Why 2026 Is the Year Your Practice Can’t Afford to Ignore Local SEO
The way patients find healthcare providers is evolving rapidly—and 2025 is shaping up to be a watershed year for dental and healthcare practices that want to grow. With more patients searching online for care, local SEO is no longer just a marketing buzzword; it’s a critical strategy for attracting new patients and staying competitive.
The Digital Shift in Patient Behavior
Over the past decade, the healthcare industry has seen a massive shift toward digital. Patients are now empowered with smartphones, voice assistants, and instant access to information. According to a recent [BrightLocal survey], 98% of consumers used the internet to find information about a local business in 2024, and healthcare is no exception. When someone needs a new dentist, pediatrician, or specialist, their first step is usually a Google search—often for terms like “dentist near me” or “best family doctor in [city].”
If your practice isn’t showing up in these local searches, you’re missing out on a steady stream of new patients.
What Is Local SEO for Healthcare Practices?
Local SEO (Search Engine Optimization) is the process of optimizing your practice’s online presence so you appear prominently in location-based search results. This includes Google Maps, local business directories, and the highly visible Google local 3-pack that appears at the top of search results for local queries.
For healthcare practices, local SEO means making sure that when someone searches for services you offer in your area, your practice stands out—complete with accurate information, positive reviews, and easy ways to contact you.
Why Local SEO Is More Important Than Ever in 2025
1. Patients Expect Convenience and Trust Online Results
Today’s patients expect to find healthcare providers quickly and conveniently online. They rely on Google not just for information, but for recommendations they can trust. According to [PatientPop], 75% of people have looked online to find out about a doctor, dentist, or medical care, and 60% have chosen one provider over another based on a strong online presence.
2. Competition Is Increasing
More practices are investing in digital marketing, making local search results more competitive. If your competitors are showing up in the local 3-pack and you’re not, you’re likely losing patients to them—even if you offer superior care.
3. Local SEO Drives Real Results
Local SEO isn’t just about visibility; it’s about conversions. Google reports that 76% of people who search for something nearby visit a business within a day, and 28% of those searches result in a purchase or appointment. For healthcare, that means more new patient calls, appointment bookings, and long-term relationships.
Key Local SEO Strategies for Healthcare Practices
1. Claim and Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is the cornerstone of local SEO. Make sure your profile is fully completed with your practice’s name, address, phone number, website, business hours, and a detailed description of your services. Upload high-quality photos of your office and staff, and keep information up-to-date.
2. Encourage and Respond to Patient Reviews
Online reviews are a major ranking factor for local search and a key trust signal for patients. Ask satisfied patients to leave positive reviews, and always respond—thanking patients for their feedback or addressing any concerns. According to [Podium], 93% of consumers say online reviews impact their decisions.
3. Use Localized Keywords on Your Website
Incorporate location-specific keywords naturally throughout your website. Instead of just “teeth whitening,” use “teeth whitening in [City, State].” Create service pages and blog posts that address local health concerns or events, and include your city, neighborhood, and nearby landmarks.
4. Build Location-Specific Landing Pages
If your practice has multiple locations, create dedicated landing pages for each one. Include the address, phone number, unique services, and testimonials for each location. This helps Google match your practice with hyper-local searches.
5. Ensure Consistency Across All Listings
Your practice’s name, address, and phone number (NAP) must be consistent everywhere—your website, Google Business Profile, directories, and social media. Inconsistencies can confuse both Google and potential patients, hurting your rankings and credibility.
6. Optimize for Mobile and Voice Search
With most local searches happening on mobile devices, your website needs to be fast, mobile-friendly, and easy to navigate. Increasingly, patients are using voice assistants to search for providers (“Hey Siri, find a dentist near me”), so optimize your content for conversational queries and FAQs.
The Risks of Ignoring Local SEO
Practices that neglect local SEO risk being invisible to patients searching for care in their area. As more competitors invest in digital marketing, falling behind in local search means missing out on new patient appointments and growth opportunities. In a world where convenience and trust are paramount, being hard to find online can be a dealbreaker for prospective patients.
Taking Action: How to Get Started
If you haven’t yet invested in local SEO, 2025 is the year to start. Begin by claiming your Google Business Profile, updating your website with local keywords, and asking your happiest patients for reviews. Monitor your local search rankings and adjust your strategy as needed.
