a bad user experience. When patients click on broken accessible. The Accessibility Score is a measure of how well a site performs links they reach a dead-end and get frustrated and may never return. These against the WCAG standards. Guidelines are categorised into three levels, restrict the flow of link equity throughout each site, which impacts rankings A (low), AA (mid), AAA (high) – conformance at higher levels indicates negatively conformance art lower levels. AA conformance is recommended for all web- based information Cookie policy link - This is a policy used to inform patients about the use of Cookies on the website. If practices have website visitors from the EU, Amount of content - An average of 600-700 words per page is a Cookie banner must be provided optimal. Good website content isn’t restricted to written words. In addition to text on websites, practices should consider using videos or other graphics www.redmoorhealth.co.uk to share information. Patients are more likely to read and share content if it provides value to them Analytics - Analytics provide insights and data that can be used to create a better user experience for patients. Understanding patient behaviour 03 is also key to optimising websites
Device optimisation - A device-optimised site, for example that Google listing - Google My Business (GMB) listing is a huge benefit to is accessible and formatted for mobile phones or tablets, is a far more practices. By having a profile, practices can reach more patients, increase advanced website. Device optimised means that the site will re-format website visits and patient access. Claiming listings will ensure practices are itself automatically depending on the device used to access the practice categorised properly, websites have the correct links, and most importantly website. Increased device optimisation leads to increased web traffic and that the URL addresses are correct engagement Images - Websites with images perform better in search rankings. They Favicon - A Favicon is a small icon that serves as branding for websites. are also more attention grabbing when showing up on search results pages. Its main purpose is to help visitors locate pages easier when they have This means websites with properly labelled photos win more clicks. Images multiple tabs open. Due to their tiny size, Favicons work best as simple should be formatted between 1500 and 2500 pixels for optimal visibility. images or one to three characters of text Images smaller than this may appear blurry or pixelated when stretched to fill containers such as banners GDPR - GDPR is important because it improves the protection of European data subjects’ rights and clarifies what companies that process Phone number - Including a visible phone number on personal data must do to safeguard these rights. All companies and websites makes it far easier for patients to get in contact with the practice, organisations that deal with data relating to EU citizens must comply by the increasing patient access and reducing confusion new GDPR www.redmoorhealth.co.uk Titles and headings - Titles and headings specify the content of each section of the website and makes it easier to run searches and navigate 04
Website report Website and Social Media Report for North Central London (NCL) This is important because the information being sent on the internet is Why each data point herein is important passed from computer to computer to get to the destination server Privacy policy links - Adding a Privacy policy link makes sure that patients can check to see each practice’s Privacy protocol and how they Traffic - Organic traffic is important because it is targeted. Patients collect and use personal data. If practices collect personal information from visiting websites from search engines’ organic results have a very specific website visitors, a Privacy policy must be posted on the website intent and if practices can provide answers to questions they are more likely to be satisfied with the service and information detailed online Score - This is a total score amalgamated from all data from the full website audit report and represents the general quality of each website and/ Voice assistant - T Voice assistants such as Alexa allow people to or STP’s websites overall do a variety of tasks hands-free, which is a major reason many people like using them – especially on their phones. This is likely to form a large part of web traffic moving forward, as 30% of all web searches are now done Social media links - Adding social media links to practice websites through Alexa is a way to increase the virality of the content. Practices want to make it www.redmoorhealth.co.uk easier for patients to find other channels that they have available to their patients. The links automate the sharing and linking processes and increase brand reach and awareness SSL - The primary reason why SSL is used is to keep sensitive information sent across the internet encrypted so that the intended recipient can access it. 05
