Benefits of a New Design Summary

  • Allow you to cleanly re-frame your messages for improved visitor engagement
  • Improve Online Image with a contemporary and professional design to improve engagement
  • Improve Patient Communication with better graphics enabling improved engagement and usability
  • Better On Home Page Conversion with a more patient focused approach resulting in longer stay and more click through rates improving Google and Patient engagement metrics
  • Improved CMS (content management system) allowing faster load times improving Google ratings and greater flexibility

This benefits would result in

  • Improved SEO meaning better online visibility
  • Clear Message enabling patients to feel more comfortable
  • Improved Visitor Conversion meaning more callers
  • Easier Navigation, which means less calls and improved productivity

Website Critique

Home or Landing Page Analysis

Because every patient googles you and your areas of service - having a great website is important. If your website’s primary function was to rate well with Google and act as primary information portal - it works.

If however, you website's purpose was to:

  • project a contemporary and professional image,
  • act as a referral resource,
  • compete in a busy area of medicine and attract patients, there is considerable room for improvement.

Your website needs work because there are many more patients online looking for your services who don’t know you. You do not benefit from a GP referral where you have referrer credibility.

A good website needs to:

answer questions

engage visitors

build credibility

lower barriers

call visitors to action

IMPORTANT: mobile version - your website does not employ responsive or adaptive web technology and as such does not adapt to your viewers devices. Most of your visitors find your website using a mobile device (phone or pad) - your website does not present well on these platforms.

Below we have some simple observations:

What I like:

There are elements of your current website that still work including:

  • Strong branding and logo
  • Your colours are attractive especially to your target patients
  • Clinic Information - it is clear, accessible and comprehensive
  • Clear Service Categories - making your service offer relatively clear
  • Well positioned calls to action - including telephone,
  • Most of the action is above the fold

Things I'd Change or Add:

Below is a simple review of your website

Immediate Impression

  • Uses visually unattractive images
  • Does not employ feature or benefit rich headlines,
  • Does not engage or give reasons for visitors not to bounce.
  • In general the design is dated with elements that look dated including:
    • No Focus on Benefits -
    • Does not use dynamic imagery to reinforce the benefits and evoke feelings like joy, satisfaction
    • Perhaps tell a story for example a mature woman with a headline like “60’s is the new 40’s”
  • Gallery area should be designed to engage and communicate benefits - using benefits supported with engagement devices will improve your website’s performance
  • Headlines non existent so the patients beneficial gains are not communicated
  • Perhaps you should add a Referral Form on your Referrers tab
  • Expand your First Visit Page and add elements such as:
    • New Patient Form
    • Location and Parking
    • Preparation Page
    • What to Expect
    • Payment Policy
    • Patient Support
    • Interpreter Services
    • Top 5 Questions
    • Cancellation Policy
    • Care Plans
  • Patient Info and Services page should be merged
  • Your photo could be warmer but still is professional
  • I don't feel as though there is direction on the home page. It does not answer the question “What is in It for Your Visitor” to move further into the website eg: www.mackayskinclinic.com.au

Answer visitors' questions

  • The website has varying levels of engagement, but no clear pathway
  • One good way is ask and answer the simple questions: Am I in the right place? maybe What are my first steps? or What do I do next? not really
  • Am I a candidate? or a direct engagement should be used and then call them to action after they input certain criteria - http://www.keyholesurgerycentre.com.au/am-i-cadidate.html

Engagement 

what is the next step in visitor's journey and draw them towards this step

  • Guide the patients eyes and their next step (learn more, meet the Drs, gain insights)
  • Downloads - Hints and Tips
  • Use of Video - your patient story could be leveraged more

Lower Barriers to taking action

what do you want your visitors to do     

  • As discussed be clear on what you want people to do - call or are their secondary options

Call your visitors to action CTA

  • Use a free call or toll free telephone number
  • Maybe an After Hours calling using a virtual service
  • Form Submission is not compelling and has no privacy link
  • Allow patients to make an appointment directly online even if in a limited fashion communicates good service values        

Things I'd Test

There are other aspects of your online presence that are worth reviewing including:

  • review traffic metrics and your measure conversion based optimisation
  • search engine marketing
  • reputation management
  • include TeleMedicine for remote patient access

Website: http://www.drannaburrows.com.au/index.html