Healthcare: How to Build Trust and Maximise Website Conversion Rate 

The Importance of Conversion Rate for Healthcare Organisations


For many private UK healthcare users, a provider’s website is the first time they interact with an organisation. It shapes impressions about everything from the level of care they can expect to receive to the atmosphere of the treatment facility. That means that the website design choices made by the provider must be geared towards conversion in order to achieve the strongest possible growth.


However, with so many options available, these organizations must work harder than ever to differentiate themselves. One way to do this is through their exceptional service, but more and more, providers are looking to credibility-building website design and digital experiences. In recent years, private equity providers have invested heavily in healthcare services, meaning the competition online is greater than ever. In 2021, advertising spend in UK Healthcare increase 64% on the previous year, and this trend has only continued in the post-pandemic era.


Embarking on a healthcare journey can often come from a variety of emotional places for users. Some might feel fear, if their treatment could be life-changing. Some might have feelings of anxiety or guilt, if they perceive their need for treatment as something being ‘wrong’ with them. Others might have aspiration or optimism – particularly in aesthetics or fertility.

An anxious couple sit in a healthcare consultation together, holding hands


The Key Factors to Improving Conversion Rate on Healthcare Websites

There are several essential factors about healthcare websites within both design and content strategy that can elevate provider’s websites. These can help them exceeed the competition when properly executed, and have a huge impact on the conversion rates achieved. Whether it’s establishing trust signals or providing the right level of transparency into services, staff, and costs, these key factors can dramatically affect conversions.


In this article we’ll give a rundown of these key features. Here’s a look at what healthcare consumers are truly looking for when they arrive at provider websites:


  1. Prominent Website Trust Signals and Social Proof 
  2. Detailed Yet Digestible Informational Website Content  
  3. Humanize the “Faces” of the Organisation Online
  4. Clear, Honest, Prominent Pricing Information per Treatment Page
  5. Intuitive Pathways for Lower-Commitment Inquiries
  6. Technologically Advanced Website Platform & Ecosystem
  7. Multimedia Assets to Build Comfort Around Treatments
  8. Establishing Guidelines for When to Initiate Contact


1. Prominent Website Trust Signals and Social Proof 

Good health is precious, and undergoing complex procedures can be concerning for users. Particularly in countries where a national provider is well trusted, users exploring private healthcare options are naturally more skeptical until a service provider’s credibility is firmly established. This makes providing clear trust signals throughout a website’s design absolutely essential.


Some of the most effective trust signals include customer reviews and ratings, listing of certifications and accreditations earned, mention of any industry awards or honours received, and recognition from reputable media outlets or oversight bodies.  


Leveraging persuasive social proof is another key way healthcare websites instil confidence. This comes through highlighting successful outcomes data, showcasing high-profile individuals who have received treatment, patient testimonial videos, and positive media coverage.  


2. Detailed Yet Digestible Informational Website Content  

When users are evaluating healthcare options, their expectation for in-depth information on services is higher than with most services—this is a major financial and health investment, so they’ll want to be fully informed.


While providing extensive detail about services in your content is wise, it’s also crucial to structure this in a highly readable, almost curricular format. The ideal approach is often leading with succinct overviews supported by progressive disclosure of deeper details through expandable links, tabs, and layered navigation.


Granular treatment information that should be considered includes causes and risk factors, advanced diagnostic testing processes, anticipated step-by-step care journeys, likely treatment plans, credentials of participating clinicians, technologies used, recovery expectations, and potential side effects to prepare patients.


However, something that will vary in most providers’ case is the extent to which you will want to provide key opportunities for conversion during this journey. We go into more detail on this aspect in point 8 below. In some cases, it is useful for patients to read widely on your website before getting in touch. In others, less so. Consider a diagnostic journey for a complex condition; if a patient has read everything there is to read before contacting a provider, it might lead them to have poorly formed ideas of what treatment they need if they have not yet been tested and examined. This could lead to patient bias and unhelpful outcomes. 


It is a difficult needle to thread, but considering the specific points in a journey at which opportunities to convert (and the right level of opportunity at that, see point 5 below) is crucial to establishing successful website to enquiry funnels for healthcare organisations.



Need Help on Your Own Healthcare Website Conversion Rate?

At Crucible, we are specialists in website design for healthcare. Some of our strongest design and build projects, like this one for CRGH, have made a transformative impact on our clients’ digital outcomes. Get in touch today for a quotation or a no-obligation discussion of your project.

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3. Present and Humanize the “Faces” of the Organisation Online

In a field as personal as healthcare, patients want to have a full understanding of the specific doctors, surgeons, and clinicians they’ll be trusting with their care. This is why provider biography pages should be a central focal point of healthcare websites.


Well-crafted biography sections provide comprehensive backgrounds on each practitioner’s areas of specialization, qualifications, years of experience, research activities, awards earned, and philosophical approaches to care. However, the best websites will also be mindful to include personal touches like professional headshots, videos introducing themselves, and personal interests outside of work and reasons they were drawn to their specialties.


In recent years, practitioners have opened up to a greater extent to being marketing-facing assets of healthcare organisations, but in many cases this may still cause unease for doctors, nurses and other professionals. Careful management of their personal information is important, as it is unlikely that they entered the field seeking a prominent online public profile.

