Promoting a business in the healthcare sector not only requires you to battle through red tape but stand out from the ever-increasing competition. As one of the most lucrative industries in the world, and America’s largest employer, healthcare companies must increasingly focus their attention to building strong and recognizable brands.
Design is one of the most overlooked elements of many healthcare organizations’ priority list for 2019, and an element that so many businesses are yet to embrace. So we put together five key design tips for healthcare organizations looking to increase their digital presence, grow their authority both locally and nationally, and boost their bottom line.
Have a mobile-responsive website
One of the first things to consider when investing in healthcare web development is a mobile-first website (check out this amazing guide on everything mobile). Today, more US consumers browse the internet on their smartphones and tablets than they do on their desktops, and as such, you need to ensure that your browsing experience has been properly optimized for all types of phones, tablets, television screens, and more.
Responsive website design adapts to the size of the screen, meaning you don’t have to design multiple websites for different browsing experiences. What’s more, responsiveness is now used as a ranking signal by search engines such as Google, so if you want to get to the top of search engine results pages, going into a design brief with a mobile-first attitude makes sense.
There are endless benefits to designing a mobile-responsive healthcare website, such as being able to attract more mobile traffic, faster development, lower maintenance needs, reduced bounce rates, and higher conversions. Always experiment with designs and consider A/B testing to maximize engagement - a knock-your-socks-off site could change your company’s fortunes.
Encourage reviews & testimonials
Today’s digitally savvy consumers trust online reviews as much as they do recommendations from friends and family, so bake these into your website’s design to boost conversions. You should make it easy for potential clients to find information about your surgeries and treatments, either by showcasing case studies and testimonials from satisfied customers or by allowing and showcasing users’ third-party reviews from websites such as Facebook, Yelp, and Google.
Of course, you’ll need to encourage customers to submit reviews and ensure they’re satisfied with your services. Consider sending out questionnaires at the end of treatment, or offering an incentive such as the chance to win a free cosmetic procedure or vouchers for leaving a review.
Have an impressive blog for content marketing
The truth is that healthcare can be scary, and it might be difficult for the Average Joe to get to grips with their upcoming procedures. Every great website needs great content, and so you should focus on building an impressive-looking blog for your new healthcare website.
Not only do you need to be able to post content regularly, but users should be able to find your content with ease, so add categories and feature posts on your homepage or knowledge base.
You should remember that quality content trumps quantity, so focus on producing material that offers real value and puts reader’s minds at ease. If a potential client stumbles upon your post from a search, for example, they’ll be more likely to get in touch to inquire about your services.
Content should be utilized across your website, not just on your blog. Make sure that your new site’s design allows for lots of engaging, valuable content on your homepage and services page.
Not only is content great for boosting your rankings on search, but it offers more information to your website’s visitors, allowing them to make more informed decisions and helping you to generate leads that are equipped with the healthcare knowledge needed to diagnose them.
Standing out in the crowded healthcare market can be tough, so you must do everything you can to differentiate your business. Modern design should be a good starting point. Contract a design company that specializes in healthcare design and create a brand and website that looks professional, warm, and inviting. Your site doesn’t have to be clinical and corporate.
Some of the most popular modern website design trends for 2019 include the use of serifs on screen to deliver a more traditional, sophisticated feel, as well as the use of natural and organic shapes. Chatbots are also on the increase, so implementing a truly smart artificial intelligence robot could set you apart and increase dwell times on your site. However, you should be careful not to automate too much - you need to reassure users that you can add a personal touch.
Finally, utilize more video content on your website, think about a minimalistic design rather than overloading users with too much information, and ensure your navigation is truly thumb-friendly.
Add a clear information hierarchy to your website
Finally, it’s important that you display a clear hierarchy of your website, both to benefit users and search engines. Chances are that you’ll be posting lots of in-depth material, so on top of search functionality, add a simple sitemap and make sure your hierarchy is easy to follow.
That may include reviewing your navigation and making changes based on how visitors are using your site today. Streamlining the number of options available should also help - if there are twenty links in your top navigation bar, users may feel overwhelmed and choose to exit your site before you’ve had a chance to show them why they should choose you. A/B testing should be a priority to optimize your hierarchy.
Whether you are designing a new website, optimizing your existing offering, going through an entire rebrand or considering a new strategy, remember that in healthcare, information should be clear, concise, and user-focused. Never stop tweaking, testing, and optimizing, and ensure you schedule regular checks to verify the accuracy of your information and on-site content.
With the right design, your healthcare organization can go from strength to strength and make a real difference. Whatever you end up with, we wish you the very best of luck!
Author bio: Codrin Arsene is the CEO of Digital Authority Partners a software consulting company working with some of the biggest brands in healthcare and financial technologies to create next-generation user experiences that wow and engage customers across the world. You can make his day by following him on Twitter @csarsene