Key data from the report Website and Social Media Report for North Central London (NCL) North Central London (NCL) consists of 203 practices, 5 of which don’t have active websites, and 8 practices merged. The data below provides insight into the 194 active websites. 65 Score Average: 64.75% Highest: 82% Lowest: 40% Amount of content Average: 3,744.4 words on 5 pages Highest: 19,545 words on 5 pages Lowest: 354 words on 5 pages Total pages found 11,579 pages on 194 websites Titles 127 pages are missing titles Headings 2,460 bad headings Images 537 stretched images 13 non-web friendly images Monthly organic traffic Total: 219,949 (practice site visits in 191 individual Highest: 6,764 practice domains in the region – detailed later) Average: 1,152 Lowest: 1 06
Key data from the report Website and Social Media Report for North Central London (NCL) North Central London (NCL) consists of 203 practices, 5 of which don’t have active websites, and 8 practices merged. The data below provides insight into the 194 active websites. 65 SSL dectected 165 SSL encryption 22 sites aren’t encrypted SSL Valid 6 sites aren’t valid SSL Expired 0 Favicon detected 155 Favicon is too small 14 Phone numbers found 9 websites have no listed phone number Mobile optimised 46 sites aren’t optimised for mobile phones Tablet Optimised 46 sites aren’t optimised for tablet devices Analytics 88 practice websites don’t have analytics Accessibility 519 WCAG A checkpoints failed 664 WCAG AA checkpoints failed 07
Key data from the report Website and Social Media Report for North Central London (NCL) Bounce rate Average: 37.99% Highest: 100% Lowest: 0% Broken links Internal links with problems GDPR 75 (8,672 links checked) Average: 7.67% 105 potential GDPR compliance issues 65 Pages with Privacy policy link 60% Pages with Cookie policy link 70.93% Facebook linked 11 practices have Facebook pages linked on their website Twitter linked 8 practices have Twitter pages linked on their website Instagram linked 1 practice has an Instagram page linked on their website Voice assistant 148 sites have voice assistants found Google listing found 148 sites have Google listings Google listing claimed 124 sites haven’t claimed their Google listing 08
Website providers Website and Social Media Report for North Central London (NCL) Here is a list of the web providers used in NCL: FPM Group 47 websites (47/7) OceanWP 2 websites (My SurgeryWebsite / FPM Group) Mount Media Ltd 2 websites Tree View Designs Ltd 15 websites GenPra 2 websites Silicon Practice 13 websites Websites 4 GPs 2 websites Neighbourhood Direct Ltd 12 websites (+1) (+ Oldroyd Publishing Group) GP Digital 1 website EMIS health 8 websites Outburst Surgery 1 website Patient Link 8 websites Rarebright 1 website Egton 7 websites Digital Daniel 1 website MyHealthSpecialist 7 websites The Wheel Exists 1 website Engage Health Ltd 5 websites Olivia D'Cruz Design 1 website Practice 365 5 websites . 1 website Quicksilva GPsurgery.net 4 websites GP Web Solutions 1 website Surgery Web 4 websites Local site 35 websites 09
Website providers with WCAG A or AA checkpoints failed Below is a definition of the checkpoints and a list of the top 5 website providers with the most WCAG 2.0 A and WCAG 2.0 AA compliance issues in North Central London. WCAG 2.0 Level A: Minimal compliance: - These conformance requirements essentially prohibit elements that would make the website inaccessible. Websites that do not at least meet WCAG 2.0 A are impossible or exceedingly difficult for people with disabilities to use. WCAG 2.0 Level AA: Acceptable compliance: - This conformance level is used in most accessibility rules and regulations around the world. To meet WCAG 2.0 Level AA conformance, the website is usable and understandable for the majority of people with or without disabilities. WCAG 2.0 Level AAA: Optimal Compliance: - Compliance at this level makes your site accessible to the maximum number of users and makes this experience easy. While this level of conformance would be ideal to make the web experience truly equal for all users, it is not recommended that Level AAA conformance be required as a general policy for entire sites because it is not possible to satisfy all Level AAA Success Criteria for some content. WCAG A Checkpoint WCAG AA Checkpoint Note: First Practice Management/My Surgery Practices Website Provider Failed Failed Website – There are different templates in use 54 (47/7) FPM Group (My Surgery 125 (116 / 9) 148 (131 / 17) for this supplier, some historic, others with a Website / FPM Group) – see digital template. The historic sites tend to have note below more issues and are often unable to accept widgets for Online Consultations. There may 15 Tree View Designs Ltd. 14 25 be a cost to the practice to move to the Digital 13 Silicon Practice 22 26 template 12 (+1) Neighbourhood Direct Ltd (+ Oldroyd Publishing Group) 34 36 10 8 EMIS Health 23 28
