How AI, Accessibility, and UX Are Transforming Health Websites

Sam Douthwaite-Robinson | 9 May 2025

The healthcare sector is currently undergoing a digital revolution.

As patients increasingly turn to online platforms to manage appointments, access medical records, and seek health advice, the role of healthcare websites has become more critical than ever. A website is no longer just a digital brochure; as patients expect more from a digital presence, it must be intelligent, inclusive, and intuitive.

This transformation is being driven by artificial intelligence (AI), accessibility, and user experience (UX). Together, these elements are shaping a new standard for what healthcare websites should deliver. This shift is not only about functionality, but also about trust, care and compliance.

In this blog, we explore how each of these areas is reshaping the digital healthcare landscape through smart tools, clever integration and accessible design.

For clarity, we use the term “patients” throughout this post. However, we fully recognise that healthcare organisations serve a broad and diverse audience, including residents, clients, carers and family members. The principles discussed apply equally across all these groups.

AI Is Transforming Healthcare Websites

Artificial intelligence is changing how health organisations connect with their audiences online. Whether you’re a private clinic, dental practice, care home, gym, pharmaceutical company or health association, your website is often the first point of contact. Today, AI offers powerful tools that make that first impression faster, smarter and more personalised.

Chatbots

One of the most widely adopted AI features is the chatbot. These virtual assistants can handle everything from general enquiries to directing users to specific services or resources. For health organisations dealing with high volumes of queries, such as appointments, membership questions or service availability, this automation reduces pressure on staff while keeping response times short. Chatbots are typically straightforward to install on any website, depending on your needs. Most can be managed from an online control panel.

Search

Search functionality is also evolving. AI-enhanced search tools help users find information even when they’re unsure of terminology or make spelling errors. This is vital in healthcare, where patients, carers or clients may not always know the exact name of a condition or treatment. For any health organisation, removing barriers to information builds trust and improves user satisfaction.

Content Personlisation

AI is also driving content personalisation. Your website can adapt what it displays based on a user’s behaviour, location, or interaction history. A returning visitor might see updates about their local clinic, relevant service alerts or new research based on their previous searches. This kind of tailored experience boosts engagement and demonstrates that your organisation understands the needs of its audience.

AI Enhanced Tools

Some health organisations are also integrating AI into practical tools such as appointment booking or symptom checkers. These systems can streamline scheduling, flag urgent needs and even guide users through digital triage, making the process quicker for the end patient.

When thoughtfully integrated, AI can make health websites more helpful, intuitive and human-centric. The key for health organisations is to use these tools to enhance the user journey and reinforce the trust that sits at the heart of healthcare.

A person wearing safety goggles and a face mask looks into a microscope in a laboratory setting.

Close-up of a person inserting a clear dental aligner onto their teeth with their fingers.

AI Use Across the Healthcare Industry

Artificial intelligence is already playing a transformative role across the wider healthcare sector, from diagnosis and treatment planning to administrative efficiency and research. AI systems can rapidly analyse complex datasets such as blood tests or scans and provide accurate outcomes in a fraction of the time it might take a human.

In pharmaceuticals and biotechnology, AI accelerates drug discovery and trial processes by analysing vast datasets and predicting how compounds will interact. This is significantly reducing the time and cost involved in bringing new treatments to market.

As AI becomes deeply embedded in clinical care, research, and operational decision-making, it is also shaping public expectations. Patients, clients and partners increasingly associate AI with quality, innovation and reliability. Because it’s already delivering results across the healthcare industry, there’s a natural opportunity to extend those benefits to your digital presence.

By incorporating AI into your website through advanced tools, personalisation, and intelligent functionality, health organisations can create a more efficient, engaging and supportive experience for every visitor.

Why Accessibility Matters

For health organisations, accessibility is a fundamental requirement. Whether you’re supporting patients, residents, clients or carers, your website must be usable by everyone, regardless of age, ability, or device. Inaccessible websites create barriers that can have serious consequences, especially when users are seeking important health information or trying to access essential services.

Accessibility is also a legal responsibility. In the UK, public sector health bodies must comply with the Web Content Accessibility Guidelines (WCAG) and demonstrate their commitment to inclusive service. But legal compliance is only one side of the story. An accessible website also reflects the values of care, trust, and equity that sit at the heart of all health organisations.

