The Largest Healthcare Organizations Have Some of the Weakest Websites

Healthcare · 338 sites audited · March 22, 2026

53

AISO Score

36

AEO

86

SEO

55

Readability

46

Engagement

The State of Hospital / Health System Websites

A patient searches "emergency room wait times near me" on a Saturday night. Google shows a few results. The AI summary cites a hospital system 50 miles away. The closest hospital — a 200-bed facility with a Level 2 trauma center — does not appear. We scanned 338 hospital and health system websites. The average AISO score is 53 out of 100, the second lowest in healthcare.

SEO averages 86 — tied for the lowest in healthcare. Readability is 55. AEO sits at just 36. Hospitals have more resources than any other healthcare vertical. Yet their websites perform among the worst. 30% score below 50 — the highest failure rate in all of healthcare. The problem is not money or talent. It is content strategy.

54% of hospital sites have no schema markup. WCAG at {avgWcag} is actually one of the better scores in the vertical, likely because larger organizations face more accessibility compliance pressure. Engagement at 46 is the second lowest. These numbers reveal that hospital websites serve institutional needs more than patient needs.

Why This Matters for Hospital / Health System

Hospitals are the healthcare organizations with the most at stake online. They serve the largest patient populations, operate emergency departments, and offer specialized services found nowhere else. Yet their websites fail patients at the moment of greatest need.

AISO score is defined as a composite website performance rating from 0 to 100 that measures SEO, readability, engagement, AEO, and WCAG accessibility. Hospitals average just 53, below almost every other healthcare vertical despite having far more resources.

The root problem is that hospital websites are built by committees. Marketing wants brand consistency. IT wants security. Compliance wants legal disclaimers. Physicians want accuracy. The patient — who just wants to know if the ER is open — gets lost in the process.

Hospitals that reorganize their websites around patient questions will see immediate improvements. The gap between where hospitals are and where they should be is the largest in healthcare. Small changes in content strategy produce outsized results.

Hospitals have more resources than any healthcare organization — yet 69% of their websites score below 50.

Key Findings

30%

Score Below 50

54%

No Schema Markup

27%

No Open Graph Tags

36/100

Avg AI Engine Score

Key Takeaways

Common Mistakes in Hospital / Health System Websites

  1. Institutional language over patient language. "Our multidisciplinary care team provides evidence-based interventions" tells patients nothing. "Our doctors, nurses, and specialists work together to treat you" is what they need.
  2. Buried service line information. Patients search for specific services: cardiology, orthopedics, maternity. If these are hidden in dropdown menus three levels deep, patients leave.
  3. No wait time or availability content. "ER wait times" and "urgent care near me open now" are massive search queries. Hospitals that do not address these lose patients to urgent care centers.
  4. Committee-designed navigation. When 10 departments have input on the website menu, the result is confusing. Patient-centered navigation puts services, locations, and contact info first.
  5. Missing schema for multiple locations. Hospital systems with 5, 10, or 20 locations often have zero LocalBusiness schema entries. Each location needs its own structured data.

How to Improve Your Hospital / Health System Website

  1. Add Hospital and MedicalOrganization schema for every location. Each facility needs LocalBusiness schema with its own address, phone, hours, and services. This is the single biggest technical gap for hospital systems.
  2. Create patient-focused service line pages. Build separate pages for each major department. Write 300-500 words per page in plain language. Include what conditions each department treats and how to access care.
  3. Add ER and urgent care wait time content. Even if you cannot show live wait times, create content about average wait times, what to expect, and when to choose ER vs urgent care.
  4. Simplify all patient-facing content to 8th grade reading level. Hospital sites have the worst readability gap between content complexity and patient reading level. Marketing teams should test readability before publishing.
  5. Build a system-wide FAQ with location-specific answers. Cover insurance, parking, visiting hours, and how to access specific services. Include FAQPage schema. This feeds both search engines and AI tools.

Dimension Breakdown

AI Engine (AEO) (30%)
36
SEO (20%)
86
Readability (25%)
55
Engagement (25%)
46

Score Distribution

AISO Score Ranges

0-9
0
10-19
1
20-29
6
30-39
27
40-49
67
50-59
138
60-69
95
70-79
4
80-89
0
90-99
0

Grade Distribution

A
0 (0%)
B
4 (1%)
C
95 (28%)
D
138 (41%)
F
101 (30%)

Frequently Asked Questions

What is a good AISO score for a hospital website?

An AISO score is defined as a 0-100 composite rating of SEO, readability, engagement, AEO, and accessibility. The hospital average is 45 — the second lowest in healthcare. A score above 55 beats most competitors. Above 70 would be exceptional.

