A Web site is the front door to a business or organization. Just like a brick-and-mortar building, it must be designed to encourage entry, as well as to direct visitors to a particular location within the building. By including certain features within a site, as part of its design, visitors will be encouraged to return again and again. Some not-to-be-forgotten features include:
Provide user friendly contact information. An example would be to list the name of the institution, its address, and its main telephone number on the bottom of each page of the site. A contact page should be created which also include this basic information, as well as the addresses (if different) and telephone numbers of each department within the institution. The names of physicians on staff could also be listed. Encourage users of the site to provide feedback by creating a page designed for their input, which includes user identification, in order to add improvements to the site.
Use self-explanatory, clearly defined links to each section and page on the site. If the site is large, list main links to sections on the site home page, providing links to the pages within a section on each page within the section. Place a link to the home page on each page of the site. Since it is referenced by site users to quickly locate specific information, a site map is also a must. Other than the site map, make sure that the links are displayed in the same style and location on each page and that they function properly.
Use the site to educate the public about services and programs available. Factual information, provided by organizations, such as the American Cancer Society, can help explain why certain services are offered. By listing the possible symptoms related to a particular disease, for example, as well as listing ways to prevent its existence, site visitors can obtain health information which they can use, including how to access offered preventative or restorative services. If the site educates, users will visit it more often, increasing the visibility of the site and the institution.
Use graphics and photographs to illustrate concepts of importance to the institution. Make certain that the images chosen embrace the site visitor, no matter what site topic is discussed, in order to impart the concept that the visitor is important to the institution. In the case of a pediatric facility, for example, the use of kid-friendly, cartoon-like figures throughout the site, to reinforce topics, would non-verbally underscore the importance of children. Include a current photo of the institution, as well as photos of individuals who could be patients. Be creative. Try posing staff members in photos in a style reminiscent of a medical television program, which may be popular in the area in which the institution is located, in order to reinforce positive images which the site user may already possess.
Make the words used on the site non-technical. Define any terms which simply must be used. By making the site conversational in tone, a wider range of users will be attracted to the site. If the institution resides at a location where a language other than English is also widely used, make certain to offer users the option of some information in the given language. Impart information on the site clearly and concisely. A user, who does not understand the message a site is trying to convey, is unlikely to return.
Just as a revolving door encourages visitors to re-enter a building, Web sites should solicit site visitors to return. Making changes to a site, on a regular basis, helps a site remain fresh. No one wants last year's model. By updating certain features within a site, as part of its design, visitors to the site will return again and again.