Redesigning your practice’s website can be a daunting task. Where do you begin? It helps to establish your priorities so that you can get the most out of your newly-redesigned website.
In our experience, we have found user-friendliness is a critical to getting the most out of your website redesign. With that in mind, these are our top priorities when redesigning a medical practice’s website.
1. Mobile-friendly is a must.
More and more patients are viewing websites and searching on mobile devices. If your website isn’t mobile-friendly, you are missing out. We found that one of our clients who is located in a big city had about 40% of his traffic coming from mobile devices, but his website was difficult to read on mobile devices without zooming. When that is the case, you’ll most likely end up with a higher bounce rate. People are constantly on-the-go, especially in large cities, and smartphones and tablets are so common now that people expect websites to be user-friendly on these devices. If your website isn’t mobile-friendly, these visitors will just move on to another site. By making sure a mobile-friendly website was a priority in the redesign, we were able to help our client provide a better mobile experience for his patients, and his mobile traffic increased dramatically.
2. A fresh, updated design is important.
Technology changes and evolves, and so should your website. If you let your website get too out-of-date, you may find that your website is limited in its capabilities. We suggest going with a responsive design. A responsive design can adapt to the variety of screen sizes available on smartphones, tablets, laptops, and desktop monitors. New screen sizes are always being introduced, but with a responsive design, you don’t have to worry about how it will look.
Giving your site a fresh, new look can also make it more visually appealing to your visitors, and more user-friendly. This can also give you a boost in search engines, like our client saw after the redesign.
3. Be sure that you’re answering your patients’ questions.
Is your content easy for the average person to understand? Can your patients easily find the information they want to know? You need to approach your content with your patients in mind. Tweak your existing content to make it easy to understand, and identify areas where your content might be lacking. Think about common questions your patients have when they see you in your office–could they get those answers on your website before coming in for an appointment? If not, it may be time to create some new content to address those questions.
4. Consolidate your content wherever you can.
Do you have several pages of content on your website related to a similar subject? You should consider consolidating as much of it as you can. By having several smaller pages, you are forcing search engines to guess which pages are more important. If you combine that content, you’ll make the individual pages stronger, and search engines will be able to understand your website better. It also makes your site more user-friendly for your visitors, who no longer have to look through several pages to find the information they are looking for.
This was the case for our client, who had several smaller pages on his site covering different aspects of the same topic. Some of these pages only had a couple paragraphs of content. By combining as much content as possible, we were able to boost our client’s rankings and make the website easier for search engines to understand.
Many practices approach a redesign with search engines in mind and don’t consider the user experience. What you may not realize is the two go hand-in-hand. Focus on improving the usability and navigation for your patients, and search engines will follow.