Have you looked at your practice website lately? No, I mean, really looked at it the way, perhaps, someone who is visiting it for the first time might? Having perused more than most, I sometimes get the idea that some practitioners either haven’t or have and don’t care if visitors stick around.
The issue, of course, is web design, that subtle but crucial blend of informational content, compelling images and easy navigation. Approached thoughtfully, it encourages visitors to want to know more; done poorly, it can actually dissuade people from buying a product or considering your services. It’s not rocket science but it is an art form and, as this infographic from Webs.com suggests, getting it wrong can be hazardous to your business health:
Good web design is ultimately a means to an end. If you provide relevant content, support it with high-quality images and make it easy for visitors to find out more about your services, skills and practice philosophy, the less likely they are to leave. And the longer they stick around, the more likely they are to fill out a contact form, send an email or pick up the phone.
Poor web design reflects poorly on your practice
Once an aesthetic consumer has heard about you — through word of mouth, an online review or a Q&A you’ve participated in — they’ll probably check out your practice website before they pick up the phone. Work with your web designer to ensure that’s a user-friendly experience, include appropriate contact information and calls-to-action (CTAs), and consistently monitor your analytics to determine what’s working and what’s not.