Your website is the first impression many patients will have of your healthcare practice. It needs to function as a seamless, engaging, and trustworthy tool for patients to learn about your services, find answers to their questions, and book appointments. However, many healthcare websites fail to meet these expectations, driving patients away. Here are 8 common mistakes healthcare websites make—and how to fix them.
1. Poor Mobile Optimization
The Problem:
With 68% of potential patients using mobile devices to search for healthcare providers, your website needs to look and function perfectly on small screens. The mobile experience needs to be thought of first with websites now, instead of desktop or laptop. If patients encounter hard-to-read text, broken layouts, or slow loading speeds, they’re more likely to click away to a another healthcare organization.
The Fix:
• Use responsive design so your website adapts to all screen sizes. This means that your website layout, images, and text will automatically adjust to fit any device, whether it’s a smartphone, tablet, or desktop. Test your site on various devices and browsers to ensure a consistent user experience. Tools like Google’s Mobile-Friendly Test can help assess how well your site performs on mobile devices. Don’t forget to prioritize mobile loading speed too; optimizing images and minimizing plugins can significantly reduce load time. Mobile-friendliness isn’t just a convenience—it’s a necessity for SEO and user satisfaction.
• Optimize Touch Elements: Ensure buttons, links, and interactive elements are large enough and spaced properly for users to easily tap with their fingers on small screens.
• Simplify Navigation for Mobile Users: Streamline menus and reduce dropdown options to avoid overwhelming users. Use a collapsible hamburger menu to save space and improve navigation.
• Enable Click-to-Call Functionality: Include clickable phone numbers so users can easily contact your practice directly from their mobile device.
• Use Accelerated Mobile Pages (AMP): Consider implementing AMP for your blog or critical pages to deliver lightning-fast loading speeds on mobile devices.
• Prioritize Core Web Vitals: Focus on metrics like Largest Contentful Paint (LCP) and First Input Delay (FID) to ensure a smooth mobile browsing experience.
• Design for One-Handed Use: Place key interactive elements, like appointment buttons, within easy reach for one-handed scrolling.
2. Confusing or Cluttered Navigation
The Problem:
Patients visit your website looking for specific information, such as your services, contact details, or how to book an appointment. When they can’t find what they need quickly, they leave.
The Fix:
• Create clear, consistent menus with intuitive labels like “Services,” “Book Now,” or “Patient Resources.”
• Add a search bar to help visitors quickly locate the information they need. Make sure you tag your information appropriately in the metadata so the correct results show up for every search.
• Simplify your website’s navigation structure to reduce bounce rates and improve user experience. A complex and cluttered navigation structure is one of the leading causes of high bounce rates on healthcare websites. When potential patients land on your site, they often seek specific information quickly. If they have to wade through multiple pages or confusing categories, they may become frustrated and leave without exploring further.
A well-organized website with intuitive navigation is crucial for both SEO rankings and patient engagement.
3. Unprofessional or Off-Putting Imagery
The Problem:
The visuals on your website can either build trust or alienate patients. Graphic clinical imagery, such as surgical tools or overly technical visuals, can feel intimidating or off-putting.
The Fix:
• Use relatable, patient-centered visuals that show positive outcomes, such as happy patients or friendly staff interactions.
• Avoid using generic stock photos that feel impersonal or disconnected from your practice. Instead, consider showcasing real images from your practice, such as photos of your team, testimonials from satisfied patients, or even candid shots from community events. This helps to create a sense of familiarity and trust that is crucial in healthcare.
Additionally, use visuals that reflect the diversity of your patient demographic. It’s important for potential patients to see people who look like them receiving care, as this can promote a sense of inclusivity and comfort.
Lastly, ensure that the imagery aligns with your brand’s message and ethos. If your practice is focused on a specific specialty, such as pediatric care or geriatrics, use images that clearly represent your target audience and services.
By choosing authentic and relatable imagery, you can create a welcoming atmosphere on your website that resonates with visitors and encourages them to seek care from your practice.
• Prioritize professional photography that aligns with your healthcare brand identity.
Compassionate and relatable imagery helps establish trust and makes your website feel more inviting.
4. Lack of Patient-Centered Content
The Problem:
Your website content should answer common patient questions, but many healthcare websites focus too heavily on jargon-filled descriptions of services that fail to connect with users.
The Fix:
• Add an FAQ section addressing questions like “What are your office hours?” or “Do you offer sedation dentistry?”
• Use simple, straightforward language to explain your services and procedures, avoiding medical jargon that can confuse or alienate patients. Aim to speak directly to your audience’s needs and concerns, which will help build a connection and convey that you understand their perspective.
• Include patient testimonials or case studies that highlight positive experiences with your facility and staff. Personal stories resonate deeply and can provide reassurance, helping potential patients feel more comfortable about choosing your practice.
• Consider creating blog posts or articles around common health issues, preventative care tips, or wellness advice related to your specialties. This not only establishes your authority in the field but also demonstrates your commitment to patient education.