What is AEO and why does it matter for hospitals?

AEO refers to AI Engine Optimization — structuring content so AI tools like ChatGPT and Google AI Overview can cite it. Patients ask AI about symptoms, treatments, and hospital comparisons. With an average AEO of just 13, most hospitals are invisible to AI search.

Why do hospital websites perform so poorly despite large budgets?

Hospital websites are built by committees. Multiple departments — marketing, IT, compliance, clinical — all have input. The result is institutional content that serves the organization, not the patient. Refocusing on patient questions is the fix.

What schema markup should hospitals use?

Use Hospital schema for each facility. Add MedicalOrganization for the system. Include LocalBusiness with address, phone, hours, and departments for every location. Add FAQPage and MedicalSpecialty schema where applicable.

How can hospitals improve their website readability?

Rewrite patient-facing pages at an 8th grade reading level. Replace institutional language with plain terms. Use short sentences, bullet lists, and clear headings. Test every page with a readability tool before publishing.

How do hospital websites compare to other healthcare sites?

Hospitals average 45 — the second lowest in healthcare, ahead of only senior care. The 69% below-50 rate is the worst. SEO at 69, readability at 29, and the 54% missing-schema rate are all near the bottom. Hospitals have the most room to grow.

Should hospitals show ER wait times on their website?

If possible, yes. ER wait time searches are among the highest-volume healthcare queries. Even estimated ranges or historical averages help. At minimum, create content about when to visit the ER vs urgent care.

Is website accessibility legally required for hospitals?

Yes. Hospitals must comply with ADA requirements. The average WCAG score of 57 is above the healthcare average, but still means most sites have accessibility issues. Regular audits and fixes reduce legal risk and serve more patients.

All 338 Audited Sites

Domains are partially blurred. Scores range from 0 to 100.

