You’ve heard the saying, “ a picture is worth a thousand words.” In the digital world you can change that to, “a picture is worth two thousand words.” The vast online world is one that is full of various photos.
Finding photos for your website isn’t difficult, it’s finding ones that accurately represent who you are and what you believe in – the essence of your practice – that’s really difficult.
Majority of the population would describe themselves as visual learners. In fact, a recent survey showed 65% of people describe themselves this way. This means that when planning a website’s design, you need to anticipate most people will be attracted to photos before they even begin reading.
Additionally, studies have shown that 90% of the information transmitted to the brain is visual and images are processes 60,000 times faster by the brain. By connecting ideas and concepts through the use of visuals you’re helping to ensure your messaging sticks.
There’s a wide variety of photos you can use to communicate whatever message you want your medical website design to get across.
The best images for any medical marketing are images that represent your target market. There are many stock image websites that offer a wide array of high quality photos.
The key to choosing the best pictures is to empathize with your audience. What is going to make them take action and visualize themselves as a part of your practice? If you’re a family medicine practice located in a diverse part of your city, it wouldn’t make sense to use photos of one racial group – include photos of a variety of people.
You also want whatever pictures you use to work in harmony with the messaging of whatever page they’re on. For example, the home page of a family medicine practice won’t typically talk about services offered. This wouldn’t be the place to place images of various procedures. It is the perfect place to use professional photos of your practice as well as photos of your target demographic.
While stock photography works great for the examples above, there are scenarios where it might be better to hire a professional photographer. The initial cost is worth the long term investment, as these photos can be used both online and offline.
You would want to hire a professional photographer to take photos of your office, as well as professional headshots of your entire team. These photos can be used for a few years, until they become outdated due to staff changes or a change in decor or office locations.
Many medical practices choose to highlight how their team connects with each other. This might mean throwing baby showers for team members, birthday parties, or simply having lunch together. Tastefully displaying these pictures on social media or a “staff fun” page can help visitors get a sense of your practice’s personality and make patients feel more connected to you. In these cases it’s totally fine to share candid photos taken using a person’s cell phone or point and shoot camera. It helps to show authenticity, something that more and more people are craving in an increasingly “plastic” online world.
Graphics in Website Design for Healthcare Providers
If 65% of your visitors are visual learners, then it makes sense to present your practice’s storytelling in a visual format. Graphics, particularly infographics, help to communicate your story in a visually appealing manner.
Essentially, these take a process and simplify it using graphics. In website design for medical practices this might be as simple as showing how easy it is to book an appointment through your website.
To do this you might feature a graphics with three easy steps that communicate how a patient would go about doing so. The first step might be to fill out the brief form, the second to select a time, and the final to submit the form. By adding bold numbers and brief text you illustrate the simplicity of your process to patients and motivate them to take action because it doesn’t require much work from the.
Images Bring Attention to Offers
The purpose of any website design for healthcare providers is to generate leads. When done right it’s one of your best medical marketing tools.
In order to generate leads you need to create an offer that your target demographics would find appealing. But the job doesn’t stop there. After you create an offer you need to bring attention to it. Through the use of call outs, icons, and buttons you can help create a more interesting website that motivates visitors to take action.
What is good design?
Know where and how to integrate pictures into your website design requires good website design. But what is good design? While what each person finds appealing will differ, there appears to be universal agreement that simplicity is the key to an effective design.
By eliminating clutter from your website you leave room for only the most important components. In the end, visitors get the information they need fast which ultimately improves their overall experience.
Another component of good design is consistency. Whether you’re designing business cards or a website, the way you communicate your brand’s personality should be consistent across all mediums. Colors, logos, and fonts should never deviate. This is why it’s important to choose a color scheme, create a logo, and opt for fonts that all work well in print and digital.
One of the smaller, but equally important parts of design is detail. It’s easy to think that people won’t care or “no one will notice”, but the truth is your brand is worthy of perfection. Spend time on even the smallest details. In the end you’ll see that these factors help to perfect your medical marketing.
Finally, when working with medical websites (see article on how to refresh your medical website) it’s crucial to create a structure behind the scenes that helps you organize information. By breaking up the information on your website into smaller areas you help to reduce clutter and improve overall comprehension of the information presented to your audience.