Healthcare websites should answer key questions right as your target audience shows up. These might be patients, families, seniors, or medical professionals looking to make referrals. Your medical website design should be intuitive to use, helpful to all visitors, and show that your brand deeply cares about providing the best care and resources to all it servers. The challenge is how do you tell them about everything you offer in a concise, uncluttered way? The goal for any healthcare site is to build awareness, connect people to resources, and nurture them towards conversion, while maintaining a support and results-driven brand voice.
MAKE FINDING PROVIDERS EASY WITH A SEARCH FUNCTION
Allow visitors to quickly find providers and resources by using search filters, such as how far away they are, their availability, contact info, upcoming events and more. It’s important that this process is easy to understand for visitors so they don’t become discouraged and bounce. Add a Google map with matching hospital color scheme for some additional functional flair.
DESCRIBE THE HEALTHCARE SERVICES
Pages that describe your healthcare and wellness services are at the consideration level of the marketing funnel. Visitors are interested in the promise made by one of your blog posts or the homepage, and want to drill down to learn exactly how they’d be taken care of what they’d get by working with you. The goal of service pages should be to help people make an educated decision about their health needs without having to speak to someone by phone or email.
How to organize your pages to answer visitors’ questions:
Above the fold
“Why should I care?” “What is it?” “Who’s it for?”
In the Body
“How will it improve my life?” “How does it work?” “Why should I trust you?
At the Bottom
“What’s next?” “How do I get started?”
PRESCRIBE VISITORS SOME HELPFUL RESOURCES
As a medical healthcare provider, it’s expected that you’ll have a Gray’s Anatomy’s worth of resources to prove your expertise. A resource center presents an opportunity to introduce new people to your medical brand, drive organic traffic from Google searches, and build your audience’s confidence in the medical treatments described in the content.
SCRUB IN YOUR STAFF WITH BIOS IN THE ABOUT PAGE
About pages are at the intent and evaluation level of the marketing funnel, drawing in visitors who like what you have to say, and now want to see if they like the people saying it. They’re the 2nd most popular page on any site, so the content must be top of its class. The primary goal is to build trust and accurately communicate your organization’s mission, vision, and values. Share details about the brand’s history, accreditations, and associations, and include medical staff bios complete with consistent headshots and personal stories to connect with readers. By the time they’re done reading these pages, visitors should feel confident that they know who your brand and its team are, and feel comfortable putting their health in your hands.
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