While healthcare marketing isn’t as complex as brain surgery, it can still be difficult to understand which website elements truly make a difference, particularly in driving conversions. To clarify this, we’ve gathered 13 examples of exceptional and effective healthcare website designs that you can learn from and adapt to enhance your own site and boost conversions. This article will cover:

• The importance of healthcare website design
• Examples of effective healthcare website design
• Strategies to improve your healthcare website design Let’s dive right in.

Why your healthcare website design needs a check-up

Did you know that approximately 7% of all Google searches are health-related? This figure is staggering considering there are roughly 8.5 billion Google searches daily.

Naturally, not every search translates to a doctor’s visit. Many are probably simple queries about over-the-counter medication or hypothetical health scenarios. However, these numbers highlight a crucial point: Your current and prospective patients are finding and interacting with you online. Therefore, your website needs to inspire the same level of trust in your medical expertise and quality of care as a physical visit to your office.

13 top-notch healthcare website design examples

One of the best ways to spark inspiration is by exploring other successful websites. To that end, we’ve compiled some of the best healthcare-specific website designs to inspire your own!

1. Maven – Harnessing the power of color psychology

Although it might seem trivial, your website’s color palette plays a significant role. Color psychology is a real phenomenon. Consider Maven’s’s predominantly green website, for example. Research suggests that the color green can have a calming effect, potentially alleviating pain and anxiety. Maven’s monochromatic green design seems intentional and a strategic choice. Clearly, there are good reasons to carefully consider your website’s color scheme.

2. One Medical – Aligning with your audience’s values

Understanding your patient is paramount in healthcare. In healthcare marketing, it’s understanding your audience. Take the One Medical homepage. The tagline promises a novel experience, the images featuring youthful faces suggest a welcoming atmosphere and modern office, the copy emphasizes 24/7 access to medical advice, and the prominent login option in the navigation bar reinforces this. And let’s not forget the soothing green. The appeal to busy, tech-savvy Millennials is clear and consistent.

One Medical recognizes the potential in this approach: 43% of Millennials are likely to switch healthcare providers in the coming years. By deeply understanding your target audience’s values, pain points, and how your services address them, you can create a website design that resonates with them directly, encouraging repeat visits to your site for information and to your practice for appointments.

3. Mayo Clinic – Answering the “why”

The abundance of health-related searches stems from a multitude of concerns, ranging from simple medication queries to seeking information about recent symptoms. However, for prospective patients, the most pressing question is: Why choose you? Therefore, beyond FAQs and informational pages about your practice’s specialty, clearly communicate why you’re the right choice for your patients from the outset. Mayo Clinic excels at this, prominently showcasing this information directly below its hero image.

This section highlights key information about the clinic—its research endeavors, treatment approach, expertise, and overall impact.

4. Synergy Private Health – The power of faces

Humans are naturally drawn to images of other humans, and research supports this. When users encounter a page with human faces, their eyes naturally gravitate towards them. When done effectively, incorporating photos can humanize the experience and foster trust. The key is to avoid generic stock photos and opt for authentic, personal images. Featuring the healthcare providers themselves is even better. Consider this: Synergy Private Health’s’s hero section features a rotating gallery of images showcasing a modern office space, patients cooking at home, a tranquil exam room, and the practice’s two doctors.

The two doctors exude warmth and professionalism, especially in the image at the practice’s front desk. The copy, using first-person plural, further enhances this effect, creating a sense of direct conversation between the doctors and potential patients. This is conversational copywriting done right!

5. Brightside Health – Consistent CTAs are key

Functionality is just as important as aesthetics when designing your healthcare website. Research shows that 67% of patients prefer booking appointments online. This makes sense – for routine appointments or sensitive issues, online booking simplifies the process significantly. Your website needs to offer this streamlined experience to both current and prospective patients. Brightside Health achieves this seamlessly through its design. Their call to action, “Start With A Free Assessment,” is strategically placed in both the website header and the hero section, utilizing a contrasting yet subtle peachy color to draw attention.

Maintain consistency in your online booking CTA design, including color, placement, and the booking process itself.

6. Simple Practice – Showcasing reviews & ratings

As a marketer, you understand the value of positive online reviews and the potential damage of negative ones. Most consumers rely on online reviews before trying a new product or service, and healthcare is no exception. In fact, 94% of healthcare patients rely on online reviews to evaluate providers. Now, Simple Practice is a unique case. It’s not a healthcare provider but a service provider for healthcare organizations. Nevertheless, its website design is exemplary, showcasing reviews in a visually appealing and accessible manner.

