Nearly 80 percent of all internet users have searched for medical and health information online, according to a 2003 Pew Research Center study. That is a lot of requests for healthcare information, and further evidence that healthcare websites need smart, helpful, and high-quality designs.
Many healthcare websites struggle with this because they face a variety of challenges, such as:
- Healthcare brands and logos tend to be similar, making it hard to stand out.
- The medical industry is heavily regulated, and healthcare marketers often “play it safe” with content.
- Web accessibility is critical, but too many digital agencies are not building healthcare websites with beautiful and accessible web design.
- Websites for healthcare companies tend to offer a larger-than-normal amount of content.
Despite these challenges, many healthcare and medical websites do follow best practices for healthcare website design. Let’s review eight great examples:
1. Clean Design and Simple, Easy Navigation | Centura Health
While not the most modern design, the Centura Health website features a clean, straightforward information architecture. The site’s navigation includes only 5 primary links and 2 secondary icons.
We’ve seen healthcare websites poorly designed with needlessly complex navigation, including some with more than 20 links competing for attention in their top navigation menus. More often than not, this creates a paradox of choice for site visitors and confuses them more than it helps them.
Centura Health’s use of a simple, straight-forward navigation, combined with the prominent display of the search function in the center of the home page, greatly enhances the usability of their website. Also, the site follows best practices for accessible web design by using large, high-contrasting fonts that are easier to read for website visitors with poor or impaired vision.
2. Robust Website Search | IU Health
Indiana University Health does a great job of providing users with a robust keyword search feature. On-site searches can be filtered by criteria such as medical services, news and events, providers, and locations. The site features a listing of recent searches in the left margin that allows users to easily track their search history. In addition, separate search functions appear in the header navigation for Providers, Medical Services, and Locations.
3. Website Accessibility | Rest Assured
Designed and built to WCAG 2.0 AA level of accessibility compliance, the Rest Assured website is open to all users, which is always a smart choice for brands in any industry. (Read more about web accessibility here.) Using such accessible design elements as large, high-contrast fonts, and easy to use keyboard navigation, this website was designed for accessibility. The Rest Assured site also makes excellent use of alt text on all images, which screen readers and other text-to-speech software use to accurately read and interpret content for those with visual impairment.
4. High Quality Imagery | Mercy Health
Mercy Health’s website features dynamic images and color to engage the viewer. From the carousel beneath the header to other images throughout the site, the consistent use of rich, colorful photography helps promote a sense of excitement and optimism. The use of a deep, vibrant green color for the search box was a particularly good choice to promote a feeling of health and well-being, although the type within the box needs greater contrast to enhance readability.
5. Engaging Website Videos | Regional One Health
Healthcare sites showcase a variety of video storytelling. Facility tours, provider interviews, and treatment videos rank highly among prospective patients. Regional One Health does a tremendous job telling their story through video. The use of engaging and dramatic video as their hero statement on the homepage immediately captivates the viewer and promotes the feeling in the user on that Regional One has the solution to their health issues.
6. Medical Info Delivery | Mayo Clinic
Long recognized as one of the top medical centers in the nation, the Mayo Clinic is also at the top of their game when it comes to effectively delivering medical information to website visitors. Prominently displayed on their homepage, the Mayo Clinic provides users with an extensive guide to Diseases and Conditions. Health issues can be researched by finding information from an alphabetical conditions listing, or by using Mayo’s comprehensive symptom checker. Mayo also maintains a section of featured content topics ranging from heart arrhythmia to organ transplants, where expert information is provided by their physicians and clinicians.
7. Engaging Health Content | Rush Medical
Chicago’s Rush University Medical Center does a great job providing their audience with engaging health-related content. With an easy to navigate site, Rush makes use of well-written articles on subjects ranging from health conditions, to organizational news and articles, to health-oriented events and classes, and highlights of their social media posts.
8. Patient Reviews and Testimonials | Arkansas Surgical Hospital
Prospective medical patients consistently rank testimonials as one of their most sought-after sources of information, making patient reviews one of the most powerful sections of a healthcare website. These testimonials provide added comfort to prospective patients and create an additional level of credibility to the healthcare provider. Arkansas Surgical Hospital excels at presenting patient testimonials in a user-directed carousel.
How to Design Great Healthcare Websites
As these examples demonstrate, the best healthcare websites follow a comprehensive digital strategy that combines best practices for health website design:
- Useful website features that help visitors achieve their goals
- Simple website navigation and useful search functions
- Fast and easy access to medical information
- Engaging and informative health-related content that’s easy to find
- Website accessibility to ensure every person is able to use the site
- Clean UI and UX design elements and logical architecture
By following these best practices, website designers create better user experiences for those visiting healthcare company websites, which builds brand loyalty for healthcare organizations among the vast audience of internet users who are seeking information on their health or medical conditions online.
Need the Best Web Designers for your Healthcare Site?
At DBS, we have 20 years of experience designing and developing high-performing websites for hospitals and medical health organizations. Check out our Portfolio for examples of our web design work, and contact us for a free consultation and customized quote for designing, developing, and launching the healthcare website you need.