For practices ready to take their digital presence to the next level, working with a healthcare marketing agency can provide a customized local SEO strategy, ongoing optimization, and measurable results.
AI Search for Small Businesses: 5 Actionable Steps
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AI Search Is Changing the Game: 5 Actionable Steps Small Businesses Can Take to Boost Visibility
Getting found by local customers is more competitive than ever. Most Google and Maps searches are short—just 1–4 keywords (“chiropractor near me,” “best pediatric dentist”). But with the rise of AI search engines like ChatGPT, Perplexity, and Claude, users are now searching with much longer, more detailed queries—often 6–15+ keywords.
Artificial intelligence is rapidly transforming how people discover local businesses online. Tools like Perplexity, ChatGPT, Claude, and AI-powered Google search are reshaping the digital landscape, surfacing direct answers and recommendations—often before users even see traditional website links. For small businesses, this presents both a challenge and an opportunity: how do you ensure your business is visible and trusted by these new AI-driven platforms?
The good news: you don’t need to be a tech giant to compete. By taking a few strategic steps, your small business can improve its chances of being found and recommended by AI search engines. Here’s how:
1. Optimize Your Website for Local and AI Search
AI search engines, like their traditional counterparts, rely on clear, well-structured websites to understand what your business offers. But AI also looks for certain technical and content signals:
Structure and Navigation: Make sure your website is easy to navigate, with service-specific pages (e.g., “Emergency Dentistry in [City]” or “IT Support for Small Businesses”). Display your name, address, and phone number (NAP) on every page for consistency.
Schema Markup: Use structured data (schema markup) to help AI and search engines easily interpret your business details, services, reviews, and FAQs. Free tools like Google’s Structured Data Markup Helper can make this process straightforward.
Mobile Optimization and Speed: Ensure your site loads quickly and looks great on mobile devices. AI search engines prioritize user experience, so fast, responsive websites rank higher.
Security: Secure your site with HTTPS to build trust with both users and AI platforms.
2. Claim and Enhance Your Business Listings
AI platforms often pull information from trusted, structured sources like Google Business Profile, Yelp, Bing Places, and industry directories. Make sure your listings are:
Complete and Accurate: Fill out every field, including business categories, services, hours, and high-quality images.
Consistent: Your NAP should match exactly across all platforms. Inconsistent information can hurt your credibility with AI algorithms.
Optimized for Questions: Use the Q&A or FAQ sections in your listings to answer common customer queries directly and clearly. This helps AI surface your business in response to specific questions (“Where can I get teeth whitening near me?”).
3. Create High-Quality, AI-Friendly Content
AI search engines reward content that is detailed, helpful, and structured for easy parsing:
Answer Real Questions: Focus on what your customers are actually asking. Use headings and bullet points to break up information, and provide direct, concise answers.
Long-Form and In-Depth: Don’t just skim the surface—cover topics comprehensively. In-depth guides, service pages, and FAQs not only help your audience but also signal authority to AI.
Conversational Keywords: Incorporate natural, long-tail keywords and phrases that reflect how people speak, especially for voice search (e.g., “How do I book a dental cleaning?”).
Regular Updates: Keep your content current. Update older posts and pages to reflect new services, trends, and frequently asked questions.
4. Build and Showcase a Strong Online Reputation
AI search engines increasingly factor in your business’s reputation when deciding what to recommend:
Encourage Reviews: Ask happy customers to leave reviews on Google, Yelp, and other platforms. Positive reviews boost your credibility and can directly impact your visibility in AI-driven searches. User generated content (UCG) plays a huge role in Google Search and AI Search as a whole.
Respond to Feedback: Reply to reviews and questions promptly. This shows engagement and reliability—qualities that AI and potential customers both value.
Feature Testimonials: Display authentic testimonials and case studies on your website and social media to reinforce trust.
5. Strengthen Local Authority and Diversify Your Content
AI models look for signals that your business is a trusted part of the local community and an authority in your field:
Earn Backlinks: Seek mentions and backlinks from local organizations, industry associations, news outlets, and community partners. These links signal authority and relevance to AI search engines.
Participate in Community: Sponsor local events, collaborate with other businesses, or contribute to local blogs and news sites. Make sure your involvement is mentioned online.
