20+ Innovative Hospital Website Design Examples and Tips

For people facing medical issues, quickly finding the right healthcare provider is essential. Increasingly, patients are browsing hospital websites to find the information they need. With 82% of patients using search engines to find a healthcare provider, hospital websites have become essential to the patient journey.

As a result, your hospital needs to offer a robust, user-friendly hospital website design that exceeds patient expectations. This guide will explore how to optimize your website design through the following sections: 

Here, you can gather inspiration and key insights for your hospital website build or refresh project. 

What is the hospital website user journey?

The first step of designing an effective, engaging hospital website is to understand how your website fits into the overall patient experience. With the right strategies, your website can turn casual internet visitors into long-term, loyal patients of your healthcare facility. This is best illustrated through the steps of the hospital website user journey: 

The hospital website user journey, including the steps of awareness, research, decision, empowerment, and retention
  • Awareness: Users discover your website through a Google search, social media post, recommendation from a family member or friend, referral from another website, etc. 
  • Research: Visitors browse your website to understand your offerings, including your specialties, healthcare professionals on staff, appointment booking process, and other services and resources. 
  • Decision: Users determine whether to become patients and schedule an appointment. This will depend on whether your website answers their questions and offers a convenient, simple booking process. 
  • Empowerment: Your hospital empowers patients to take control of their health through updated patient records, clear next actions, and ongoing two-way communications between patients and healthcare professionals.
  • Retention: Patients decide whether to remain at your healthcare organization or leave for another institution. The online experience you offer them, such as the patient portal and online payment process, plays into their decision.

As you can see, your hospital website plays a significant role in a patient’s perception of your institution and their satisfaction with their care. Your job is to facilitate each patient’s journey to make it as easy as possible for them to find the services and resources they need.

What do visitors need from hospital web design?

Put yourself in your patients’ shoes: When using a hospital website, what features, resources, and design elements would you expect to see? 

94% of website first impressions are based on design, and 61% of website users will go to another website if they don’t find what they’re looking for within about five seconds. That means you have limited time to capture your audience’s attention and help them complete their intended actions. 

To provide a positive experience for your community and encourage retention, we recommend taking a patient-first approach to healthcare web design. To do so, keep in mind the following things visitors want to be able to accomplish through your website.

Users want to:

Therefore, you should:


  • Find information quickly.
  • Avoid popup ads.
  • Use card design or content grids to make all homepage information immediately visible. Avoid carousels, which can lead to visitors missing some crucial information.
  • Limit multi-level menus to a single tier for each main category. This avoids overwhelming users with too many menu options.

  • Use your website without facing accessibility barriers.
  • Don’t use animations or auto-playing videos—they can be distracting, slow down performance, and are inaccessible for some audiences. 
  • Use sufficient color contrast. The WCAG recommends a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Check your website’s contrast with WebAim’s free Contrast Checker.
  • Test your website for accessibility using both manual and automated tests.

  • Access simple, actionable next steps relevant to their needs.
  • Create distinct pathways for each primary user group, such as current patients, new patients, donors, healthcare professionals, etc. Use calls to action (CTAs) that speak to different user needs to help visitors navigate your site.
  • Design your website around your users’ needs by keeping patient-centered content at the forefront of your site and content intended for healthcare professionals in a lesser position. 
  • Include just a handful of homepage buttons/calls to action (CTAs) to keep the next actions straightforward.

  • See proof of your hospital’s credibility.
  • Use authentic, unposed images—not stock photos.
  • Include credentials in your healthcare professional directory, including educational background, certifications, awards, etc. 
  • Spotlight your hospital’s high rankings in industry resources like the U.S. World News & Report Best Hospitals rankings
  • Incorporate patient testimonials and case studies.

  • Keep their personal information secure.

Features of successful hospital website design

Now that you better understand what your audience wants to see from your hospital website, let’s explore the specific features your site should have to fulfill their needs. Successful hospital websites have the following elements: 

  • Information about location, parking, and other logistics
  • Staff/doctor directory
  • Comprehensive educational content covering medical and healthcare topics
  • Event calendar
  • Credibility markers (awards, certifications, credentials, etc.) 
  • Convenient appointment booking
  • Streamlined navigation
  • User-friendly internal search
  • Timeless look
  • Mobile-friendly functionality 
  • Accessible content 
  • Multilingual options
  • Security features for sensitive information (strong password requirements, two-factor authentication, etc.) 
  • Insurance information

What do these features look like in action? Read on to discover top hospital website design examples to see how leading hospitals use these elements to engage and serve their communities effectively.

