4 Tips to Improve Your Pharma Brand Website
Driving droves of traffic to your website but seeing high bounce rates? That’s not an uncommon problem in the pharma industry. So what can you do to keep HCPs and patients on your site longer?
Focus on site speed, modernize, optimize for mobile, and leverage irresistible digital stories.
These are the keys to unlocking your website’s value.
1. Ensure your website loads quickly
Site speed is essential to successfully combatting high bounce rates. A page that loads too slowly will cause visitors to drop like flies.
Did you know that “one in four visitors would abandon a website if it took more than four seconds to load.” That’s 1/4 of visitors lost over something fixable.
Your likelihood of being ranked high on Google also plummets with your load time, limiting exposure to your target audience.
What can you do to speed things up?
Our web developer Abby Kelly has some sage advice for those looking to optimize website loading times: “Using a CDN to host our site's images, minifying our CSS and JavaScript, and using a caching plugin are some of the most essential actions we've taken to address this issue."
2. Modernize your website
The modern website is easily navigable, eye-catching, sleek, and often takes a “less is more approach” to its design.
Pharma tends to lag behind the trends, but you don’t have to. It doesn’t take much to enhance your website.
Cluttered, copy-heavy websites are outdated. Obviously, there’s a certain amount of content that can’t be avoided when it comes to pharma brand websites, such as important safety information, but if you properly organize and condense such information, you can still capture and hold HCP and patient attention.
Our web designer Erin Sherrill speaks to how you can best design your website for seamless use, “With all of the important information presented to users, visual hierarchy and easily navigable sections are vital to making sure the user can see large overarching claims first, followed by the details. By taking this approach, users will be able to absorb key messages even if they only spend a short amount of time on-site.”
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Cambrian is a stellar example of a modern website done right. Its homepage is striking but simplistic. It has distinct sections with bold, unmissable headers. It uses visual aids and includes copy sparingly.
Improving your website UX is a crucial step toward modernization. HCPs and patients want to find the information they’re searching for with ease. They don’t want to scour your site only to get lost in wordy text blocks.
3. Optimize your website for mobile
Your website should be just as user-friendly on mobile as it is on desktop. As a society, we rely heavily on our mobile devices. HCPs and patients are no different.
Even back in 2013 HCPs were utilizing mobile: “66.7% of HCPs indicated that they currently access medical/drug information via a general mobile application.”
If HCPs and patients choose to access your site via mobile and it doesn’t hold up, they’ll take their business elsewhere.
We all know what a suboptimal mobile experience is like. It involves a lot of zooming in, repositioning of one’s phone, struggling to access obstructed copy, etc.
Optimizing your site for mobile should not be seen as an optional measure. It should be viewed as a necessity.
4. Add snackable digital stories to your website
When HCPs and patients enter your website, they’re expecting more than a smooth user experience, they’re expecting value.
Digital stories offer unmatched value, combining emotion-evoking storytelling with interactivity and data-driven personalization. Plus, they feel like social media, appealing to the modern HCP and patient.
Our Story WebFrame allows you to add multiple digital stories to your homepage to increase user engagement and encourage HCPs and patients to take more high value actions.
Instead of quickly leaving your website, HCPs and patients can be enticed to stay a while, clicking through your digital stories to learn more.
There you have it. Improving your pharma brand website only takes a few steps. Once you’ve pushed these changes, you should notice an uptick in high-quality traffic.