Providing Your Visitors With A Little Guidance

Your website visitors may need a little guidance from you. Left on their own, they may click around your site aimlessly, reading an article perhaps, maybe your “About Us’ page, looking at a few testimonials or before-and-after photos and, after a few minutes, losing interest and going elsewhere. That’s most likely not what you want your visitors to do. However, in order to get your visitors to do what you want them to do, you may need to guide them along.

In order to provide your visitors with some guidance, you must first determine what you most want them to do. When it comes to marketing plastic surgery practices, you probably want your visitors to contact you, set up a consultation, fill out a form, or maybe even sign-up for your newsletter.

Let’s assume that you most want your visitors to contact you, while also encouraging them to sign-up for your newsletter, which can encourage repeat traffic, and maybe even to sign up for an online consultation. Some visitors to your site may come with the express purpose of contacting you, in which case you’re all set with them unless you do something really awful to change their mind. Other visitors, however, may not be as determined or decisive. They may be curious, but not yet committed. They may be interested in doing a bit more research and checking out a few other surgeons. These are the visitors you’ll need to influence.

There are several ways that you can influence these visitors and provide them with guidance. First, use your headline and some copy to immediately impress upon your visitors that you are offering plastic surgery services and that they will clearly benefit by going with you. Be sure to show them what they can gain with your services and how your services may solve their problems. Take them step-by-step through every advantage they will receive by contacting you and choosing you as their surgeon. Be sure to show them testimonials and before-and-after photos of satisfied patients, and not just on separate pages but sprinkled throughout your copy as well. By including them in other pages, they are more effective, more powerful, and more likely to be read and seen. Be sure to include a direct link to contact you every few paragraphs.

While you will also have other, less wanted actions that you want your visitors to take, signing up for your newsletter or an online consultation for instance, keep these links off to the side so that they are still visible but not in competition with what you most want them to do. They should not carry the same weight as contacting you.