5 tips for a better healthcare website

by Tom Garfield

I’ve been building websites for doctors, clinics and hospitals for more than 6 years. In that time, I’ve learned a lot about what makes the most effective healthcare websites. I’ve got 5 important tips for you that are super-specific to healthcare web design.

1. Put more effort into copywriting over design

It’s more common for people to start with design. But the words are the website. Patients don’t visit your website to admire its design. They come to read and watch your content, to find out about how to book an appointment or what to expect as a patient. They won’t come to your site, see terrible content and think, oh well at least the design of the site is nice so I’ll definitely get in touch with this doctor!

Whilst my service is called healthcare web design, it’s more web production. We make sure everything from start to finish is properly thought through and produced to get the business results you want. Not just to look pretty.

You see when you think about it like that, it’s obvious. Your website design should be inspired by the words and messages you want to communicate. Your website pages should be considered with your patients in mind and the words you want to use should be drafted before you’ve even considered a design style.

If you work with a web designer that happily cracks on with a design without seeing any content upfront, then it’s a pretty sure sign you’re dealing with someone inexperienced.

Investing in a proper copywriting service is more important than an expensive designer. Seriously, your website is important, but your words are more important.

2. Make sure you come across as likeable and personable

Patients want to see a doctor that they like, know and trust. Getting to know you before they meet you helps patients feel more at ease and is more likely to result in an enquiry.

The best way to do this is with an intro video on your website. Get comfortable in front of the camera. Talk directly to your potential patients and let them know you’re grateful they’ve visited your website. Tell them you look forward to hearing from them. Tell them how passionate you are about safe and effective patient care, customer service, and delivering a fantastic experience.

3. Get some professional photographs taken

Seriously, you need to come across as a professional. Stock photos serve a purpose in some places, but professional, personal photography will put your site on a different level. Patients will see the real you, doing your job. Hire a photographer to take pictures of you in scrubs, in clinic, or wherever your practice is. Make sure you get permission from the hospital or clinic if you don’t own it yourself.

Smiling, warm, friendly photos make a huge difference in building that all-important triangle of like, know and trust. It’s even more important than any specific expertise or qualification.

4. Don’t build your own website

Some companies do fine with simple website builders, and get by with a basic design that looks ok-ish. However, you are a healthcare professional. A serious, trustworthy professional. A self-made website is easy to spot, and gives the impression of amateurishness. You really don’t want to be projecting that kind of image in private healthcare.

The investment in a professional website design will save you mounds of time – remember, you’re good at what you do, I’m good at what I do. You’ll most likely end up saving money. Not only that, but a professional website will look better, perform better and convert more potential patients into enquiries!

5. Focus on great reviews and testimonials

Patients love reading testimonials. They also trust reviews a lot. According to one piece of research from the healthcare research company NRC, 59% of patients said they have selected a doctor based on positive reviews.

Consider signing up to a service like Doctify or IWantGreatCare. They’re healthcare specialist review platforms and offer a range of services as well as recognitions like IWantGreatCare’s certificate of excellence if you collect a certain number of positive reviews in a given time period. However, you choose to collect them, make sure you prioritise collecting reviews and testimonials to publish on your website.

Get started

These are 5 actionable tips that will make a huge difference to your website, convert more of your visitors into enquiries and portray your business as much more professional.

There’s a whole lot more to do, so you might want to consider finding out how I can help you.

About Tom Garfield

Tom Garfield is a Healthcare Marketing Specialist. He works with Doctors, Therapists, Clinics and Hospitals to generate more enquiries and appointments through their websites. He’s been improving website conversion rates since 2009 and has helped over 200 healthcare providers grow their businesses.