As a medical professional in a competitive field, your primary interest is probably in increasing the number of users who are able to find your site through SEO and PPC advertising efforts. This is a vital first step to getting potential patients in the door. However, it takes more than the right keywords and compelling copy to make outstanding UX—you also need to have a stellar web design. Great design can make the difference between a mediocre website and one that visitors will respond to immediately. Here are some things to bear in mind as you conceptualize a new web design for your practice.
Consider the user’s needs.
When thinking about web design, it is essential to place yourself in the mindset of a person visiting your site for the first time. What are they looking for? What questions do they have? Bearing these questions in mind will help you to streamline navigation and respond to the needs of your patients. For example, a list of the services you provide should be easily accessible and prominently displayed. It should also be easy for first-time users to schedule an appointment without having to do much navigation, which could cause them to become frustrated.
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Optimize for mobile use.
The majority of users will be accessing your site via mobile phones, so a scrollable, mobile-friendly interface is essential. That means the site should be clean-looking and free of visual clutter. Of course, there are several ways to accomplish this. For example, long scrolling feels organic when browsing on a phone, but content can often be buried. Alternatively, sites that opt for a shorter scroll may increase bounce rates when users click away. It is best to assess the benefits of all your design elements with easy functionality in mind.
Personalize the experience.
Building trust with potential patients means showing them what your practice is all about. Be as genuine as possible when sharing your experience and philosophy with visitors, and avoid using stock elements such as photos. Instead, offer visitors to your site a glimpse inside your business with real images of your chiropractic practice at work. It is also worth considering including videos, infographics, and other unconventional ways to convey your practice’s unique value.
Design for the future.
Ideally, your site should be functional and user-friendly for the foreseeable future. That means incorporating current trends with an eye toward possible future developments. For example, flat design is becoming the standard for most new web design because of the speed and simplicity it offers. Other current web design trends might have a shorter shelf life, such as parallax scrolling, in which elements scroll at different speeds, and carousels that allow users to click through various images and eliminate clutter. Both these trends add visual interest to the site, but can result in reduced performance.
Web design is a field that is constantly evolving as designers find new and exciting ways to present online content, but the best way to stay ahead of the curve is to put the needs of your clients front and center.