The medical field is always changing. New technology, advanced procedures, updated medicines. All of these changes are for the better of your patients. Similarly, the world of web design is always changing. And, while web design doesn’t save lives, the constant changes in the world of technology are almost always to improve the experience of users.
When considering how to implement medical website design into your marketing strategy, it’s often easy to think that you’ll simply put up a website. But there’s so much more to a well-executed marketing strategy.
Keeping your practice’s website regularly updated and refreshed is a key component of a successful website design for medical professionals. After all, you want your website to reflect your practice and capabilities as a medical practitioner.
What are the benefits of keeping my website refreshed?
Your website often serves as the first touch point between you and a potential patient. As a result, it also is your opportunity to make a stellar first impression. Your website should clearly shine as a reflection of your professional abilities.
An outdated, unattractive website will tell people that your practice is outdated and probably won’t provide them with modern medical or dental care. It instantly scares them away and tells them that you aren’t the best choice.
Website’s that aren’t regularly updated also reflect poorly upon your practice. They can cause endless frustration when they give people incorrect phone numbers, old office hours, and incorrect addresses. And, a lack of updates tells users you don’t care enough to provide them with up-to-date information.
Can’t I just redesign my website?
Yes, a website redesign is often a great idea and necessary every couple of years, but keeping your website refreshed will help you keep a pulse on the website. You’ll understand the latest trends and regularly apply them so that the overall flow of the website is the best it can be.
When your website is maintained and well cared for, redesigning your website becomes much easier. You’ll understand how people are using the site, what they find useful, and how they engage with content on the site. Understanding these factors makes redesigning your website when the time comes much easier. And in the end, you get a higher quality redesign that performs well.
How can I keep my website up to date?
Keeping your website updated and refreshed is a larger part of overall medical marketing ideas that can truly change how people view and experience your website. Regular refreshing of content and staying up-to-date on trends gives you the tools needed to best serve your users.
Use Quality Images
The quality of the images you use on your website send a clear message of what you value as a professional. High-quality images that are regularly updated tell people that you appreciate quality and don’t want your website to remain stagnant and boring. Additionally, high definition images render better on devices with retina displays and large desktop monitors.
Be Mobile Friendly
The most important thing you can do is to make sure your website is mobile-friendly. The majority of the American population has a smartphone. When we look at analytics we typically see a majority of users coming from mobile devices and tablets. If it isn’t a majority, it’s at least a fifty-fifty split. Imagine visiting a website and trying to book an appointment, only to fat finger everything but what you want to click.
In addition to providing a superior user experience, responsive websites that render well on every device and browser are also preferred by Google, this helps improve your rankings in search engine results pages.
Keep It Clean
Don’t get caught up in overwhelming web designs. In the world of medical website design, simplicity and white space are your friends. Put yourself in the shoes of your user. Can they find what they’re looking for? Is the flow of the website easy to understand?
Components like your hours, address, and phone numbers are something users will want to easily find. Make it visible and accessible. Don’t make people hunt for it, as that’s a surefire way to get them to quickly bounce from your website and cause them to head on over to a competitor’s site.
Review Compliance Standards
Website’s that accept payment online, hold patient records (through patient portals), and allow patients to schedule appointments online are all an important part of offering convenience to patients. However, these advanced website features require advanced planning.
Your website should routinely be scanned for updates. If an update is available, install it right away. Similarly, your firewall should also be updated and scanned to prevent any threats from hacking in. And, PCI and HIPAA compliance is absolutely crucial. Patients need to feel that their sensitive data like credit card information and medical records is protected from people who might be after it.
Do a Content Audit
Using Google Analytics, do a regular audit of content on your website to make sure it’s useful to users. Pull up the most visited pages in Analytics and use that to determine the path for future content, what current content should be removed, and how that might affect your navigation and internal linking.
The goal of a content audit is to serve the right content to users. If the content on your site isn’t performing well, then chances are that people don’t care about it. Content people tend to care about is a list of services and description of what that service is, office hours, staff biographies, blog posts on new technologies and medical procedures, and appointment scheduling.
Website design for medical professionals requires your stay up on the trends. A website is like a car. It needs to be maintained in order to function properly. When you don’t maintain it you risk losing leads, upsetting patients, and frustrating those who visit your website. It sounds like a lot of work, but you’ll find that when you’re caring for your website it does its job well. You’ll get more leads, improve your engagement rate, and give your users the best experience possible.