Designing a plastic surgery website with proven plastic surgery SEO strategies, paired with a high quality, easy-to-navigate design, is the best way to ensure higher engagement with your target audience.
Plastic Surgery Websites: What Your Site Needs to Succeed
If you already have a plastic surgery website, is it doing its job?
If you’re a plastic surgeon, your site is the single most important tool in your marketing strategy.
Your website should act as a salesperson, receptionist, and in-house consultant simultaneously. At every turn, your plastic surgery site should guide your visitors closer to becoming new patients.
If you’re having trouble building a website that meets your clinic’s sales goals, our plastic surgery website design services can help. Partnering with Digital Logic to grow your plastic surgery practice will be the best decision you’ve ever made, marketing wise.
However, if you’d prefer to build your own website, we’re here to help guide you through. Building a successful plastic surgeon website requires three main components:
- A great design
- High-quality content and backlinks, and
- A way to capture leads.
A great design gives your prospective patients the best possible first impression of your clinic. Great content establishes that you’re an expert in this field. It also helps to bring in organic traffic. And, capturing leads helps you turn your visitors into new, paying patients.
We’ll start with the basics.
User Friendly Design
Have you ever visited a website on your phone, only for the words to run off of the page or for buttons to not work? This is because the creator of the site didn’t implement a responsive design. For plastic surgeons, mobile devices are the largest traffic-generators, when compared to tablets or desktops.
Smartphones have constant access to the internet, so your potential patients are likely using their smartphones when searching for plastic surgeons. They won’t feel as if they need a computer to complete this task.
Regardless of what device a person uses to browse online, he or she expects quick access to relevant information. The same holds true for your plastic surgery website. If someone comes to your site and it’s sloppy, slow and hard to navigate, most potential patients will assume that your plastic surgery skillset is also lacking.
Your website needs a clean, logical navigation structure that simplifies the learning process for your audience.
Website Navigation and Responsive Design
The best way to please users across all devices is to ensure that you have a responsive design for your site. This design will automatically recognize what type of device the person is using and will automatically reorganize the layout elements to suit the needs of the device being used.
So, on a mobile device, images automatically become smaller. Information that would normally appear on the sidebar will shift below. Responsive design is the most effective way to serve users on all devices.
How do you know whether or not your plastic surgery website has a logical navigation structure? To determine this, try asking for feedback from friends or family members. If you designed the websites, most of the time, you can’t judge the navigation impartially because you already know your way around the website. However, others can tell you if your navigation structure is confusing.
How to Improve Your Website’s Navigation
Here are a few general guidelines for improving your plastic surgery website’s navigation:
Content Marketing for Plastic Surgery Websites
If you’re a small business in a small, uncompetitive market, then you can get away with having a small website to market your product. However, for most plastic surgeons, this isn’t the case. As a plastic surgeon, you serve patients who are typically more affluent and expect a variety of options. In order to capture their business, your website needs to present you as the authority of plastic surgery in your area.
Content Ideas for Plastic Surgeons
The content on your plastic surgery website should inform, educate and engage your potential patients while establishing yourself as an expert in your field.
A few topics that you can cover include:
- Explaining how specific plastic surgery procedures work
- Comparing different surgical procedures
- Discussing recent innovations and developments in the plastic surgery industry
With every article or blog you post, you should make it a point to create the best content for that topic. If you only write an article that does the bare minimum when addressing a specific topic, you will look the same as all of the other posts on this content. And, this doesn’t give you a good chance to land on the first page of the search engine results.
If you can create a post that covers a topic more comprehensively than any other post on Google, you’ll receive more attention from both Google and your prospective patients.
Benefits of Content Marketing for Plastic Surgeons
The first benefit of content marketing is that it increases the number of keywords on your plastic surgery website. The more keywords your website has, the better the opportunity to appear among Google’s results for a greater number of searches.
Although keyword presence isn’t the only factor that Google considers for search results, your website has no chance of showing up for a topic that it doesn’t have information about.
If every time you post, you try to create the internet’s best resource for the subject, you’re not only creating a great experience for your website visitors, you’re also creating a valuable resource that’s more likely to receive outside links from others. You won’t see another blogger or patient link to your “about us” page, because that information isn’t typically helpful for the masses.
Typically, commercial content or advertisements won’t receive backlinks. But, high quality, informative content will receive links. This, in turn, helps to increase your plastic surgery website’s search engine rankings.
Another benefit of creating high quality plastic surgery website content is that it can help to generate leads for your practice. Although informational material is helpful, it doesn’t always generate immediate sales. But, when potential customers view your content early in the buyer’s journey, you’ll be able to capture their contact information so that you can continue to market to them via remarketing.
Lead Generation for Plastic Surgeons
The biggest problem with converting plastic surgery leads into paying customers is the lead time.
For most, the decision to invest in plastic surgery takes time. With this being such a lengthy decision making process, a potential patient may look at several plastic surgery websites, while continuing to conduct research. So, unless your plastic surgery website comes up when he or she is ready to take the plunge, someone else may receive their business.
Capture Plastic Surgery Leads During the Research Stage
Your plastic surgery site can actually capture search engine traffic. This is only if the site provides useful information to potential patients early on in the research process. Most of the time, when searchers see informational posts, they aren’t quite ready to choose a plastic surgeon, yet.
So, you’ll need a way to keep up with them until they are. A simple way to do this is by adding a contact form to your website to collect your visitors’ email addresses.
However, collecting email addresses from website traffic isn’t always as easy as it sounds. But, you can increase your chance of success by offering a reward. The reward should create enough value to the customer to incentivize them to type in his or her email address.
Once you’ve “captured the lead”, you will need to use this information to stay in touch with them. You can send periodic messages via email from your plastic surgery practice. Or, if you have Google Analytics set up on your site, you can choose to show the person targeted remarketing ads to help guide them along the buying process.
Both ways ensure that your plastic surgery clinic will be at the forefront of his or her mind when they decide they’re ready to choose a plastic surgeon.