Snap Agency just launched a new website for OrthoCor Medical. The project was designed to provide a better user experience and encourage more interaction between OrthoCor and their customer base. OrthoCor’s website is designed for patients and doctors who are interested in the company’s Active Knee System.
Designing a website is about more than just making it look good. Find out what goes into designing a website in the interview below with Emily, the head graphic designer at Snap Agency.
How did you use design to help OrthoCor achieve their business goals?
“I firmly believe that savvy consumers are influenced by the look of a site, especially when it’s a newer product like OrthoCor’s. People are coming to their site to learn more about them, so it should be attractive and easy to find information. Which site would you rather spend money with– http://www.flowbee.com or http://www.orthocormedical.com? Case closed.”
What are some of the design elements, eye path, and calls to action that you incorporated into the site?
“The home page is where we spend the most time on these things. When you break a website down, they’re usually all the same: logo in the top-left, phone number/contact in the top right. This helps orient a user when they’re in a new place. Further below, attractive imagery and a “click-able” banner that calls users to “get relief now”. Below that, we feature some credibility factors, like businesses that have featured OrthoCor, and testimonials from satisfied users. These can be powerful for potential consumers, especially in this market where they have potentially been dealing with chronic knee problems and have tried everything else.”
What are some best practices that you used to help with Lead Generation?
“The potential buyer of OrthoCor’s product must ultimately contact OrthoCor directly in order to obtain the Active Knee System. Number one, we make sure that the client’s phone number is prominent on every page for people that prefer to call; as an added plus, this client had a special, easy-to-remember phone number. Second, forms are available throughout the site as well. We like to try to keep the barriers low by keeping the inputs short and sweet.”
What role did SEO play in the design of the site?
“SEO was very important to OrthoCor, so we spent time in the beginning deciding how the categories of users might influence the search terms. Patients might search for “how to get knee pain relief”, but doctors might use more industry-specific terms like “pulsed electromagnetic field”. Since this is the case, we’ve created pages for each of those categories and behaviors.”
Were there any unique techniques that you hadn’t tried before?
“This site has been a fairly standard web-build; however, it does feature a really beautiful responsiveness that reacts to the size of the device that is accessing it. You can see for yourself when you shrink the browser window on your computer.”