Thanks to the MedTech industry's rapid evolution, new technologies and healthcare solutions revolutionize how patients receive treatment. In this increasingly digital, customer-centric sector, it is paramount for medical device companies to establish an online presence to successfully engage with their customers. Unfortunately, many companies overlook the importance of an effective medical website design to market their medical devices, resulting in subpar marketing performances.
Even those companies that understand the role websites play in achieving key marketing objectives - such as acquiring new customers, expanding reach, and building trust and credibility - often fail to design their websites for optimization.
What do successful medical device websites have in common? Keep reading to find out how to build a well-designed, functional MedTech website that converts visitors into customers.
1. Create a Simple, User-Friendly Homepage and Navigation
Although medical devices often facilitate complex medical procedures - such as implanting an artificial hip or performing brain surgery - it does not mean device websites need to be complicated. In fact, a recent survey found that easy website navigation was the most important UX feature for 94 percent of respondents.
So make sure your website is easy-to-navigate and design it with an intuitive navigation structure. Not surprisingly, confused or frustrated visitors won't stick around to learn more about your product and will leave your site to seek the information they need elsewhere.
2. Build a Landing Page with Clear Calls-to-Action (CTAs)
If your company has multiple medical devices, consider creating a landing page for each. Generally, your landing page aims to convert visitors to leads by offering something of value in exchange for the visitor's personal information, such as an email address.
One of the most critical elements of an effective landing page is a strong call-to-action (CTA). Make your CTA crystal clear, with no room for confusion, to increase the chances of people acting on it. Whether you want your page visitors to download your new ebook or a whitepaper, or schedule an in-office demonstration of your product, speak directly to your visitors, so they know what you want them to do.
Once you have crafted your message, create a visual for your CTA by designing an attractive CTA button. Use white space around your button to make sure it stands out from the rest of your design.
The best CTAs use words deliberately, aim to evoke emotions or curiosity and create a sense of urgency.
3. Leverage Color Psychology to Influence Customer Response
Did you know that your website's color scheme plays a crucial role in influencing buying decisions? Most MedTech marketers are unaware that the tiniest changes, like choosing a different color for your CTA button, can improve click-through rates.
Color psychology - the science of how color affects human behavior and responses - provides MedTech marketers with a practical yet underestimated way to influence how customers respond to their marketing messages by elevating or evoking moods and emotions. The best part, you can tap into the power of colors on various website elements, such as hero graphics, backgrounds, buttons, and pop-ups.
Depending on your brand, objectives, and the type of emotions you want to evoke in your website visitors, you may want to use different colors. For instance, blue may be your color if your goal is to reflect trust, authority, honesty, and intelligence.
4. Use SEO to Optimize Your Website Copy
A study by Forrester found that 93 percent of all online experiences start with a search engine. This figure confirms SEO's importance in medical device companies' marketing strategies. You can have the most functional, user-friendly website, but it will serve no purpose if no one finds it. So what should you do to improve your MedTech website's search rankings?
Start with keyword research to determine what your target audience is searching for. Next, compile a list of keywords with high search volume and low competition. Finally, use this list to plan the type of content most likely to help you rank well for the specific keywords on your list.
Including keywords in title tags and meta descriptions is a good rule of thumb. Use at least 50 characters per tag. If you're using HTML5, add alt tags to images. Also, try to keep your title tags short and sweet.
5. Include High-Value Content
Your website should be a source of value-added content for your ideal customers. Considering the complex nature of medical technologies, be sure to include clinical evidence, case studies, whitepapers, product demonstration videos, and downloadable product information brochures on your website.
Videos and medical animations, in particular, are powerful tools to increase website conversions because they deliver information in an engaging format. Despite the massive potential for high conversions, few medical device companies use videos well. Make sure your videos are professional quality and reflect your brand’s reliability while communicating product specifications and features.
6. Implement a Responsive, Mobile-Friendly UX Design
With about 70 percent of web traffic happening on mobile devices, your website's UX design must be responsive and mobile-friendly. In addition, since doctors and surgeons regularly use their cell phones for personal and professional purposes, it would be a huge mistake if your website was not mobile optimized.
When your website is created with a responsive UX design, it serves up the same site to every single device while keeping the site fluid. This fluidity allows the site to change its appearance according to the size and orientation of the device. Thanks to its flexibility, responsive design is an excellent solution for optimizing a website across devices. It allows you to make your site as reliable as your medical device, regardless of whether your customers access it on a desktop, laptop, tablet, or mobile phone.
7. Improve Your Page Speed
The days when website visitors patiently waited for 10 to 15 seconds for a website to load are long gone. Today, a website load time of more than 3 seconds will cause you to lose traffic. Naturally, this loss of visitors will adversely affect your lead generation campaigns and sales.
Several elements affect website speed, and you must check them all to improve your site's loading time. Start by testing the speed of your site with PageSpeed Insights of Google or other tools. If you find that your page takes too long to load, compress all images before uploading them to your site. Another action you can take is to get rid of any unnecessary features, such as content or design elements, plug-ins, or widgets that may be slowing down your website.
8. Integrate Your Website with Your CRM
Providing an outstanding client experience is one of the fundamental objectives of successful marketers. Keeping your customers happy likely does not cause insurmountable difficulties if you are still a start-up. However, as you grow and acquire more customers, keeping up with a surge in demand may be more challenging. This is why integrating your CRM with your website ahead of time is a good idea.
Don't be one of the many MedTech companies that miss out on realizing the numerous benefits of CRM integration. Integrating your 3rd party platform allows you to fully support your customers at every stage of their buyer journey, automate your processes and better manage communications. Ultimately, an integrated website helps you deliver the superior experience your customers look for.
What Should You Do Next?
Now that you know what it takes to build a high-converting MedTech website, take a critical look at what your site may be missing. If you identify a critical area of opportunity that would likely yield a significant boost in your ROI, develop a plan of action today. Now is the perfect time to improve your site's performance, search rankings, conversions, and bottom line.
Do you need help building a high-converting website to market your medical device? Schedule a Free Discovery Call with one of our marketing strategists!