Good content is essential to a good website, particularly when marketing cosmetic surgery practices. Studies have shown that some 75% of Internet users use the Internet to conduct medical research, and this includes cosmetic surgery. By including lots of keyword-rich content on your website, you can rank high in the search engines and get lots of targeted traffic to your site. And by ensuring that that content is valuable and informative for your visitors, you can keep them on your site longer, have them coming back again and again, and turn more of those visitors into actual patients.
Because content is so important to the success of your website, it shouldn’t be overlooked. Take your time, put some thought into it, and consider the following tips when creating your content.
- Watch your language. On the Internet, informal, active language is best. It’s important that you don’t bore your visitors, and that formal writing style you learned in school may do just that. Also be careful with technical jargon. This is particularly important when marketing cosmetic surgery practices because many of your visitors won’t be familiar with a lot of the medical language. For instance, visitors may have no idea what blepharoplasty is but are likely to know what eyelid surgery is. On the other hand, don’t go so informal that you fill your content with humor, jokes and pop culture references. You still want to be seen as professional by your visitors.
- Give your visitors what they want. Visitors to your site want to know about the plastic surgery procedures you offer and your abilities as a surgeon. They don’t want to be hit over the head with an overt sales pitch. Consider the information that previous patients have wanted and the information that you would want if you were thinking about plastic surgery, and give this information to your site’s visitors.
- Don’t over optimize your content. While you need to write content that is optimized for the search engines, it must also be able to be read by your human visitors. Your content must include your targeted keywords, but don’t overdo it to the point where it looks or sounds bad to your visitors. Instead of overly repeating your targeted keywords, include them in your header, title, and ALT tags.
- Double check your spelling and grammar. Spelling and grammar errors are very easy to miss. Unfortunately, some of the simplest errors can damage your credibility. Make sure that you use your word processor’s grammar and spell check, and also get someone else to proofread your work if possible.