Website and Social Media Report for North Central London (NCL)
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Website and Social Media Report for North Central London (NCL)
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
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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
08Website 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
09Website 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 28Examples 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
11Monthly 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
12Practices 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 3353Practices 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:
14Practices 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.
15Practices 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.
16Practices 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.
17Example 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.
18Example 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:
19Top 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.
20Best 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.
21Social 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
23Example 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.
24Example 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.
25Example 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.
26Example 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
27Recommendations
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
28Recommendations
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
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