Medical professionals are just that, business people in their field of choice. Whether you are an OB/GYN, family physician, or chiropractor, you provide a service your patients need. As a business owner, it is vital that you have an experienced online marketing team to take advantage of the best medical marketing ideas chiropractic websites have at their disposal. Online marketing begins with a customized medical website design. Let’s take a look at aspects of chiropractic and OB/GYN website design that impact your business.
How Design Effects Credibility
Customization is the name of the game in website design. It does not take an expert designer to be able to tell the difference between a template based design and a custom design. Websites that grab the visitors’ attention and hold it for more than five seconds have a much better chance of bringing return visitors and ultimately converting them into patients. When the information patients need is easily accessed on your website, they will view your website as a credible source of information.
Just as you can tell a great website from a mediocre one, when you appear professional online, it is often assumed your practice will follow suit and exhibit the same level of professionalism. Visitors are introduced to your brand in a way that builds your professional image. If it is clear that corners have been cut online, people will often wonder if you cut corners elsewhere. Website design lends to credibility by establishing you as an authority in your field.
The Impact of Design on Conversion
Judgment is going to take place, so let’s look at what can be done to tip that first impression in your favor. If you can keep people beyond the first few seconds, chances are they will continue to explore. If people are turned off by the appearance of your site as soon as they land on your page, they are not going to stay long enough to become patients. Even when the content is top-notch, a website’s looks will either attract or repel visitors.
Everything from colors to spacing and symmetry plays into visual appeal. The contrast between background and text along with size, font, and text volume is all part of the equation. If the text is too small and crowded, it is almost a guarantee people will scan without reading. When contrast is missing, text fades into the background and is lost.
People like to think they will judge a website based on its content, but in reality, they tend to tune into the visual appeal and navigability of a medical website design when deciding whether they will stay on site. If the layout is awkward, most people won’t bother to explore, and your bounce rate will soar. Obviously, conversion cannot happen if visitors do not hang out long enough to click your call to action. High-quality chiropractic and OB/GYN website design is both visually appealing and is easy to navigate.
Web site as a Digital Business Card
In the past, a business card was a conversation starter and a way to make a good first impression as a legitimate professional in your field. It gave medical providers a way to network instantly. While physical business cards still have their place, websites are growing in their ability to engage the audience and build relationships with current and prospective patients. Creative business listings, social media pages, and websites get shared, thereby marketing your practice to a wider audience.
A website demonstrates your commitment to patient care and puts your brand out there for the world to see. Visitors are left with an impression and multiple avenues to stay connected. Whether a visitor leaves their email in a CTA or saves your phone number to their contacts, they have a way to reach you that is easy to retrieve electronically. There is also a good chance that if you share your website via social media, patients are likely to share with their friends. Having a website that is user-friendly shows you are prepared for new visitors.
Importance of Usability
Looks are clearly important when it comes to medical, OB/GYN, and chiropractic websites, but usability is vital to a website’s success. The longer visitors explore your site, the more activity that is generated as they click to jump from page to page. One aspect of quality medical marketing ideas includes making the information available quickly and easily. With improved performance and retention, conversion rates are sure to rise.
Websites that are slow to load will suffer. As technological advances continue, people are less willing to wait for a page to load than during the days of dial-up. Anything beyond 4 or 5 seconds is going to send people packing. The search engines do not appreciate slow load times either. Usability is crucial in keeping visitors long enough for them to explore seamlessly and click that call to action button to initiate contact.
A quality medical website design is organized to be user-friendly. The architecture of your website can guide people to important content and practice information in a relaxed way that invites people to explore. At Optimized360, we plan how visitors will use each section and category to determine the best positioning of menus and content. We look at the website from the inside out and the outside in to make your site easy to navigate.
We ensure your visitors have access to all of the relevant content on your website. Keeping your site clutter-free will make it easier for visitors to find what they are looking for without getting distracted. If your website is content rich, we make use of drop-down menus to guide visitors to information. Site architecture done well improves usability by placing elements where they make the most sense to visitors.
The success of a website boils down to whether or not visitors find the website to be user-friendly. Good usability increases the amount of time visitors stay on your website, which in turn leads to more conversions. If your website’s design is visually appealing but not user-friendly, you will hit a proverbial wall. The same wall will present itself if the site is user-friendly, but hard on the eyes. Finding a balance is vital to the success of your website.