25 Features Every Aesthetic Clinic Website Design Must Have
As a leading aesthetic clinic website design and branding agency in London, we understand what an aesthetic clinic website requires, how it functions, and what the users expect. We have branded, rebranded, designed and developed hundreds of websites for Aesthetic Clinics in the UK, gaining immense experience and expertise to be known as a leading branding and web designer for Aesthetic Clinics. Below we explore a few features we think every aesthetic clinic website should have.
In this post, we’ll look at:
1 Mention of Key Services
Since Aesthetic clinics offer everything from Lip Fillers and Facials to PRP, Acne Treatments and Mole removals, your website users need a clear understanding of your clinic’s offerings before they decide to explore the site beyond your initial landing page. You may offer treatments based on individual goals or itemise treatments based on it’s characteristics; whatever your approach a full-fledged treatment list should always be a click away.
2 Well-written information about treatments including procedures & aftercare
I am sure you’ve heard about the term “content is king”. This is especially true when it comes to you describing a treatment you are offering. Having high-quality content on your site helps to make the most of almost all of your other features. Emphasis your USP, your treatment plan, the procedure, steps needed before the treatment, and aftercare instructions. Having good content also gives you an opportunity to integrate keywords and improve your SEO rankings.
3 Targeted Keywords
Keywords are words and phrases that you would want your website to rank for and appear in front of users when they search for said keywords. For example, a London-based clinic that specialises in Lip Fillers might want to rank for keywords such as “Aesthetic Clinic London”, “London Lip Fillers” and “Dermal Fillers in London” so that your website might appear in front of potential customers when they’re in the ‘awareness’ stage of the marketing funnel. You should always have a content strategy backed by carefully thought keyword research whilst creating content for your clinic website. The right keywords result in better Search Engine Ranking Position (SERP), the increased website traffic and ultimately better conversions.
4 Entice Trust
Your website should give your potential customers reasons to believe in your business and entice trust in you. This can be highlighted with your clinician’s qualifications, factors that may make you stand out from your competitors and awards you have won in your field.
5 Carefully Placed Clear CTAs
Call to actions (CTAs) are purposefully placed elements within a page encouraging users to take a specific action on your site. Examples could include: Book Now, Add to Basket, Learn More or Book a Consultation. Typically, the CTAs will be placed in carefully analysed positions with distinctive visuals to ensure they grab the user’s attention. These provide the next step to engage users, guiding visitors through the buyer journey.
6 Well-Planned Architecture
A website’s architecture is the structure of the elements and pages relating to the rest of the site. Here you define how the various parts of your website sit together, essentially dictating how you want your users to behave while exploring your site. These need to be meticulously planned and logically placed to enhance user experience. The more appealing and user-friendly your website is to your users, the more time they spend engaging on your site and exploring the various options. This ultimately also has a direct effect on how search engines perceive your site, helping them with your SERP rankings.
7 Appropriate colour palette
We, humans, have strong emotional connections to colours. We all have a specific emotional response to any given colour. This is why it is important that the colour palette you use on your website conveys what you want your customers to perceive about you. Our experience designing hundreds of websites for Aesthetic clinics has taught us that giving out the essence of luxury and sophistication with an overall clean look always brings in greater conversions.
8 Responsive Design
This is one of the most important factors any website must implement in their aesthetic clinic website design. Responsive designs refer to how your site looks, behaves, performs and acts on different screen sizes and can adapt & scale the contents, functionality and user experience no matter the screen size, screen resolution & download speed. Google has recently started to crawl mobile websites before desktop versions. Google claims that from 2020 onwards two-thirds of users are more likely to buy from a mobile-optimised site.
9 HTTPS
HTTPS refer to the secure protocol used to transfer data from and within your website on the internet. As dictated by the GDPR 2018 law, any website capturing sensitive data, i.e. name, address, and contact details must be behind a secure server. Furthermore, browsers such as Google Chrome & Safari have recently started naming and shaming a website as not being secure when a user lands on an unsecured site. Having your website sitting behind an SSL certificate also improves your SERP as search engines have started prioritising HTTPS sites on their search results.
10 Brand Consistency
Your aesthetic clinic website will be one of the main sources of brand communication, so try and be consistent. Your site should have a clear and conscience brand presented reflecting your working ethics and matching your overall image perspective. Keep your fonts, colours and even the image aesthetics & mood consistent throughout your site.
11 Clear navigation
This is a no-brainer. If a user lands on your site and feels lost and finds it difficult to locate your key pages, they most likely will leave the site without any engagement whatsoever. Your navigations should be very precise with a proper hierarchy to ensure the user experience is given the utmost priority.
12 Good site speed
Poor site speed negatively impacts the user experience, ensuring that visitors leave your website never to return. According to Google research, 53% of users leave a website that takes more than three seconds to load. There are a number of factors associated with slow websites, and we have listed a few techniques you can utilise to increase your site speed.
13 A Properly Utilised Blog
Having a blog on your site can really make a huge difference, but only if you use them properly. It gives you a space to tell your clients about your business, treatments, updates and anything that is important to you. Keeping your blog updated regularly and keeping things relevant shows off your strength as a company and informs your customers you are knowledgeable, current and reliable. Search Engines love fresh content, so a properly maintained blog would be your biggest arsenal for your SEO strategy.
