Most users visit medical websites to learn about health and wellness, check available services, and schedule appointments. Every element on the screen determines whether those users will visit regularly or become patients. A delay in loading, a messy page layout, or missing contact information are examples of medical website design mistakes that disrupt user retention and conversion, leading to hesitation or abandonment.
PrimeView has worked with practices across medical specialties to improve patient experiences on their websites. These clients include, but are not limited to, New Hope Unlimited, a cancer treatment center offering integrative therapies; Kyrene Family Dentistry, a general and cosmetic dental clinic; Arizona Retinal Specialists, an ophthalmology practice dedicated to retinal care; and Advanced Image Med Spa, a Phoenix-based cosmetic and wellness center.
With our web development, design, and SEO services, each of these practices addressed user challenges, achieved content goals, and improved clinic workflows. While their websites differ visually, they all support the patient from the first click through every step that follows.
The Bare Minimum: 10 Things Every Medical Website Should Have
Medical website design should reduce friction and eliminate ambiguity. These elements help patients identify what they need, understand where to find it, and complete an action without interruption:
1. Patient-Led Structure
The most common reasons why users visit medical websites include:
- Reading about general health, diseases, and treatments
- Checking services or treatment options
- Verifying insurance
- Downloading forms
- Contacting the clinic or finding directions
- Scheduling an appointment
The interface should always respond to these use cases. Design choices must guide patients to the next action without causing confusion. Menus, headers, and buttons, specifically, must be consistent across the site and follow a visual hierarchy that matches the urgency or relevance of each task.
Common layout elements that help patients complete actions include:
- Static top menus with persistent contact information
- A simplified homepage that reduces competing content blocks
- Service pages grouped by category (e.g., medical conditions, procedures, consultations)
2. Mobile Compatibility
At least 63% of website traffic comes from mobile devices. Any layout or feature that does not function properly on a phone or tablet disrupts the user’s experience and reduces conversions.
Mobile design considerations should never follow desktop templates retrofitted for smaller screens. Content spacing, tap targets, image compression, and vertical flow all require separate testing and layout adjustments.
At a minimum, mobile performance should support:
- Tappable phone numbers and addresses that trigger native apps
- Scrollable appointment forms
- Condensed menus with dropdown toggles
Related articles: Responsive Websites vs. Mobile Websites and Why Mobile-Friendly Websites Spell SEO Success
3. Accessibility for All Users
Design must account for patients with visual, cognitive, and/or motor impairments. Accessibility includes visual contrast, font selection, keyboard operability, and compatibility with screen readers. WCAG-compliant website design ensures patients do not face digital barriers when reviewing healthcare options or scheduling visits.
Aside from compliance, accessibility improves readability for everyone. High-contrast buttons, structured headings, and simplified content blocks help patients locate information quickly, regardless of device or ability.
4. Speed and Performance Optimization
Patients interpret site speed as a measure of clinical credibility. Long load times, broken assets, or laggy interactions create frustration and reduce trust.
Design and development teams should prioritize:
- Image compression and “lazy loading.”
- Hosting configurations tailored to medical content (e.g., HIPAA-compliant servers if patient portals are included).
- Minimal use of plugins or third-party scripts that slow page speed.
Every second shaved off load time increases the likelihood that a patient will stay on the page and complete their intended action. Read Why Slow Page Speed Kills Businesses and Tools to Check Your Website’s Overall Performance for more information.
5. Search Bar
A search bar is a secondary access point for patients who enter the site with specific questions. Patients use it when they know what they’re looking for but cannot locate it through standard navigation.
Regarding placement, the best position is in the top-right corner or fixed header, visible on every page without requiring additional clicks. Some sites expand the input field on click, while others keep it static. Either format works as long as the field stays visible and responsive. Predictive suggestions are optional, but often helpful.
Keep in mind that a failed query should never lead to a dead end. If no content matches the search, the page should offer related links, frequently visited sections, or guidance on how to rephrase the request. Removing the user’s next step will likely cause abandonment.
Technical framework aside, visual and content elements also determine how patients respond to a medical website. Every design decision communicates something about the clinic, whether intentional or not. For instance, color use, font selection, photography, tone of voice, and page composition affect how patients interpret the site, process information, and complete tasks such as calling the clinic.
For a more detailed guide, below are the elements that steer patient behavior, reduce hesitation, and establish a sense of reliability and relevance:
6. Visual Consistency and Brand Identity
Patients interpret visual design as an extension of the clinic’s standards. A disorganized layout, mismatched color scheme, or outdated imagery may suggest the same issues extend to patient care.
