Search rankings are not the end-all, be-all of Internet marketing. Once your site has reached that much coveted spot within the top twenty search results and the visitors come pouring in, something must be done to keep your visitors there and to compel them to return.
Too many websites today have lost site of this. It’s a common scenario that has no doubt occurred to all of us: you conduct a search, you open up the first or the most promising result, and then for some reason or another you quickly leave that site in search of another. In our quest to best optimize our pages for the search engines, we often lose site of what the visitors want, or more importantly what they don’t want. Some common mistakes that are sure to send visitors packing include the following:
- Slow to load. Pages may load slowly due to a number of reasons, including excessive use of graphics or dynamic applications or scripts, and most visitors simply don’t have the patience to hang around.
- Erroneous page description. The page description from the search engine may be inaccurate or misleading or, worse, the page may be promoting products or services that were not mentioned. Visitors don’t like to be fooled. Similar to this is when the services or products are completely unrelated to what a visitor is searching for.
- Amateur or unprofessional appearance. This is particularly important when it comes to plastic surgery marketing on the Internet. If users find your site to be too amateurish or unprofessional, they will not feel confident about your services or your credibility.
- Too much. A page that is too busy or has too much going on may simply be too distracting to keep your visitors there.
- Invasive advertising. Invasive advertisements like pop-ups are a surefire way to deter visitors.
- Where’s the content? This is another issue that is particularly important when it comes to plastic surgery marketing on the Internet. Many visitors surfing the web for plastic surgery are looking for information, be it information about a particular procedure, surgeon or anything else. Make sure that you give it to them. Also make sure that the content isn’t too small to read and that it’s easy to understand.
- Anything offensive. There can be a fine line between what’s offensive and what’s not, particularly when it comes to plastic surgery marketing. It’s not unusual to use images of attractive, beautiful people. However, a picture of a woman in a skimpy bathing suit may not be as appropriate for a page on rhinoplasty as it might be for on one for liposuction.