Clinical Websites

Clinical – Why?

One of the signature features of our websites is how clean they are, because readers really like clean. Put it like this: if someone's found 20,000 webpages on a detailed search, you've got a few seconds to grab their attention and show them what they want. If they don't find it quickly, they're off to the other 19,999 places that might look after them better.

Cluttered, multi–coloured pages full of text and distracting images were once all the rage. We call them ‘Look what I did on Photoshop’ sites. Some web designers still think that these sites look good and do well on the search engines: they don't. It's not landings that count, it's clarity and conversions.

The content is the only reason for a webpage. The design must lead the reader to and through the content, and keep out of the way.

Clinical – How?

Text is easy to search, says what it needs then shuts up. White space is common.

• Typography — font choice and formatting are chosen carefully for clarity.

• Colour schemes are simple and colour helps the reader, not distracts them.

• Layout displays content in the clearest way and guides the reader.

• Images are high-quality and support the message of the page.

• Technologies are chosen well. To the reader the site works cleanly and quickly, and holds their attention; there is a seething mass of hidden technology to make things work so well.