When a patient visits a website, they have a goal in mind. It’s your job to make it as easy as possible for those patients to achieve their goals. You can successfully do that by enhancing several components of your ophthalmology website; however, there’s one key component that is often overlooked - website navigation.
Since your website is potentially the first contact your Brand will have with patients, easy navigation is essential to converting those visitors into loyal patients. To help increase patient adoption and retention with your practice’s website, we’ve compiled these 4 tips to improve your website’s navigation.
1. Patient Personas
Website visitors are always looking for different things. In order to know what those patients are searching for, your practice needs to build patient personas. Once you know the different types of patients your website is catering to, your practice can be better equipped with the right content.
Furthermore, pairing your Brand’s patient personas with a stage of the marketing funnel can improve your content even more. Now your practice knows the type of patients your targeting, as well as where they fall in relation to your practice.
For example, one persona “LASIK Laura,” who’s interested in getting LASIK surgery, could be in the top of the funnel, middle of the funnel or bottom of the funnel. When she’s at the top of the funnel, she’s visiting your ophthalmology website for the first time and is looking for basic information. On the other hand, when she’s moved to the bottom of the funnel, she’s already made her decision and is looking to schedule an appointment.
Knowing all this information can help your Brand know where to place information on your website so patients can find it quickly.
2. Responsive Design
An important part of navigating your site is being able to quickly and easily access your navigation menu. With more and more patients using their mobile devices as opposed to computers, it’s vital for your website to have responsive design.
If a patient opens your site on their smartphone and it appears the same as the desktop site, it’s extremely difficult to read all the great content on your website. Not to mention, it can be nearly impossible to click tiny menu options with your finger. Make sure that your ophthalmology website has responsive design, and that all links are large enough to press with a finger – no smaller than 26px.
You can’t have good website navigation without a menu. Think about your Brand’s website right now. Can you quickly and easily navigate your menus, sub-menus, and sub-sub menus? What about a patient visiting your website for the first time?
If your main menu is long and confusing, or short and unclear, patients can get lost and frustrated. This almost always ends with those patients leaving your website to go back to their Google search – right into the arms of your competition.
You can examine how well patients can use your menus with various marketing tools like heatmaps. Heatmaps allow you to see where visitors are clicking on your site and the paths they take during their visit.
Don’t make patients jump around randomly through your site when there can be a clear path that follows their interests. By using a combination of website navigation styles, your Brand can make sure patients can find what they need and easily get to the right information.
Here are some of the most common styles of website navigation that your practice can utilize:
Last but not least, your website needs calls-to-action (CTAs). CTAs can help guide patients around your site when they’re not sure where to go. Some CTAs you could consider including on your website are links to:
- Subscribe to your blog
- Schedule an appointment
- Contact your practice
- Download an eBook
A good rule of thumb is to place a CTA on every web page. But be careful - you need to do this strategically or your site will look sales-y. To avoid that, make sure your ophthalmology site’s CTAs are placed on relevant pages, designed simply and not cluttered together.
Looking for more ways to improve your ophthalmology website? Download our free checklist, The Essential 10-Step Website Redesign Checklist.
By integrating your current marketing strategies with inbound marketing’s ROI based ideas, you can attract more patients to your ophthalmology Brand. Let's chat and put the Hult Team’s experience to work for you. You can reach me at either 309-673-8191 or firstname.lastname@example.org, and together, we can grow your practice.