A well-designed website is now essential for pharmaceutical companies in 2022. In an increasingly competitive sector, it’s important to get those small details right to attract and retain customers. Here are some best practice points to bear in mind if you are considering pharmacy web design.
A simple navigation system
The number one enemy of a user-friendly website is an overly complex navigation system. If users struggle to find what they need, or are overwhelmed with too many options, they are more likely to go elsewhere. The major products or services should be grouped in one menu, with subcategories added in drop down lists.
Uncluttered layouts will enhance the navigation system, and make it easier to locate different information and products on the website. Plenty of white space (this doesn’t literally have to be white, but it should be free of content) will look more visually pleasing, as well as draw the eye to the most important areas.
Where possible, use simple words rather than more obscure medical terminology. Short descriptions using clear language will have more impact than more scientific sounding words, or jargon which is used in the trade, but may be unfamiliar to a more general audience.
Even if the author of the web content has specialised medical training, the site’s users will be from a range of backgrounds and ages, and content needs to be aimed at as wide an audience as possible. Sounding human and empathetic, while still maintaining clarity and accuracy at all times, is the aim of pharmaceutical web content.
The writing should aim to be easily understandable and inclusive, rather than inadvertently put up barriers to comprehension. Most medical terms have a simpler alternative, which should be included in any descriptions of symptoms, conditions, and so on.