Current Trends in Healthcare Website Design
There are some web design trends that come and go year after year. But there are some that are here to stay, and for good reason. Here are few current trends in healthcare web design that are sure to stick around.
More Microsites and Landing Pages
Many healthcare sites present so many searchable options that it is difficult to target individual audiences. Here is where your healthcare marketing can benefit from a microsite or landing page. It does not make a lot of sense to launch, for example, a large cardiovascular campaign and then send interested parties to your home page or a sub-page deep within the navigational structure of your website.
Promoting a specific landing page or microsite allows you to create an experience that specifically compliments the campaign and allows you to tailor your message and calls to action. New York Presbyterian created an entire microsite focused on it’s “Amazing Things Are Happening Here” campaign. It is completely dedicated to viewing the inspiring patient stories that pay off their campaign line.
Though responsive design has been around for a few years now, it’s surprising how many healthcare websites are still not delivering a mobile optimized experience to their users. While healthcare systems and hospitals do face more challenges in this area due to the fact that there are usually many navigation items and a deep level of pages, with careful planning and some creative thinking, you can have your site available to all devices. Florida Hospital was up to the challenge and created a fully responsive website that is still easy to navigate and absorb on small screens.
Check out this previous post about the many opportunities healthcare organizations are missing out on by not targeting mobile users.
Healthcare organizations should be taking full advantage of a simple site feature that has been around for ages – search functionality. Some websites have not only begun to put their search boxes front and center in order to encourage more users to utilize it, they have also begun to enhance the basic search box with features like auto-fill and categorical searching. Children’s Hospital at Vanderbilt does a nice job of breaking their search up into services, doctors, health library or their entire website.
Better Story Telling
While on the surface story telling may not seem like a design challenge, nothing could be further from the truth. Many health organizations are utilizing some of the top trends in web design to bring their stories to life. With the use of one page scrolling websites, large images, video and compelling copy, they are allowing their stories to unfold in front of the visitor, giving them a true sense of who they are and what they offer.
Rather than bombarding users with an unwieldy number of ways to navigate through information, these sites are controlling the flow of information in order to tell their story in a unique and interesting way. Children’s National Health System’s landing page uses all of these techniques to bring their story to life while still providing many entry points into their main site and associated content.
For those healthcare systems and hospitals who are still lagging behind with their website design practices, your relevancy will quickly be waning. Now’s the time to take the steps necessary to ensure your website is as sophisticated as, and pays off, the clinical care you provide.