Image of responsive views of the InnoCare website

What To Consider When Redesigning Your Clinic Website

July 10, 2017 | Article | By: Kerrie-Ann Bernard

You might have already noticed, but we’ve redesigned our website. We wanted to make it as easy as possible for clinicians to learn how InnoCare’s clinic management software, services, resources, and tools help improve a clinic’s efficiency. On the surface it may seem like launching a new website is easy, but a lot of research, planning, and development went into crafting the best user experience for you.

Now, we’re not just writing this post to toot our own horn (so to speak). We want to share what we’ve learned, what we did, and why we did it so that you can apply it to your website design or redesign.


The fundamental difference between art and design is design’s purpose is to solve a problem. This means you can’t design without first identifying the goals of your site. For our website redesign we knew we wanted to:

  • Clearly show what’s included in our new monthly plans  
  • Make it as easy as possible for people to contact us
  • Create easy to use navigation for visitors to learn about our products and services

Computer depicting plans, services, and Charting+ pages of the website

Your goals may be different than ours. For example, your primary goal may be to make it easy for a patient to find your clinic and book an appointment.

Research & Data

Analytics data

We used google analytics to make informed decisions on the new site. With analytics, you can see which pages are the most popular, what keywords people use to get to your site, and what channels people come from to get to your site. This type of research will help when you write your website copy.

Market research

Market research starts by defining your target audience and making personas. A persona is the fictional representation of your ideal client, what they do, what they like, etc. We built several different personas and used them to research how similar companies target those users. We also looked at websites our target users frequently use. From this research, we were able to get a better idea of our users’ expectations, the type of language used to address them, as well as a common style or look websites that target them take.

You can quickly build personas for your clinic here.

User Experience 

User Experience Design

We’ve talked about the user experience (UX) design that went into Charting+ before but, we can’t stress enough how important it is. UX is about knowing your “users, what they need, what they value, their abilities, and also their limitations.” UX plays a huge role in everything we design here at InnoCare. Extensive UX and user interface (UI) research and design goes into every piece of software as well as our new website. That’s because great UX goes a long way in supporting your goals and objectives by creating an intuitive experience on your website. Great UX doesn’t just happen; it’s researched, planned, and designed.

Why it Matters

Simply put, a patient won’t book an appointment at your clinic if they can’t find where you’re located, what services you offer, and how to get in touch with you.

Information Architecture

A major factor in UX design is information architecture (IA). It is how you structure your website, organize it, and label content to make it useful, sustainable, and scalable. It’s the overall picture of how your pages interact with each other and the hierarchy of those pages. Think of it as the way you organize everything to meet your goals. That’s why it’s so important to identify your goals at the beginning before creating your information architecture because the two are interdependent.

InnoCare website Information Architecture


One of our primary goals in redesigning the InnoCare website was to create easy to use intuitive navigation that Google could quickly and easily index. How can you measure if your site’s information architecture is well designed and indexed by Google? Site links. What’s a site link? When you Google InnoCare, for example, you see not only our main web address but also links to often used internal pages. That means Google (and our users) are reading and navigating through our website with ease!

Why it Matters

The goal of information architecture is to “help users find information and complete tasks.” Great information architecture will logically organize information and make it easy for users to complete tasks.


Once you’ve mapped out your IA, you can get to work on your wireframes. Wireframes are the blueprint or skeleton of your website. They’re a guide that allows you to visualize how your site’s elements are arranged. This stage is where you make sure your website is clear, easy to navigate, and supports the goals you set out earlier. Wireframes lay the groundwork for the final design and solve any problems that may come up before you get to the design and development stages.

Image of the homepage, plans, and Boost wireframe

A major component of our redesign was making it as easy as possible for people to contact us. As such, we made having forms on all product and service pages a priority. It’s one of the ways we made getting in contact with us and getting information about our software and services as easy as possible.

User Interface Design

User interface design (UI) is designing how the site will look. It works hand in hand with UX and IA design to accomplish your site’s goals. It does this by drawing attention to the areas that need it and moving the user naturally through the site. Good design allows the user to perform required tasks without drawing unnecessary attention to itself.

Good design should also evoke a sense of emotion. For example, when designing our site, we wanted to convey a sense of trust, knowledge, and openness. Emotion is of particular importance when designing for healthcare in a digital world because patients make snap judgments on who they can trust based on digital assets like websites.

Design Tip

If you’d like your site to feel trustworthy, try using colours like blue and white. You’ll also want to stay away from dark background colours.

The Team

It’s important to remember that no (hu)man is an island, we relied on the whole InnoCare team to offer guidance, support, and most importantly feedback to help us in the process and so should you. Assembling a strong team goes a long way to creating a fantastic new website, here’s ours:

Alexandra Fricker Director of Marketing at InnoCare

Alex Fricker

Director of Marketing

Provided the leadership, strategy, guidance, and all resources to make this happen.


Heather Bridge Digital Marketing Specialist at InnoCare

Heather Bridge

Digital Marketing Specialist

Don’t let her title fool you, Heather’s our UI/UX designer, our resident graphic designer, and managed this whole project.


Kerrie Bernard Copywriter at InnoCare

Kerrie Bernard

Copywriter & Marketing Assistant

Kerrie is our resident copywriter here. Not only does she write everything, but she also does all the research.


Mathew Wood Full Stack Engineer at InnoCare

Mathew Wood

Full Stack Engineer

Mat’s the person who builds what we’ve created, manages our data and makes sure everything works just like it should.  


After all the planning, research and preparation we’re really happy with what we’ve accomplished with our redesign. We’re especially pleased that we’ve already significantly exceeded all of our goals, something we didn’t expect to do in such a short period of time. It goes to show that thoughtful consideration, planning, and research can really go a long way!

Tell us in the comments below, what do you think of our new look? Do you find it easy to use?