Top examples of effective hospital web design

We’ve rounded up top hospital website design examples, along with information about what makes each example so successful. Take your time exploring each website to gather inspiration for your hospital’s website design. 

Cleveland Clinic

The homepage for the Cleveland Clinic, a top hospital website design example
  • Clear homepage CTAs address common patient needs (find a doctor, get directions, schedule an appointment).
  • A robust health library answers common medical questions and concerns.
  • The homepage emphasizes the hospital’s commitment to patient-centered care.

Mayo Clinic

The Mayo Clinic homepage
  • The homepage search function makes it easy to research health concerns and conditions.
  • Users can explore robust biographies for all staff members to make informed decisions when choosing a doctor. 
  • There are options to schedule appointments online or by phone, with additional FAQs to make the onboarding process smoother.

The University of Kansas Health System

Homepage for the University of Kansas Health System, a top hospital web design example
  • The hospital’s U.S. News & World Report ranking is featured on the homepage to demonstrate credibility.
  • The site makes it simple to find relevant news and events about the hospital by including links on the homepage.
  • Patients can easily request medical records, empowering them to access their health information.

Seattle Children’s Hospital

Homepage of the Seattle Children’s Hospital website
  • The homepage features a compelling video (that would be even better if it weren’t auto-playing to enhance accessibility).
  • The site also spotlights its high U.S. News & World Report ranking.
  • Families can access detailed information to prepare and feel more comfortable ahead of a visit.

Northwestern Medicine

Homepage for Northwestern Medicine, a leading hospital web design example
  • The eye-catching branding uses the hospital’s color palette.
  • There are multiple ways to find locations by name, specialty, or location type.
  • Compelling patient stories and case studies showcase what it’s like to seek care at this institution.

St. Jude Children’s Research Hospital

Homepage for St. Jude, a top hospital website design example
  • The site features emotional impact stories about patient experiences.
  • Comprehensive articles and explanations of the hospital’s research demonstrate authority.
  • A simple online donation process with options to dedicate a gift in honor or memory of someone empowers visitors to show their support. 

UCSF Department of Surgery

Homepage for UCSF Department of Surgery
  • Kanopi worked with UCSF to organize and reinvigorate their website, identifying user personas and reformatting the site for a more intuitive user experience.
  • Micro-interactions, transition animations, and soft shapes add visual intrigue without distracting or overwhelming users.
  • Imagery is focused on showing real people, adding authenticity and relatability to the site.

Emory Healthcare

Homepage for Emory Healthcare, representing one of the best hospital website designs
  • The primary homepage CTA (“Make an Appointment”) speaks directly to the most common user need.
  • How-to videos offer guidance for using the hospital’s patient portal.
  • Users can browse locations by care type or specialty.

Boston Children’s Hospital

Homepage for the Boston Children’s Hospital website
  • The homepage hero image is compelling and its static nature makes it less distracting than a rotating image carousel.
  • Integrations with social platforms like Instagram give a unique feel to the homepage content.
  • Videos incorporated throughout the site provide information for families looking to book virtual or in-person appointments.

Gila Regional Medical Center

Homepage for Gila Regional Medical Center, a top hospital website design
  • The homepage features credibility markers such as ratings and awards from credible organizations.
  • Resources are available in both English and Spanish, increasing the site’s language accessibility.
  • The website sticks to the most relevant details for patients, avoiding overloading itself with confusing or distracting information. 

Massachusetts General Hospital

Homepage for Massachusetts General Hospital, a top hospital web design
  • The homepage buttons saying “Find a doctor,” “Appointments and referrals,” and “View our treatments” make it easy for patients to find what they’re looking for. 
  • A simple internal search function offers a convenient way to research conditions and treatments.
  • The site is available in multiple languages, making it accessible to a wider audience. 

Memorial Sloan Kettering Cancer Center

Homepage of the Memorial Sloan Kettering Cancer Center
  • The homepage leverages patient-first language using “you” pronouns. 
  • The homepage has one hero CTA focused on patients’ needs (“Make an appointment”), keeping the page uncluttered and useful for visitors in a hurry.
  • The website features timely public notices for security incidents, keeping its community informed. 

Cincinnati Children’s 

Cincinnati Children’s Hospital homepage
  • The homepage celebrates the hospital’s ranking of #1 Children’s Hospital in the Nation by U.S. News & World Report. 
  • The “I want to” CTA in the top menu allows users to quickly find the resources they need.
  • Clear billing options are outlined on the website, including convenient online, phone, and mail options. 

