We receive a lot of requests for medical website design. Often these requests are sparked by a clinic comparing their site visually to the competitors sites and finding that their site is lacking in design and/or content. And occasionally the requests we see for medical website design center around a rebranding of the practice.
Unless a site has a terrible design, we generally recommend making smaller incremental improvements to a sites layout and design to improve the overall look and feel without a complete site overhaul. The benefits to this strategy are:
Less negative impact to site traffic and rankings
When a site is completely overhauled with a new design and new content we always see a drop in rankings and site traffic. Yes, you read that right. We “always” see an immediate drop in rankings and traffic. This is due largely because of:
- New url structure breaking existing external links
- New content which search engines have to grade all over for quality
- Modification to internal linking/anchor text structure
These are the critical technical components to making a website perform and they are almost never maintained throughout a complete site redesign.
Change log in which to compare changes in site performance
When we make small incremental changes to a site, we are able to track performance changes in traffic, rankings and conversions and generally track them back to the incremental changes we made. When we run a site through a complete redesign, we lose the ability to directly correlate performance changes to a cause. In example if we change the wording on a call to action form and conversions for that form drop, we know we went the wrong directly with the wording on that form and we can tweak the language. If we redesign a website and conversions drop, this feedback provides little data in which we can act upon.
Now some sites are just plain ugly
We understand this. We know that some sites require a complete visual overhaul. And we create new medical website designs regularly. But when we do, we are careful to tread as lightly as possible on each of the previous urls, previous linking structure, and previous ranking content.
If you are a regular reader of our blog, you have probably already read The Essentials for Effective Medical Website Design and The Seven Basics of Medical Website Design. But even with all this great content, a medical practice must take advantage of the tools available out there to ensure the updates you or your agency complete to your medical practice website don’t hurt your rankings or traffic from search. The easiest way to stay on top of any changes in the performance of your medical website is to sign up for our free website audit. Our audit will inform you of any current errors, warnings and notices on your site along with your current rankings and your top competitors in your area.