Graphic Designer contemplating a visual or informative approach to their medical website design

Visual vs Informative: Is One Better for my Medical Website Design?

There’s an online war being waged. And while you might not be aware of it, you’re caught in the crosshairs. The war is between written and visual content. If you’ve spent some time studying online marketing and medical websites, then chances are you’ve seen a wide array of content being put out there.

And as we all know: content is king. With that in mind, the real question to ask yourself is which form of content is king? And while we might all have our favorite type – written, visual, video – each one serves a vital purpose. Determining the right content for your medical website design will depend on who your audience is, what their expectations are, and what your goals are.
What is visual content?

What is Visual Content?

Visual content is often forgotten when it comes to content overall. The content most people think about are things like blog posts and social media posts, but visual content is incredibly powerful. Visual content provides a unique way for businesses to stand out from the competition because creating a visual piece of content can help provide another avenue for a message to reach an audience.

Visual content is often forgotten when it comes to content overall. The content most people think about are things like blog posts and social media posts, but visual content is incredibly powerful. Visual content provides a unique way for businesses to stand out from the competition because creating a visual piece of content can help provide another avenue for a message to reach an audience.

Visual content helps messages stand out and is particularly useful in medical website design. Things like memes, photos, and videos all help send out a message in a memorable way. When is comes to working on a medical marketing strategy, it’s important to understand the various visual content types and how you might use them.
Photos

Photos

Photos are static images that are used to communicate a certain message. You’ve heard the old saying, “a picture is worth a thousand words.” Nothing could be more true in the world of medical marketing. When choosing a photo, be sure to choose one that makes its message very obvious.

For example, if your dental office wrote a blog post on root canals, you’ll want to choose a photo that clearly illustrates a root canal. Don’t choose one where a patient is smiling, as most people don’t smile about root canals. Similarly, you wouldn’t want to post a photo where a person’s expression seems to indicate fear. It could send a subliminal message that these procedures are to be feared. This of how every aspect of a photo could be interpreted and choose wisely.

Infographics

 

medical infographic elements concerning website design for medical professionals

 

Infographics are a newer trend in digital marketing, really rising in the last five years. These visual elements combine written content and bold images to tell a story. One of the perks of infographics is that when they’re done correctly they tend to get a lot of traction on social media through shares and likes. They provide a great way to drive the conversation. You can post infographics on social media or embed as a blog post and then share that online to drive people back to your website.

For example, you might want to communicate to parents the importance of baby teeth. An infographic could go through the types of baby teeth, when they come in, how to care for them, and when to see a dentist. By choosing the right layout, colors, and words this graphic could not just spread the word about your practice, but also help parents from a variety of socioeconomic levels understand the message you’re sending.

Videos

One of the strongest ways to send a message is through videos. Whether you’re detailing a medical procedure or introducing people to your doctor, a video is a great way to get and keep people’s attention.

The important thing to remember about creating videos is that the content should be quality and that it should not be too long. For example, if you’re explaining a medical procedure don’t go into too much detail. Provide an overview, use subtitles, and embed it in an obvious spot on your website, as well as in social media.
What role does visual content play on my website?
Visual content is a crucial part of every website. Can you imagine a website without photos or videos? Whether you’re posting a photo or using a video to supplement a blog post, the content you add to your website will help to ensure a message is being communicated.

What is informative content?

 

image of a designer contemplating content to include on a website for medical professionals

 

Informative content is written content that serves to educate the audience in a very thorough manner. This could include a very long blog post or a product or services page.One of the key places we see this in website design in the medical field is on services pages.

When you create a page detailing the services you offer, you want to make sure it’s clear and to the point. Because you’re dealing with an individual’s health, it’s important that you are as detailed as possible.

Just because content is informative, however, doesn’t mean that it has to be boring. In fact, the best performing informative content is content that is also interesting. Since your goal is to inform your audience about whatever you’re writing on, it’s crucial that you write well enough to keep their attention. Finally, you want whatever informative content you create to be relevant. In website design for medical professionals it’s easy to think, “Oh, I’ll just put some content up even if it’s a procedure that I don’t offer. At least it’s something.”

Don’t do this! There’s no better way to frustrate a potential patient than to pretend that you offer a service that they don’t need. That’s a one-way ticket to a high bounce rate and bad online reputation.

How do I use informative content on my website?

Informative content is incredibly valuable, particularly when it comes to SEO (search engine optimization). Informative content can be used as blog posts, whitepapers, and case studies. Additionally, informative content works really well when paired with high-quality visual content.

For example, let’s say you create a page on breast augmentation. Instead of simply writing a long article, you can also create a video that explains the basics of the article. This makes it easier to digest and gives people something to share (if they don’t want to share the written content).

Share this post