Examples of potential GDPR compliance issues in the report Website and Social Media Report for North Central London (NCL) Exact detail of the potential GDPR issues that were found on individual practice websites can be reported on separately to this report upon request. Redmoor Health currently have overview figures on which practices have issues, but not what these issues are. Below you will see example reasons GDPR issues were flagged-up when running the website reporting tool: Privacy policy not found on some pages Cookie policy not found SSL not detected Forms discovered without opt-out consent to marketing 11
Monthly organic traffic Website and Social Media Report for North Central London (NCL) Monthly organic traffic - The monthly organic traffic a practice has Having no registered individual practice domain, such as nhs.uk, instantly is the total number of site visits a practice received in a month, and provides ranks the site content lower on search engine results, and therefore makes a good indication into how active the practice website Is, how large the it harder for patients to access services online. Sites with trusted domains patient population is and if the website is working well. such as nhs.net are also more likely to be trusted by patients because they are recognised and therefore more utilised. Practices without individual domains - The practices below have been excluded from monthly organic traffic figures because they Here is NHS Digital guidance on Namespace policy for practice websites don’t have individual domains for their websites and are instead hosted on sub-domains. A sub-domain is a domain that is a part of another domain You can see the websites below operate from the providers’ web-page and (website address/URL). This often means that the practice doesn’t own the not their own. This means that the organic traffic data is inaccurate and domain, possibly has no rights to it, and it could potentially change. It also represents the website providers’ traffic instead: makes content in the public domain harder to access, such as the individual practice monthly organic traffic data (as seen below). Practice website address Website Provider Monthly Organic Traffic xxx.gpsurgery.net GPsurgery.net 127061 xxx.gpsurgery.net GPsurgery.net 127061 xxx.gpsurgery.net GPsurgery.net 127061 12
Practices with individual domains Website and Social Media Report for North Central London (NCL) This is an anonymised list of the top 10 practices in North Central London ranked according to how active their practice website is in terms of monthly organic traffic. These websites have their own domains online. You will also find the score rating taken from the website reporting tool, which correlates practices with a relatively high score with a high organic monthly traffic figure. This means the practices that are generally scored higher due to factors such as having a low number of failed accessibility checkpoints or potential GDPR compliance issues are also more popular with patients – which is expected. However, sur- prisingly only 2 of the domains below use the nhs.uk domain. These have been highlighted in yellow. Practice Website Provider Score Monthly Organic Traffic Practice 1 Tree View Designs Ltd. 73 6764 Practice 2 EMIS health 77 4078 Practice 3 MSW (My Surgery Website) 61 3949 practice 4 local site 70 3888 Practice 5 local site 78 3873 Practice 6 Silicon Practice 71 3856 Practice 7 EMIS health 71 3847 Practice 8 local site 80 3685 Practice 9 GP Digital 61 3548 13 Practice 10 local site 77 3353
Practices with non-web friendly images Examples of stretched, non-web friendly or poorly formatted images Example 1 A non-web friendly image is one with a less accessible file format and size. Images must be formatted in a way that allows anyone to view it clearly in any browser. Alt Text should also be present on any images for screen readers. Cross-platform file formats include PNGs and JPEG images. To find out more information about which specific issues have been flagged up, and how they can be resolved, each of these practice websites will need to be looked at in more detail individually: 14
