With the rise of digitalization and the online business era, having a well-designed and informative website is crucial for healthcare providers to establish an effective online presence and implement a successful healthcare digital marketing strategy.

A healthcare website serves as a virtual front door, providing important information, building trust, and facilitating communication with patients.

To create a user-friendly and informative healthcare website tailored to the UK audience, it’s important to consider these 31 must-have elements for a healthcare website, along with its detailed explanations, as part of a broader healthcare digital marketing approach.

Top Features to add During Healthcare Website

 1. Clear and Concise Navigation

A user-friendly and intuitive navigation menu is essential for easy access to important information on the healthcare website, making it an important part of healthcare marketing services. It should be clear, concise, and organized, enabling visitors to find the information they need quickly and easily.

According to a study by Nielsen Norman Group, 76% of website users prefer websites with easy-to-find information.

By prioritizing user experience and incorporating a well-designed navigation menu, healthcare providers can improve website engagement and retention, ultimately driving business growth through effective healthcare marketing services.

well-designed navigation menu

2. Contact Information

Displaying accurate and up-to-date contact information, including phone numbers, email addresses, and physical addresses, is crucial for building trust and facilitating communication with patients in healthcare advertising. It should be prominently displayed on the website, making it easy for visitors to contact the healthcare provider.

According to a survey by BrightLocal, 72% of UK consumers say they trust online reviews as much as personal recommendations when choosing a healthcare provider.

contact information

3. Services and Specialties

Clearly listing the services and specialties offered by the healthcare provider is important for visitors to understand the scope of care provided. This can include information about medical specialties, diagnostic services, treatments, and procedures offered.

Providing detailed information about services can help patients make informed decisions about their healthcare needs. Additionally, highlighting any unique or innovative services can differentiate the healthcare provider from competitors and attract new patients.

Healthcare marketing services can assist in creating compelling content to showcase services and help providers effectively communicate their value proposition to potential patients.

4. Patient Testimonials

Including testimonials or success stories from satisfied patients can help build trust and credibility. Real-life experiences and testimonials can provide social proof and demonstrate the quality of care provided by the healthcare provider.

Professional Healthcare advertising agencies can help the healthcare provider to create impactful patient stories that resonate with their target audience. Obtaining consent from patients and displaying their testimonials can be a powerful way to showcase the provider’s expertise and patient satisfaction.

5. Online Appointment Booking

Offering online appointment booking functionality can enhance the convenience for patients and streamline the appointment scheduling process. This can include a user-friendly booking form that captures patient information, preferred appointment time, and any specific requirements.

According to a survey by Accenture, 77% of UK patients find online appointment booking important for healthcare providers.

Online Appointment Booking

6. Provider Profiles

Incorporating a medical marketing agency’s expertise can help healthcare providers create effective marketing strategies and campaigns to reach their target audience. A medical marketing agency can provide valuable insights, creative solutions, and specialized skills to enhance a healthcare provider’s online presence and attract new patients.

7. Patient Educational Resources

Offering educational resources, such as articles, videos, and infographics, can help patients understand their health conditions, treatment options, and preventive measures. Providing reliable and easy-to-understand health information can empower patients to make informed decisions about their healthcare.

Including healthcare digital marketing strategies to promote and distribute these educational resources can expand their reach and impact.

This can include targeted online ads, social media campaigns, and email newsletters that reach patients and healthcare providers who may benefit from the information.

8. Blog or News Section

Having a blog or news section on the website can provide relevant and up-to-date information about healthcare topics, news, events, and promotions. Pharmaceutical marketing agencies can help healthcare providers create educational content that is both informative and compliant with regulations.

Regularly updated content can improve website engagement, search engine rankings, and position the healthcare provider as an authoritative source of health information.

9. Mobile-Friendly Design

A mobile-friendly healthcare website design is essential for catering to the increasing number of patients who access healthcare information on their mobile devices.

Keeping in mind the aspects of healthcare digital marketing, a website should be responsive and optimized for mobile devices, ensuring a seamless user experience across different screen sizes and devices. Providing a user-friendly experience can improve patient engagement and satisfaction, and drive more traffic to the healthcare provider’s website.

According to a survey by Statista, 82% of UK adults access the internet using a mobile device.

Mobile-Friendly Design

10. Privacy Policy and Data Security

Including a clear and comprehensive privacy policy that outlines how patient data is collected, stored, and protected is essential for building trust and complying with data protection regulations, such as the General Data Protection Regulation (GDPR) in the UK.

This is where healthcare marketing services can be helpful as they have the expertise to develop a robust privacy policy that prioritizes data security and assures patients that their personal information is safe and secure.

11. Social Media Integration

By utilizing healthcare marketing services can provide a strategic approach to reaching and engaging potential patients. These services can include market research, branding, website design and development, content creation, search engine optimization, and social media management.

Social Media Integration

12. Online Patient Forms

Offering online patient forms, such as registration forms, health history forms, and consent forms, can streamline the patient onboarding process and save time for both patients and healthcare providers. Online forms can be easily accessed, completed, and submitted through the website, reducing paperwork and administrative tasks.

