What Marketing Teams Should Prioritize in Their 2025 Healthcare Website Redesign

Redesigning a healthcare website in 2025 is a daunting process, one that has to include the latest trends, like AI-powered personalization, while also focusing heavily on user experience. The latter has become increasingly important in the last few years as the internet has become the leading source of medical information for many. 

If you want to turn your site into a reliable, user-centric, and performance-driven machine, we have a few tips that will help you out. The article won’t focus on everything you need to do, but the key areas your marketing team should focus on in 2025 and beyond. Let’s dive right in.

AI Integration

According to Deloitte’s research, 75% of top healthcare companies are already experimenting or planning on scaling their use of Generative AI. This shows us that AI is not just the latest trend, but almost a necessary implementation.

People also want to see more of AI in healthcare. Even though it shouldn’t be used in making health-related decisions, it still has more than enough use cases in other areas. 

For example, AI-powered chatbots can be incredibly helpful for practically any type of company in the healthcare space, as they answer questions 24/7, with many of the answers being more than enough for users. This will not only provide valuable information to the user but also take the pressure off your support team, so they can focus more on helping users in situations where AI cannot assist. 

AI can also help personalize the website experience, a practice the famous Mayo Clinic is already implementing. 

AI is also beneficial in content creation, while predictive analytics tools help marketers anticipate trends and what users might want to see on the site. 

Design Centered on the Mobile User

Having a mobile-friendly website has been one of the core requirements of Google SEO, but with every passing year, it’s becoming even more crucial to be fully mobile-friendly. 

As of July 2025, as much as 58% of all world internet traffic was done over the phone, while 40% went to desktop. In the US, the situation is more evenly split, with about 49% going to desktop and 48% to mobile. Even if only 30% belonged to mobile, it would still be crucial to have a website that works well on smartphones just as it does on computers. 

Besides having a mobile-friendly website, it’s also good to develop an app, as long as your niche is user-centered. Apps can provide a more seamless user experience than a mobile site. 

For instance, a telemedicine app can provide patients with a way to consult their doctor when they have a problem that can be dealt with without an in-person visit. Such an app also helps them book an appointment or get and check their results quickly. 

Load Times and Core Web Vitals Score

A slow website today in any niche is a massive liability. It will hinder your growth and profitability. It will lead to the majority of users opting for your competitor. 

Just consider one crucial stat from Google — if the load speed goes from 1 to 3 seconds, the bounce rate can increase 32%, and if it goes to 10 seconds, it will increase by a whopping 123%. 

It’s clear that the worse your load times are, the more traffic you’ll lose. Moreover, this will cause a ripple effect, leading to damage to your brand image, worse visibility in the search engines, and more. Ultimately, it will be your overall business that will suffer the consequences. 

There’s much you can do to improve your website’s speed, like optimizing images, streamlining the code, getting better hosting, and more. If you want to learn more about this, here are 10 essential hacks that will help you increase your site’s overall speed. 

As for your Core Web Vitals, they need to be high because they are the primary metrics Google uses to measure the quality of your site’s UX. Since a lot of things can affect your score, we’ve prepared a detailed guide where you can learn how to fix various website issues and turn those pesky “Needs improvement” and “Poor” ratings into the green “Good” rating. 

HIPAA or ADA Compliance

Healthcare websites in the US must be secure and accessible to everyone. The Health Insurance Portability and Accountability Act (HIPAA) and Americans with Disabilities Act (ADA) are there to ensure it. The former protects patient privacy and security, while the latter prohibits disability discrimination. 

The existence of these two acts means that your website needs to be compliant with them, and it’s easy to make a mistake that opens your business up to legal issues and potentially hefty fines. 

Moreover, compliance issues are among the main website problems that cost healthcare brands conversions. 

To be compliant with HIPAA and protect your conversion rates, you need to:

• Have SSL/TLS encryption on your site
• Ensure all website forms are secure
• Have BAAs with third parties that handle patient data
• Ensure tools like Google Analytics aren’t collecting user health data

To be compliant with ADA, your website should follow the universal standard for web accessibility called Web Content Accessibility Guidelines (WCAG) 2.1. These cover things like having text alternatives for non-text content, using proper color contrasts, and including captions and transcriptions in videos. 

Personalization

Personalization is growing in prominence, and every healthcare brand should incorporate this on its website in 2025 and beyond. 

Personalization should be data-driven, so you’ll need to have your team ready to analyze a bunch of data from electronic health records, online interactions and behavior, user health needs, and more. 

One way to achieve a good level of personalization is to focus on creating content that meets the needs of your target audience. You need to analyze data and research the competition to understand your audience's preferences and create high-quality content that aligns with these wants. 

If you run a clinic, you can use demographic data and patient history to send health tips or reminders about flu shots. 

There are plenty of ways to personalize your website and service, and it’s all about using data to gain insights that will help you develop new ways of engaging your audience and attract more clients down the line. 

Search Engine Optimization

Whether you have patients or healthcare brands as your clients, both will start their journey on your website. And if you want that journey to end in a conversion, you need to put SEO among your priorities. Parts of SEO are now changing with AI in the mix, while others remain the same. 

• Localization is still crucial, so an optimized website and Google Business Profile are a must. 
• Your website needs to be properly organized and linked, as this will be beneficial for both the search engines and your audience. 
• Technical SEO remains the foundation for performance, and a website redesign should always aim for a flawless technical foundation. 

However, search engines, especially Google, are now shifting toward AI, which is most evident in the AI overviews that are found in many searches. These overviews are reducing clicks, but they are also showing how crucial it is to be an authority in your industry, as this is bound to lead your website’s content to appear in AI overviews. 

Video Content

Video content has been on the rise for a long time, and is now instrumental in digital marketing. As many as 89% of businesses use it as a marketing tool, while as many as 92.7% of all internet users watch videos every week. 

With numbers like these, it’s clear that you should definitely implement video content. And if you’re already doing it, you should amp your game wherever possible. 

Healthcare websites can benefit from a broad range of video content types, including educational video series and live-streamed Q&A sessions. You can embellish your text-based content with videos to simplify complex medical information that might not be easy to grasp for all readers. 

You can create videos with physicians answering common medical questions or short videos introducing every member of your team. 

Whatever you do, ensure the content is high-quality, even if it’s not created with professional equipment. As long as you do it right, you’ll improve your SEO and online visibility.

You can also put your videos on YouTube and then embed them on your site. This will give you the chance to rank for both standard and video categories in the search results.

Bottom Line

As you can see, there’s plenty to focus on if you want to do a successful healthcare website redesign. From various AI implementations, through detailed SEO practices, all the way to the type of content you should use, every piece of information we’ve given you here will be beneficial in turning your website into a growth machine. 

If you need help with any of that, or if you want to migrate your website to Webflow, where all of this optimization is more seamless and easier, feel free to schedule a call. We can discuss the project and explore ways our team can improve your website.

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