Practices with non-web friendly images Examples of stretched, non-web friendly or poorly formatted images Example 2 The example navigation pane layout below shows inconsistency in formatting – the image and the text are standing in conflict with each other. There is no clear division which is therefore less accessible, as it could be for the patients. 15
Practices with non-web friendly images Examples of stretched, non-web friendly or poorly formatted images Example 3 The example below shows that the image conflicts with the text in many ways. The dark colour of the photo contrasting with the dark blue of the navigational buttons makes it hard to distinguish between the sections. There isn’t enough spacing between the sections to make the text legible, and images and text have been laid on top of one another in a way that will confuse patients on the site. 16
Practices with non-web friendly images Examples of stretched, non-web friendly or poorly formatted images Example 4 The example image below has a pixelated and poor image quality, especially around the mobile phone, and also still has watermarks – which, unless purchased, could mean that it is a stock image and is illegal to use. 17
Example of a higher rated practice website in NCL Website and Social Media Report for North Central London (NCL) This is an example of a higher rated website that scored 82/100 using the website reporting tool. Factors that positively influenced this practice website’s score include that the website content is properly organised, and the layout, navigation and language is easy to understand and therefore more accessible. 18
Example of a Lower rated practice website in NCL Website and Social Media Report for North Central London (NCL) This is an example of a lower rated website that scored 43/100 using the website reporting tool. Layout, navigation and design have been identified as being less accessible. Also the picture on the homepage is not professional and non-web friendly: 19
Top organic terms Website and Social Media Report for North Central London (NCL) An organic term is a keyword used to attract free traffic through Search Engine Optimisation (SEO) and cannot be influenced by paid advertising. Organic search results are ranked according to their relevance to the search term. Here are the top organic terms used by patients when searching for practice websites in the North Central London region. The larger the size of the word in the Word Cloud, the more often that word appeared in patient searches for North Central London practices. 20
Best keyword opportunities Website and Social Media Report for North Central London (NCL) Keyword opportunities show the possibility for improvement for search rankings by comparing current rankings to Google’s estimated search traffic volume and competition rating. The larger the size of the word in the Word Cloud, the more relevant that word is to patient searches for South East practices. 21
Social media report Website and Social Media Report for North Central London (NCL) Why social media is important Social media is a great way to communicate key messages around Below you will find examples that illustrate the key differences and the vaccination programme, keep patients updated about validated importance of social media in general practice in more detail. The and approved COVID information, and develop an online presence that practice workforce will require sufficient training to ensure confidence and advertises the practice and services offered. The majority of the patient competence is established. population are engaged on social media and so it is important for practices to use this opportunity to address concerns and have a voice. Social media also enables practices to target specific groups, and these can often be people that are more difficult to reach through traditional communication methods – such as posters and flyers in practice waiting rooms. It is also a really effective way of using targeted advertising at specific cohorts. This has been particularly effective with targeted adverts encouraging women of certain ages to attend smear tests. These adverts are often cheaper than other methods like leaflets but are much more effective. As an example, breast screening attendance in Staffordshire increased by 13% after health teams used Facebook to engage with ladies over 50. Practices who already have social media should schedule and post reg- ular relevant content. Practices without social media will need to develop an approach to using social media and identify members of the team who can help. This is one way of dealing with unofficial pages patients will have created when checking in to surgery and control the messages being 22 sent out. For more information on how to do this, you can refer to this helpful Primary Care Social Media Toolkit.
