5 key features your health tech homepage should have to build trust and inspire action

By Bridget Saroff

You know what they say about never getting a second chance to make a first impression. That’s true for websites too. Your website’s homepage is often the first impression someone has of your business. It’s more than just a digital billboard; it’s a critical touchpoint to engage potential clients and guide them toward meaningful action. For health IT and healthcare software companies, credibility and clarity are paramount, so the stakes are even higher.

It’s more than just a digital billboard; it’s a critical touchpoint to engage potential clients and guide them toward meaningful action.

To make your homepage a powerful engagement tool, here are the top five features: 

01. Compelling messaging and creative in the hero section

The hero section of your homepage — the first thing visitors see — should immediately grab the attention of your target audience. The goal is to captivate visitors and encourage them to explore further. Be sure to feature a well-crafted headline that identifies the problem you solve in the industry. Use concise, benefit-focused language that speaks directly to your audience’s needs and pain points. For health IT companies, it could look something like this: "Streamline Your Hospital Operations with Cutting-Edge Software" or "AI-Driven Insights for Smarter Patient Care Decisions."

Enhance this message with high-quality, relatable imagery or a video that demonstrates your tool in action. For example, a short video visualizing how a hospital management system simplifies workflows can immediately capture interest. 

02. Include social proof before the scroll 

Showcasing social proof prominently on your homepage is a key way to build trust in your target audience. Position these elements before a user scrolls down the page in order to reassure visitors of your credibility without making them search for it. You can accomplish this with a callout in your hero creative or a section directly below the hero.

Examples of social proof include:

• Customer reviews: Highlight testimonials that reflect your expertise and impact. For instance, a testimonial from a CIO praising your EMR integration platform can add significant credibility.
• Logos: Display the logos of respected clients, partners, or certifications. If your health software is used by major healthcare organizations, showcase those logos front and center.
• Statistics: Feature numbers that validate your success, such as "100+ hospitals optimized with our scheduling software" or "98% uptime guaranteed for our cloud-based EHR platform."

03. Introduce a clear description of your solution

Your audience should understand what you offer and how it benefits them just by visiting your homepage. Directly below your hero and social proof highlights, include one or more sections that answer key questions the target audience may have. Who is your solution for? What problem do you solve? How do you solve it better or differently than your competitors?

As you craft this messaging, use plain language, avoid jargon, and emphasize measurable outcomes. This ensures anyone who visits your website can understand the value of your services. "We offer telemedicine services," isn't nearly as powerful or memorable as "We enable seamless virtual consultations and reduce patient wait times by 50%."

04. Have an intuitive user experience

A seamless user experience keeps visitors engaged, increases time on site, and improves the chances of conversion. Here are a few ways to ensure intuitive navigation on your homepage:

• Guide users to action: Direct visitors to explore your homepage content with subtle visual cues, such as arrows, buttons, or strategically placed whitespace.
• Responsive design: Ensure your homepage functions properly across desktop, tablet, and mobile devices. Healthcare decision makers are busy and may browse sites on the go, so mobile optimization is paramount. 
• Clear menu structure: Organize your navigation bar with straightforward categories like "Solutions," "Resources," and "Contact Us" so the user can navigate to learn more about your solution and company. 

5. Include a compelling call-to-action (CTA)

A great homepage will inspire action — but only if your call-to-action (CTA) is clear and compelling. Whether you want users to schedule a consultation, download a resource, or sign up for a newsletter, your CTA should:

• Be visually prominent: Include the CTA button in the main navigation on your site as well as appropriately throughout the sections of your homepage. Be sure the button is a color that stands out from the rest of your page. 
• Use action-oriented language: Craft a message that’s unique to your business goals, but inspires action. “Book a Demo Today” or “Claim a Free Quote” both work.

A well-crafted homepage has the power to engage visitors and drive them to action. By incorporating a compelling hero message, social proof, benefit-driven messaging, an intuitive user experience, and a strong call to action, your homepage will resonate with your audience and drive meaningful results.