A good website design is one that combines user experience, conversion rate optimization, branding and SEO. Striking a balance between each of these aspects certainly isn’t easy, particularly when it comes to decisions that might improve a certain aspect like SEO but also take away from overall site branding or uniformity.
Health and wellness is a particularly tough industry for web design. Not only do you have the usual goals of driving sales/leads/traffic, but you often have specific legislation and advertising rules to follow.
One example of this would be pharmacies, which are heavily regulated and therefore require very custom designs to effectively reach their customers.
A website in this industry will need to clearly showcase a brand’s trust, competence and credibility while also delivering a competitive experience for its users. Below, we’ll be taking a look at 15 sites that have accomplished just that.
What Makes A Good Website Design In Health & Wellness?
Of course, the success of a health and wellness website will be judged using the same criteria as any other website (usually bottom line sales/leads/traffic). But below we’ll go into detail on some of the key factors that are unique to this industry.
This is huge for most sites in the health space. Most health and wellness sites will be operating in delicate spaces, whether that be around healthcare, medication, support, fitness, injuries etc. Viewers need to feel safe when they visit your website, with a brand’s capability and expertise clearly showcased.
The issue here is, while you may be providing some of the best, safest and most effective services in the world, you might not be conveying that to your customers. This is where trust signals such as industry certifications, video content and ‘our team’ sections can become really useful.
This refers to expertise, authority and trustworthiness, all of which have been a focus of Google’s recent algorithm updates and are therefore very important for SEO. Not only do you need to showcase your brand’s expertise to users but it also needs to be clear to Google and other external bodies for optimal marketing performance.
Improving in this area can be achieved in many ways, but one of the best is providing viewers with the best possible content that’s backed by research and studies. An example would be featuring transformation stories for personal trainers (video content) or linking out to unbiased research studies on the product page of a medication/treatment.
Tone of voice and content format is a real consideration for health and wellness sites. Viewers need to feel in safe hands when they consume your content and you want to avoid confusing viewers with funky design elements or confusing page layouts.
The key here is to convey your message while keeping messaging simple and easy to understand for anyone visiting your website.
Staying on the theme of trust, a website that has a solid security infrastructure is going to be important. Not only should you have advanced security (no, a SSL certificate isn’t enough) but you also need to make that clear to your users.
Include plenty of trust signals throughout the checkout or sign-up process. Even small touches like offering a wide range of payment options and clearly displaying this on your website can create extra peace of mind.
Last but not least, health and wellness sites are going to want to be accessible to all users on all devices. Particularly if a website is targeting an older market, accessibility and fast load times will ensure users don’t become overwhelmed or confused throughout the conversion funnel.
Beyond responsive design, a health website should offer an almost perfect experience on both mobile and desktop (desktop views are often higher in this niche) while maintaining a uniform design as much as possible.
MyFitnessPal uses a very clear structure and navigation that will almost certainly be generating an impressive conversion rate. MyFitnessPal have been able to strike the perfect balance of showcasing their brand and flair while also keeping their site very simple and functional.
An interesting feature is the lack of dropdown menu items within the primary navigation. This is a large site with plenty of content, but the company has opted to keep the navigation simple with just a handful of options related to their main service offerings.
Another key feature is the use of search bars within the website. Many of the key landing pages of the site begin with an above the fold search box which will make navigation very easy for users. This avoids users having to scroll and browse long pages to find what they’re looking for when a simple search will suffice.
mindbodygreen is a website that provides lots of informational articles as well as wellness-related products. This website handles huge amounts of daily traffic and does a great job of funnelling these users into s sales funnel while providing extreme value.
The about page is of particular interest, with the company’s experts clearly listed, showing the user that the content they’re reading has been developed by genuine professionals. The site has been segmented into different sections, with each section having a unique design and style (as seen below for the ‘movement’ category).
Another feature to note is the site’s use of a separate subdomain for its ecommerce shop. This allows for a slightly enhanced design and experience that’s better geared towards driving conversions and showcasing trust, just look at the depth of this product page as an example.
Real Food Dieticians is a website brimming with recipes and nutrition advice that links to partner companies and products, generates subscriptions and advertises some of its own unique products.
The way information is presented on the site is beautiful. Content is presented with beautiful imagery and users are given key information in a clearly structured template. For example, this recipe is packed with images, video content and content formats that keep a user engaged and help to reduce bounce rate.
The structure of the site’s homepage is also a really solid structure for content-first websites to replicate. A snapshot of the latest content can be viewed above the fold, but one scroll down reveals a detailed search field for easy navigation, followed by detail on the team behind the website to showcase their expertise and link to the site’s detailed about page.
This UK-based gym chain has seen incredibly quick growth and has opened hundreds of gyms across the country. Their online experience supports this growth with a very functional and focused design.
You’ll notice how the homepage uses a very limited navigation, instead focusing on the companies four key selling points before pushing users into the lead generation funnel. The ‘find a gym near you’ maps feature begins above the fold for a reason, this feature is clearly very beneficial for conversions and generates the best results in this position.
The checkout process is also something to experiment with. You’ll notice how incredibly quick each stage of the checkout is to load and how this is combined with very clear pricing options that make different membership levels very easy to understand.
Healthline is a very strong informational website that performs very well in search and clearly has Google’s trust. This site even outcompetes many ecommerce companies for product-focused search terms as Google values its content so highly.
