The success of most websites come down to the conversion rate. With many websites this is about generating sales. With cosmetic surgery advertising, however, this is about turning site visitors into actual patients. In order to generate sales or acquire more patients, there is certain information that you must include on your website, including the following:
- Benefits. You must clearly state on your website the benefits of your particular services. What benefits can visitors to your site get from plastic surgery procedures? You must also explain why what you have to offer is better than another plastic surgeon and why a person should go with you. In other words, what benefits do you provide over other surgeons? This information should be appear early on in your site, preferably on your homepage.
- Superiority. Similar to your benefits, you must detail how your services and expertise are superior to another surgeon’s. It’s important that you show this rather than tell this. One of the best ways to do this is with testimonials. Testimonials are a very powerful marketing tool and can speak more for your qualifications and expertise than even the best written copy.
- Answers. It’s important that your website include answers to questions that visitors are likely to have. Potential patients will have questions about you and the procedures you perform. You can compile a list of questions you commonly hear and create a Frequently Asked Questions (FAQ) page on your site. Also give visitors the opportunity to ask you questions not included in your FAQ page. You can have a contact form or even a forum. Just be sure that you answer any questions promptly.
- Trust. Internet users can be a wary bunch and justly so. After all, there are all sorts of scams out there on the Internet. It’s important that you inspire visitors’ trust, and your website must make you appear professional and reputable. You should include an About Us’ page that details your credentials and experience. And, again, testimonials are great for inspiring confidence. Also, be sure to reiterate that visitors can contact you with any questions or concerns. You can create a Contact Us’ page, but also be sure to include contact information on every page of your site. It’s often helpful to include your physical address as well, and even pictures of you, your practice and your staff, so that visitors can see that you are a real-life practice.