The Power of a Modern Website for Health Businesses: Why It's Time to Upgrade

Words by
Lorraine Wong
Written on
September 12, 2023
Last updated on
September 12, 2023

A modern website has become an essential tool for health businesses to thrive. Gone are the days when a website built by a friend or family member is enough to create your online presence. As technology evolves, patient expectations and online competition are on the rise. It's crucial for health businesses to have a website that not only showcases their services but also provides an exceptional user experience. In this blog post, we'll explore the power of a modern website for health businesses and why it's time to upgrade from outdated practices.

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The Limitations of Outdated Websites

Unsecured sites

The "Not Secure" warning on websites is a cautionary message that appears due to security or privacy issues. This label is often seen when a website lacks an SSL/TLS certificate, which encrypts data transmission between a user's browser and the web server. Without this encryption, sensitive information can be vulnerable to interception.

Example of an unsecured site

To address this, website owners should prioritize security measures such as implementing SSL/TLS certificates, updating security protocols, and ensuring all content loads securely via HTTPS. Doing so not only protects user data but also maintains trust and credibility with website visitors.

Missed Appointment Opportunities

Many outdated websites lack the functionality for online appointment booking. This oversight can lead to missed opportunities as patients increasingly prefer the convenience of scheduling appointments online.

A modern website provides a seamless booking system that not only enhances patient experience but also ensures that no appointment slots go unfilled.

Lack of Effective Engagement

Outdated websites often fail to provide clear calls to action, leaving visitors unsure about the next steps. This lack of engagement can result in missed opportunities to connect with potential patients.

Modern websites strategically incorporate compelling calls to action (we’ll talk more about these later), guiding visitors toward actions such as appointment scheduling, locating your contact information, and accessing useful information.

Incompatibility with Mobile Devices

Nowadays, many people are using their mobile phones. Potential patients visiting your site on smartphones or tablets may face navigation issues and slow load times, leading to frustration and potential moving on to another website (perhaps your competitor) instead.

A modern website is designed to be responsive, ensuring a seamless user experience across all devices; this maximizes your reach.

Aesthetics and Functionality

Visual Appeal and Design

Modern websites captivate visitors with visually appealing design elements.

Crisp, clean, and visually engaging designs create a positive impression. For example, a dental clinic's website can use high-resolution images of a bright and welcoming reception area to convey a warm and professional atmosphere.

Here’s a great example from our client’s website. Check out Monarch Pediatric Dental.

Example of using captivating photos to welcome visitors to a website

Intuitive Navigation

Intuitive navigation is key to a modern website's functionality.

Clear and well-structured menus and links make it easy for visitors to find information. An optometry clinic's website, for instance, can have a straightforward menu with tabs for services, appointment booking, and patient resources.

Engaging Content

Engaging content on a modern website keeps visitors interested and informed.

Content can include blog posts, informative articles, and patient testimonials. A mental health clinic's website might feature blog posts on stress management techniques or success stories from patients who benefited from their services.

Enhancing User Experience

Online Appointment Booking

Modern websites provide the convenience of online appointment booking. Patients can choose appointment slots that suit their schedules, reducing wait times and enhancing the overall experience. An example is a physiotherapy clinic's website that allows patients to book sessions with ease. This is easily accomplished through practice management tools such as Jane App or an optometry solution such as Optosys.

Here’s an example from our client’s website. Check out Sea to Sky Optometry.

Example of clear call-to-action to book an appointment

Patient Portals and Communication

Patient portals offer secure access to medical records, test results, and secure communication channels with healthcare providers. For instance, an orthopedic clinic's website might feature a patient portal where individuals can access their X-ray results and send direct messages to their orthopedic surgeon.

Empowering Patients with Resources

Modern websites empower patients with educational resources. These can include informative articles, interactive tools for calculating BMI or tracking symptoms, and FAQs. A women's health clinic's website could provide an interactive pregnancy due date calculator or articles on women's wellness.

Standing Out and Building Trust

Effective Branding

Effective branding is a cornerstone of a modern website. Consistent branding elements, such as logos and colour schemes, establish recognition. For instance, a dermatology clinic's website can maintain consistent branding with a logo displayed prominently and colour schemes reflecting professionalism and trustworthiness.

Here’s an example from our client’s website. Check out Springboard Clinic. Because they understand their patients, there is also an accessibility tools menu on the right menu.

Example of strong branding on a website

Testimonials and Case Studies

Testimonials and case studies build trust with potential patients. Sharing stories of successful treatments and satisfied patients can be a powerful tool. An example is an addiction treatment centre's website featuring personal stories of recovery and testimonials from former patients.

Differentiating from Competitors

A modern website helps healthcare businesses differentiate from competitors. Unique selling points, such as cutting-edge technology or specialized services, should be highlighted. A chiropractic clinic's website might emphasize its use of innovative treatment methods or equipment, setting it apart from traditional chiropractors.

The Path to Business Growth

Digital Marketing Strategies

Modern websites serve as the foundation for effective digital marketing strategies. Incorporating search engine optimization (SEO) techniques ensures that the website ranks well on search engines.

A dental clinic's website, for example, could optimize its content to appear at the top of search results when potential patients search for "dentist in [location]."

Social Media Integration

Social media integration allows healthcare businesses to connect with patients on multiple platforms. Sharing informative content and engaging with patients on social media can foster a sense of community.

A mental health clinic's website might integrate social media buttons, encouraging visitors to follow their profiles for mental health tips and updates.

Our client, Golden Optometry Clinic, share important contact information including social links on the footer of their website.

Example of contact information and social links on website footer

Leveraging Customer Reviews

Integrating customer reviews, especially from platforms like Google or Yelp, is a potent strategy for your healthcare website. These reviews establish trust and credibility, offering authentic insights into the patient experience. They provide social proof of your clinic's quality, enhance SEO, and boost local visibility.

Reviews allow you to address concerns, engage with your audience, and showcase your clinic's strengths. By featuring customer reviews on your site, you not only build trust but also foster engagement and transparency, ultimately attracting more patients.

This is an example of how our client, Nottingham Dental, includes reviews on their home page.

Example of testimonials on a website

Lead Generation and Conversions

A modern website is a powerful tool for lead generation.

Implementing contact forms, newsletter sign-ups, and downloadable resources can convert visitors into potential patients. For instance, a pediatric clinic's website might offer a free e-book on childhood nutrition in exchange for visitors' email addresses, nurturing leads for future appointments. This is also referred to as a lead magnet.

Our client, Monarch Pediatric Dental, offers a reward chart on their home page.

Example of lead magnet on a website


Investing in a modern website is no longer a luxury but a necessity for health businesses.

By upgrading from outdated practices, businesses can elevate their online presence, engage patients through enhanced user experiences, and drive business growth. Embrace the power of a modern website, and take the first step towards a more successful and thriving health business.

Remember, your website is often the first impression potential patients have of your business. Don't let an outdated website deter them. Upgrade to a modern website and unlock the true potential of your online presence.

If you need assistance in building a modern website for your health business, reach out to us.

We can also tell you about a $2,400 grant for businesses building modern websites with online booking functionality.

If you want to better use technology across your business from operations to finance to HR, there’s a $15K grant to help you get started.

Learn about the Canada Digital Adoption Program and check out our guest post on our friend Enkel’s website.

Lorraine Wong
Lorraine Wong
Founder @ Cue North

Helping leaders build great organizations through processes and powerful digital experiences