When it comes to marketing cosmetic surgery on the Internet, the main goal is to turn visitors to your site into actual patients. There may be other goals, such as informing visitors about plastic surgery procedures, but these are secondary to your main goal. Unfortunately, even the best designed website with great search engine rankings can suffer from low conversion rates.
Not all visitors to your site will be sold after just one visit. It’s important to remember that it may take four to seven visits or more before a visitor is ready to become an actual patient. Because of this, it’s just as important that you ensure that your visitors will want to return to your site. The following are tips to keep your visitors coming back, to earn their trust, and to ultimately increase your conversion rates.
- Get your visitors’ contact information. Without getting any contact information from your visitors, it’s impossible for you to stay in touch with them. Still, many Internet users are hesitant about providing this information. You can make it a little easier for them by providing something in return. One of the best ways to do this is to create a free newsletter that visitors can sign up for and receive via e-mail. Your newsletter can include valuable information about you and your practice, new procedures and techniques, site updates and the like. Make sure that you clearly state your privacy policy and make it easy for people to unsubscribe. Also make sure that you keep the information you’re requesting to a minimum, ideally just their email address.
- Give your visitors valuable content. Make sure that the information you give your visitors is valuable. If it’s not, they’ll simply go elsewhere. Many people searching for plastic surgery on the Internet are looking for information about procedures. You can provide them with this information, increase your credibility, and satisfy your visitors’ needs. Make sure, too, that you clearly state the benefits of your services.
- Update your content. Regularly updating your content is one of the best ways to get visitors returning to your site. Make changes and add useful new content frequently, even if the new content is minimal such as a tip of the week. Also be sure to note any updates that you’ve made and to keep all other information current.