Many small businesses put off a website re-design until they start telling people not to go to their website because it’s so old and outdated. (And maybe not even then!) That’s not the situation you want to find yourself in. A website that no longer meets your needs wastes so many good opportunities to attract new patients and provide answers for your current patients.
Let’s look at some scenarios that may suggest it’s time for a website update or redesign:
Properly addressing your mobile audience is likely one of the most important reasons to update your site design. Up to 40% of the traffic for each of the 500 healthcare practice websites we’ve built comes from a mobile or tablet device.
Pull out your phone and take a look at your website. Here’s a quick checklist:
- How does it look
- Can you find all of your content? (Some mobile designs deliberately leave off some content to simplify navigation.)
- Can you use the touch screen to get through your navigation and click links?
Addressing these questions is becoming the bare minimum to an effective web presence. User behavior has changed, and patients are looking for more in-depth content on their mobile devices. You would think that only patients on the go would use their phones for search, but patients are also using mobile devices from the comfort of their couch. Why lug the laptop over when the phone will provide just as many answers?
Can patients find the information they need on your website? If you have patient forms or appointment request buttons, are your patients using them?
Before jumping to conclusions, it’s worth checking your Analytics to see if you’re getting patients to your website. If you are, then you can get a better feel for what type of interaction you might expect. Simple color tweaks or navigation changes could make a huge difference in the level of interaction you see from the website.
If you ever want to test the current effectiveness of your website, try talking to a patient on the phone and tell that person how to get to an appointment request button or how to download the proper forms. The ease or difficulty of the task will provide immediate feedback.
And if you’re adventurous, you can set up some A/B tests to figure out which option yields more results.
If your practice has changed a logo or a color scheme, then hopefully the website was one of the first places to see that update. If not, you’ll want to jump on it right away.
Websites lose traffic for a variety of reasons, but your design is certainly a prominent aspect in the trustworthiness of your online presence. Patients make split-second decisions about your practice’s authority and trust-worthiness based on the appearance of your website.
Do a few relevant searches to see how other practices in you area are communicating with their patients. If your competitors have websites that are far more pleasing to the eye and / or more user-friendly, you could be losing out.