We’ve all been to websites that immediately rub us the wrong way. Sometimes it’s the color scheme, other times it’s simply an outdated design. In this article I’d like to dig a little deeper to highlight several other website elements that you should consider limiting or removing from your medical website. These elements and tools can not only distract visitors, but can often times cause them to leave your site altogether, resulting in a lower conversion rate, fewer leads and a poor ROI.
1) Too much movement: I am actually a big believer in the rotating banner. It can highlight multiple services you offer at your practice, as well as direct people to other sections of your website, such as your photo gallery and patient reviews. However, if you start to incorporate other areas that rotate or move it makes it much more difficult for visitors to focus on one specific area. In short, it’s distracting.
2) Music: Some medical practices insist on music on their website, often times to match the music in their practice lobby. Some medical websites even have their own jingle! I am against music on a website for several reasons. For one, I didn’t ask to hear any music. I’m simply going to your website to find information about your practice. Secondly, I may not like that type of music. Finally, like the example above, it’s distracting, and all people will hear it at different volumes given how high or low their speakers are turned up.
3) Poor navigation structure: This is pretty self explanatory. Most newer website rely on the top horizontal navigation bar. I highly recommend your website uses this, and that you put some thought into the website’s sitemap. Organize your services so people can find what they’re looking for quickly and easily.
4) No contact form: Don’t just put a hyperlink with your email address on the contact form page. This’ll likely pop up Outlook or Hotmail (Windows), which the visitor may not use. Make it easier by adding a simple form with a few fields. Consider adding this form to other pages of your site as well, not just the contact page.
5) No readily visible phone number: A big no-no. People looking for your phone number are ready to call. Make it easy for them by having your phone number listed in the header of every page on your site. While you’re at it, include your address in your website’s header as well.
6) Too wordy on home page: You may have a lot to say because of the breadth of your practice, but don’t make the mistake of putting too much info on your home page. People can get lost in “a sea of text.” Get to the point with a paragraph or two about some of your specialties, and then have several different sections link to these individual services.
In addition to this list I would encourage you to make your social networks more visible. Contrary to some medical professional’s beliefs, this won’t lead to a bunch of visitors leaving your site and not returning. Unlike your other website links, have your social networks open in a new tab, so the visitor never leaves your website.
I also encourage you to check out this article I wrote about why your medical website is outdated. In that article I focus more on what you need on your medical site, as opposed to the different things you need to avoid. Feel free to add anything else you find annoying or distracting or harmful to medical practice websites.
If you have any questions about website tools or tips, or just want to learn more about developing a medical website for your practice, leave TRBO a note here, or call 877-673-7096 x2.