Best practices for making your health site feel welcoming, useful, and inclusive.

In Canada, a website for your health services or product niche often becomes the first place a patient visits for help or information. It’s essential that this digital front door feels respectful, relatable, and easy to use. Let’s explore how you can build a site that patients not only trust but genuinely enjoy using.

1. Meet Real People Where They Are

Think of patients, caregivers, newcomers, and seniors; they all come with different needs. Start by understanding what they’re trying to do: book a vaccine, get lab results, chat with a clinician, or find local support. Your website should reflect their everyday realities with simple navigation, clear pathways, and intuitive language that makes it easier for them to get what they need without added stress.

2. Accessibility Isn’t Optional in Ontario

Ontario law (AODA) requires digital health content to follow WCAG 2.0 Level AA standards, which include clear headings, screen-reader text, keyboard navigation, captions, and good colour contrast.

Penalties are real: corporations can be fined up to CAD 100,000 per day, individuals up to CAD 50,000 per day. And it’s not just about avoiding fines, it’s about welcoming all users with dignity.

3. Speak Clearly and in Both Official Languages

Health talk can be confusing. Use plain words: “heart doctor” instead of “cardiologist.” And offer information in English and French at the very least; adding more languages based on your local community is a thoughtful bonus.

4. Build for Phones First

In 2020, 84% of Canadians owned a smartphone, with nearly two-thirds checking it hourly. Many access health information on the go, so make menus easy to tap, pages fast to load, and layouts clean. A mobile-first mindset ensures you’re helping, not hindering.

5. Keep Privacy Tight

Health data is deeply personal. Canadian law (PIPEDA) and provincial acts demand clear consent, robust protection, and transparency. Use HTTPS, implement strong authentication (such as two-factor verification), explain data usage in plain language, and have a well-defined breach response plan. Patients need to feel safe before they can feel truly cared for.

6. Combine Clean Design with Warmth

A sleek interface builds trust. Real stories and genuine photos build connections. Skip unrealistic stock images; use authentic visuals that show real people, real emotions. It helps patients feel understood and reduces anxiety.

7. Make Tools Feel Helpful, Not Hidden

Tools like appointment booking or symptom checkers are highly valuable, but only if users can easily find and navigate them. Make sure they’re prominently placed, accompanied by clear instructions, helpful tooltips, and brief onboarding guides. That way, users of all ages and tech comfort levels feel confident, not confused.

8. Ask, Listen and Evolve

Let patients provide feedback, consider prompts like ‘Was this helpful?’ or a short form. Conduct usability testing with real users, including those who rely on assistive technologies. Track key analytics such as bounce rates and session flows to identify friction points and continuously improve the experience.

9. Highlight Accessibility Clearly

Important accessibility features, like ASL interpretation, accessible parking, or step-free routes, are often buried or missing altogether on Ontario health websites. These should be easy to find and communicated across all supported languages. A dedicated ‘Accessibility’ page with plain language, visual aids, and contact details isn’t just helpful, it’s a mark of respect. It empowers patients, improves equity, and simplifies access for many who need it most.

10. Keep Getting Better

In 2022, Ontario identified key areas needing improvement: inclusive emergency messaging, staff training, and stronger enforcement. Don’t wait. Involve people with disabilities in design reviews, and stress-test your site under real-world conditions. Build accessibility into every update; it should be a habit, not a checkbox.

Final Reflection

Your health website isn’t just a tool. It’s a living, evolving space where empathy meets information. By prioritising clarity, inclusion, privacy, and continuous improvement, you send a powerful message: we see you, we value you, we’re here for you.