Lead your visitors to the right door
People struggle with substance abuse, stress, anxiety, depression, grief, anger and other emotional or behavioral issues. Their struggles affect not only family members and friends, but also how they perform and relate to others in the workplace. Those people were top of mind when MHC leaders asked Hollister Creative to plan and design a new website for their workplace behavioral healthcare company.
One challenge was to make sure individuals quickly find how MHC can help them and what steps to take to get help, as well as self-help articles on the issue they are struggling with. We created a home page portal with the headline “How MHC Can Help Me” and added a prominent “Get Help Now” button to the header on every page. We also designed an intuitive landing page for navigation to the self-help articles, and coded those articles as blog posts. Each post is tagged by topic so that all articles related to a topic load at once. That way, users can quickly scan the headlines to find the articles most relevant to their situation.
A parallel and equally important challenge was to make sure unions and employers quickly grasp how MHC serves them by providing workplace behavioral healthcare and employee assistance programs. Clearly labeled portals on the home page, plus drop-down navigation, ensure visitors in both categories find the information that speaks to their needs and answers their questions.
MHC also wanted the site to welcome providers of behavioral health services and explain how they can apply to join the MHC provider network. The “For Providers” link in the top navigation takes them to an overview as well as pages on provider criteria and the application process.
Here are three tips on planning and designing a website to serve several audiences.
- Put signs on the doors. If you have three major audiences, design a “door” from which each one can enter the site. Pair a photo with a headline to create the “sign” on each door. Both the picture and the words should help visitors instantly choose the right door.
- Speak to each audience alone. It only confuses visitors if they have to read content you have written for all audiences. They have to pick out the parts that apply to them. Instead, write separate content for each, in which you directly address the needs and questions of that audience.
- Avoid duplicating information. Services you offer to all of your audiences can be listed on one page and linked to from the audience-specific pages. This way, when you change, augment or drop a service, you do it in one place and it updates the information for all audiences.