Female healthcare worker filling in a form with a senior woman during a home health visit


4. Clear, Honest, Prominent Pricing Information per Treatment Page

In the healthcare market, prospective patients are fee-paying consumers making significant investments in their care. As such, financial transparency around pricing and costs should always be prioritized in website design and content. Whether or not a client is able to go ahead with treatment often hinges on the cost of that treatment, and with many treatments being non-bespoke, wherever pricing information can be made available it should be clear to users. Doing so showed an almost 50% increase in conversion rate for healthcare provider The Centre for Reproductive and Genetic Health.


Instead of ambiguity, specifics in the form of clear pricing tables and cost calculators should be ever-present for services rendered across different specialties and treatment types. Look at this example for eMed UK, showing a pricing table on its homepage. Add-on fees, payment terms, insurance information (where applicable), and financing options should all be addressed head-on.  


Upfront pricing information helps set the proper expectations with patients while signalling organizational transparency. It’s a key first step in establishing the trust necessary for users to initiate bookings.


5. Intuitive Pathways for Lower-Commitment Inquiries

It’s rare for prospective private healthcare patients to be immediately ready with a full booking upon first arrival to a website. More often, they’ll want smaller, lower-commitment first steps to test out their interest in committing to a provider.


This is where intuitive pathways for users to subscribe to email newsletters, register for free webinars and events, complete ROI calculators, view FAQs, contact forms, or download detailed treatment guides can nurture them along the decision journey. Building a multifaceted conversion funnel like this is crucial for providers to avoid being over-reliant on one particular part of their pipeline. It also helps considerably with remarketing and nurture of existing clients.


Well-designed healthcare websites serve up these conversion opportunities clearly, with compelling calls-to-action and frictionless user experiences that inspire action without the full appointment booking commitment yet. Working with fertility provider CRGH, adding a timed ‘banner’ about the next upcoming event increased conversion rate considerably.

Screenshot from CRGH Website - a Healthcare Fertility Clinic - Showing a Website Banner optimised for conversion rate


6. Technologically Advanced Website Platform and Ecosystem

Healthcare patients are highly discerning consumers, typically that sit in a higher earnings and education bracket than the generalised population. They expect premium user experiences that match premium care standards and pricing. A provider’s digital ecosystem is a cornerstone of how that practice is evaluated. This can be a challenge for smaller providers, who might not have the infrastructure to compete with larger competitors.


From the main website itself, users should encounter seamless browsing experiences that are responsive and accessible across devices and platforms. Crisp, professional visual designs that balance high-quality photography with soothing colourways set the right ambiance.


But it’s not just the website either—UK patients now expect supplemental offerings like patient portals for secure access to personal health data, online appointment booking tools, teleconsult options, automated reminders, and wellness app / wearable integrations. All these capabilities reflect dedication to embracing healthcare’s digital future and elevating standards to meet user expectations.


Luckily, for smaller providers, options often exist to bolt-on external services for patients, and even the NHS now uses a variety of private platform providers to enhance its digital services. These are typically available on a SaaS (Software as a Service) basis and therefore don’t come with the same up front costs as building your own digital ecosystem.


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7. Multimedia Assets to Help Build Comfort Around Treatments

Written content alone may not suffice to properly convey the intricacies of complex private healthcare procedures and processes. When text descriptions leave lingering questions or concerns in patients’ minds, thoughtfully produced multimedia assets can help fill those gaps.


Video walkthroughs of various treatments provide reassuring visuals that prepare patients for what’s ahead. Voice-over animations or 3D models simplify explanations of advanced surgeries in digestible ways. Before/after image galleries of past patients showcase potential outcomes and put minds at ease.   


These multimedia resources complement text-based content beautifully while exhibiting advanced capabilities that patients seek out in private care providers. They can also help complement a much wider content strategy, including broader advertising campaigns and branded assets.


8. Establishing Guidelines for When to Initiate Contact

While patients might initially seek extensive online research to self-diagnose, educate themselves, and delay costs, this approach has limits. At a certain point, prudent healthcare websites must guide users away from “Dr. Google” and toward contacting real medical professionals for either a remote or in-person consultation. All in all, Google is estimated to process 1 billion health enquiries per day – the first point of contact for 77% of all healthcare users.


Signalling when the balance has shifted from informing a patient to delaying the most appropriate next steps is key. Subtle nudges through content flow, conversational exit pop-ups, and internal processes can help with this mindset shift for the patient. Well-designed content hubs and service sections should gradually reach a point where users are prompted to the next step of booking an in-person appointment, evaluation, or simply initiating an introductory conversation.

Young doctor asking senior impaired male patient in wheelchair to sign insurance policy at home. Handicapped elderly man putting his signature under surgery consent form, reading medical document

Key Web Design Takeaways for Healthcare Providers

Whether in the UK or further afield, when healthcare users visit provider websites, they are evaluating and vetting the premium services that match their desire to invest in their treatment. Attention must be paid to engendering trust through accreditations and social proof, clearly communicating specialties and treatments through detailed-yet-digestible content, highlighting provider credentials, and demonstrating transparency into costs at every turn.


Support all this through intuitive user experiences with the latest digital tools and multimedia resources. However, don’t lose sight of purposefully guiding prospective patients. Over-researching is rarely useful; guide them toward real human consultative support and personalized treatment plans. Healthcare website design that achieves this delicate balance is poised to attract and convert high-value patients.


If in doubt, don’t forget to check out our article on the Top 10 Best Healthcare Websites in 2024 for some of the best examples out there.

Do you Need to Improve Conversions on Your Website?

At Crucible, we’re a digital agency with healthcare as one of our key specialisms, having worked on websites for clinics, healthcare providers and adjacent services. Get in touch today to speak to one of our consultants about your healthcare website project and we’ll support you towards better digital growth.

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