In this modern age of technology, having an online presence is no longer just having a competitive edge, it’s essential to survive. Beyond simply having an online presence, the new competitive edge is having a strong online presence that is regularly refreshed and visited. The key to developing your online presence is to recognize your market and then continually evolve your website with emerging online marketing trends. In the case of pharmaceutical websites, there are certain aspects that you will want to include or stress on your website.
Once you have the various components, you will also need to take special care to arrange them on your website in the most optimal manner. A large part of this is understanding how web design works and what types of design elements lend themselves to creating a conducive website. To advise you on designing your pharmacy website, I’ve compiled a list of 10 website design rules you need to follow for your pharmacy in 2018.
Rule#1: Know Your Audience
Your audience will determine your website design. Period. Your website’s job is to appeal to this audience and persuade them to take a particular action, therefore you need to understand what your audience values so you can implement these value into the design elements.
Rule#2: Make Your Website Responsive
Having a responsive website means that it can be viewed on a desktop, smartphone, or tablet without losing any of the desired design elements. In other words, your website must be mobile-friendly. A recent study by Google found that most online searches are now conducted off a phone rather than a desktop.
Rule #3: Have a Great “About Us” Page
Adding a personal touch to your pharmacy website is a crucial part of getting first-time visitors to become regular customers. An ideal “About Us” page will describe what your pharmacy is about through your history, vision, people, and any other elements you deem set your pharmacy apart from others. Describing these elements to your website visitors will help establish a sense of trust and people are more likely to give your their business if they know what your pharmacy stands for.
Rule #4: Make it Easy to View
A large part of having a great website is simply having a website that is easy to navigate and well organized. If certain things are too hard to access, your potential customers are going to get frustrated and look for a website that is easier to navigate. Your website should be so easy to navigate that everyone from your brother to your grandmother should be able to navigate through it. You will also need to consider your audience and your call to actions, and make sure these are clearly exemplified in the website’s layout. To make the website easy to navigate, your call to actions should be clearly and directly stated.
Rule #5: Highlight Your Unique Qualities
Privately owned pharmacies are much different than large commercial chains, and this is something you will need to stress on your website. Your website should identify and highlight your unique qualities to your audience in a way that aligns these qualities with their values.
Rule #6: Establish Your Credibility
A common assumption is that large commercial chains have more experience than privately-owned pharmacies. To combat this assumption, your site should clearly establish your credibility as an experienced pharmacy. This can be done in the “About Us” section through staff bios that highlight education, certifications, training, and professional recognition, or through highlighting how many years you’ve been in business. Another great way to establish your credibility both in a professional and personal manner is to post endorsements from customers on your site.
Rule #7: Embed a Google Map on Your Contact Page
First things first, make sure you have a great contact page. Next, you will want to embed a Google Map so that potential customers can find your pharmacy whether they plan on walking, driving, or taking a bus. Having the Google Map already on your website makes it that much easier for them to get directions without leaving your site, meaning they will be more likely to follow through.
All your design elements for the entire website should be focused under one central theme. A well-organized and cohesive website gives the impression that your pharmacy is also well-organized. Conversely, a website that has a multitude of colors and fonts will not only give a bad impression, but it will inadvertently make the website harder to navigate, causing potential customers to possibly abandon your site. When designing your website, be sure that each page has identical color scheme, fonts, and text size.
Add Appealing Offers
In addition to your calls for action, you should also use appealing offers to convince website visitors to visit your pharmacy right away. Things such as flash sales, loyalty programs, and free services will convince potential customers to want to visit your pharmacy to take advantage of these offers. You will also want to make sure that these offers change from time to time to ensure you will continue to reach new people. Seasonal offers are a potential way to use this technique. For example, you can offer a special on flu shots during flu season, or a sale on sunscreen right before summer.
Have Easy-to-Use Contact Forms
The key here is to ascribe to the notion that less is more. If you are using contact forms, they should be short and only require brief information. Potential customers are far less likely to spend time completing long, complicated forms that require a large amount of personal information. In addition, these forms also need to be mobile friendly since many people browse websites on their phones nowadays. A large part of making contact forms mobile friendly is simply testing them on mobile devices to make sure the field boxes are large enough. Finally, you will want to add a privacy statement stating that you will not sell any inputted information to a third party.