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Do you want more patients flowing through your doors?
Then it is imperative that you make a great first impression with prospective patients.
And, often times, the first impression you make is with your website.
It’s really difficult to be perceived as a doctor who is up to date on all the latest services, products, techniques, technologies etc. if you have a website that brings back the glory days of the clueless 1990’s!
A modern website is a necessary business tool, and an outdated website puts you at a competitive disadvantage. You probably know if your practice’s website needs a facelift, but here are some definitive signs it’s time for a redesign.
Is Your Website Visibly Unappealing or Outdated?
You wouldn’t show up to a job interview wearing your most comfortably worn gym clothes, so why would you host a website that is visibly unappealing and / or outdated?
Understand that visual design is directly related the to user experience. The more pleasing the design, the more pleasing the experience. The more plasing the experience, the more a potential patient will know, like and trust you.
“Visual design focuses on the aesthetics of a site and its related materials by strategically implementing images, colors, fonts, and other elements. A successful visual design does not take away from the content on the page or function. Instead, it enhances it by engaging users and helping to build trust and interest in the brand.” (Usability.gov)
Treat your website like you are going to a job interview and start with making a great first impression. After all, most prospective patients visiting are trying to decide:
What services and products you provide?
Why should they choose you?
What to expect?
Is Your Website Mobile Responsive?
More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan . (Google, 2015)
If your website it not mobile responsive, then you are turning away customers.
Having a mobile responsive website design means your website appearance – structure, content, and images – looks great and is easy to navigate on any mobile device. Furthermore, if your website is not mobile responsive, then Google docks you in their search engine rankings.
Take a look at your website on your phone and make sure it’s mobile responsive. If not, it’s time for a redesign.
Is Your Website Challenging to Navigate?
Potential patients are visiting your site for a very specific reason.
It could be they are looking for more information on a condition you treat; or a service or product you provide. They could just be looking to find your contact information or physical address (or map).
Make it easy for them!
If it’s not easy, they will move on.
Another benefit of good navigation and architecture is that it helps with your Google ranking. Google likes it when it can crawl, navigate, and understand your site easier.
Has Your Brand Changed or Outgrown Your Website?
You brand is a living and breathing entity just like you and it’s very possible that over the years your service, products, messaging, branding etc. have evolved.
Your website needs to reflect this evolution.
An important concept in marketing is scent. There must be congruency with every touch point that you have with a prospective or current patient, especially the touch point that is your website.
At Digital Marketer MD we visited hundreds of healthcare websites in the last month and it saddens me to say that most are desperately in need of a redesign. Some could benefit from a few strategic changes, but most need to be retired and redesigned. A few are so bad that the business would be better off not having a website.
A website is a crucial part of your marketing efforts and should act as an effective information source that generates leads.
If you would like more information on your website, don’t forget to get your FREE Digital Check-Up to see how you are doing!