A healthcare website should follow a visual system that feels professional and specific to the practice. That system includes:
- A defined color palette based on the clinic’s logo and interior signage
- A consistent typographic system (font weight, spacing, size hierarchy)
- Custom icons and graphics that match the clinical tone and field of care
- Proper white space and alignment to avoid visual clutter
In addition, generic stock photos can dilute credibility, especially when patients have seen the same images on multiple unrelated or competing websites. High-performing clinics invest in branded photography, which includes images of their staff, equipment, facilities, and actual patients and procedures (if permissible under HIPAA and internal policy).
7. Content and Structure
Treatment pages, specifically, should answer at least three questions:
- What is the treatment?
- What does it involve?
- Who qualifies for it?
The format must follow a logical sequence, starting with an eye-catching headline, followed by a short explanation of the treatment, its purpose, the conditions it addresses, and any eligibility considerations. End with instructions for what to do next, such as calling the clinic or filling out a request form.
Avoid vague language and sales filler. Patients scan for relevant details, especially when they feel anxious or time-constrained. For example, instead of saying the procedure is “safe and effective,” describe what happens during the appointment, how long it takes, and how soon the patients can return to work. Patients want facts about what will happen to their bodies, how much it will cost, and how to prepare. Anything that distracts from those points wastes the reader’s time and undermines trust. Similar rules apply when writing blog posts and other types of content.
Related article: When Words Should Speak Louder Than Actions: Content Writing
8. Interactive Tools That Remove Barriers
A well-designed website reduces overreliance on staff by giving patients access to what they need without calling. Tools should enable immediate action and reduce back-and-forth.
Common features include:
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- Appointment request forms that go directly to the clinic’s calendar or intake system
- Live chat integrations, preferably human and AI-powered
- Email response systems with autoresponders that set expectations for timing
- Virtual consultation request modules
- Patient portals for clinics that support lab results, medical records, or billing access
These features only help if implemented correctly. Forms should load quickly, validate without error, and adapt to mobile input without forcing the user to zoom, scroll sideways, or hit refresh constantly. Confirmation messages must also appear after submission. If a form fails, stalls, or closes without feedback, the patient may abandon the task instead of repeating it.
9. Patient Feedback and Testimonials
Patients look for proof that others with the same condition or concern received proper care and had a positive experience. Conversion-driving testimonials describe the treatment, process, and outcome. Avoid featuring vague comments like “Great staff” or “Very nice doctor” as they fail to communicate anything specific.
In addition, only feature testimonials with written consent. Edit for length or grammar, but never reword claims or exaggerate results. Avoid marketing phrases and staged language, too. If you use video, remember to strip away music, filters, and overlays. Anything that feels promotional may damage trust.
Lastly, testimonial placement must follow intent. Do not scatter reviews across unrelated pages. Place them beside appointment forms, beneath treatment descriptions, or near decision points where patients hesitate.
10. Purpose-Driven Calls to Action (CTA)
CTAs need to match the intent of the page without overwhelming the content. Patients typically need fewer options, as too many buttons or conflicting prompts can scatter attention and interrupt decision-making.
Simple yet effective CTAs for medical websites include:
- “Book Your Consultation” beneath a treatment overview
- “Download New Patient Forms” at the end of a service page
- “Talk to a Doctor” displayed on fixed bottom bars for mobile
Each call-to-action must connect to the clinic’s internal workflow, whether through contact form integrations, scheduling tools, or call tracking systems.
And again, that’s just the bare minimum. For the complete package, read 50 Website Features You Didn’t Know You Needed and 30 Must-Have Pages Every Successful Website Needs.
The above are features present in every high-performing medical website. When executed with attention to detail, they reduce confusion, improve patient satisfaction, and support clinic goals. Each of the clinics featured below applied these elements with their own operational context and user challenges in mind.
Case Studies: How to Improve Patient Experiences with Strategic Medical Website Design and Content
These clients and their websites are live demonstrations of our web design services. Below are four examples with different clinical settings, patient demographics, and site objectives.
Note: Each client has all of the above features and more. To limit redundancy, we’re only naming the unique design and content elements that strengthened user retention or encouraged action per practice.
1. New Hope Unlimited: Cancer Treatment Center
New Hope Unlimited is an authority in integrated precision oncology. They wanted to be a go-to source of cancer-related information, from signs and symptoms to alternative treatment options like immunotherapy.
Highlights
- Homepage architecture: A navigation bar enables easy access to treatment categories, facilities, and patient stories. For users seeking urgency, clickable phone and contact options appear in the header.
- Facilities page: Visuals of treatment rooms, lounge spaces, and a hyperbaric chamber allow patients to visualize their surroundings before arrival.
- Resource hub: Research articles, glossary, and case studies populate the News section, helping users access curated content by disease or treatment path.
- Quick contact appears on each content page with minimal fields: name, email, message.
Content Strategy
- Patient stories include submitted testimonials described in detail, including treatment path, outcome, and overall experience.
