Great veterinary website design is about turning a website visitor into a clinic visitor. In this article, we will teach you a few basic ideas on how to approach your website’s design scientifically and with remarkable simplicity.
Design has just as much to do with psychology as it does computers. In fact, designing veterinary websites without understanding human behavior is like treating disease without understanding germ theory. The scientific approach to website design is about what makes a person open a relationship with your veterinary clinic. This is called response-based design, as it prioritizes the internal response created instead of the website itself.
Through brain scans neuroscientists have discovered that the limbic system controls decision making. This means decisions and our emotional responses are deeply intertwined. Your first task should be to think about what kind of emotional response you want your patients to experience.
There may be several, but a couple good responses to aim for are trust in you and compassion towards animals. Trust is the necessary condition for us to want to open a relationship with you. Compassion for animals is what heightens motivation to take care of our pets. If you’re able to simulate both of these emotional responses on your veterinary website, you will be extremely effective at turning website visitors into clinic visitors.
We like to say that great design is invisible – it makes you forget that you’re even on a website in the first place. In the past, websites tried to show off with flash animations, distracting text scrolls, and other gimmicky effects. It was distracting and not very effective at creating a powerful response in the viewer. Nowadays, modern design is much more about bold pictures, beautiful typography, and an elegant minimalism.
Remember, technology changes quickly, but people don’t change much at all. We want to feel like we know you, we want to trust you, and we want an easy way to start the relationship.