McLean Hospital

Homepage for McLean Hospital
  • Privacy incidents are highlighted directly on the homepage, empowering patients to understand potential threats to their personal data.
  • Treatment options are arranged by age, making it easier for visitors to find relevant information.
  • The hospital offers convenient online mental health webinars and courses for community members to feel more empowered and take control of their mental health. 

UCLA Medical Center

Homepage for the UCLA Medical Center, a top hospital web design example
  • The hospital’s credentials are highlighted right on the homepage: “#1 in California and Los Angeles, ‘Best Hospitals’ National Honor Roll, 35 consecutive years” 
  • Users can translate the website into 10 different languages.
  • Visitors can search by location, provider, medical services, and clinical trials to find the practice that’s right for them.

Cedars-Sinai Medical Center

Cedars-Sinai Medical Center homepage
  • The hospital’s user-friendly internal search function is highlighted directly on the homepage.
  • The online donation page is streamlined and empowering, giving donors the option to donate to a specific area or give in honor or memory of someone.
  • The website uses clear statistics to highlight the organization’s positive impact and beneficial research. 

NYU Langone Hospitals

Homepage for the NYU Langone Health website, a top hospital web design example
  • Users can search doctors by specialty, condition, treatment, or name.
  • The homepage has clear links to the online patient portal.
  • Visitors can schedule virtual urgent care visits. 

Northside Hospital

Homepage for Northside Hospital
  • The homepage “I am” CTA makes it easy for visitors to self-select a user group that matches their needs.
  • The homepage also features compelling statistics speaking to the hospital’s positive impact.
  • The website’s patient stories use photos and direct quotes to convey patient experiences. 

Saint Francis Health System

Homepage for Saint Francis Health System
  • The homepage incorporates an eye-catching hero image. 
  • News articles feature the hospital’s high quality rankings from credible organizations.
  • Users can search for a provider by specialty, location, or insurance. 

The George Washington University Hospital

Homepage for the George Washington University Hospital, a top hospital web design example
  • The homepage emphasizes the hospital’s awards and rankings, demonstrating credibility.
  • The site spotlights a wide variety of patient services, including spiritual care, language services, and access to medical records. 
  • Online health risk assessments help patients take charge of their health. 

The Ohio State University Wexner Medical Center

The homepage for The Ohio State University Wexner Medical Center website 
  • The homepage CTA speaks directly to patients who may feel a sense of urgency, saying “When your illness or injury can’t wait, the choice is clear.”
  • The online Patient & Visitor Guide answers common patient FAQs to help visitors feel more comfortable with their stay. 
  • The site highlights the hospital’s commitment to health equity, including information about its roadmap and initiatives to achieve health equity. 

Work with Kanopi to optimize your hospital web design

A hospital web design and development project is a major undertaking, and you need an experienced developer on your side to create a finished product that exceeds your audience’s expectations. Kanopi Studios is a reliable healthcare web design partner that will help you create the effective hospital website your community deserves.

Our services include:

  • User and stakeholder research
  • User persona development and testing
  • Content audit and strategy
  • Healthcare website design focused on user-friendliness and accessibility
  • Website development and maintenance

Explore our recent healthcare projects to see how we take WordPress and Drupal websites from ideas to reality. 

Wrapping Up

Remember: Investing in effective web design support upfront will help your organization achieve a high return on investment (ROI) for your project. It’s worth it to work with an expert who can guide the process from start to finish and implement best practices. 

Looking for additional healthcare web design support? Start with these additional resources: 

7 HIPAA-Compliant Website Analytics Tools for Healthcare

Healthcare websites are subjected to a higher standard of data security than other organizations due to the sensitive nature of the information they have access to. With that in mind, your organization must use a HIPAA-compliant website analytics tool to avoid any potential violations of this law. 

This guide explores how HIPAA impacts healthcare websites and highlights seven effective analytics tools. 

What is HIPAA and how does it impact healthcare analytics tracking?

The Health Insurance Portability and Accountability Act of 1996 (HIPAA) requires healthcare organizations and hospitals to maintain the privacy and security of patient health data, known as “protected health information” (PHI). The law aims to “assure that individuals’ health information is properly protected while allowing the flow of health information needed to provide and promote high quality health care and to protect the public’s health and well being.” 

HIPAA helps protect patient privacy, control fraud, and establish national standards for electronic healthcare transactions. It applies to any form of data—written, spoken, paper, or electronic. 