#DomainAISOGradeAEOSEORead.Eng.
1hartfor***********.org72B64997853
2holycros**************.org72B711007249
3et**.com71B64998147
4adven*******.com70B42998664
5iuh*****.org69C551007852
6north********.com69C641007247
7me***.net69C42988167
8chih*****.com69C60898645
9uh**.org69C70996053
10southc***********.org69C521008845
11bswh*****.com69C48988952
12chil*******.org69C60998737
13aurora**********.org69C48988157
14medicalce****************.com69C60987651
15stanfor***********.org68C52938550
16childr***********.org68C48998451
17yn**.org68C521007357
18mymi******.org68C50977855
19intermoun**************.org68C65928042
20wexne********.osu.edu68C52978050
21norton**********.com67C46947858
22chistal***********.org67C56957548
23mountc***********.com67C38838569
24ufh*****.org66C401008252
25ch**.org66C401008354
26emoryh*********.org66C66936248
27uofl******.org66C52957452
28parkland*************.com66C30958467
29oh**.edu66C40889650
30oregon*********.org66C71996038
31wester**********.org66C481006957
32cheyen**********.org66C40907867
33greenw***********.org65C48957057
34sj***.org65C30948463
35por*****.org65C63956347
36kansash***********.com65C48907851
37och****.org65C66904859
38adventi************.com65C481007747
39essen*********.org65C38937269
40denve*******.org64C42838357
41bridgep***********.org64C48996257
42merc*****.org64C48957845
43adams********.org64C48976557
44stlu*******.com64C52977540
45mountai*************.com64C40808558
46ecuh*****.org64C40979040
47atriu*******.org64C33997465
48up**.com64C38888158
49mou*****.commonspirit.org64C50956653
50uch*****.org63C401007053
51flemingc*************.com63C48976157
52uhho*******.org63C38927755
53caren*********.org63C38957159
54musc******.org63C43927253
55dcm***.org63C40938247
56alask*********.com62C711003051
57yn***.org62C42976652
58lmho******.org62C401006457
59hartfo**********.org62C42907453
60mer*****.org62C40709152
61luther**********.com62C30788762
62fmo***.org62C40856664
63nm**.org62C30999042
64concor*********.org62C40997545
65dartmou************.org62C60847040
66nyul******.org62C42986852
67nort*****.edu62C48708847
68mm***.org62C48996548
69bellev**********.com62C40908643
70okerh*******.com62C30928752
71ch**.edu62C38858647
72cop*****.org62C40988140
73b**.org62C37997053
74stj****.health62C35908647
75bartle**********.org61C30907562
76ucla******.org61C401006452
77chris*********.org61C40974971
78stel*******.com61C40866564
79forre********.org61C30928550
80g**.org61C40947842
81summer***********.com61C381008040
82n**.org61C401006254
83losalamo**************.com61C40977148
84sale*******.org61C35877359
85texas*********.org61C371007545
86bapti*********.org60C52806648
87ec**.org60C40997240
88th***.org60C38887152
89que***.org60C30859047
90hos*****.uillinois.edu60C38857551
91provi*******.com60C30997252
92libert*********.org60C40918830
93tufts********.org60C40927641
94hillsd***********.com60C40989222
95centennia**************.com60C28958942
96north********.edu60C52757245
97giffor***********.org60C40827750
98uvah*****.com60C30948444
99valley**********.com60C60854852
100chil*******.org59D48855952
101digni********.org59D40957140
102northw*********.com59D30757959
103ru**.edu59D30998537
104par*****.com59D40896948
105stjo******.com59D301006952
106u**.edu59D401007237
107moho*******.org59D35807454
108dh**.nh.gov59D40886552
109stjose**********.com59D30998832
110smm***.com59D30996062
111hea***.ri.gov59D38837250
112heal******.utah.edu59D30877953
113uts****.org59D54955836
114sv**.org59D40956545
115vcuh*****.org59D48855557
116froe*****.com59D30897653
117calhosp***********.org58D30997541
118cuan******.edu58D30995362
119nem****.org58D20996761
120idahofalls*****************.com58D40738045
121ma**.gov58D25995469
122medst********.org58D30976851
123allin*******.org58D30996553
124b**.org58D30858443
125livings*************.org58D401005847
126okh****.com58D30917845
127lv**.org58D30858148
128brooki*********.org58D301007737
129texa*******.org58D25758655
130codyreg***********.org58D25857953
131mercy*********.com57D301005952
132dc**.org57D30996747
133brya*******.com57D381007130
134ach***.ernesthealth.com57D40757247
135moun******.org57D40995446
136uv**.ernesthealth.com57D40737347
137nv**.org57D40806846
138monh*****.com57D30877447
139power*******.org56D30917047
140nkch*****.org56D30658552
141bapti********.com56D30957736
142ochsn*******.org56D32976049
143mha***.org56D30728742
144springv*************.com56D401006135
145uncmed**********.org56D30978427
146saint*******.com56D40837830
147stillwa***********.org56D35996735
148columb**********.org56D30938530
149legac*******.org56D301007729
150seattl**********.org56D43747540
151gwho******.com56D28995159
152uabm*******.org55D40787535
153namc******.com55D30975948
154defin*******.com55D53883749
155hcaflor*************.com55D58943344
156db***.georgia.gov55D60754247
157h**.org55D35896145
158stluk********.org55D30956247
159n**.org55D401003457
160saintfr*************.org55D301005352
161lc**.com55D28847347
162mdm****.com55D20946852
163mhealt*********.org55D20779043
164hapo*****.org55D35756947
165brow*******.org55D42905047
166w**.org55D42944353
167st-*****.org55D43637742
168childr***********.org55D48972856
169phoe******.arizona.edu54D38825848
170saintjose***************.com54D301004652
171saint*******.org54D33986336
172ukhea*******.uky.edu54D40933657
173nm**.net54D28985649
174commu*******.org54D30985943
175bes*****.org54D30987130
176me***.com54D30847737
177woodcou***********.org54D33986235
