Life science organizations are investing, more than ever, in creating digital content to support a no-touch sales process. Sales reps are trading in their brochures and one-pagers for landing pages and HTML5 apps to reach HCPs in today’s digital world. This burst in demand for digital content leaves many marketers and medical, legal, regulatory (MLR) reviewers feeling overwhelmed. Not only is there a high volume of content to create and review, there’s an added layer of complexity due to the detailed components that come with digital content: images and copy, interactivity, responsiveness, title tags… the list goes on.
Because there is so much to consider, we created a checklist to reference as you create and review web content. This checklist will help you achieve faster review cycles and ensure your digital content amplifies your sales and marketing efforts. The 15 items below are from our comprehensive web review checklist of 35+ items. Download the full checklist.
Great web content is clear, compliant, and resonates with the target audience. In addition, great content contributes to search engine optimization (SEO), and we all know the value of ranking high in search results. When preparing and reviewing content for the web, ask yourself:
- Is the content concise and easy to read?
- Is the button copy engaging and representative of the user experience?
- Are all claims appropriately substantiated prior to submitting for MLR review?
Images add personality and amplify information on a web page. However, large images can contribute to a slow page and frustrate users. In a best-case scenario, images look great and load quickly. Ask yourself:
- Do all images look crisp?
- For photos with a text overlay: is the text legible?
- Do all images use alt tags when appropriate?
Your brand can send a confident message—or it can confuse your users. With a website, consistent branding can be particularly difficult, given the constant need for updates and, depending on your organization, the multiple teams and agencies involved. As a general rule, reference brand guidelines that your company has created. Ask yourself:
- Is the messaging on-brand?
- Does the web page or website use the correct brand fonts?
- Is the logo used in brand-compliant ways?
Design and Accessibility
Your website’s users vary in many ways, from role to age to people with disabilities. Accessible design makes sure you account for everyone, and is almost always a win-win. In the healthcare space specifically, developing a consumer website that is compliant with the Americans with Disabilities Act (ADA) is not only ethical, but also helps reduce the likelihood of large fines. Ask yourself:
- Do all interactive elements look interactive?
- Are interactive elements large enough and spaced out for mobile users?
- Do buttons and images pass the color contrast check?
Web pages provide ample opportunities for interactivity and interesting content. That interactivity, however, can also create churn during MLR review if content is missed or overlooked unintentionally. Ask yourself:
- If you have any rotators or tabs, click through all of them. Is content formatted appropriately?
- Does the web page look correct across all of your supported browsers?
- If you have a responsive site, how does the site look on tablet screens? On mobile screen sizes?
Download the Checklist
Download the full checklist that includes 35+ items to check when preparing and reviewing web content.