Your website is one of your most important assets. Without a strong website, you are missing out on a significant amount of business. Unfortunately, whilst having a website is essential, unless you have great website design, it will not be converting visitors into patients. So what do you need to do to ensure your website conversion rates are optimal?
Create a User Friendly Website
Websites need to be user-friendly. Most people lack patience when they search online for a medical practice. If the website is difficult to navigate and the information is not readily available, they will soon click away and go elsewhere.
Poor design is one of the main reasons why website visitors do not convert into new patients. Pay attention to the design of your website. Put yourself in a customer’s shoes. Information needs to be well organised and accessible from the home page via intuitive menus. Make sure key information such as the practice’s address, telephone number and opening hours are all there in plain view.
Great Website Design
No matter how user friendly a website is, if it looks ugly and does not fit your brand, conversion rates will suffer. Try to strike the right balance between looks and functionality. Looks matter almost as much as the overall design. There is no excuse for having an unattractive website these days, so if you have a medical practice website that does not match your brand, hire a new website designer.
Increasing numbers of people are using mobile devices to access online content. We still use desktops to surf the internet, but mobile internet is now more popular than ever. Your website needs to be optimized for mobile devices, or it will suffer in the search engine rankings.
Mobile optimisation means the design automatically resizes when it is viewed on a mobile screen. That way, customers can view the information from their mobile or on a tablet screen. If your website is unresponsive on a mobile screen, website conversions will fall.
Keep it Simple
Healthcare websites offer all kinds of information, much of it medical related. This is great because visitors need to know more about the types of services you offer, but you need to be careful to present the information in the right way.
Always keep medical terminology to a minimum. The majority of your visitors will be put off by complex information. Try to use simple words and express the information in such a way that most people will have no problem understanding. This helps visitors find the information they are looking for quickly and easily.
Call to Action
Medical practice websites need a strong call to action on every page. Make sure your contact page is visible on each page, along with other relevant CTA buttons, such as a request for an appointment button. Include a Google Maps plug-in to help visitors locate the practice and make sure your opening hours and telephone number are in full view. It is often helpful to highlight CTA buttons in a different colour, or put them with a separate container. This will ensure they stand out on the page.
Following the above tips will improve the overall design of your medical practice website and increase traffic through the site. This in turn should boost conversion rates.