By prioritizing patient-centered content, you can ensure your website is a valuable resource for visitors and encourage them to engage with your practice.
• Publish blogs on topics patients are searching for, such as “How to Choose the Right Dentist” or “What to Expect During Brachytherapy.”
• Share patient success stories or testimonials to show the real-world impact of your services.
When you write with search intent in mind, you’ll not only attract more visitors but also ensure they stay engaged.
5. Missing or Weak Calls to Action (CTAs)
The Problem:
Many healthcare websites fail to guide visitors on what to do next. When patients can’t easily identify the next steps, they may leave your site without taking action, such as booking an appointment or contacting your office.
The Fix:
• Incorporate clear, compelling calls-to-action (CTAs) on every page of your website. Use actionable language like “Schedule Your Appointment,”
“Get in Touch,” or “Request a Consultation” to direct patients towards the desired actions.
• Position these CTAs prominently—above the fold on the homepage, on service pages, and at the end of blog articles to encourage immediate engagement.
• Use contrasting colors for your buttons to make them stand out from the rest of the content, ensuring they catch the visitor’s eye.
• Consider adding urgency to your CTAs by incorporating phrases like “Limited Slots Available!” or “Book Now to Secure Your Spot!” This encourages patients to act promptly rather than delay their decision.
A clear call to action not only improves conversion rates but also ensures patients have a seamless path forward.
6. Ignoring Patient Feedback in Website Development
The Problem:
Patients often leave valuable feedback about their experiences with your website, but ignoring these insights can lead to missed opportunities for improvement.
The Fix:
• Regularly collect patient feedback using surveys or analytics tools.
• Create user-friendly feedback forms on your website where patients can easily share their thoughts about their browsing experience. Ask specific questions about navigation, content clarity, and overall satisfaction.
• Analyze website analytics to identify where users are dropping off or spending the least amount of time. This can highlight problem areas that require immediate attention.
• Host focus groups or interviews with patients to gain deeper insights into their experiences. Their input can guide your website’s layout, design, and functionality, ensuring it meets their needs.
Incorporating patient feedback not only bridges the gap between providers and patients but also demonstrates your dedication to improving their experience, which can enhance patient loyalty and retention.
• Actively respond to online reviews and adjust your website or services based on common themes.
• Use patient feedback to inform website redesigns or updates to ensure you’re meeting their needs.
Listening to your audience is key to building a patient-centered website that drives loyalty and engagement.
7. Neglecting Brand Consistency Across the Website
The Problem:
Inconsistent branding—such as mismatched colors, logos, or messaging—can confuse patients and make your practice seem less professional.
The Fix:
• Develop clear brand guidelines for your website, including colors, fonts, and tone of voice.
• Ensure all web pages, from your homepage to your appointment confirmation emails, reflect these guidelines. Consistency creates a cohesive experience that builds trust and recognition among patients.
• Utilize the same logo, style, and imagery across all platforms, including social media and newsletters, to reinforce your brand identity.
• Regularly review your website and marketing materials to ensure they align with these guidelines. If changes are made, update all collateral to maintain a uniform look and feel.
• Consider investing in a professional graphic designer or branding consultant if you’re unsure how to create a consistent brand presence. This could significantly elevate your website’s overall look and instill confidence in potential patients.
• Ensure all departments and physicians use the same website, rather than creating separate unbranded sites.
• Align your online branding with your offline materials for a cohesive experience.
• Conduct Regular Audits of Your Brand Identity:
To maintain brand consistency, schedule regular audits of your website and other promotional materials. This could include checking for updated logos, ensuring that messaging aligns across various platforms, and confirming that color schemes and font styles are applied uniformly. An audit helps identify any inconsistencies that need to be addressed and allows you to instantly rectify any issues that may cause confusion for patients.
A consistent brand builds trust and strengthens your online presence.
8. Skimping on SEO and Website Performance Metrics
The Problem:
Even the most beautifully designed website won’t succeed if patients can’t find it. Poor SEO practices and slow performance can limit your website’s reach and usability.
The Fix:
• Optimize for SEO: Conduct keyword research to identify search terms patients are using, such as “gentle dental care near me” or “top-rated pediatric dentist.” Incorporate these keywords into page titles, meta descriptions, headers, and content.
• Improve Page Load Speeds: Use tools like Google PageSpeed Insights to identify performance issues. Compress images, minimize code, and leverage a reliable hosting service to ensure your website loads in 2-3 seconds.
• Track Performance Metrics: Regularly review your website’s analytics to monitor bounce rates, average session duration, and conversions. These metrics can reveal weak points, like slow-loading pages or underperforming content.
• Implement Structured Data: Add schema markup to help search engines better understand your website’s content, making it easier for your site to rank in relevant searches.
• Create a Content Strategy: Publish high-quality, SEO-optimized blogs, FAQs, and service pages to drive organic traffic and provide valuable information to patients.
By focusing on SEO and performance metrics, you can ensure your website not only attracts more visitors but also delivers a seamless, frustration-free experience that keeps them engaged.
