Did you know the average visitor decides whether they like your site or not in less than half a second.
Web visitors tend to develop their initial level of trust based on the visual arrangement of a website and how well the information is presented.
This means that if you want an edge in marketing your addiction treatment center, you have to pay attention to your website design. And by this, I don’t just mean you should focus on a design that looks good.
To stand out from your competitors, you should design a website layout that maximizes your conversion rates. After all, converting web visitors into new clients is what keeps your addiction treatment center running.
Keep reading this post to find out what it takes to create a layout that converts site visitors to conversions.
Impact of Web Design on User Experience
Here’s why design really matters.
There’s a good chance a web visitor will end up on your site through search or a referral. So what happens once they get to your website?
A research study from Britain analyzed how different design and content factors influence trust of online health sites. Their results showed that 94% of first impressions are design-driven. Only 6% of the feedback was about content.
In addition, 75% of clients make judgments about the credibility of a company based on its website’s overall design.
This shows that even though good content increases your ranking in SERPs (Search Engine Results Pages), your design should support the content and website goals of your site.
Your website needs to be inviting and invoke the confidence of the site visitor. It has to visually convey the feelings you want visitors to have about your treatment center.
Greater conversion control
Good design means you have conversion control. You get to control the message as well as the user experience. You can use web design to guide the user through the site along the path you’d like them to follow.
For instance, this could be a phone number to contact you or a call to action button to go to your services page. This gives you a targeted user experience that leads to higher conversion rates.
Web Design Tips for High Converting Addiction Treatment Site
To help boost your conversion rates, here are a handful of tricks you can use to your advantage.
Simplify your navigation
To make your site navigation simple, apply Hick’s law which states that the time it takes for a person to make a decision is directly proportional to the possible choices they have.
So the more choices you offer a web visitor, the longer it will take for them to decide. This in turn increases the chance that they’ll abandon the site.
The best way to encourage a web visitor to take action is to guide them toward that action. Intuitive navigation will not only help them find what they want, it’ll also get them where you need them to be with the fewest number of clicks.
Apply the rule of thirds
The rule of thirds is a photography principle that can be applied in web design. You visually divide a web page into thirds vertically and horizontally.
This gives you nine squares. The four middle intersections are the strategic points of interest.
You can place the most important elements at these intersections. This helps you keep web visitors focused on your main call to action.
Leverage color and contrast
85% of shoppers state that color majorly contributes to their buying decisions. Colors evoke emotions, they give your site depth, keeping visitors on the site long enough to be convinced to seek your services.
To know how color combinations work, turn to the color wheel and find a color scheme that works. Let’s look at some of the combinations that work:
- Complimentary colors
Colors that are opposites on the wheel.
- Analogous colors
Colors that are next to one another on the wheel.
- Triad colors
Colors that are evenly spaced around the wheel.
On the other hand, the contrast makes certain elements stand out. For example, if you want visitors to make an appointment, ensure you use greater contrast on these areas.
The points of interest include:
-Value you provide
-Proof of expertise
-The Call to Action (CTA)
Slow websites kill conversions. 47% of customers expect websites to load in less than two seconds. This means that if your site takes longer than this, visitors press the back button and continue looking for other addiction treatment centers.
One way to improve your site speed is by compressing images. This means minimizing the size of a graphics file in bytes without degrading the quality of the image.
The three universally supported image formats for the web include JPEG, PNG, and GIF images. However, some browsers support recent formats such as JPEG XR and WebP.
Utilize negative space
Negative space or whitespace gives elements room to make your site look uncluttered. When you group items closely together, you risk losing some web visitors.
Use margins to increase space between content, images and other elements. You should also use the negative space to direct visitors to your call to action.
Breadcrumbs tell web visitors where their current page falls as they navigate your site. If you have many nested categories, it’s great to guide your visitors so they don’t get lost in unorganized content.
For example, you may have great content on drugs that people get addicted to, the treatment process, content on mental health, your treatment services and locations. You can make use of location and history-based breadcrumbs to help visitors understand their current position on your site.
Create distinct landing pages
Your homepage is the first place your web visitors will see when they land on your site. Some of the crucial elements you have to include are:
- Value proposition (be clear what you offer)
- Overview of services
- Introduction video
- Case studies
- About us
Go mobile and responsive
A responsive design lets you offer a seamless experience to your web visitors. It’s crucial for your site to load properly across all devices regardless of the screen size or browser.
Web visitors are five times more likely to leave your site if it isn’t optimized for mobile devices. People switch between devices on a regular basis so you have to make it possible for them to access your information using different viewports.