Diversify Formats: AI can process more than just text. Create videos, infographics, and visual content to reach broader audiences and improve your chances of being featured in AI-powered search results.
Embracing the Future of AI Search
AI search isn’t a passing trend—it’s the new standard for how people find businesses online. By optimizing your website, business listings, content, reputation, and local authority, you can position your small business to be discovered and trusted by both AI platforms and real customers.
Start with these five steps, and you’ll be well on your way to future-proofing your digital presence—no matter how search evolves next.
Need help navigating AI search optimization for your small business? Our team at Harris & Ward specializes in helping healthcare practices and small businesses grow online. Reach out today to learn how we can help you thrive in the age of AI search.
Local SEO for Dentists: A Complete Guide to Growing Your Practice
In today’s digital age, local SEO is no longer optional for dental practices—it’s essential. With more patients turning to search engines like Google to find dental services near them, optimizing your online presence for local searches can make the difference between a thriving practice and one that struggles to attract new patients. In this blog post, we’ll explore the key components of local SEO for dentists, share actionable strategies, and explain how Harris & Ward can help you dominate your local market.
What is Local SEO for Dentists?
Local SEO (Search Engine Optimization) refers to the process of optimizing your website and online presence to rank higher in local search results. For dentists, this means appearing in searches like “dentist near me” or “cosmetic dentist in [city].” Local SEO helps connect your practice with nearby patients actively searching for dental care.
Unlike general SEO, local SEO focuses on geographic-specific keywords, Google Business Profile optimization, and other strategies tailored to your community. This approach ensures that your practice is visible to potential patients in your area.
Why Local SEO Matters for Dentists
Increased Visibility: Most patients search for dental services within their locality. Ranking higher in local searches ensures your practice is visible when they’re ready to book an appointment.
Higher Credibility: Appearing on the first page of Google signals trustworthiness and professionalism.
Cost-Effective Marketing: Local SEO delivers long-term results without the recurring costs of paid ads.
Mobile Search Growth: With 40% of mobile searches being for local businesses, optimizing for mobile users is critical.
The Competitive Advantage
Dentistry is a highly competitive field, especially in urban areas where multiple practices vie for patient attention. Local SEO gives you an edge by ensuring your practice stands out in search results. For example, if someone searches “emergency dentist near me,” you want to be the first name they see—and trust.
Key Strategies for Local SEO Success
1. Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is the cornerstone of local SEO. It’s what appears when someone searches for your practice name or related services in your area.
Claim and Verify Your Profile: Ensure all details—name, address, phone number (NAP)—are accurate.
Use Relevant Categories: Choose categories like “dentist,” “cosmetic dentist,” or “orthodontist.”
Add Photos: Include high-quality images of your office, staff, and services.
Encourage Reviews: Positive reviews boost credibility and improve rankings.
2. Build Location-Specific Content
Create content tailored to your community. Examples include blog posts about dental services in your city or FAQs addressing common concerns among local patients.
Use keywords like “family dentist in [city]” or “emergency dental care near [neighborhood].”
Highlight unique aspects of your practice that cater to your local audience.
Keyword research is essential for targeting the right audience. Use tools like Google Keyword Planner or SEMrush to identify terms patients are searching for in your area.
Examples:
“Pediatric dentist in [city]”
“Affordable dental implants near me”
“Best cosmetic dentist in [location]”
Incorporate these keywords naturally into meta descriptions, headers, and body text on your website.
4. Build Citations and Backlinks
Citations are mentions of your business on other websites, such as directories (Yelp, Healthgrades). Backlinks from reputable sites also boost your authority.
Submit your practice to local directories.
Partner with community organizations or sponsor events to earn backlinks.
Outbound links to authoritative resources like Google Ads Local Services can also enhance credibility.
5. Encourage Patient Reviews
Online reviews are crucial for building trust and improving rankings.
Ask satisfied patients to leave reviews on platforms like Google and Yelp.
Respond promptly to reviews—both positive and negative—to show you value feedback.
6. Focus on Mobile Optimization
With a significant portion of searches happening on mobile devices, ensure your website is mobile-friendly.
Test site speed and usability using tools like Google’s Mobile-Friendly Test.
Use responsive design so content adapts seamlessly across devices.
