Healthcare web design is more than fancy carousel banners and cool hover effects. Sure, visitors enjoy the lovely shot of your fountained duck pond or meditation garden in bloom on the landing page, but your healthcare website design must be more than stunning photography and beautiful colors and fonts. In fact, if healthcare websites aren't fully SEO architected, conversion focused, and driving patients deeper into personalization capabilities and positive user experiences, your site is not operating within best practices and not likely to attract or retain patients.
In today's highly-competitive marketing environment, your site's design is imperative. Poorly designed, non-SEO optimized sites with high bounce rates and bad user experiences will cost you conversions. And if you're not mobile centric, you're not able to engage thousands of potential healthcare consumers. Here's why your website design should be more than just a pretty layout.
Mobile Friendliness is a Must
Mobile devices are driving web traffic across all industries, including healthcare. In 2015, roughly 60% of consumer traffic to the leading U.S. websites came from mobile devices. What's more, health falls within the top 10 mobile traffic site categories. Consumers need healthcare sites that are responsive to both mobile and desktop so they have the ability to call, look up directions, book appointments, join a newsletter, and have access to clinicians, information, and appointments from wherever they are in their moment of need.
Personalization Capabilities are Crucial
One thing healthcare consumers have in common is they don't want to be treated like a number in line. Health website design must speak to users directly and create interactions that are easy, quick, and satisfying to increase engagement and retention.
Personalization capabilities such as showing facilities or services specific to their location or the time of day they visit your website, offering related content or newsletter signups after someone registers for an event, or showcasing specific providers or specialties based on where else they've clicked on your site shows you understand who your visitors are and can anticipates their needs.
User Experience is the Name of the Game
Since brand perception can begin with website design, user experience must include simple, easy to navigate transactions, valuable content, and storytelling. Healthcare's unique marketing conditions include engaging and empowering healthcare consumers alleviating suffering and improving lives. By building consumer personas, an imaginary person who embodies your real healthcare consumers, health web designs can create user experiences that matter, such as more information through less clicks, larger fonts, built in GPS locators, and better billing and communication mediums.
Medical SEO and Keyword Competitor Research
Since healthcare websites are in direct competition when patients search for symptoms, conditions, and treatments, and even to locate doctors, your website design strategy must include top rankings for the conditions and treatments you specialize in as well as competitor research. A solid base of SEO best practices must be incorporated from the initial design. Effective search engine optimization includes using the best strategy to ensure your site is at the top of the results page listings. Crawler-friendly (the way robots view website content and index webpages) and optimized-rich snippets (additional bits of information that can clarify the content of the page for the visitor) are among many points that need thoughtful consideration in health website SEO.
Converting visitors into new patients should be the point of every healthcare website design. Optimizing for conversions will not only increase your patient's trust, convince users to sign up for newsletters, watch videos, and make appointments, but will also ensure return on investment (ROI) of your website marketing efforts. Optimizing these common elements can greatly affect your conversion rate:
- A/B test various site configurations to help determine what works for your specific audience.
- Make calls-to-action, such as Make an Appointment or Call for Information, should be prominent and easy to navigate.
- Include relevant images to potentially increase conversions by 95% according to KissMetrics.
- Likewise, use video, 96% of consumers like videos when making online decisions.
Through a strategic healthcare website design, healthcare organizations can reach, attract, and retain their key visitors, turning unknown healthcare consumers into loyal patients. With a web experience that meets the needs of digital natives, and everyone else, your website can not only look stunning but can be modern, effective, easy to navigate, optimized for SEO and speed, and mobile friendly to ensure the highest conversion rates possible.
Want to learn more about building a healthcare website for today's modern consumer expectations? Download the Definitive Guide to Healthcare CMS.