Low Conversion Rates? Check Your Copy

When it comes to marketing plastic surgery practices and many other businesses on the Internet, conversion rates are key. The conversion rate is the rate in which site visitors become clients or, when marketing plastic surgery practices, patients. You may have the most beautiful website, but if your conversion rates are low and few visitors are becoming actual patients, your site may be in need of some changes. One place to look is at your copy. Effective copy encourages visitors to take the next step. The following are tips for creating effective copy:

• Provide your visitors with lots of valuable, free content. Most of your visitors are looking for content and information about plastic surgery procedures and plastic surgeons. Giving it to them will keep them coming back for more. This is important because it may take several visits as many as ten before a person is ready to become your patient.
• Make sure your content is targeted. Visitors to your site are interested in plastic surgery so make sure that your content is targeted to meet their needs.
• Update your content. Provide fresh, updated content on a regular basis. This will keep visitors returning to your site. Further, make sure that your new content can be easily recognized as new content.
• Categorize your content. By categorizing your content, visitors can more easily find what they're looking for and won't have to search.
• Make sure that your copy is written in short sound bites that highlight your benefits or in questions that compel visitors to respond to. Ideally, your copy should inform, convince, and compel.
• Use headlines that are short, clear and to-the-point. This helps hurried Internet users quickly find the information they're looking for.
• Highlight your benefits. Come up with five to fifteen benefits your services offer. Use these benefits as headlines.
• Simplify your language. Keep sentences and paragraphs short and limit your paragraphs to a single idea. Be careful with technical jargon that you may understand but may confuse your visitors. For instance, visitors will more likely recognize eyelid surgery than blepharoplasty.