Advanced Tactics for Local SEO
If you’ve already implemented the basics above, consider these advanced strategies:
1. Create Service Area Pages
For practices serving multiple neighborhoods or cities, create dedicated pages optimized for each location. For example:
A page titled “Family Dentist in Downtown [City]” could target urban patients.
Another page titled “Emergency Dental Care in [Suburb]” could focus on nearby areas needing urgent services.
These pages should feature localized keywords and relevant information about services offered at each location.
2. Use Schema Markup
Schema markup is structured data added to your website’s code that helps search engines understand your content better. For dentists:
Add schema markup for business type (e.g., Dentist).
Include location-specific information such as address and phone number.
This can improve how search engines display your practice in rich snippets or maps results.
3. Run Local PPC Campaigns
While organic traffic is vital, combining it with paid advertising can amplify results. Google’s Local Services Ads allow dentists to appear at the very top of search results with a “Google Guaranteed” badge—a powerful trust signal for potential patients.
Common Mistakes Dentists Should Avoid
Ignoring NAP Consistency: Inconsistent name, address, and phone number details across platforms can hurt rankings.
Neglecting Reviews: Failing to engage with patient feedback can deter potential clients.
Overlooking Analytics: Regularly track performance using tools like Google Analytics to refine strategies.
Keyword Stuffing: Overloading pages with keywords can lead to penalties from search engines instead of improved rankings.
How Harris & Ward Can Help
At Harris & Ward, we specialize in helping dentists grow their practices through tailored digital marketing strategies. Our expertise includes:
Comprehensive dental SEO campaigns designed specifically for local markets.
Custom website design optimized not just for aesthetics but also conversions—turning visitors into booked appointments.
Paid advertising strategies like Google Ads that complement organic efforts by driving immediate traffic.
Our proven methods have helped practices across the country achieve first-page rankings and attract more patients consistently over time. Visit our Dental SEO page to learn more about our services or explore how we support various Dentists & Specialists.
Final Thoughts
Local SEO is a game-changer for dentists looking to grow their practices in a competitive market. By implementing strategies like optimizing your Google Business Profile, building location-specific content, leveraging patient reviews, and focusing on mobile optimization, you can enhance visibility and attract more patients.
Remember that success doesn’t happen overnight—it requires consistent effort and expertise in navigating ever-changing algorithms and trends. That’s where Harris & Ward comes in! Whether you’re struggling with rankings or simply want to take your practice’s digital presence up a notch, we’re here to help every step of the way.
Ready to take control of your online visibility? Contact Harris & Ward today for a consultation! Let us help you dominate local searches so you can focus on what matters most—providing exceptional care to your patients!
Local SEO: The Importance of Responding to Google Reviews
In today’s digital landscape, online reviews have become a cornerstone of consumer decision-making. For local businesses, Google Reviews not only influence potential customers but also play a pivotal role in local search engine optimization (SEO).
Engaging with these reviews—both positive and negative—can significantly enhance a business’s online visibility and credibility.
The Role of Google Reviews in Local SEO
Google’s algorithms consider various factors when determining local search rankings, and customer reviews are among the most influential. Responding to Google reviews has a plethora of benefits. For the consumers benefit as well as Google’s algorithm. According to a study highlighted by Bird Marketing, reviews account for approximately 15.44% of the ranking factors for local SEO. This underscores that businesses with a higher volume of positive reviews are more likely to appear prominently in local search results. (bird.marketing)
Moreover, Google itself emphasizes the importance of reviews.
The Google Business Profile support page advises businesses to interact with customers by responding to reviews, stating that such engagement demonstrates value for customer feedback and can improve business visibility. (support.google.com)
Benefits of Responding to Google Reviews
Enhanced Visibility Active engagement with reviews signals to Google that your business is responsive and customer-focused, which can positively influence local search rankings.
Building Trust and Credibility Responding to reviews, especially negative ones, shows potential customers that you value feedback and are committed to addressing concerns. This transparency fosters trust and can sway undecided consumers in your favor.
Encouraging More Reviews When customers see that a business takes the time to respond to feedback, they are more inclined to share their own experiences, leading to an increased number of reviews and a more robust online presence.
Best Practices for Responding to Reviews
Timeliness Aim to respond to reviews promptly. A swift response indicates attentiveness and dedication to customer satisfaction.