Working with a healthcare digital marketing company can help healthcare providers optimize their online presence and leverage digital marketing strategies to reach and engage patients.

Online Patient Forms

13. Insurance and Payment Information

Providing information about accepted insurance plans, payment options, and billing processes can help patients understand the financial aspects of their healthcare services. Clear and transparent information about insurance coverage, payment policies, and potential costs can help patients make informed decisions and manage their healthcare expenses.

All Medical marketing companies must understand the importance of the same and incorporate it into their websites.

Insurance and Payment Information

14. Location and Directions

Including a map with the healthcare provider’s location and directions, along with parking information, can help patients easily find the clinic or hospital.

With the help of adequate healthcare digital marketing strategies, healthcare providers can optimize their website and local search listings to improve their visibility and attract more patients.

It’s important to provide accurate and up-to-date location information, both online and offline, to ensure patients can navigate to the facility without any hassle.

Location and Directions Information

15. Accessibility Features

Ensuring the healthcare digital marketing strategy includes a website accessible to all users, including those with disabilities, is crucial for inclusivity and compliance with accessibility standards. This can include features such as alt text for images, descriptive link text, and keyboard navigation options, making the website usable for all visitors.

16. Frequently Asked Questions (FAQs)

Hospital advertising can be an effective way to promote the healthcare provider’s brand and services and increase patient engagement.

One of the ways to incorporate this advertising, healthcare providers can create a comprehensive list of frequently asked questions and their answers can help address common patient inquiries and provide quick and easy access to important information. FAQs can cover topics such as services offered, insurance coverage, appointment scheduling, and clinic policies.

Hospital Frequently Asked Questions

17. Social Proof

Showcasing positive reviews, ratings, awards, and certifications can help build trust and credibility for the healthcare provider. Displaying badges or logos from recognized organizations or industry associations can add authenticity and establish the provider as a reputable source of healthcare services.

18. Multilingual Options

Offering multilingual options on the website can cater to patients from diverse language backgrounds and improve accessibility for non-English speakers. Providing translations or language options can help patients understand the content and services offered, and enhance their overall experience on the website. You can leverage many other forms of healthcare digital marketing to do so.

19. Telehealth and Virtual Care Information

With the increasing popularity of telehealth and virtual care services, providing information about these options, including how to access them, can be beneficial for patients. This can include details about virtual appointments, telehealth platforms, and the services offered through virtual care.

20. Emergency Contact Information

Displaying emergency contact information, including phone numbers and directions to the nearest emergency room or urgent care facility, can be crucial for patients seeking urgent medical attention. It’s important to provide clear and prominent access to emergency contact information for patient safety.

Hospital Emergency Contact Information

21. Social Responsibility and Community Involvement

Highlighting the healthcare provider’s social responsibility initiatives, community involvement, and charitable efforts can showcase the provider’s commitment to giving back to the community and improving public health. This can include information about partnerships with local organizations, charity events, or community health programs.

22. Online Prescription Refills

Incorporating healthcare digital marketing strategies, such as email campaigns or social media promotions, to inform patients about the option to request prescription refills online can improve patient engagement and boost the use of this convenient feature.

Additionally, healthcare digital marketing can help raise awareness about the benefits of online prescription management for patients and healthcare providers.

23. Patient Portal Access

Providing access to a secure patient portal through the website can enable patients to view their medical records, schedule appointments, communicate with their healthcare provider, and access other relevant health information. Patient portals can enhance patient engagement, convenience, and empowerment in managing their healthcare.

In addition to providing access to a patient portal, healthcare providers can also benefit from targeted marketing campaigns aimed at promoting their services to potential patients.

Through healthcare marketing strategies such as search engine optimization (SEO), pay-per-click advertising (PPC), and social media advertising, doctors and hospitals can increase their online visibility and attract more patients to their practice.

Patient Portal Access

24. Compliance with Accessibility Standards

Ensuring that the website is compliant with accessibility standards, such as the Web Content Accessibility Guidelines (WCAG) 2.1, can make the website usable for people with disabilities. This can include features such as text alternatives for images, proper heading structure, and keyboard navigation options, making the website accessible to a wider audience.

25. Contact Information and Call to Action

Finally, it’s important for healthcare marketing to prominently display contact information, including phone numbers, email addresses, and a call to action (CTA) for patients to take the next step, such as scheduling an appointment or contacting the healthcare provider for more information. A clear CTA can guide patients toward taking action and engaging with the healthcare provider.


A well-designed and patient-centric healthcare website with the right elements can be a powerful tool for attracting, engaging, and retaining patients.

By prioritizing patient experience, privacy, accessibility, and reliable information, healthcare providers can establish their online presence, build trust, and enhance patient satisfaction.

Creating a comprehensive and patient-friendly website can ultimately contribute to improved patient engagement, better healthcare outcomes, and a positive reputation for the healthcare provider.

Leverage the power of healthcare digital marketing, and effectively communicate your message to patients and establish yourself as leaders in the healthcare industry.

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