14 Well-documented FAQs
FAQs are a great way to answer a few simple questions your users ask about you or your treatments. It establishes trust between you and your potential customers. Having a properly optimised FAQ section also allows your answers to appear on search results for given questions users might ask.
15 Patient-Centric and visually inspiring
Websites for Aesthetic clinics must be patient-centric, incorporating design and content that goes above and beyond to meet patient needs. It must be transparent and trustworthy. For an aesthetic clinic website, this can be done using testimonials, patient before & after pictures, independent reviews and anything that will encourage your users to trust your capability. Your website must inspire users visually for them to continue exploring your website.
16 Clear USPs
The aesthetic treatment industry is a very crowded market. To succeed you need to differentiate yourself from other providers. Your USPs (unique selling point), whether it is a revolutionary treatment, great people or commitment to great customer service, it needs to be highlighted on your site.
17 Good Imagery
Aesthetic clinic websites need to be image-rich. It needs to combine beauty with the clinical environment. But that doesn’t mean flooding the website with stock images! Keep it relevant. Use authentic before/after images, clinic pictures, and customer photos and never ever show a before and after gallery with stock images.
18 Patient Testimonials & Reviews
Patient testimonials are social proof. Your potential customers will see testimonials and reviews as an unbiased source of information. It’s your way of saying “Don’t take our word for it, see what our patients are saying about us”. Written-, image- and video-based testimonials and reviews are all brilliant to create trust with your potential clients. 88% of consumers say reviews influence their online purchasing decisions whereas 70% of people trust reviews and recommendations from strangers. Don’t just show off the positive responses, show your negative ones too (if you have any), potential customers would like to see how you respond to criticism. It’s usually better to display external reviews like Google and Trustpilot, something your users would know doesn’t carry any influence from you.
19 Before & After Images
Before & After pictures can serve as an effective marketing tool for promoting your clinic. Show off the wonderful results and transformations that your aesthetic clinic has produced to ensure raising interest. These images can not only portray what a treatment can do but also boost reassurance of your competence to your site visitors. When done correctly, a Before & After is a testament to a problem solved, and prospective clients want to know that you can help them overcome their concerns. Not only that, before & after images is also a great way to manage patient expectations and have proven to convert users to patients.
Avoid posting B&A photos that look fake or inconsistent. Avoid stock images at all costs in these galleries and avoid using any retouching. Always take your patient’s permission before displaying their images on any of your marketing materials.
20 Pricing
Aesthetic services can be pricey. Users typically would prefer clinics that are upfront about the cost of the treatment. You do not have to be exact, but a ballpark estimate will definitely help manage your customer’s pricing expectations. If possible, give your users different options in different price ranges.
21 Clear Contact Information
Make sure you have a dedicated contact page with the relevant information. Show your exact clinic location, your contact details, and have a form for users to fill in to enquire further. A contact page for a clinic will always help boost a clinic’s reputation and entrust trust amongst potential customers. At the end of the day, you want your potential customers to get in touch with you so you can build a rapport with them.
22 Centralised Booking System
Most new patients will prefer booking an appointment online to talking on the phone with one of your staff whom they haven’t met before. An online booking system puts you in control of your schedule and appointments. Directly linked to your calendar showing live availability your patients can only book your clinic’s services for the days & times you define. They don’t need to call you or email you for an appointment and they can book it directly on the website despite what time it is (not just 9-5).
Always keep schedules synced up properly, so no matter where the bookings come from: be it from the site, over the phone or face-to-face, the availability being shown is in real-time.
23 Social Media Integration
Whether your business already has a strong grasp of social media, or if you’re starting from the ground up, having a social media presence on your website is a brilliant way to engage your audience and direct them to more of your content. You want to show your potential users you are sociable, your clinic is approachable, and your team members aren’t robots but real people. According to Search Engine Watch, social media influence 71% of consumer buying decisions. Social media increases engagements, you would want both your clinic website and social media accounts interlinked properly.
24 Live Chat
Having a live chat function on an aesthetic website can drastically increase your visitor conversion rate. The primary purpose of providing a Live Chat option is to immediately help potential customers while they are poised to get information or make a purchase decision. A recent study shows that more than 30% of consumers find live chat more helpful than emails or phone calls. And more than 79% of consumers feel they found quick answers that impacted their buying decisions. It’s inevitable, responding fast to a lead or a potential customer is going to leave a better impression and have a big impact on their potential to convert as patients.
25 Manage expectations
As an aesthetic practice, you need to manage patient expectations. From the desired end result to the cost involved, your website should always be transparent and upfront about what your users could expect from your treatments.
Aesthetic clinic website design & branding
We are a leading aesthetic clinic website design and branding agency based in London and Manchester. We have successfully helped a number of aesthetic clinics to reach their true potential. We specialise in brand creation, web design and digital marketing for aesthetic clinics across the UK. Come and speak to us and see how we can help your clinic with your digital marketing and branding needs.