Personalization Address reviewers by their names and reference specific points they made. This personal touch shows genuine engagement.
Professionalism Maintain a courteous and professional tone, even when addressing negative feedback. Avoid defensive or confrontational language.
Actionable Solutions For negative reviews, offer solutions or steps to rectify the issue. This demonstrates a commitment to continuous improvement and customer care.
The Impact of Review Engagement on Business Performance
Engaging with reviews doesn’t just enhance online visibility; it also has tangible effects on a business’s bottom line. A study cited by Chatmeter revealed that hotels responding to reviews experienced a 12% increase in review volume and a 0.12-star rating boost.
This correlation suggests that active review management can lead to improved customer perception and increased patronage. (chatmeter.com)
Furthermore, the Harvard Business Review found that a one-star increase in a Yelp rating can lead to a 5-9% increase in revenue. While this statistic pertains to Yelp, it underscores the broader principle that higher ratings and proactive engagement can directly influence consumer behavior and, consequently, business performance.
Case Study: How a Local Dental Practice Boosted Visibility & Revenue Through Review Engagement
Background: A mid-sized dental practice in Austin, Texas, was struggling to attract new patients despite having a well-optimized website. Upon conducting an audit of their online presence, it was revealed that while the practice had over 100 Google Reviews, they had never responded to any of them. Thus began their journey of responding to Google Reviews timely and often.
Action Plan: The practice implemented a structured review response strategy:
They began responding to every new review within 24 hours.
Negative reviews were handled professionally, offering patients the opportunity to resolve concerns offline.
Positive reviews were acknowledged with gratitude and personalized responses.
They encouraged satisfied patients to leave reviews via follow-up emails.
Results (Over 6 Months):
Google Business Profile rankings improved from #9 to #3 for key local search terms like “best dentist in Austin”.
Review volume increased by 35%, as more patients left reviews after seeing the practice engage with existing ones.
Click-through rate (CTR) on Google Business Profile increased by 42%, leading to more appointment bookings.
Revenue grew by 18%, attributed to a steady influx of new patients from local searches.
This case study highlights how active engagement with reviews can improve search rankings, boost customer trust, and drive measurable business growth.
Implementing an Effective Review Response Strategy
To harness the benefits of review engagement:
Monitor Reviews Regularly Utilize tools or assign team members to keep track of new reviews across platforms. Regular monitoring ensures timely responses and helps in identifying recurring feedback themes.
Develop Response Templates While personalization is key, having basic templates can ensure consistency in tone and structure, making the response process more efficient.
Empower Your Team Train staff on the importance of reviews and equip them with the skills to respond appropriately. Empowered employees can act swiftly and effectively in managing customer feedback.
Encourage Customer Feedback Proactively ask satisfied customers to leave reviews. Positive feedback not only boosts ratings but also balances out occasional negative reviews.
Key Takeaway
In the realm of local SEO, responding to Google Reviews is more than a courtesy—it’s a strategic imperative.
By actively engaging with customer feedback, businesses can enhance their online visibility, build trust, and drive growth. In an era where consumers heavily rely on online reviews, your responsiveness can set you apart from the competition and position your business for sustained success.
The 5 Best HIPAA-Compliant Form Companies: A Comprehensive Review with Harris & Ward Leading the Way
In today’s healthcare environment, protecting patient information is more critical than ever. For healthcare providers, ensuring that new patient forms are HIPAA-compliant is not only a regulatory requirement but also a key element of building trust and maintaining the security of patient data. While there are several companies offering HIPAA-compliant form solutions, few match the exceptional combination of security, usability, and customization offered by Harris & Ward.
In this review, we’ll compare the top five HIPAA-compliant form companies to give you an overview of your options, but we’ll also show you why Harris & Ward is the top choice for healthcare providers who want a robust, patient-friendly, and customizable digital forms solution.
Harris & Ward has established itself as the premier provider of HIPAA-compliant digital forms by focusing on two key areas: security and patient experience. Their platform is designed specifically for healthcare providers who need secure, customizable forms that also integrate seamlessly with existing workflows, such as electronic health records (EHR) systems. This ensures that patient data is handled securely from the moment it’s entered into the form, making Harris & Ward a trusted partner for practices across the country.
