Your practice is unique. From the services you offer to how you treat your patients, you set yourself apart from the competition because you embrace and flash your personality. While most people don’t think about medical practices as having a personality, the latter option couldn’t be further from the truth.
Consider how you decorate your office. A practice in a big city like Chicago may want to project a polished contemporary look. They could accomplish this through streamlined furniture, bold colors, and varying textures – like metal and plastic. Similarly, a practice in Texas would want to project what their audience appreciates. Rustic woods, deep reds, leather furniture, and a comfortable, homey environment would likely be perceived better than other options.
When it comes to medical website design the personality you infuse into your practice should be carried over to your website. After all, more often than not your website is responsible for your practice’s first impression to more patients than not. By capturing your unique personality in your website, you’re providing patients with an honest, transparent experience from the start, so they know what to expect.
Your about us page tells visitors about who you are. In your medical marketing strategy, it’s absolutely crucial that this page communicates who you are, what you offer, and why visitors should choose you over the competition.
This page is one of the most commonly visited pages on medical websites and gives an honest representation of who you are. Talk about more than just what you do. Share what your team members enjoy, their hobbies, and a little about their personal life. This is where people are given a sneak peak into you as an individual and what that brings to the practice.
One of the most common things we see is medical practices do is try to rebrand themselves online. They choose colors that are completely different from what their brand colors are. Their stationery and outbound marketing and inbound marketing look like a rainbow, and it confuses visitors.
Imagine visiting a practice’s website. It’s branded with orange and black. When you visit the practice the theme is more earthy – green and brown. And when you leave they provide you with a blue and yellow appointment reminder card. Yikes! There’s a big disconnect here and it’s really confusing to your patients. So much so, that it can actually breed mistrust between your patients and you. After all, if you can be consistent with your website design, then how can you provide them with quality care?
Before we talk about images, let’s chat a little about copyrights. It is critical that whatever images you use, be it a photograph or illustration, you have copyrights to. Without copyrights, your entire practice can be at risk for being sued. It happens regularly, so don’t overlook this important part of website design for medical practices.
Now, when it comes to actually choosing images for your website, think about what sort of image you want to project. This should reflect your practice’s values and audience. For example, if you’re a pediatric dentist and serve children, then you might be better off relying on illustrations or vector graphics.
Conversely, a practice that specializes in cosmetic surgery would rely on sleek photos of beautiful people. These images, with filters that reflect a mood, can completely make or break the design of your website.
Stock photos are incredibly useful when it comes to creating a general feel, but it’s highly recommended that you hire a professional photographer to take photos of your office and staff photos.
The layout of your website’s navigation will tell visitors a lot about who you are as a business. Are you willing to make getting to a destination easy for visitors, or do you just want to try to force visitors into certain spots?
A frustrating navigation will upset customers enough so that they will not just leave your website, they’ll leave with a bad impression of your medical practice. By developing a navigation that meets the needs of your visitors you’re telling them that you care about their needs and make meeting them a priority.
Choose a Writing Tone
The tone you use to write the content on your website will also tell people about your practice. With medical marketing, it’s important that your tone isn’t one of superiority and moreso one of education.
A conversational tone is welcoming and makes people want to interact with your practice because they automatically feel comfortable. Similarly, consider how this tone will play into the content you’re providing. While it’s very easy for a physician to create an informative blog post, if your tone is more conversational you’ll want to ensure that the content you create is helpful but conversational.
By maintaining consistency you’re giving your audience an idea of what to expect and providing them with an experience that makes the experience one that is enjoyable for your visitors.
The typography on your website – the font, letter spacing, and letter orientation – all make an impact on how people perceive your practice. For example, let’s consider the pediatric dentist we talked about earlier. A serif font that looks like calligraphy wouldn’t match the playfulness of a child. Instead, fonts that look more like handwriting might better appeal to families seeking a pediatric dentist.
Similarly, when you consider a cosmetic surgery office, a typography that is more regal would likely work better than something like a child’s writing.
While social media isn’t a part of website design for the medical field, it is a larger part of your marketing strategy. What you post on social media says a lot about who you are and what you value.
For example, practices that don’t post anything are still saying something: they’re saying that they don’t care enough to actually post something of value on their social media. Similarly, if all you post on social media is promotional posts, chances are that people won’t listen because they will feel like all you want to do is sell to them.