HIPAA data protection requirements

HIPAA requires healthcare organizations to practice many physical and digital data security and privacy measures, including: 

  • Pointing computer screens away from public view
  • Locking computer rooms
  • Destroying sensitive data 
  • Conducting risk assessments with a HIPAA security officer
  • Not discussing patient information in public places
  • Using strong passwords
  • Sharing how patient data is used and shared outside your healthcare facility
  • Getting signed consent from patients to use or disclose their personal information

Website analytics tools track and measure online user behaviors using external software, so there’s a risk of disclosing sensitive information with a third-party organization in a way that violates HIPAA. 

That’s why many healthcare organizations seek HIPAA-compliant analytics tools to mitigate risks while still gathering the valuable website data they need to create a positive online experience. 

Features of HIPAA-compliant analytics tools 

To find a HIPAA-compliant analytics tool, make sure the platform you use:

  • Doesn’t share protected health information with non-compliant platforms
  • Offers a business associate agreement (BAA) outlining their roles and responsibilities in protecting patient data and ensuring HIPAA compliance
  • Allows you to not collect website visitors’ IP addresses
  • Encrypts sensitive data

7 best HIPAA-compliant analytics tools

Let’s review the top options for managing your healthcare website’s analytics tracking. These tools may also be useful for other industries requiring stricter data protections, such as higher education or government websites. 

Freshpaint

Image showing how Freshpaint uses its healthcare privacy platform to prevent private information from being shared with analytics tools

Freshpaint is a healthcare privacy platform. It prevents protected data from being shared with non-compliant technologies by centralizing all website visitor data into one secure platform supported by a BAA. 

Rather than requiring users to filter out sensitive data from being collected, the platform’s default approach is to not share sensitive information at all. You can use Freshpaint to block any HIPAA identifiers from being shared with Google Analytics. 

Instead, the platform creates an anonymous user ID and leverages irreversible cryptographic hashing to de-identify the user data. This way, you can still view complete visitor journeys without knowing each individual’s identity. 

Siteimprove

Product image for Siteimprove

Siteimprove offers both content and marketing analytics solutions. Users can ensure HIPAA compliance by enabling the platform’s IP Anonymization feature. Siteimprove also protects data with advanced encryption measures, such as managing their own encryption keys. 

Using Siteimprove, you can:

  • Track key KPIs
  • Monitor conversions
  • Gain real-time visitor insights
  • Analyze the complete user journey 

This solution makes it easier to design a more useful and engaging website for your audience. 

Piwik

Piwik homepage

Piwik provides a suite of analytics tools, including dashboards, customer journey optimization, and customization options. They offer two options for making their platform HIPAA-compliant

  1. De-identifying all PHI in your data
  2. Signing a BAA with Piwik

The platform fully supports either option. Users can also benefit from features such as secure hosting, safe backup storage, SOC 2 security standards, data encryption, and more. 

Heap

Product image for Heap

Heap’s analytics platform offers a variety of useful website insights, including:

  • User session replay
  • Website visitor heatmaps
  • Visual user journey maps
  • User segmentation capabilities

You can configure Heap to be HIPAA-compliant by blocking the collection of IP or geolocation information. Their tools are also designed to meet other security regulations like The General Data Protection Regulation (GDPR) and The California Consumer Privacy Act (CCPA). 

Matomo

Matomo homepage

Matomo’s analytics platform prioritizes data privacy to protect your organization’s reputation and maintain compliance. Similarly to Heap, you can configure Matomo to be HIPAA-compliant. The process requires multiple steps, which you can view on their website. The Matomo team can support the setup process through installation, configuration, and troubleshooting. 

Improvado 

Improvado homepage

Improvado is an AI-powered marketing analytics platform that offers marketing dashboards, customizable data visualizations, and AI insights. They offer BAAs to clients who are subject to HIPAA regulations. They also employ SOC 2 Compliance and safeguards for other data privacy regulations such as GDPR and CCPA.

PostHog

PostHog homepage

PostHog is a full-service platform for testing, deploying, and analyzing new website features. Their analytics features include:

  • Session replay
  • Feature flags
  • A/B testing
  • User surveys

PostHog can provide customers with a BAA to enable HIPAA-compliant use of their platform.

Wrapping up

Protecting your patients’ personal data is key to not only remaining compliant with industry regulations but also fostering trust in your community. Use this list as a starting point to understand your analytics options and find a solution that aligns with your needs and budget. 

Looking for more healthcare website resources? Start here: