Medical Website Design Sections

Why

• Essential for Menu & Critical Links

What

• Should always be visible (sticky)
• Obvious logo with taglines
• Phone buttons  - RHS
• Click Logo to return home
• Mobile click to call
• Desktop - other Calls to action
• Clear navigation

Why

• Above the fold is your most valuable real estate (Gain Attention Examples)

What

• un-clutter, if you confuse you lose
• and should combine a great headline, subhead, image
• Add one or two calls to action
  

Why

• Engage by addressing the visitors’ key problem above the fold (Target Your Audience Examples)

What

• State the problem, what keeps them awake at night
• Use emotion in head & subhead
• Add attention-grabbing graphics.
• Explain solution compassionately
  

Why

• Answer - Am I In The Right Place (Your Services or What Your Do Section Examples)

What

• Focus on Conditions
• Define Solutions
• Your Offer & Outcomes
• Valuable, Enduring Solutions
  
  

Why

• Answer - What Your Core Focus Is (Why Are You Unique Examples - Your Pitch)

What

• Key focus not detailed
• Entice visitor to click through
  
  

Why

• Answer - What You Treat

What

• What Conditions You Treat
• Key Focus Overview
• Treatment Types & Options
• Quick Internal Links to How
  

Why

• Answer - Tell Visitors What Is In It For Them (Patient Benefits Examples)

What

• How they Benefit
• Why how they will benefit from service
• Why They Should Choose You
• No too wordy, must appeal to their needs
  

Why

• Answer - Tell Visitors Why You Are Special

What

• Why You Are Unique
• How the benefit for your value proposition
• What these benefits mean to the patient
  
  

Why

• Answer - Who Are You Talking to

What

• Reinforce who your target audience is
• Define them by location, sex, age, condition etc
• While you can serve a broad range of people, talking directly to a narrow target is more engaging.
  

Why

• Patients want to believe they have options (Patient Choices Explained Examples)

What

• Offer available choices, even when not favoured
• Best options are often inflexible
• Initially better to entertain a wide spectrum of beliefs

Why

• Engage by answering key decision questions (Engage Me Section)

What

• Address common decision barriers
• Positioning service or success
• Address How much, How long, type question
• What is their outcome or prognosis
  

Why

• Once a visitor knows you can help, they will want to know who you are. (Expert Team Examples)

What

• Who we are and why are you great
• Promote the team qualifications & experience 
• What your areas of expertise are
• Practice mission, culture and approach
• Even tell your team's story
  
  

Why

• Lower decision barriers and make the process easy (Patient Journey Examples)

What

• Simplify, Simplify, Simplify
• Make the next step easy
• Complexity may exist (assess, procedure, recovery) but at this stage summarise process into 3 - 4 steps
  

Why

• Engage patients with outcome stories of patients just like them (Case Study Examples)

What

• Visual Proof most engaging
• Short - Before, During After
• Use Strong Calls to Action to Case Studies
• Use Testimonials or Social Proof
  

Why

• Help demystify your process and the patients' journey or care plan (Care Plan Examples)

What

• Answer How You Deliver
• What are the Stages or Methods used
• Address How long, or Recovery Pathways or Timelines
  

Why

• Position your approaches as advanced and up to date

What

• Explain the advantages and benefits of approach
• Position practice as a leader & offering advanced services
• Use visually engaging action images
  

Why

• Patient need to understand pricing and payment options (Lower Barriers or Objections Section)

What

• Answer How Much? where appropriate
• Offer fee choices or fee scales (AMA, or other rates)
• Address how you pay or payment options
• Define payment types and suitability for fee structures
• Clarify your Investment and benefits
  

Why

• Engage patients by addressing something they should know but probably don't.

What

• Offer content to help engage
• Answer obvious questions to build a relationship
• Position yourself as an expert in solving their problems

Why

• Clearly present comparative benefits to build an comparative advantage

What

• Nominate your points of difference 
• Help visitors understand your full offer
• Link these differences to clear benefits plan
• Dollarise the these benefits as a price advantage

Why

• Add a FAQ Accordion section to address common but not critical decision questions  (Answer Questions Examples)

What

• Answer any common questions that are not critical
• FAQ's tent to be operational
• Try to not address every question as many can be logically answered elsewhere eg financial, booking etc would have their own pages 
• Procedural questions should be addressed on their relevant treatment pages.

Why

• Lower barriers & build trust through association (pepper) (Credibility Section)

What

• Proof - years of experience,
• Education & Accreditations
• Real-Time stats or patient counter 
• Awards & Recognition
• Trusted by hospitals

Why

• Social Proof is what others say about you (salt)

What

• Google Reviews
• Facebook Feeds
• As seen on media channels
  

Why

• Testimonials & Case Studies are also proof for your patients (salt) (Proof Section Examples)

What

• Case Studies
• Written Testimonials
• Success Stories
• Showcase
  

Why

• Short-form videos work because your visitors find them easy

What

• Tell an engaging story 
• Explain how to,  why you etc
• Introduce your services
• Summarises the Calls to Action
  

Why

• Make it easy to visualise your location(s) (Locatio Sectio Examples)

What

• Where you consult or operate
• Use imagery also
• Ensure Maps are click to direct
  

Why

• Allow available booking Access 24/7

What

• Make it easy to book all hours
• Add appointment types
• Automate or manage patient information
• Collect email & mobile data for correspondence
  

Why

• Always be serving new content on home page

What

• Feature events, news, stories, videos
• Add regular updates to improve engagement
• Regular content updates improve SEO

Why

• What is the one thing you want your visitor to do (primary goal or Call to Action) (Call to Action Examples)

What

• Book Appt or Call the Practice
• Have a Free Strategy Call
• Take the first step or Download a Guide
• Watch a video
• Click a link to start fast or Buy something
• Promote a lead magnet
  

Why

• Fall back for visitors not ready for primary CTA to engage & collect details for follow up

What

• Cheat Sheets & Checklist, Tool Kits
• eBooks, White-Papers or Reports
• Online Video Training or Webinar
• Audio Training & Audiobooks
• Document Templates, samples
• Private Group Membership
  

Why

• Quick links for important website assets (Resources Section Examples)

What

• For Referrers
• Forms
• Pre Post Op Downloads
• Guides

Why

• Quick links About page and other links

What

• Why Choose Benefits
• Unique Attributes
• Values & Mission

Why

• Quick links For Referrers page and other links (Clinic Tour Page)

What

• Process Familiarity
• Technology Showcase
• Overview
• Access

Why

• Quick links key pages and other links (Footer Section Examples)

What

• Contact Details & Calls to Action
• Social Proof
• Menu - Important links
• Privacy Policy & Terms of Use etc