Key data from the report Website and Social Media Report for North Central London (NCL) An official Facebook page is created by the practice themselves, This highlights a huge often verified, that allows them to share information about services opportunity to sipport the offered and posts that can relate to vetted health campaigns or more 77% of practices the 77% personal content such as the practice team or local news. of practices who aren’t on social media to create and An unofficial Facebook page is a practice page that appears to be develop pages/ groups in legitimate, only it wasn’t created by them. It can be created when order to improve their patient patients check-in to the surgery and contain incorrect information that communications and add the surgery has no control over. A practice should either claim, merge value to patients with long term or remove these pages in order to gain control over their social media conditions presence. In NCL there are: 14 official pages: Facebook linked - 11 practices have Facebook pages linked on their website, so 3 aren’t linked to their website Twitter linked - 8 practices have Twitter pages linked on their website. 18 Twitter pages were found in total, so 10 aren’t linked to the websites 30 Unofficial pages: Instagram linked - 1 practice has an Instagram page linked on their website 23
Example of a higher rated official Facebook page in NCL Website and Social Media Report for North Central London (NCL) This example of a higher rated practice Facebook page has a good profile picture and banner (showing the practice), key ‘About’ information provided (address, telephone number, website, opening hours), many pages likes and followers, recent posts and updates about current events (for example COVID vaccines), and good interaction with patients with - many patients commenting on and sharing posts. Also, their other social media pages like Instagram is added to the page. 24
Example of an unofficial Facebook page in NCL Website and Social Media Report for North Central London (NCL) This example of an unofficial Facebook page has been created by patients, likely unbeknownst to the practice. It has an inappropriate profile image of some food, not many followers or likes, and there is no interaction between the practice and its’ patients. Nearly 500 people checked-in to this page, which is a reason for a practice to claim the page and make it official – taking ownership of the content and ultimately the messages coming from the practice on Facebook. 25
Example of a higher rated Twitter page in NCL Website and Social Media Report for North Central London (NCL) Below is an example of a higher rated Twitter page. It has a topical, visual banner and profile picture, key ‘About’ information provided (location and website), many followers, recent tweets and updates. 26
Example of a lower rated Twitter page in NCL Website and Social Media Report for North Central London (NCL) Below is an example of a lower rated Twitter page. The page has no profile picture, banner or key data and also not many followers. It has just one, not recent tweet which gives the practice no personality of their own on Twitter – one of the key drivers in having good engagement from their patient population online. 26 27
Recommendations Website and Social Media Report for North Central London (NCL) Why social media is important • Offer support to develop the social media presence of practices who don’t have pages or still have unofficial pages. Consider consolidating messages In summary, many practices in NCL have a really good website and social and content at PCN level to relieve pressure on the practice workforce during media presence, with key elements such as high organic monthly traffic, this challenging time. Other regions such as Staffordshire and Lancashire voice assistants, and most phone numbers found. However, there is a large and South Cumbria centrally manage content for social media using variation in quality across the board and many core components relating to software such as Slack Social via Redmoor. All social media sites should be accessibility, GDPR and social media need considerable improvements. linked to practice websites Here are some recommendations to consider and develop into • Enhance the use of Facebook insights and website analytics to track how an action plan in order to resolve these issues: patients are responding to ensure we meet patient needs • Work with new or existing web developers to correct some of the lower • Content for websites could be created either on a PCN or CCG place-based rated websites and further improve the higher rated ones. Good practice footprint to improve population level communications guidance can be found on the FuturesNHS site • Future proof communications channels, such as Alexa’s voice assistant. • Seek opportunities to develop at scale comms for practices individually or According to a survey done by Adobe, in the Digital Trends Report, 50% PCNs for both websites and social media of web searches are voice activated. This enables patients to access practice website information more readily via smart speakers and other • As a priority, practices with a score below 65% should be improved and ad- voice devices. This can be particularly beneficial for people that use smart dress any GDPR and accessibility issues. For information on website acces- speakers regularly or can provide patients with specific mobility conditions sibility, please go to WCAG 2.1 accessibility guidelines with a simple way of accessing practice information through a smart device • Take some immediate actions where possible on social media if it is found that the practice has an unofficial page 28 28
Recommendations Website and Social Media Report for North Central London (NCL) Why social media is important • Explore opportunities to use Closed Facebook Groups for patients with long term conditions and PPGs. These have been particularly effective in other parts of the country. Here is a recorded webinar on Facebook in general practice and closed groups • Practices should develop a Twitter and Instagram presence in order to connect with different audiences of their patient population, such as younger generations Please find the newest NHS Futures guidance on website accessibility here: https://future.nhs.uk/connect.ti/DigitalPC/view?objec- tId=18799536 The Practice365 website report tool was provided by Iatro 29
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