- Your online presence is a process of constant iteration and refinement
- Define success criteria and evaluate content performance regularly
- Switch up your content regularly to find the best results for your audience
Your life science website is always a work in progress
It’s the same story again and again. You designed your website, filled the pages with engaging content aimed at your target audience, and you have a blog to showcase interesting insights and resources for your customers that you update regularly.
That should be all I need, right?
We hate to be the bearers of bad news, but it’s better to bust the myth early on that website projects have clear start and end dates. Website design is an ongoing process.
Once Arttia Creative has built your website, you need to monitor its performance over time to see what is working and what is falling flat. After identifying the problem areas, we can start tweaking, adapting your content to get the desired results.
- Observe the performance of your website pages
- Determine the causes of any poor performance
- Implement a strategy to remedy the problem
- Observe the performance of your revised content - repeat from step 2
Website curation in a dynamic world
People, products, markets and technology are always changing, and your website must always be in flux to reflect that. Too much change can be confusing to regular visitors, but trying out new approaches over time, seeing what gets more traction among your audience, allows you to iterate the design of your website in a measured and informed way.
The type of content your audience will engage with is informed by their personal preferences and needs. Do they prefer:
- Written content
- A combination of the above. What is the ideal combination?
Especially in the healthcare space, are your audience patients and do they have specific requirements such as audio or sign language options? This will help inform the content you create and how you showcase it.
Products are always changing too. As you iterate the solutions you provide to customers, why not iterate how you present the benefits of your solution on your website? How will you catch people’s eyes? Why is it better than what came before?
Markets and technology are always changing too. In healthcare, a big push towards digitalisation, data integration, and adoption of electronic tools is having an impact on the types of content that the audience seeks and how they prefer to consume that information.
Where life science websites can go wrong
The cardinal sin of life science website design is treating it like a time-limited project and not a living document. Failing to observe the performance over time can negatively impact your reach among the target audience.
There is no ‘final version’ of your website.
As the old maxim goes, that which gets measured gets improved. Observing which pages perform well - e.g., get attention from your audience - will tell you which areas need to be redrafted or updated.
Conversely, by identifying which pages perform well, you may be able to apply the elements of success on other pages.
Treat your website like an ongoing project
The most successful websites concentrate on their visitors, focusing on addressing their needs and acting as a life science resource center. This customer-centric approach benefits most by tweaking your website content constantly to fine-tune conversions based on anonymous visitor data and achieve the best results. So where do you start?
Observe the performance of your website pages
There are several metrics you can use to measure performance, but some will also be specific to your organisation especially where Call-to-Action's (CTAs) are involved. Here are some examples:
- Web traffic
- Direct engagement
- Search engine ranking
- Blog post engagement
- Returning visitors vs new visitors
- Number of pages viewed by user per visit
- No increase in the above despite promotions
Consider utilising your web design specialists (Arttia Creative) who can keep track of these metrics, diagnose the issues, and perform the necessary course corrections to improve performance.
Determine the causes of poor performance
So why are these metrics underperforming? Some common reasons behind it could be:
- Difficult or unclear navigation
- Poor landing page design
- Blog topics not resonating with your audience
- Writing style generally not resonating with your audience
- Content and Call-to-Action's not connected effectively
- Call-to-Action's not compelling enough
Observe the performance of your revised website and repeat!
There are a vast array of tools, plugins, and apps to observe the analytics of your website, so talk to your web provider to gain access and improve analytics tracking. If, after a redesign, it appears that your customers are still struggling - such as not returning or downloading content - you may need to refine even further.
The content that you create is only as good as the day you publish it and should be updated continuously to remain relevant. This doesn’t mean discarding the old content, repurposing old content that has resonated well is a tried and trusted technique that helps generate new engagement. Everything must be tweaked over time to get the best results, keep up with modern trends, and build a truly useful life science knowledge area for your audience.
Remember that a website is essentially a living document that must be cultivated and improved upon with feedback from the audience and analytics. If they are not engaging, you need to re-think your approach, from layout to the types of content you are producing.
- Iterate your website design in a scientific way by analysing where your website performs well and is struggling.
- Determine the cause of the problem by reviewing your content’s tone, format, and visibility on the website
- Create a mitigation strategy to address clear issues by tweaking the website design and layout, and playing with the tone and format of content
It is important to recognise that curating and optimising a website is a full-time job. It requires specialist knowledge of web design, search engine optimisation, life science article writing, and biotech marketing. This is not a one-time project to update your web page, so choose a web designer who understands your field of expertise and the needs of your audience who can help you develop a winning website.
Arttia Creative is an unrivalled, specialist company in life science communication, brand creation and web design. We can help you create all your content resources, iterate your web design, and develop new content opportunities.
We can create a publishing plan and optimise your content for maximum visibility online. Whether you need to bring in partners, investment, talent or launch new products, we can tailor your content and website for all audiences in Biotech, Biopharma, Healthcare and MedTech.
Belinda White | Creative Director
FREE 50-Page Guide. How To Take Your Biotech or Life Science Website To The Next Level.
Let me show you how to take your Biotech or Life Sciences website to the next level. Driving business growth.
Download our FREE 50-page in-depth eGuide which shows you how to increase quality leads from your website and create outstanding digital marketing for your Life Sciences or Biotech business.
"An exceptional resource on how to represent your life science business online. It stands out as a practical guide on how to use your website as part of a marketing mix specifically to engage with life science customers."