Optimized for Search Engines
Whether you’re making a hospital website or conducting a medical website redesign, creating a site so the most important things people need to get to are easy to find is crucial. That’s why we created this site with simplicity and ease of navigation at its heart. A full-width video background of a pleasant doctor-patient interaction invites people in by telling the story about the benefits of coming to The Iowa Clinic.
The interesting challenge here was to both show what Iowa Clinic does at a high level through the story of the personalized care people receive while prioritizing the complexity of the innumerable service they have. Showcasing five key services (money-makers and widely used services) for the hospital also made for an interesting challenge as each service needed its own promotional section, supporting articles, and to enable the hospital staff to quickly edit and add new content to the site.
Everywhere you look on the site, people needed to find main areas at a high level and drill down to subspecialties, treatments, or categories of doctors without getting lost or confused while searching. This is why hospital web design requires attention to detail in the architecture phase before the design phase even begins. Without adding any “skin to the design” yet, we started building the core structure by outlining main navigation systems and the flow that visitors might take as they go through the site.
We then tested the current website to really understand the problem at hand from a complete outsider’s perspective. User testing informs our designers’ process even when it’s not part of a new site design. Our experience with testing real users and gaining more empathy for how confusing so many websites are renders this tool a big part of every site design we do. User testing creates an impartial view of what can be improved and what the current site might be doing well, as well as establishes a solid foundation to build a sturdy and easy-to-use structure, particularly for medical websites but also for any website design in general.
We simplified Iowa Clinic’s website dramatically by incorporating several microsites into the main parent website. This tactic increased search engine visibility and ease of use by the organization so they could edit and maintain their content going forward. In this particular case, the medical web design turned out to be enhanced by a particularly fresh element not seen as much in the medical industry; full-width video. Yes, this little trick up our sleeve has a very distinct purpose—to get people’s attention on the hospital’s key differentiator. This video emphasized the warm, friendly and personable attention given by professionals. A video allowed us not to just tell but to show people in an immediate way this key difference when getting treated at The Iowa Clinic.
Minimalism in decorative elements and emphasis on important content elements lead this design solution to portray The Iowa Clinic in an even more professional light. The power of good design is that it creates hierarchy that supports where a business or organization wants attention to go. In this case, the client wanted a user’s attention to go to learning more about the clinic’s individual services and getting an appointment through their MyHealth portal.
Besides drawing people’s attention to key next steps throughout the site, the team at Snap Agency helped guide the team at Iowa Clinic through amping up content on individual service pages. We started by helping add structure around conditions and treatments so the site could be built for growth and capture more search traffic. Search engine visibility is huge for every project that Snap does because we don’t just want to build you something that looks nice, we want to build you a site that brings back a serious return. If you need a website design for a medical company or any other web design project, contact us in the form below, and we can start the conversation on how to do the same for you.