What are we going to call the new clinic? We want it to be obvious and we want it to be separate to the main clinic website. Why is this? I feel there is more clarity with having a stand alone website. It allows clear messaging, maybe different branding appearance, maybe different pricing structures.
So I created some names. I then checked these against a web host to see if they were available. I discarded the ones that were already in use or not available and this sheet lived in a tea room for a couple of weeks until we had a winner.
My approach is to register the domain name myself. If you are using a full service website builing service like Wix, Squarespace or other, they will also offer to register the domain name for you.
As I have a few domains, I just keep them all together at one site. I use GoDaddy but others I’m sure are great. If you name uses .com.au you will need an ABN. The ABN does not have to be directly related to the new niche website, I presume it is just to ensure you are a genuine Australian entity.
Super! We now have a name and have the domain. What to do with it? We can use the domain to create an email and a website.
For the website you need to decide if it will made for you versus crafted by you. This depends on your time, funds and inclination. I have made simple websites using WordPress themes. Design is not my strong suite however so things are functional but not the most beautiful. For the skin clinic website I paid to have it made, but with maintenance and hosting organised by myself. Other website providers will be full service – building and maintaining for you. For my vasectomy website which needs to look great and work well, I paid for building, hosting, maintaining and ongoing updates.
This website is built in WordPress, hosted at Relentless Hosting. Really it is all about what you start with, what you know a bit about.
I do think the more you control yourself the better off you are. Software people talk about platform risk – that you go too far in with one provider and all your eggs are in their basket. This also applies to whether you or the practice should build this. Again I champion you having all the control and Intellectual Property. Do check any service or tenant agreement you have with a practice about IP and who holds it.
I would caution against spending thousands on a huge website – we want a Minimum Viable Product – something to get out there soon, test the waters and see what happens.