This qualitative study investigates how elements of information architecture, such as navigation, visual design and accessibility, influence users’ perceptions of usability and trust in Swedish dental websites. While previous research has examined these factors in a broader healthcare context, limited attention has been paid to dental websites, which serve as recurring digital contact points for patients. The study combines thematic analysis of open-ended survey responses with targeted content analysis of case studies on seven selected dental websites. The theoretical framework integrates Morville’s UX Honeycomb, WCAG 2.1 and Fogg’s Credibility Model.

The results suggest that clear navigation structures, coherent visual design and accessible content significantly improve both usability and trust. However, several websites exhibited issues such as complex structures, overwhelming graphics and poor readability, which negatively affected the user experience. Accessibility issues, particularly regarding text contrast and language clarity, were common and risked excluding users, especially the elderly and individuals with disabilities.

The study concludes that dental websites can strengthen user trust and improve usability by focusing on navigation, accessibility and visual design. These insights are particularly relevant in light of the upcoming accessibility legislation in Sweden. The results offer practical guidance for developers, designers and healthcare communicators aiming to improve the digital experience for patients.