If you would like to build a website for your medical device company or improve your existing one, read on to find out how you can make the site engaging to those who visit it. So, without further ado, here are tips for making your website for your medical device company engaging to those who visit it:
1. Identify Your Target Audience
Keep in mind that your website is meant for patients, physicians, partners, and investors, and not designers. Sometimes, designers sacrifice website functionality for aesthetics. You should remember that it is your target audience you need to serve and you need to build your website with your target audience in mind. A web designer needs to design an application, landing page, or site for usability, not for beauty.
2. Explain What You Are Offering on Your Homepage
Ensure that healthcare professionals or patients who visit your site can know what your site and medical device are about within seconds. If you are covered by Medicare Advantage plans for 2021 let your visitors know. Studies show that a website visitor decides whether or not a website is right for them in as little as 3 seconds.
It may be a good idea to consider a header image that has a strong one-liner with important messages as it is a simple way to let visitors know what your website is about within seconds. Avoid being overly creative. Instead, answer the 2 questions that physicians may want to know:
Who are you?
What is in it for me?
3. Use Static Banners
Try as much as possible to get your message across within the shortest time possible. Use static banners as a powerful static image is more effective. Avoid rotating, colorful banners as they are a distraction. Besides, they are not as exciting as they used to be.
4. Make Your Website Easy to Navigate
It should be easy for your visitors to find what they are looking for within a few seconds. For instance, a visitor looking for the About Us or Contact Us page should not spend a lot of time looking for what they are searching for. You should ensure that your site leads your visitors to find the information they are looking for within the shortest time possible.
If the website visitor is a physician, your website should lead them to the “Professionals” or “Physician” section to find clinical data, publications, and articles.
If the website visitor is a patient, your website should lead them to information about the disease and the effectiveness of your device by creating a dedicated “Patients” section.
If your site has many pages, add a search field in a place where those who visit your website can see it. In most cases, the search field is placed in the top, right-hand side.
5. Get Your Point Across in The Fewest Words Possible
If you can use one word to pass a certain point across, use the one word instead of 2 words. Some medical device company websites have 1,000 words on a single page while others have lengthy paragraphs stuffed with unnecessary keywords. This is not good.
Get your point across with the fewest words possible. Break up your content and use subheadings to make it easier for your website’s visitors to read and follow it. Don’t forget that a website aims to create a hook and if all goes well, you can turn a website visitor into a client.
6. Make Yourself Accessible to Physicians Who Visit Your Website
It is important for those physicians who visit your website and want to contact you know how to reach you. Put a (toll-free) number that is highly visible at the top of every web page. Also, consider multiple contact forms. Motivate your visitors to leave their contacts, if possible. You can do this by offering product giveaways, free educational materials, and so on.
7. Make Your Site Readable
Struggling to read text on a website can be annoying. As such, it is good to make your site readable by doing the following:
Use good contrast- Your fonts need to be properly contrasted with the background. Web designers like black fonts on a grey background. Generally, and particularly on websites, this makes the text very difficult to read. Keep in mind that if a healthcare professional finds your content hard to read, they will look for another website – so make sure to hire a good web design company.
Use large fonts- Consider fonts of at least 15 pixels as they are very easy to read. Using a larger font doesn’t mean that your website looks juvenile. It shows that you care about your prospects and you would like them to read your content easily.