The beauty of this website is how it structures a vast amount of content. In fact, Healthline has created content hubs, such as https://www.healthline.com/migraine that are used as a home for a specific topic or condition, hosting all related articles and content for this specific topic.
This structure not only enhances user experience but is also very powerful for SEO, as certain sections of the site are clearly focused and can become authorities on certain keywords and topics, thanks to their concentrated relevance.
Bulk (formerly Bulk Powders) is a very fast growing and renowned ecommerce website for fitness supplements and healthy foods. Bulk uses a very simple but effective ecommerce experience to generate sales and also does very well in attracting returning customers.
This is a real example of how to use deals and discounts to increase conversions. While browsing the site or a specific product, you’re likely to receive some form of discount voucher that can often be the deciding factor in a completed sale versus an abandoned cart.
The product page experience has clearly been through rounds of development and testing. Just look at how product page descriptions are structured into digestible segments and key product info is kept above the fold.
Men’s Health is a magazine style site that combines detailed content with a solid user experience that generates huge monthly traffic across various topics and categories. This site is slightly unique in its use of a logically organized side menu which helps to structure the wealth of articles across the site.
This site is a lesson in how to keep users engaged and onsite. Each article is followed by relevant article suggestions for further reading and multiple options and pathways to browse new areas of the site. This design, however, has somehow been accomplished without barraging users with different content and has maintained a simple look and feel.
The Yoga Journal uses a calming mix of colours and styles that really put across the site’s brand and mission. The balance of fonts, colours, formats and styles across the site provides a great example in how to translate a brand into an online experience.
The content uses a graphical orientation that’s a joy for users to browse. You’ll notice that there are little to no ads, pop-ups or graphics that could direct the viewer's attention. Instead, the site is clearly structured for a hassle-free experience that really fits the overall tone of the site.
Prevention is another magazine style website that uses a hamburger menu to structure its content. This site does use advertisements and this is clear, but this doesn’t feel too intrusive and seems to be a nice balance of ad placements for revenue while not overwhelming the user.
You’ll notice that the homepage features some products, these are actually affiliate links that direct to Amazon, providing an additional revenue source. The way these products are embedded throughout content and use unique branded images will increase click-throughs drastically and serve as a good example of affiliate marketing.
Lloyds Pharmacy is a high street pharmacy that also has a very strong online presence. The #1 feature of this website is the use of a ‘mega menu’ for the primary navigation. You’ll see how easy it is to find the product you’re looking for using the menu which slowly drills down into specific categories.
This is a great way to structure a large site that features a wide range of products. The product page experience itself is also worth a browse, with a very simple and clear structure that uses accordions to provide detailed information in a digestible format.
Verywell Health hosts detailed medical information and often covers complicated topics with expert-led articles that make medical topics easy to digest. With over 18,000 pages, the website covers a vast range of health and wellness topics with articles written by healthcare experts.
Structuring a vast array of content like this isn’t easy and there are multiple approaches that could be taken. Verywell Health uses a somewhat unique ‘A-Z’ section that makes it very easy for users to find content on their desired subject. This is clearly listed in the main navigation and makes browsing the site a breeze.
The site’s about section is a good example of displaying expertise. This section includes two detailed pages that clearly show how content is reviewed before it's published, going into detail on the site’s editorial process for peace of mind.
Self is a magazine website that features health news and useful content across beauty, fitness, food and other related topics. The main topics of the site are clearly displayed via a very simple main navigation and once a topic is selected, the user is presented with a content hub that includes additional filtering options.
Content is structured logically with simple and effective layouts. Tactics to keep users onsite have also been implemented, offering related articles and new topics for users to browse when they reach the later sections of an article.
Muscle & Fitness is a perfect example of how to make a content-first experience feel completely unique and branded. Fonts, colours and layouts have been carefully considered, resulting in a completely unique experience that will help to generate return visits.
This site goes the extra mile to provide maximum value and leave a lasting impression. Lots of content pieces are accompanied by printable workout plans or custom-made videos that can provide lasting value to a user, well after the initial visit.
Fitbit’s ecommerce layouts show how minimising choice at the early stages of the sales funnel can help to provide a clean experience and provide a more engaging user experience. Each product category has a very unique design and feel, accompanied by product-related accessories and content for further browsing.
Very linear product pages use a combination of video and very high-quality imagery to showcase products and highlight the unique features of each device. To make the product range even easier to understand, Fitbit has included a quiz in the primary navigation that helps users decide which device will best suit their needs.
Graze is a customisable subscription box for healthy snacks. The website has a very unique style and some key features to help explain the service. Just below the fold is a simplified ‘how it works’ section followed by TrustPilot reviews that instantly reassure users of the quality of the product and exactly how they can benefit.
Another interesting aspect of this site is how individual products often have their own logo, colours and styling. This helps to differentiate the different products but also gives an indication of the level of care and personality that is put into each and every food combination.
To summarise, there are lots of different ways to approach web design in the health and wellness space. Some of the key features we’ve seen throughout the websites above include:
Clearly structured navigation
Simplified product pages and checkouts
Reassurance and trust signals within content (including team sections and author bios)
The use of video content and cleverly structured page layouts to make detailed content digestible
Unique experiences for different elements of the site, often using unique navigation and structures for ecommerce vs. informational pages
If you’d like to develop a web design for your health and wellness business that uses some of the features we’ve listed above, browse our web design services.
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