Incorporate human faces
It’s almost impossible to ignore a human face. Using a single expression, you can communicate effectively without the need for lengthy descriptions. Human faces evoke emotional responses.
Emotional responses such as smiling, crying or worrying defy cultural barriers. We subconsciously return to the face severally to give us our first impression and it determines our experience as we go.
In web design, adding a human face creates engagement with your web visitors. It adds personality to your site and helps build trust with your addiction treatment center. A face gives them a sense of who they’re interacting with and helps them decide if they want to take that relationship further by seeking your services. Incorporate a human face on your landing page as well as your ‘About Us’ page.
Watch how visitors navigate your website
It’s important to collect specific data from your website visitors to know how they interact with your site. Google Analytics is one way to go about it but sites such as Crazyegg and Hotjar allow you to do more.
You can view mouse movements as visitors navigate your site, see how they interact with different elements of a page when they scroll, conversion funnels and feedback polls.
This data can help you optimize each page to increase conversions. When you rearrange your web design based on how real users interact with your site can set you up for success when it comes to generating leads and admissions to your treatment center.
Add valuable content
Traffic to your website means traffic to your real-life practice which translates into increased revenue. Your website has to rank high in SERPs if you want traffic and an increase in your conversion rates. This is why you have to befriend search engines and also educate potential clients.
Educational content informs people suffering from addiction and their loved ones. It could be about tell tale signs for addiction and recovery treatment options. You could also offer a guide that helps them know what to look for when choosing a treatment facility. All this content will help build their trust in your expertise, which is essential for success.
As you can see from the above content ideas, all content focuses on understanding your potential clients, their needs and thought process. So you have to put yourself in their shoes to address their pain points.
Once you get producing relevant content on point, you have to make it easy for search engines to find it. This is where Search Engine Optimization (SEO) comes in. SEO basics include:Keyword research
Keyword Research and On-page SEO
– social media efforts
Organize your content using content silos
Many people seem to get the content layout wrong. How well information is organized plays a key role in the user experience and your ability to properly optimize the site for search engines.
Content siloing allows you to group related content together in order to make your site easy to navigate. Avoid the catastrophic mistake of trying to represent all of your services on the homepage. This makes the site cluttered for your users and nearly impossible to rank on the SERP.
Each service you provide and each substance you treat should have its own dedicated page.
The Ideal Structure for Your Substances Pages
Substances Treated pull down (in your menu navigation)
Each one of those substances deserve their own unique page on your site.
Organizing your content properly will also allow you to track effectively which pages are targeting certain keywords and setup link building campaigns.
Types of Website Layouts for Your Addiction Treatment Center
The F-shape layout uses a common scanning behavior where the eyes move in an F pattern. This layout works well for pages that are dense with text such as blog posts.
You can also design your landing page with the F shape bearing in mind that the viewer’s eyes start scanning from the top left corner of the page. So place your most important web elements such as your CTA here.
The zigzag layout mimics our natural scanning habits. Most site visitors start in the top left corner to the right, then wander down to the left moving back to the right. This forms a Z-shape.
This layout is great for sites with less content, it’s main goal is to direct users to specific points using visuals and CTAs. this is why it would be a great option for your landing page.
By definition, asymmetry is the lack of equality between two sides. Most people associate asymmetry with imbalance. When it comes to web layouts, asymmetry can be used to create dynamism in order to focus a visitor’s attention on focal points to keep them visually engaged.
This layout works best for minimalist layouts in order to provide directional emphasis. You can use a high color contrast to offer visual weight to specific parts. This will make the white space more lively so that you can magnify your call to action.
This layout includes a larger header box along with a few smaller ones ranging from two to five. The smaller boxes can be a link that gets visitors to a web page. This is a versatile layout that helps you connect boxes to tell a story.
You could use it to showcase the different services you offer. Use the smaller boxes to showcase what the patient will be getting once they come to your treatment facility.
Grid of cards
This layout lets you create bite-sized previews in terms of images or short descriptions that help visitors find the content they’re looking for.
Grids can vary in the number of columns, size, and style. This is why they are great with the responsive design.
The grid layout comes in handy if you have a content-rich website. It helps you create content hierarchy for your knowledge base.
You could take this a notch higher by using a featured video in your homepage instead of an image. Use this strategy to give potential clients a tour of your facility. Here’s an example of an addiction treatment facility that does it best.
When designing a site, it’s important to know your audience, their needs and expectations. This will help you as you set calls to action (book an appointment) that are aligned to your website goals (increased conversions).
Over to You…
What tactics are you utilizing to ensure that your web design efforts are conversion-focused? Feel free to share what has worked for your treatment facility. If you are interested in professional help with your website, don’t hesitate to reach out for a complimentary consultation.