How happy are you with your pediatric practice website?
Does it elevate your brand? Drive in new business? Attract qualified jobseekers?
Website quality is critical because parents searching for your services will judge the quality of your practice by the quality of your site.
Websites are so important, in fact, that 77% of consumers search for a company’s website before visiting a business.
If the site doesn’t inspire trust, parents will look elsewhere. That’s because 85% of consumers will only consider a brand if they trust the brand.
If you have questions about your website, keep reading.
We’re going to unpack the essentials and benefits of a great pediatric website right here.
What a Great Website Will Do for Your Practice
A great website has two critical functions for pediatric practices.
First off, it serves as your brand ambassador. It’s the online equivalent of your brick and mortar clinic and has to be every bit as good as your practice.
Second, your website drives new business into your practice through marketing and sales best practices.
Healthcare professionals, though, are sometimes uneasy about adding a bit of salesmanship to their sites.
But when skillfully done, the salesmanship blends seamlessly into the site and impels site visitors to reach out.
Lead generation is so important that marketing analysts use it as the top metric for judging a site’s performance:

Source: HubSpot 2023 Web Traffic & Analytics Report
If your site isn’t creating demand for your services, it’s not helping you or the families who need your help.
Great Websites Include These Commonalities
While websites comprise many different elements, in our experience, exceptional sites have these common denominators:
1. Smart Marketing Strategy
How do you make a site that elevates your brand while driving in leads? That takes a marketing strategy tailored to your practice’s goals and business model. Each practice is unique.
Some practices, for instance, live off physician referrals while others want to focus more on direct access. Others may want to expand their services or target market, such as treating adults, too.
Whatever your goal and business model, your site’s marketing strategy must forward both.
2. Clear, Compelling Content
Great websites speak to the needs of the target audience in relatable language. The words are fresh, engaging and aid the user’s comprehension. Corporate-speak, overly technical jargon or lifeless copy won’t resonate with parents and caregivers who urgently seek solutions for their kiddos.
The content would also be well-organized, so site visitors can intuitively find the info they are looking for.
3. Striking, Uncluttered Design
A great website design will immediately grab and hold the site visitor’s attention. It not only informs a site visitor’s impression of the practice, it uses design principles and techniques to help convert visitors to leads.
The essence of a great pediatric website design comprises these elements:
- Custom logo, color and fonts: A practice’s brand (personality) is conveyed by its logo and its site colors and fonts which should be carried through the design. Here is one of our pediatric client’s logos with the practice homepage. You can see how the logo and homepage design work well together:

- Striking imagery. High-quality, real-life photos create a positive emotional connection between the site visitor and the practice.
Here’s an image from one of our client site’s that we used on her homepage beside her Mission Statement. This real-life picture of this adorable patient speaks volumes and creates a positive emotional response a stock photo never could:

When using real-life images just isn’t feasible, find stock images that are as true to life as possible
4. Professional Videography
If you have any doubt of the popularity of online videos, look at YouTube’s numbers. It’s the second most visited website in the world with 71 billion monthly visitors.
Video is not only wildly popular, it brings a return on investment. In fact, the vast majority of marketing professionals report video has helped them generate leads and increase sales and web traffic per a 2023 survey.
As for online video consumers, this same survey showed:
- 89% want to see more videos from brands.
- 87% say video quality impacts their trust in a brand.
- 82% have been convinced to buy a product or service by watching a video.
Pretty compelling numbers. So, how can you use video on your site?
Video Uses for Pediatric Websites
While there are many ways to add video to a pediatric website, great sites have a professionally shot “Welcome” video on their homepage.
As you may guess, a Welcome video is just that: it introduces site visitors to your practice, its services and their benefits. It’s a highly effective, immediate and more intimate way to familiarize parents and caregivers with your company.
As an example, here is a Welcome video we made for one of our clients Rebound Physical Therapy:
There’s lots to know about the uses of video marketing for private practices. For a deeper dive into this topic, check out our blog post “What Every Business Needs to Know About Video Marketing.”
5. Local SEO Strategy
You may think of local search engine optimization (SEO) as using popular search terms in website content to climb to the top of Google search rankings in your area.
While it’s true keywords are part of local SEO, that’s just one piece of a highly technical and complex puzzle. When it comes to SEO implementation, most of the action takes place “under the hood” by your web developer.
There is no need for any practice owner to master the ins and outs of local SEO. All you really need to know is that 32% of American consumers search for local businesses multiple times per week, 24% at least once per week and 21% daily.
Frequency of Online Searches for Local Businesses

