If there’s one thing that rings true in the world of marketing, it’s that if you aren’t doing all you can to make your website as awesome as possible, your competitors certainly are. One of the most important things you can do as a professional is to ensure your website is designed in an intuitive manner.
Intuitive medical websites play a key role in ensuring the online experience patients and potential patients have is enjoyable and gets them to come back.
What is intuitive design?
What is intuitive design?
Intuitive design is the design and flow of your website that users can’t see, but what they experience. When a website is designed intuitively you are giving visitors the opportunity to visit your website and engage with it without any distractions.
When creating a website there are several factors to consider while laying it out and developing it. From how text flows to where images are located, to your navigation, every element plays a role in how a user experiences your website.
Why intuitive design?
Intuitive design invisibly, yet clearly directs visitors to do the task that you want them to do. Whether part of your medical marketing strategy is a goal designed to get people to fill out forms or to have someone book an appointment, your website should make it easy and seamless to accomplish a task.
When designing a website it is easy to think that you’re creating it intuitively. But the real question to ask yourself is whether the design is intuitive to you or the user. After all, you know the goal, so the path you take to it is logical in your mind. An outsider and first time visitor might visit the very same website and come to an entirely different conclusion.
How to Design Intuitively
Intuitive website design for medical professionals relies on several factors. The best way to accomplish this is by performing market research. Market research will tell you what the demographics of your website are, how people use it, and what they expect from it. By understanding all of this you can create a website that is stunning and functional.
Make Your Website Responsive
A responsive website – one that works on whatever device it is being accessed from – is absolutely critical to intuitive website design for medical practices. Imagine the frustration that someone would experience if they were to get to your website and your entire desktop site was squeezed onto your tiny phone.
Clicking buttons, trying to navigate the site, and images are all the same as they would be on a desktop. It’s enough to drive a visitor bonkers. By providing a website that shrinks to whatever device a person is on, you can ensure that their experience and the flow through your website is consistent between devices.
Ask for Relevant Details
When creating a form, remember to ask for minimal details. If the only thing you need from a person to become a lead is their name and email, then don’t overwhelm them with several fields like name, address, phone number, and email. Keep it simple.
As you create forms question why you’re making them, what your goals are, and what you need to accomplish your goals. Additionally, consider the logical flow of the questions you’re asking. Make sure it makes sense to an outside. Asking yourself these questions will help you provide the best possible experience to visitors on your website.
Keep Forms Clean
When designing forms remember to keep them single column. Multiple columns spread out confuses the eyes and makes it hard to follow the form. When a user has to scan a form in a “Z” shape their eyes are forced to move back and forth and it breaks concentration. This can lead to an increase in form abandonment.
Keep Typing to a Minimum
Make it easy for visitors to submit their information. This means that keeping typing to a minimum is crucial. This is particularly important when it comes to a user’s mobile experience. Checkboxes and drop-down options all make this possible.
Consider The Human Brain
Humans naturally respond to different colors, fonts, and images. When designing your website it’s important to remember that every design choice you make can influence a user’s decision. For example, consider the call to action “download now” to entice someone to download a guide about a specific medical procedure.
A serif font might seem a little too classic for a call to action. A bolder font is more likely to command an individual’s attention and get them to take it seriously. Similarly, color choice plays a huge role in whether someone responds to a CTA.
If a color blends in too easily with the website’s background, it’s liable to be missed. If it’s too bold it could detract from the overall message. The important thing is to work with your designer to choose a color that is both complimentary of your brand and commanding enough to motivate people to take action.
Don’t Try to Get Creative
When we say don’t get creative in your medical marketing we mean that you shouldn’t try to reinvent the wheel. Certain patterns are classic and tried and true because they work. Humans will always read left to right. Never try to confuse an individual with new text patterns.
Give visitors a familiar pattern and space that doesn’t make them feel uncomfortable.
Group Elements Together
When creating intuitive websites for medical professionals remember to group related elements together. This helps people feel like they’re prepared to find what they’re looking for. As an example, consider when you log into a website. Logically you’d look for the log out button, a profile button, and maybe a settings button all in the same area.
Creating an intuitive medical website design takes a lot of work, however, the effort and research that goes into the design will pay off. When websites are easy to navigate and understand, visitors are more likely to convert into leads and take the action that you want them to take.
Websites that aren’t empathetic to the user have a high probability of losing the visitor permanently. After all, would you come back to a website that has offered you nothing but frustration?