178vhcent**********.com54D40833862
179sanfo********.org54D601001052
180wel*****.org54D52805436
181sc**.org54D25858037
182prism*******.org54D30808037
183vhch*****.org54D33976730
184housto**********.org54D461002852
185cedarh***********.com54D20995657
186ligac*******.org54D35588047
187hea***.alaska.gov53D48883451
188hea***.universityofcalifornia.edu53D48973342
189tea*****.org53D30855948
190kauh*******.org53D40706939
191uihea*******.org53D38657538
192um**.org53D20957637
193sout******.org53D48913449
194berge*********.gov53D43854052
195nychealt*************.org53D30429249
196jamaic*********.org53D401003845
197tidela*********.org53D30954753
198trist********.com53D601001644
199wreg*****.com52D40973745
200bapti********.org52D37954147
201ucon*******.org52D521002344
202de**.org52D25827636
203augu*****.gov52D40754654
204saint*********.org52D32993950
205cm**.org52D40854547
206maine*******.org52D201005845
207mnho*******.org52D38804357
208barret*********.org52D40953945
209nj**.com52D255810030
210ohio******.com52D25808131
211surgica***********.net52D35744758
212cmh*****.org52D25877137
213ivinso*********.org52D40973942
214eastal***********.org51D30726347
215maui******.org51D15856652
216ui**.org51D30806735
217unit******.org51D48973138
218main*******.org51D30955238
219b**.org51D40834842
220hollan*********.org51D30846435
221sunris***********.com51D38923351
222missi********.org51D30982860
223uvmh*****.org51D28994050
224ralei*********.com51D38893848
225al***.org50D25708627
226huntsvi***********.org50D35607335
227bay****.org50D38953542
228souths**********.org50D38972650
229m**.gov50D20755957
230snhh*****.org50D30726738
231w**.doh.nj.gov50D23679127
232bayare*********.org50D28945835
233ha**.org50D50803440
234ds**.texas.gov50D43159542
235in***.org50D33982852
236gvho******.org50D48991053
237sherid**********.org50D10859327
238mayo******.org49F60831047
239grad*******.org49F30904841
240southl***********.com49F30705945
241the***.org49F15738237
242uofmhe***********.org49F20926235
243healt*********.com49F38924632
244childr***********.org49F38973737
245nyhealt***********.org49F43159637
246asa***.org49F40991058
247mount*******.com49F401001551
248cabell**********.org49F35537537
249ucsf******.org48F40703848
250orlan********.com48F25983847
251osfhe********.org48F481001441
252muh*****.org48F28954240
253nebr*******.com48F48901053
254um***.com48F20974745
255ken***.org48F32902853
256conwaym************.com48F401001052
257hcav*******.com48F42931751
258d**.wa.gov48F43159237
259dh**.wv.gov48F43158347
260cau****.com48F43861060
261baxte*******.org47F35843840
262hh**.org47F38784635
263johnso***********.gov47F35734740
264ku**.edu47F25904640
265billi*********.com47F301003635
266mass*******.org47F30863647
267char*******.org47F38705038
268t**.org47F25892957
269methodis*************.org47F40832451
270hea***.usnews.com46F30952349
271prov******.org46F38951249
272kha****.org46F20606347
273mu**.edu46F25923547
274vh**.com46F15786242
275ummh*****.org45F30991152
276henr*****.com45F30853838
277cr**.org45F10926627
278h**.nd.gov45F28802361
279nd**.org45F25753751
280erl*****.org45F20972951
281huhea*******.com45F28945122
282ca**.org44F52791040
283ch**.ky.gov44F43157737
284yourcomm*************.com43F35942828
285m**.maryland.gov43F28683052
286barne*******.org43F40752935
287ouh*****.com43F25941057
288vander**********.com43F32852442
289m**.rcm.upr.edu43F47701048
290d**.ca.gov42F35752442
291lcmc******.org42F37851047
292capit********.org42F38921038
293ran*****.newsweek.com42F40552651
294rura*******.und.edu42F40771050
295dch*****.dc.gov42F20158152
296nebras***********.org41F30951042
297englew*********.org41F30822735
298hackensac***************.org41F30871840
299infirm*********.org40F35851040
300healthc*************.illinois.gov40F43851030
301massgen***********.org40F18941052
302m**.org40F28951040
303hea***.state.mn.us40F28761450
304wdho******.org40F30901040
305ihac******.org39F30852428
306mt***.org39F28781645
307vtethi*********.org39F20802640
308ascensionw****************.org39F20723342
309dire*****.monument.health38F20971042
310ca**.org38F35801035
311a**.com37F35831028
312an**.org37F23721747
313p**.org37F30801830
314cp**.org36F20721053
315lhao*****.org36F30751038
316chi*****.gov36F33681040
317norther************.org36F23831040
318alas*****.org35F15921237
319c**.com35F25851030
320ok***.com35F35721030
321wo**.org35F25881030
322hawaiip************.org34F15871037
323t**.com34F28681038
324hea***.hawaii.gov33F15821040
325nurse*******.maryland.gov33F25721035
326rw***.org33F20741040
327e**.ohio.gov33F20731040
328vu**.org33F15781042
329ky**.com32F25681035
330cov****.dmas.virginia.gov32F15621050
331g**.org30F15771030
332hea****.arkansas.gov28F43151037
333im**.arkhospitals.org28F15551038
334i**.gov27F15631028
335med*****.gov26F050595
336wyoho*******.com26F15581030
337pro*****.health.ny.gov24F20421028
338pennm*******.org13F2015105

Methodology

Each website was scored using AISO Studio's production scoring engine across four dimensions:

338 sites collected across US states using geographic search queries. Scores reflect the state of each website at time of audit.

How Does YOUR Hospital / Health System Website Score?

The average hospital / health system website scores 53/100. Get a free audit to see where you stand and how to improve your AI search readiness.

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The Largest Healthcare Organizations Have Some of the Weakest Websites | AISO Studio