Just like that box of breakfast cereal sitting in the cupboard, your website has a shelf life. New technologies and design innovations increase user expectations and if you’re not keeping up, you risk having people thinking you’re out of touch. This is particularly important in the elder care industry, because if people see an out-of-date website, they may get the impression you’re not investing in the latest innovations in patient or resident care, are letting senior living spaces deteriorate, or ignoring the latest advances in medical research.
Generally speaking, a website design has a shelf life of about three years. However, this doesn’t mean you can ignore your site during that time. You should consistently be adding new material and information, which keeps your site relevant. Search engines love fresh content, which may improve your ranking when people search for you online.
So if you’re due for a redesign, what new and exciting design elements should you be looking at? What are the latest cutting-edge technologies that will attract people to your site? Well, that’s where the waters get a little murky. As with all works of art, beauty is in the eye of the beholder. Many tout the benefits of “flat” design (no drop shadows, gradients or other 3D effects), while others say it’s already passé. Others insist that a full-screen image is the way to go, while others like a fixed width layout. The truth of the matter is that good design follows that long-established rule: form follows function. Simply stated, your website’s design should facilitate what it is you want your visitor to do – do you want them to become a member of your association, take a tour of a senior living community, or contact you for more information? All good websites tell a story and a good design supports your story, engages visitors and motivates them to take action.
That being said, here are some universal principles that never go out of style, as well as a few trends in design we are particularly fond of.
Originality
One thing hasn’t changed. Good design is modern and original. This will not only help you break through the clutter and get attention, but something that seems fresh and new creates a more positive user experience. One way to achieve this is to use high quality custom photography. While this may seem prohibitively expensive, a day-long shoot, in the long run, may save you both time and money over stock images and will help keep your site looking original much longer. Another way to create originality is using short video clips that demonstrate a benefit you provide your members or clients.
Responsiveness
Simply stated, responsive design is a design that works well regardless of what device being used. As more and more people are using their smartphones and tablets to access the web, if your site isn’t optimized for mobile devices, you’ve lost a large share of your audience. A responsive design looks good and provides ease of use across multiple platforms.
Simplicity
Regardless of the devices they’re using, Web users are usually looking to get information in a hurry. Keeping your design simple may allow your site to load more quickly. This is important because a recent study showed that a one-second delay in page loads resulted in 11 percent fewer page views, a 16 percent decrease in customer satisfaction and a seven percent loss in conversions. A simple design also allows users to move through your site quickly, creating a better overall user experience.
Visual appeal
This seems obvious, but it’s critical that your site have a strong visual appeal. Great visuals can help tell your story, establish your brand, and drive traffic to your site. This can include photos, videos, infographics and illustrations that draw a visitor’s attention and keep them engaged. The longer a visitor stays on your site, the more likely they are to take desired action.
Scrolling instead of linking
With the increase of people accessing the Web through mobile devices, good web design needs to create a positive user experience across many platforms. Simply put, it’s easier for users of mobile devices to scroll through a page as opposed to constantly having to click on a link to get the information they’re looking for.
Large, unique type
Type is a major part of design. Because of this, it’s important to choose a unique font – one that looks good on desktops and mobile devices alike – to avoid looking like everyone else. Also large type is in. It’s not only dramatic, it makes it easier for people to read on mobile devices.
If you would like to help ensure your website is up to date and doing everything it could to attract visitors, rely on our more than 25 years of experience in the senior care communications business to create the perfect website for you. We’ll make sure it’s optimized for mobile devices, search engine optimization, and tells a compelling story.