- Case studies describe specific cases, such as a bladder cancer treatment with medical data included (e.g., tumor size, marker levels, response to protocol)
- Blogs and articles address common questions such as “What is a checkpoint inhibitor?” and include spotlights like “Men and Women Shaping Breast Cancer’s Future,” among other relevant topics.
Impact on Patient Experience
- Images of the facility, doctors, and staff reduce anxiety by setting realistic expectations.
- Story and case-study format help patients compare their own situation with that of prior patients.
- Quick-contact placement after informative sections helps sustain momentum.
Click here to visit New Hope Unlimited.
2. Kyrene Family Dentistry: General and Cosmetic Care
Kyrene Family Dentistry practices in Chandler, AZ. It serves individuals and families with routine and cosmetic dental procedures. The clinic needed a site that communicated professionalism while reassuring patients who might fear dental visits.
Highlights
- Homepage immediacy: An image of smiling families appears with prominent “Schedule an Appointment” and “Free Whitening for Life” buttons.
- Service navigation: Dental services appear at the top-level menu, allowing users to reach information within one or two clicks.
- Staff profiles: A “Meet Your Chandler Dentist” page includes the photos and credentials of Dr. Shervin Rahimi and Dr. Joseph Santoro.
Content Strategy
- Treatment pages (e.g., crowns, Invisalign) describe process steps, qualification criteria, procedure duration, and aftercare.
- Patient resources include tips for anxious patients, complete guides to children’s dental care, how to survive braces as an adult, and more.
- Accepted insurance providers listed on the “About” page, which reduces call volume for basic questions and prevents exit during cost evaluation.
Social Proof Placement
- Testimonials from most recent patients have a dedicated web page.
- Featured reviews on the homepage describe procedures, staff behavior, and outcomes.
Impact on Patient Experience
- Early contact options and benefits reduce hesitation.
- Educational resources help site visitors understand their options before committing.
- Seeing photos of the dentists and staff helps build familiarity before a first visit.
Click here to visit Kyrene Family Dentistry.
3. Arizona Retinal Specialists: Retina and Vision Care
Arizona Retinal Specialists in Sun City diagnose and treat vision-impairing eye diseases like age-related macular degeneration. They wanted a website that conveyed medical authority while making content understandable and accessible.
Highlights
- Menu architecture includes a dropdown for “Common Eye Problems” and “Treatments.”
- Search bar for locating specific pages without browsing all menus.
- Contact and office location integration that supports immediate phone contact or route planning.
- High-contrast colors and large text that aid users with low vision.
Content Strategy
- Each page explains eye care, diseases, or treatments in simple language. The team avoids jargon, using phrases that most adults can understand.
- Staff profiles include names, board certifications, awards, and years of experience.
Impact on Patient Experience
- Condition-specific entry points reduce confusion and improve information relevance.
- Provider credentials reassure users.
- Colors, text, and overall layout allow patients with low or impaired vision to scan content easily.
Click here to visit Arizona Retinal Specialists.
4. Advanced Image Med Spa: Cosmetic and Wellness Services
Advanced Image Med Spa in Phoenix, AZ, led by Dr. Jennessa Iannitelli, offers non-surgical and surgical cosmetic treatments, laser procedures, skin rejuvenation, and wellness therapies designed to enhance appearance and restore confidence.
Highlights
- Bright color palettes, wide spacing, and soft typeface styles offset the clinical setting typical of aesthetic clinics. These visual decisions help the environment feel welcoming and reduce the “coldness” often associated with procedural care.
- Service menus break down treatments into groups, including Body Contouring, Weight Loss, Cellulite Reduction, and more. This structure lets visitors scan options based on their interests instead of scrolling through a generic masterlist.
- Videos of Dr. Iannitelli appear across treatment and consultation pages. She engages users in a conversational tone and explains procedures without jargon. This personal element builds familiarity with prospective patients before they step into the clinic.
- Real before-and-after photos appear on treatment pages.
Content Strategy
- Service pages are outcome-centered and include benefits, what to expect, and post-care instructions.
- Blog topics range from injectables and laser treatments to skincare maintenance and candidacy considerations. Readers researching a specific concern, whether aesthetic or health-related, can find context, patient-friendly science, and doctor insights in one place.
Impact on Patient Experience
- Dr. Iannitelli explaining procedures in her own voice and style creates familiarity before the first appointment.
- Before-and-after photos help prospective clients visualize expected results based on real cases.
- Most conversion elements, such as call widgets and booking forms, appear after users finish reading a service page, removing friction at the moment of decision.
Click here to visit Advanced Image Med Spa.
The above web design and content strategies apply to almost any practice looking to optimize patient experiences. If you’d like, PrimeView can customize and implement these strategies, as well as monitor your website’s performance using advanced analytics. Benefit from our medical website design and digital marketing expertise today.