When to redesign your website and how to pick an agency
Don’t get caught with an outdated website. Here are some tips to remember when choosing an agency to redesign your website.
An outdated website is like a hairstyle or outfit that’s hung around for a little too long. It might seem perfectly fine to the owner. But to everyone else, it looks, well, out of touch.
Website functionality and design trends are constantly changing. Sites that fall behind can start to feel clunky or stale, which can ultimately mean less business. Here are some signs that your home on the web might be due for a refresh, plus how to find the right agency for the job.
- Your site hasn’t changed in a few years (or more).
Websites that are more than a couple years old are practically vintage by internet standards. In 2021, visitors expect to be able to find what they need fast with features like smart search bars, intuitive navigation and easy-to-use provider directories. Graphic design that feels fresh and modern—think optimistic messaging, scrolling transformations, 3-D visuals and gradients—make users more likely to engage too.
- Traffic is down—or visitors don’t stick around.
Content is the reason people come to your website. They are seeking information about your organization and the services you offer. If your content is outdated, poorly written or just plain missing, then great design alone won't be able to give people what they need. Navigation that gets visitors to the information they need with as few clicks as possible ensures your content provides value.
- Your site isn’t mobile-friendly.
Just about 50% of website visits in the U.S. come from mobile devices or tablets. That means a responsive website that functions well (and looks great) on multiple devices is a must. The bottom line? If your current site isn’t catering to mobile users, it’s time to change that.
- You don’t have a wow factor like your competitors.
Chances are you can spot a great looking site just by looking at it (even if you don’t know the first thing about web design). If your page doesn’t have the same panache as other hospitals and healthcare systems, that’s reason alone for an update. Appearance really does matter.
Finding the right fit
A great agency will make your redesign a breeze—and deliver a website that gives you real results. Before signing on with a website design company, it’s worth making sure they meet these important benchmarks:
- The agency specializes in healthcare. An agency that focuses exclusively on healthcare marketing knows how to connect with your audience. And they understand key issues like HIPAA and 508 compliance.
- They put user experience first. The right agency should know how to engage your site visitors and present your services in a consumer-friendly way.
- Review client work. An agency’s portfolio is a good way to assess expertise and skills. Have any of their websites won awards? Do they develop responsive websites for mobile? Do the websites vary in structure, design and navigation?
- They have content strategy chops. Quality content is key for keeping visitors engaged. A good agency can help you build a dedicated health library with articles, videos and interactives to encourage visitors to stick around—and come back.
- They have a one-stop shop. The agency should specialize in more than websites. Content development, SEO and the ability to integrate third-party tools all contribute to a website that converts. In addition, an agency with print and marketing capabilities enables you to enhance your website with campaigns and marketing collateral.
- They have a great track record with other hospitals. If an agency has delivered top-notch work for other healthcare organizations, it’s a safe bet that they can do the same for you.
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