When it comes to plastic surgeon marketing on the Internet, content is essential. Lots of keyword-rich content can help you earn high rankings in the search engines, bringing more targeted traffic to your site. And lots of valuable, informative content can satisfy your visitors and increase your conversion rate. But there are some important things to keep in mind when it comes to the content on your website.
All that valuable, informative content will be for naught if your visitors can’t actually read it, or read it comfortably. While this may seem obvious, too many websites don’t take into account that reading on a computer is far different from reading in print. Reading on a computer monitor is far more strenuous on the eyes. This can make reading more difficult, more uncomfortable, and more time consuming. Because of this, it’s important that you optimize your online content for easy readability. The following tips will help you to do just that:
- Make your text scannable. Rather than actually reading every word and sentence, Internet users tend to scan text. You can make your text scannable using bulleted lists, bold type, and different colors to highlight important points. This will allow your visitors to scan right to the information they want. You can similarly use headlines to separate and highlight important information.
- Limit your paragraphs. Try to limit your paragraphs to a single idea. Your visitors may be more likely to miss important points if you include too many in a single paragraph.
- Limit your writing. Ideally, you should try to write 50% less for the Internet than you would for print.
- Use hyperlinks. Hyperlinks can be used to point visitors to more detailed information. For instance, if you’re discussing the risks associated with breast augmentation, you might include a link to a page that further discusses what capsular contracture is.
- Choose your font carefully. Use a common font type, such as Verdana or Georgia, and make sure that your font size is neither too small nor too large. Also be careful with the color of your font, particularly in regard to your background color. A dark text, such as black, set against a light background, such as white, makes for the easiest reading.