The star ratings and the number of positive reviews are subtly displayed below the form, accompanied by HIPAA and HITRUST compliance badges. Even better, these elements are clickable, leading to a dedicated page with numerous personalized text and video testimonials.

7. Northwestern Medicine – Transparency with pandemic guidelines

Although we now have vaccines and a better understanding of COVID-19, the pandemic’s impact lingers. Your practice likely still has specific guidelines, and many patients want to be informed about them.

Incorporating a dedicated tab or a prominent banner, as exemplified by Northwestern Medicine below, provides patients with easy access to this essential information. Being transparent about your approach and policies demonstrates that you prioritize their safety.

8. Virtua Health – Catering to prospective and current patients

When designing your website, it’s natural to prioritize the needs of potential patients. However, remember that existing patients will also frequently use your website, so it needs to serve them effectively too. Virtua Health addresses this by providing convenient access points for existing patients to find the information they need. This includes prominent MyChart and Telehealth links in the top navigation bar and a dedicated “Patient Tools” dropdown menu.

Furthermore, the chatbot’s introductory message is intentionally broad, offering both appointment scheduling and general inquiries, catering to both new and existing patients.

9. Dr. Rachel Paul – Leveraging your online presence

Reviews, human photos, and explanations of your expertise all build trust. However, there’s another tool at your disposal: your online presence. Consider Dr. Rachel Paul’s website. This nutritionist boasts a substantial social media following. Prominently linking her Instagram and TikTok accounts in the website navigation creates a cohesive brand identity.

Further down the page, the website features logos of media outlets where the nutritionist has been featured.

These logos are recognizable and instantly boost credibility. Leverage any press mentions or accolades on your website to build similar trust.

10. Mass General Bringham – Letting numbers tell the story

Another effective, albeit less immediate, trust signal is using numbers. Mass General Bringham highlights its vast network of providers, significant funding, innovative research, and large annual patient count on its homepage to showcase its extensive experience.

Even smaller practices likely have impressive figures they can showcase on their website to build credibility.

11. Hartford Healthcare – Bringing your homepage to life with video

While real people in photos humanize your brand, video content can be even more impactful, capturing the essence of your practice. Allow your healthcare providers to directly address potential patients or showcase positive patient outcomes through video. Hartford Healthcare effectively utilizes this strategy with a video on its homepage.

The video features four healthy adults cycling on a picturesque woodland trail, engaged in casual conversation while enjoying outdoor exercise in beautiful fall weather – a perfect portrayal of health and well-being.

12. The Lasik Vision Institute – Making it easy to find you

While not every website visitor will become a patient, you must make the process as frictionless as possible. The easiest way to achieve this is by making your practice’s contact information and location readily accessible. The Lasik Vision Institute, being a national chain of providers, provides a great example. Their website prominently features a location search bar on the homepage, and the primary phone number is consistently displayed in the website’s navigation bar.

This eliminates frustrating searches for contact details or location information. Ensure your website offers the same level of convenience. (Bonus: this also benefits your local healthcare SEO!)

13. Tia – Expressing your unique brand identity

Every medical practice is distinct. Even within the same specialty, each practice offers something unique, and your website needs to reflect your distinct brand identity. Observe how Tia, a healthcare provider focused on women’s health with a holistic approach, accomplishes this. The website features a soft peach color scheme and simple, doodle-like graphics. Here’s how they visually represent their approach:

Tia complements these visuals with a text explanation of their process, which is essential for both clarity and website accessibility. However, remember that visuals are generally more engaging and easier to skim, so make your unique selling proposition immediately apparent.

Elevate your healthcare website design with these tips

These healthcare websites offer a wealth of design inspiration that you can implement to enhance your own site. Here’s a recap of the key takeaways:

1. Employ color psychology when selecting your website’s color scheme.
2. Craft messaging that resonates with your target audience.
3. Clearly articulate why prospective patients should choose you.
4. Use authentic photos and videos featuring real people to humanize your brand.
5. Prominently display your reviews and ratings.
6. Provide clear and accessible information about your pandemic guidelines.
7. Cater to the needs of both prospective and existing patients.
8. Highlight your online presence and media mentions.
9. Use numbers to build credibility and demonstrate your experience.
10. Simplify the process of finding and contacting your practice.
11. Showcase your unique brand identity through design elements.
12. Engage visitors with a captivating video on your homepage.
13. Prioritize website accessibility.

Use these tips and draw inspiration from these designs to improve your website and ultimately grow your practice!

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