Fertility marketing resources
Fertility Website Conversion: A UX Playbook
Improve fertility website usability with clear next steps, accessible forms, mobile checks and current Core Web Vitals measures. Use a practical review sequence.
Marketing support for clinic leaders, ART organizations, and donor-program teams.
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The practical answer
A useful fertility website helps a visitor understand the next step and complete it without unnecessary effort. Improve the clarity of the page, the usability of the controls and the reliability of the handoff before adding more promotional elements.
In practice
Does the call to action describe what happens?
“Request a consultation” is appropriate when staff will review a request. “Book an appointment” should lead to a genuine booking flow. Explain whether the visitor will receive a call, choose a time or continue into an approved patient system. For FertileRank’s own B2B site, the action is a business inquiry, not patient registration.
Place the primary action near the information that supports the decision. A service page may need a contact route after an explanation of scope; a practical article may first point to a checklist. Repeating the same button after every paragraph can interrupt reading without making the choice clearer.
In practice
Inspect forms as a complete interaction
- Use persistent visible labels, appropriate input types and clear required-field indicators.
- Explain what information is needed and where sensitive details belong.
- Keep field errors close to the affected control and preserve safe inputs after a failure.
- Make focus visible and verify that keyboard users can reach every control.
- Size embeds to their content, including validation and confirmation states.
- Show an accurate confirmation only at the stage the system can actually verify.
Test with a blank field, an invalid email, a slow connection and a narrow viewport. An attractive success screen is not evidence that a request reached the intended team.
In practice
Which performance measures matter now?
The current Core Web Vitals are LCP, INP and CLS. Google’s “good” thresholds are LCP at most 2.5 seconds, INP at most 200 milliseconds and CLS at most 0.1, assessed at the 75th percentile and segmented by device. INP replaced FID. Google web.dev: current Core Web Vitals.
Use field data when available; a new or low-traffic website may not yet have sufficient data. Laboratory testing helps diagnose problems but does not certify real-user performance. Set image dimensions, avoid delaying the main image, and investigate scripts that make buttons slow to respond.
In practice
Prioritize friction by visitor impact
| Issue | Recommended response |
|---|---|
| The CTA is unclear | Rewrite it around the actual next step and receiving team. |
| An iframe leaves a large gap | Measure intrinsic child content and resize without clipping. |
| A sticky element covers a control | Reduce the obstruction and check focus visibility. |
| The form appears successful but delivery is uncertain | Investigate acknowledgment and receiving-system evidence first. |
In practice
Use a small, measurable improvement cycle
Select one page and one task. Record the starting behavior, change the smallest relevant element and verify it on representative devices. Compare suitable activity measures over a meaningful period, considering traffic differences and seasonality. Do not equate a design change with a proven increase in consultations without supporting evidence.
Related guidance
Continue with the next task
Primary references
Sources and review notes
Policy and practice guidance can change. Check the linked primary source before implementing a material change. Examples and suggested workflows are FertileRank recommendations, not documented client results. How this library is prepared.
Business inquiries
Discuss your priorities
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