Source: Statista
If you want your site to be found by Google searchers, local SEO is the way to go.
6. Technically Sound Foundation
The greatest pediatric site on the planet will lose visitors if it’s slow, glitchy, mobile unfriendly, inaccessible by people with disabilities and more. These are all technical aspects of your site that must be fully cared for and maintained.
Common Pediatric Practice Website Mistakes
Now that you know what makes a great website, it’s just as helpful to know what makes a poor one. In our experience, bad websites suffer from these mistakes:
- Confusing navigation. “Website navigation” refers to all the elements that help site visitors find what they’re looking for quickly and easily. Poor navigation makes it difficult for users to find what they need. One example is having a nonstandard navigation bar, such as one that is vertical or too far down the page to easily see. Another example is having too many links on the nav bar giving the user too many options which can be confusing. There are many navigation pitfalls that can plague a website and drive away users.
- Rudimentary, amateur design. Did you know that site visitors form an opinion about your site in 50 milliseconds? That’s five one-hundredths of a second and the total time you have to capture their attention. The number of poor design choices are nearly infinite: cluttered, overly busy pages or plain, lifeless pages, hard-to-read fonts, too-small fonts, too-large fonts, harsh colors, too many stock photos, poorly arranged text and images—you get the idea. When you have a fraction of a second to impress, the design has to be tops.
- Bad copy. Once you’ve got the user’s attention, you have to keep it. Good copy will do that; poor copy won’t. Errors can include poorly organized copy, confusing language or incomplete descriptions (omitting what the treatment is, how it works, its benefits and outcomes). Badly written copy will fail to engagingly present your services and core values and thus, elicit no response.
- No local SEO strategy. The best website ever won’t make any difference if users can’t find it online. Low online website visibility stems from no or incorrect local SEO including programming errors, omitted geographic modifiers in site content and “under the hood” plus several other goofs that can render your site invisible to Google users.
- Poor performance. Internet users are unforgiving when it comes to slow-loading websites. They’ll simply leave and head to a different site. Slow site performance can stem from a variety of issues: poor programming, network issues, storage errors and other technical factors. Regardless, a sluggish website will rapidly drive away users and keep them away.
The reason many websites are flawed is because DIY website platforms make building a web look easy. And it is easy to build a bad website, but not a good one, let alone a great one.
What’s involved in building a great site?
What It Takes to Make a Great Pediatric Practice Website
Building a great website is very much like building a great house—it takes a combination of skilled trades. You’ve got contractors laying the foundation, drywallers, roofers, carpenters, electricians, plumbers, HVAC contractors and more. To make sure it all comes off without a hitch, you’ve got a general contractor running the show.
The same is true of a website. To build a great website requires various skilled technicians. An SEO analyst is needed to develop the right local SEO strategy. A pro web designer is needed to create an alluring design. Top-notch copywriters have to deftly describe your services and core values. A technically proficient web developer then puts it all together on a solid, stable foundation. A great website, like a great house, is the seamless blend of technical proficiencies that elevate your brand and bring new business to your practice.
This brings us to the final component of a great practice website.
Great Websites Provide a Great User Experience
Website mistakes like those described above make for a poor user experience. By “user experience,” we simply mean a website site that is intuitive and easy to use.
A great user experience makes site navigation a dream. You can easily find what you need, the content is clear and concise, and the design appealing with fast-loading pages.
User experience is so important that sixty percent of consumers will abandon a site due to a poor user experience.
How Does Your Practice Website Measure Up?
Now that you know the elements of a great pediatric website, take five minutes to assess your own site by checking the following points:
- Does the site immediately tell the site visitor what your practice does, its location and how to reach out?
- Is the site visually attractive and appealing?
- Does the site have clear, complete pages which describe your services?
- Does the site focus attention or is it distracting?
- Are there prominent calls to action that direct people to reach out for your products or service?
- How do you rank on Google? (For the most accurate test, try BrightLocal’s free Local Search Engine Results Page Checker.)
- Is your site technically sound? (Check your site’s technical vital signs at PageSpeed Insights.)
Get a Free Deep Dive Website Analysis
We realize we’ve given you a heck of a lot of info here and we hope it helps you reach your practice goals.
If you would like an objective view of your site as your practice’s brand ambassador and lead generator, reach out to us for a free Deep Dive Website analysis.
You’ll get a full report with specific recommendations–no obligation, no strings attached.
Schedule your free Deep Dive Website Analysis by calling (314) 690-1575 or using our online Contact form.