Should Your Healthcare Website Be Redesigned? A Strategic Decision Framework

The Pressure to Redesign Is Real But It's Not Always The Right Move

If you're a healthcare marketing leader, you've likely felt the tension. On one side, executives, patients, and even board members are calling for a more modern, mobile, and accessible website. But with redesign costs often reaching six figures and timelines stretching 12+ months, the decision requires strategic thinking beyond surface-level concerns.
 

At Symetris, we’ve guided organizations through this decision for over two decades. The reality? Every website eventually needs rebuilding, but timing and scope determine ROI success.

10 Questions to Clarify Whether You Need a Redesign or a Simple Refresh Might Do the Trick

1. What triggered the redesign discussion?
   Key consideration: Distinguish between data-driven insights and anecdotal feedback.
   Document specific pain points with supporting metrics. A comment in a board meeting about “looking outdated” requires different solutions than analytics showing 70% mobile bounce rates or patient complaints about appointment scheduling difficulties.  
    
2. Are there broader organizational initiatives in play (like rebranding or digital transformation) that your site needs to support?
   If you know a M&A is in the works, or if there’s a rebranding initiative 12 months down the line, you want to play your cards to find efficiencies and make your move at the right time.
    

3. Have you defined clear objectives that your “new” site would help you achieve?
   Be specific. It’s worth revisiting your strategic planning frameworks and writing down the exact outcome you want to achieve.Strategic objectives should be specific:

   1. Increase patient portal registrations by X%
   2. Reduce call center volume for appointment scheduling by X
   3. Improve provider directory search completion rates
   4. Enhance accessibility compliance scores
       

   Vague goals like “modernize our online presence” lead to scope creep and disappointing results. 

4. Is your current technology stack secure and supported?
   Perform a technical infrastructure assessment, considering the following:

   1. CMS security updates and vendor support status
   2. HIPAA compliance capabilities
   3. Integration with existing healthcare systems
   4. Performance and uptime reliability

   
   Modern content management systems can transform user experience without complete rebuilds when properly configured.

5. Are there technical barriers preventing your team from making content or UX changes easily?
   Sometimes, it’s not a problem with the technology but the way it was configured. 
   
   Operational efficiency indicators:

   1. Time required to publish new content
   2. Dependency on IT or external vendors
   3. Ability to create landing pages for campaigns
   4. Workflow bottlenecks in content approval process
       

   Many organizations mistake configuration limitations for technology limitations.

6. How well does your site serve mobile users?
   Mobile-first healthcare considerations:

   1. Appointment scheduling on mobile devices
   2. Easy to filter physician directory
   3. GPS integration for multiple locations
   4. Emergency contact information visibility
   5. Directing patient to your patient portal application
       

   With more than 60% of healthcare searches originating on mobile devices, mobile experience gaps often justify redesign investments.

7. Is your current site architecture still aligned with top user journeys—especially patients and referring providers?
   If you are rolling your eyes thinking “we haven’t mapped the patient experience in a while” you might want to start there. Frustrated with your site? Mapping the patient journey often reveals where quick fixes can make a big impact.
   
   Which high-traffic features generate user complaints?Common healthcare website friction points: 

   1. Provider search and filtering
   2. Online appointment scheduling
   3. Patient portal access
   4. Insurance verification tools
   5. Accessibility compliance gaps
       

   Addressing specific pain points can dramatically improve user satisfaction while extending website lifespan.

8. What do your performance metrics reveal?
   Analytics indicators requiring attention:

   1. Pages with bounce rates above 60%
   2. Source of appointment booking from the website
   3. Physician search success rate
   4. Mobile conversation rate gaps
   5. Form abandonment patterns
   6. Core web vitals scores
       

   Performance data guides whether issues stem from design, content, or technical problems.

9. Do you have stakeholder buy-in and internal alignment?
   A redesign without support is a recipe for delays and scope creep. Ensure you create momentum with your project by creating a strong case supported by real-world data and internal insights. 

A “Redesign Readiness Audit” Is Your Best First Step

Before making big commitments, you need clarity. A Redesign Readiness Audit helps you step back, examine your current infrastructure, and pinpoint exactly where the friction is. 

Usually piloted by a Digital Strategist assisted by a multidisciplinary team, this typical exercise can be fairly quick and assist you in your decision making process. You can avoid a costly replatform if it turns out that:

• Your tech is fine, but your content is outdated.
• The architecture needs work, but the design is still functional.
• A better process for managing updates would solve half your pain points.

There are plenty of good reasons to go and redo the whole thing. You should not ignore the signs when:

• Your CMS is no longer supported or secure.
• Your brand has shifted and the site no longer reflects it.
• Patient or provider complaints are increasing despite small fixes.
• Your analytics show systemic user journey breakdowns.

A readiness audit will help you spot these red flags without guesswork.
 

Extracting More ROI From The Website You Already Have

An aging site isn’t always a broken one. In fact, many healthcare organizations can extend the lifespan of their site by:

• Simplifying navigation
• Improving form UX
• Upgrading accessibility compliance
• Cleaning up backend processes
• Empowering marketers with better tools

Sometimes, what you really need is a renovation, not a rebuild. Refreshing your current website can take a couple of months versus a 12-month redesign effort, and can extend the life of your website for multiple years.

Making the Strategic Decision: The Symetris Approach

We start by listening, diagnosing, and mapping a solution that’s right-sized for your goals, team, and budget. We know that a lot of digital agencies push toward a full rebuild. These are exciting projects and perfect for a portfolio. What’s better is taking a step back and assessing the situation. 

Our team blends deep technical chops with a marketer’s mindset. Whether your answer is a refresh, rebuild, or something in between, we’ll help you make the call with confidence.

Download Our Companion Redesign Flowchart To Get More Insight

Not sure where you stand? That’s where a conversation with Symetris begins.