Why Patients Turn Away from your Website

Website DesignWebsite design solutions are important for hospitals to connect with potential patients. Hospitals and physician practices need to get conspicuous through SEO to get patients know that they have the treatment they are seeking or the answer to some of the health conditions they want information about. With intense competition and strict regulations in the healthcare sector, every opportunity for income matters. A website is where the crucial first contact can be made and built on.

However, after all the effort made in getting a website up and running, nothing could be more discouraging than finding that visitors are leaving it. It shows something isn’t quite right. In fact, this would not happen if your website had been built with a patient-driven perspective and this needs to be the basis for all online marketing efforts of hospitals and physician practices.

If patients leave your website, it could be down to one of the three following reasons or all of them together:

  • They don’t find what they’re looking for
  • The website doesn’t quite connect with them
  • It doesn’t provide a pleasant user experience

In other words, your health website isn’t patient-centric enough. There can also be distinct factors identified with website design that need to be set right, which we’ll be looking into here.

Complex Navigation

On the surface, visitor exodus can be blamed on complex navigational and aesthetic unpleasantness.

It doesn’t take rocket science to realize that visitors to your site must be able to go through the various elements of your site easily to find what they’re looking for. They shouldn’t have to struggle to get the information they need about a vital service, treatment procedure, a doctor or a surgeon, or a medical condition. If they just cannot find the much needed data quickly, they’ll leave. And you can’t blame them for that, particularly if they are in a hurry to find some vital information.

  • You need to identify the information users need the most and restructure your website accordingly
  • It’s also how you should lay out the site map

Irrelevant or Unnecessary Content

And that’s where we come to the most important part of the equation – relevant content. You need to have information that the patients really need and are looking for in your web pages. For that you first need to ascertain visitor intent:

  • What brings your prospective patients to your website?
  • Why would they want to come there in the first place?

Make sure you identify the specific causes and create content around it. Content ultimately defines the design of your website.

Slow Loading on Mobile Devices

Much of a website’s success these days depends on the responsiveness of the website. It has to load well on mobile devices if it needs to perform well in the search rankings. This would also ensure that your website is accepted more since over half of the website traffic for a hospital or healthcare practice comes from mobile devices such as smartphones or tablets. You need your website to be responsive so that:

  • It loads faster on mobile devices, and
  • Font size and interface are pleasant, legible and user-friendly for mobile users

Poor Design

While a healthcare website is usually browsed by patients looking for treatment or medical opinion, it still matters to have an aesthetically pleasing design that’s easy on the eyes and impresses the audience. This will strengthen your brand, and also help makes a great first impression. A favorable opinion or perception of your practice in the minds of visitors could well be the catalyst for further interactions.

Graphics that Slow Down Site Loading

Your website interface needs to be interactive and engaging, but also simplified so that it doesn’t take time to load. In other words, while videos are good, too many of those and other graphic elements can cause significant delay for the page to load. This means that your visitors would decide to stop waiting for what seems like eternity and check out another site.

Hidden Call to Action and Contact Details

You want calls to action and conversions, but how can this happen if the button and the contact details including physical address and phone number aren’t visible? These phone numbers should also serve as click-to-call links to improve convenience for readers. If they are not visible, it would not only prevent conversions but also discourage your visitors from interacting further with your site. It’s a big turn-off!

With these factors taken into consideration, you might have to redesign your website. Professional SEO companies can help hospitals by ensuring these ingredients are in place with effective website design that attracts and retains patients.