Did you know the design for your medical website determines how long a visitor stays on your site and whether or not visitors scroll to read all of the content on a page? Research indicates more than three quarters of all site visitors do not bother scrolling during their first visit to a site. This means that more than 75% of the people who find your site never see more than just a few words written “above the fold.”
Locating key content in the right location on your physician website means the difference between a visitor glancing at your site and that same visitor sticking around to learn more about your medical practice. As a matter of fact, good medical web design can improve conversion rates by up to 50%.
Organizing Your Medical Practice Website
The first thing that can be done to improve a website for your medical practice is to organize the site and its content to make it easy to navigate and find information. The quicker visitors find the information they need, the more likely they are to stay on the site and learn more about you and your medical practice. Providing easy-to-find information about your bio and medical services also helps you build trust with visitors. The best way to organize a site is to think about why visitors searched for the site in the first place. The most likely reasons a person searched online for a healthcare professional are:
• finding a local physician to treat their medical problem
• determining if their insurance is accepted
• learning more information about the practice and physician
• Scheduling an appointment
Improving a visitor’s ability to accomplish these tasks increases the value of your site and increases the chances of converting that person into a patient.
If your site is not already doing these things, now is the time to make a change. A medical practice’s website design can be improved with the following three items.
Your Home Page Should Clearly Describe Your “Brand”
The home page of your site needs to share important information with site visitors. It should include what your medical specialty is, who you are, who you provide care, and why what you offer is different than anyone else in your field. Your home page does not need to include elaborate details, but it must offer clear information about the heart of your practice.
Good medical website design communicates important details about your brand and determines whether or not visitors want to learn more about your practice.
Create an Easy to Navigate Design
Too many websites are confusing and not user friendly. The easier your site is to use the likelier patients are to use it. Remember, not all of your current and potential patients are web savvy and even those who are do not have time to waste searching all over your site for what they need. Burying important features beneath layers of pages someone might like to read will not enhance your site.
Good website design features a navigation menu that is prominently featured and consistent on every page of the site.
The menu needs to direct visitors to the important parts of the site before they do anything else on the site. Making things easy to find actually increases the time people stay on your site and it improves conversion rates. Be sure to include a services page that includes a sub-menu featuring each of your services separately. We recommend at least the following pages for our physician clients: Home, About the Staff, Services, Patient Information, and Contact Us.
Encourage Visitors to Take Action
Encouraging visitors to take action on a website is known as a “call to action.” It encourages visitors to follow up and contact you directly. There might be a contact or email button on each page or you might include a contact page. Most of our medical websites use a “Request an Appointment” form that makes it easy for visitors to submit their name, phone number, and email. The form can then be forwarded to your front desk which can follow-up and schedule an appointment.
In addition to contact information, we also include Google Maps that makes it easy for patient to find your medical practice. This can be at the bottom of every page or just on the Contact Us page.
Is your medical website design missing any of these important components? If so, it could be costing you business. Now is the time to make a change. Contact a Project Manager at Physician Designs for a free consultation and quote.