1. Harris & Ward: The Gold Standard for HIPAA-Compliant Forms
Harris & Ward sets the standard when it comes to HIPAA-compliant forms. Not only do they offer top-tier security and encryption, but their forms are also designed to be fully customizable, allowing practices to create tailored forms that meet their specific needs. Additionally, Harris & Ward’s forms integrate easily with most EHR systems, ensuring that patient data flows seamlessly through your existing processes.
Key Features:
HIPAA Compliance: All forms are encrypted and stored securely to meet or exceed HIPAA standards, protecting patient data from unauthorized access.
Customizable Forms: Practices can tailor forms to match their specific needs, whether it’s patient intake, consent forms, or other critical documents.
EHR Integration: Seamless integration with popular EHR systems helps reduce administrative tasks and ensures that patient information is accurately transferred.
Patient-Centered Design: The forms are designed for ease of use, providing a simple, intuitive experience for patients of all ages.
Pricing:
Harris & Ward offers competitive pricing based on the size and needs of your practice. Contact them for a custom quote.
Why Choose Harris & Ward:
Harris & Ward is the clear choice for practices that want the perfect balance of HIPAA compliance, customization, and patient-friendliness. Their secure forms protect patient data while streamlining your workflow, making them the go-to provider for healthcare businesses of all sizes.
Other HIPAA-Compliant Form Providers: A Brief Overview
While Harris & Ward stands out as the best overall option, other companies offer solutions that might fit specific needs depending on your practice’s requirements. Below is a quick overview of these alternatives, but keep in mind that none offer the complete package that Harris & Ward provides.
2. JotForm
JotForm is known for its user-friendly design and wide range of templates, including HIPAA-compliant options. It’s a popular choice for smaller practices looking for a basic, easy-to-use form builder. However, while JotForm offers compliance and customization, its features and integrations do not match the seamless experience provided by Harris & Ward.
Key Features:
HIPAA-Compliant Forms with Encryption
Drag-and-Drop Form Builder
Wide Range of Healthcare Templates
Pricing:
JotForm offers HIPAA-compliant plans starting at $39/month, making it a cost-effective solution for smaller practices. However, it lacks the deep integration and patient-centered focus that Harris & Ward excels at.
3. Formstack
Formstack provides HIPAA-compliant forms designed for businesses that require advanced features like complex workflows and conditional logic. While Formstack’s offerings are robust, they are better suited for larger enterprises with more complex needs. For practices looking for a simpler, more patient-friendly solution, Harris & Ward remains the top pick.
Key Features:
Advanced Form Features like Conditional Logic
Secure Data Storage and Encryption
Integrations with Over 40 Applications
Pricing:
Formstack’s HIPAA-compliant plans start at $360/month, making it a more expensive option for practices that don’t need its advanced features.
4. CareCloud
CareCloud offers HIPAA-compliant patient intake forms as part of its comprehensive practice management system. CareCloud excels in end-to-end practice management but may be overkill for practices simply looking for secure forms. If your practice is looking for a standalone, intuitive forms solution, Harris & Ward is the superior choice.
Key Features:
Integrated HIPAA-Compliant Forms
Seamless EHR Integration
Complete Practice Management System
Pricing:
CareCloud’s pricing is based on your practice’s needs, and while it provides a full suite of services, its focus on practice management may not be ideal for practices needing only forms.
5. SimplePractice
SimplePractice is a popular option for smaller, behavioral health practices. While their HIPAA-compliant forms are easy to use and well-suited for solo practitioners, their limited feature set and focus on smaller practices mean that larger practices will benefit more from the advanced customization and integration offered by Harris & Ward.
Key Features:
HIPAA-Compliant Intake Forms
Client Portal for Secure Access
Affordable Pricing
Pricing:
SimplePractice starts at $29/month, making it a budget-friendly option for solo practitioners. However, its lack of advanced features and scalability makes Harris & Ward a better choice for growing practices.
Why Harris & Ward Is the Best HIPAA-Compliant Form Provider
While there are several HIPAA-compliant form providers on the market, Harris & Ward stands out as the premier choice for healthcare practices of all sizes. Their focus on customization, security, and patient experience makes them the best option for practices that want to streamline operations while ensuring HIPAA compliance.
If you’re looking for a reliable, secure, and easy-to-use HIPAA-compliant form solution, sign up with Harris & Ward today and see the difference for yourself.
