The Psychology in Website Design

Engaging Hearing Healthcare Website Viewers

In a post on my business blog recently “Website Elements That Drive Engagement” I discussed website elements that we use in our website design to drive engagement with viewers. They are not used just to drive engagement but to emotionally touch the viewer, to reach out to them where they live. The elements are designed based on the understanding that we have reached in relation to prospective Patients.

Let me explain, I think constantly about prospective hearing healthcare Patients, what they are thinking, what they know, what they don’t know, what they are feeling, who they are, the topics are endless. I research constantly across healthcare disciplines and look for truisms or patterns that can be generalised across all prospective healthcare consumers. I do this so I can understand the demographic in a better way and also keep abreast of changes in habits and beliefs within the demographic.

I don’t claim to be an expert by any means when it comes to profiling but there are some things that are glaringly obvious when you read the available literature. Our business is like no other, it is a hybrid mix of medical and sales that doesn’t really exist in any other business. However, our prospects are similar to any other healthcare consumer. If you can attempt to understand the psychology of the purchase process you can deliver an experience that suits.

Psychological Understanding

I think in this business we have a very good understanding of the psychological processes that a prospective Patient undergoes. We also in my experience have a clear idea about what we need to do to turn a prospect into a Patient. What we don’t do is use that understanding in the deployment of our websites, or at least generally we don’t do it well.

All of the things that we take so much care of in our Practices almost go out the window when it comes to a Practice website. What we do at Audiology Engine is bring all of those strategies to play in website design. We also do it in such a manner that it has more than a cats chance in hell to actually engage and encourage a prospect along the road to an enquiry.

What They Are Looking For

When prospects reach your site they are looking for information, the information that they are interested in covers a gamut of topics. When they are on your site they are immediately making judgements about you and your Practice. Those judgements are based on the presentation of your site and the elements that exist on it. So whilst the information they are looking for is at one level an important element, of equal importance is the other elements of your website.

We use clean modern design on all of our sites, because it looks nice, we also use value propositions and social proof everywhere on our site builds. We believe though that just using them isn’t enough, you need to present them in such a way to draw the eye. Because their psychological impact hinges on them actually being viewed. The design of those elements is based on the psychological understanding we have garnered from studies and our experience of purchase decisions.

 

You Know Your Prospects Well

You know your prospects equally well, you understand what drives them and what converts them to Patients. Treat your website as an extremely important facet of your brand. Using the understanding that I know you have, make sure your website appeals to your prospects, make sure your website answers the needs of their underlying psychology.

Because your website is playing an ever-growing part in the success or failure of your business and business is tough enough without the added complication of you sabotaging yourself with bad website design.

About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think