Two women are working at their desks in an office. They are focused on their computer screens, and the office environment appears professional and well-lit.

What Does Good Accessibility Look Like?

When thinking about accessibility, consider the following:

Accessible colour scheme
Text alternatives for images (alt text)
Appropriate use of heading tags for screen readers
Keyboard-friendly navigation – it should be easy to “tab” around the website
Descriptive link text and accessible form labels.

There are plenty of tools to help you achieve this online such as Wave and AccessibilityChecker.org. WordPress also has a suite of accessibility plugins that provide your users with toggles to change the page contrast or increase the font size.

Accessibility benefits all users, not just those with registered disabilities. Health websites are often used under stress, when someone is ill, confused, or supporting a loved one. An accessible website eases that journey. It reassures users that your organisation is prepared, inclusive and easy to engage with.

Two men are standing in front of a wall covered in sticky notes, one is pointing and holding a pen, and the other is observing. They are likely discussing or planning something.

How UX Enhances Health Websites

User experience (UX) is one of the most influential factors in determining how people interact with your website. For health organisations, where trust, clarity and speed are essential, UX is not just about aesthetics, it directly impacts how easily users can find information, complete tasks, and feel supported.

A well-designed user journey reduces frustration, increases engagement, and helps visitors access the help they need without delay. Whether someone is booking an appointment, renewing a prescription, joining a gym, or exploring care services for a loved one, your website should be easy to navigate and intuitive at every step.

Target Audience

As websites evolve, so does the audience. Twenty years ago, your typical patient or client might not have been particularly tech-savvy. Today, with most people owning a smartphone, there’s an expectation that virtually anything can be done online. Adopting a mobile-first approach ensures your site works effortlessly on smaller screens. When thinking of functionality, consider your users primary goal. Is it the ability to book an appointment, contact someone or locale information.

Navigation & Layout

A logical layout is also vital. Health websites can often grow to hundreds or even thousands of pages, especially if they include service listings, blogs or resource hubs. Your site structure should allow users to reach their destination quickly and confidently, regardless of where they begin their journey.

Navigation should be straightforward and user-friendly. Group related content under clear categories, and for more complex sites, use sub-menus to keep things tidy. For instance, a dedicated section for first aid or a sub-site for care homes can make a significant difference in helping users find what they need without feeling overwhelmed.

Page Speed

Page speed plays a critical role in UX. Every page on your site should aim for a Google PageSpeed Insight score of 90+ on both desktop and mobile. This not only keeps users engaged but also contributes to your site’s performance in search engine rankings.

Trust & Credibility

When it comes to homepage content, trust signals matter. Testimonials, reviews and accreditations help users feel reassured before taking action. Embedding tools like Trustpilot widgets or review snippets can enhance credibility and support decision-making. If you are part of any associations, add their logos to your website footer.

By investing in UX, health organisations show a genuine commitment to user wellbeing. It’s a demonstration that you value your audience’s time, needs and comfort, not only in the care you deliver, but in the digital experiences you provide.

A man in a light green shirt is smiling and gesturing while sitting at a conference table with a laptop. Another person is partially visible in the foreground. The room has a grey wall with notes on it.

Summary

AI, accessibility and UX are essential components of a modern, effective healthcare website. For health organisations of all types, from clinics and care homes to pharmaceutical companies and health associations, these elements work together to deliver a better digital experience for every visitor.

By embracing AI, you create smarter, faster, more responsive platforms that can reduce admin burdens and personalise content. Prioritising accessibility ensures that your services are inclusive, legally compliant and usable by everyone, no matter their circumstances. And with strong UX, you build trust, ease stress, and ensure that users can find what they need quickly and confidently.

If you’re wondering where to turn next, consider the following steps

Run a Google PageSpeed Insights test on your website to identify performance improvements.
Conduct a basic accessibility audit using tools like WAVE or AccessibilityChecker.org
Join one of our upcoming webinars to learn how to implement these changes effectively
Apply for a free digital audit, where our team will review your website’s key metrics and provide suggestions during a dedicated playback session.