7 Elements of a Medical Website Users Love to Visit
What are the elements of a successful website for a medical practitioner?
That’s a good question with a complicated answer. There are tons of factors, including a lot of stuff that’s “under the hood,” so to speak. On-page SEO. Accurate and complete local search listings. Promotion via social media and e-mail marketing.
But today, there’s one thing in particular we want to focus on: user experience.
In short, how do you build a medical website that both your existing and potential future patients are going to love?
Here are 7 key elements:
A Clean, Eye-Catching Design
First impressions are huge. And when someone new visits your site, 19 times out of 20 their first impression is going to be about the visuals.
A design that incorporates bold colors, interesting
A design that’s dull, text-heavy, busy, and just plain boring? Patients are going to shut off their brains.
Just make sure all that visual flair doesn’t slow your website down—long load times are arguably even worse than bad design.
Clear and Simple Navigation
Visitors to your website could have one of many different goals. For example.
- They’re looking to schedule an appointment, in which case they’ll need easy access to a phone number, address, and/or contact form. Don’t make them hunt for it!
- They’re trying to research their condition and treatment options, which means a clearly organized information library (that isn’t too massive and unwieldy) will be a big help.
- They want to look up specific doctors at your practice, including information on their education, credentials, and specialties.
- They need to pay a bill, request a prescription refill, view their health records, etc.
Regardless of what brought them to your site and what their goals are, it should be immediately clear to any visitor how to get the information they need—and they should be able to get there with a minimum number of clicks and limited scrolling.
You can do this in any number of ways. First and foremost is a clear and well-organized menu system. But call-out boxes, buttons, panels, and other calls to action can be used throughout the page (as long as they aren’t cluttered or distracting) to assist with navigation.
An Information Library
For some people, it might be enough to say, “I’m a podiatrist near you.”
But let’s be honest—most patients are going to want to know more. They’re going to want to know, specifically, what you offer and how you can help them. They’re going to want to find out as much as they can about their condition before the appointment.
Without that library there, a patient may not even realize you can help them with their problem.
Remember, your goal is not to simply copy the information that users can already find on WebMD or the Mayo Clinic website. You will need to duplicate some of the basics, of course. But the information should be tailored to reflect the specific treatment options available in your practice. And—this is critical—it should also be benefit focused rather than feature focused.
For example, if you offer laser therapy for pain, don’t lead off with dry, technical language about wavelengths, vascularization, and particle loads. You can include that information further down the page for those that are interested, but the spotlight should be on benefits for the patient:
- Relief from pain
- Dramatically reduced recovery time
- Ability to return to activities sooner
- Potential to avoid surgery
You can and should take this same sort of approach with
Visitors love a great blog!
Your blog can accomplish many significant goals for your website:
- It gives you a chance to show off your personality more and build relationships with your patients on a deeper level.
- You can explore trending topics or new treatments in greater depth and with more style.
- You can focus on local events, regional highlights, and other fun topics that might not be directly promoting a specific service, but do offer a lot of interest and value to your patients.
- Blogs often make great
sharablecontent on your social media platforms. Make sure you include at least one catchy image or video on both the blog and the social post—graphical elements generate a lot more clicks and engagement.
- Regularly posting
high qualityblogs will improve your search rankings on Google, both in general as well as for the specific topics and keywords you blog about.
How many of these items does your practice website include? What are your greatest challenges?
If you’d like your website geared toward higher traffic and better user experience, give the team at VMD Services a call. We build stunning medical websites from scratch, and also partner with practices to provide continual digital marketing support for the long term.