Things Plastic Surgeons Should Avoid When Creating Content
Posted by Surgeon’s Advisor
In the competitive world of digital marketing, creating content that stands out is crucial for plastic surgeons looking to attract new patients and establish their expertise. However, while many focus on what to do, it’s equally important to understand what not to do when creating content. Avoiding common pitfalls can be the difference between content that engages and converts, and content that misses the mark.
What to Avoid When Creating Content as a Plastic Surgeon
- Using generic or overused content
- Not proofreading content before publishing
- Ignoring SEO best practices
- Not promoting content effectively
- Not responding to comments or feedback
- Overloading content with keywords
- Not providing enough context
- Ignoring user experience design
- Failing to link back to other pages on the website
- Not featuring original images or videos
1. Using Generic or Overused Content
Why it’s a problem: Generic or overused content fails to capture the unique qualities of your practice and doesn’t offer new value to your audience. It can blend in with the countless other medical content pieces online, making it harder for your practice to stand out.
How to avoid it: Focus on creating tailored content that addresses the specific concerns and interests of your patients. Highlight your unique expertise, procedures, and success stories. Share personal insights or case studies that resonate with potential clients, showcasing your practice’s strengths and distinctive approach.
2. Not Proofreading Content Before Publishing
Why it’s a problem: Spelling errors, grammatical mistakes, and typos can make your website appear unprofessional, reducing trust and credibility among potential patients. It can also negatively impact user experience, leading visitors to question the quality of your services.
How to avoid it: Always review and proofread content before publishing it. Use tools like Grammarly or hire a professional editor to ensure your content is error-free. Reading content aloud can also help catch mistakes that might be missed during a standard review.
3. Ignoring SEO Best Practices
Why it’s a problem: Without proper SEO optimization, your content is less likely to appear in search engine results, limiting its visibility. This means fewer potential patients will find your practice online, even if your content is high-quality.
How to avoid it: Incorporate relevant keywords naturally into your content, including headings, meta descriptions, and image alt text. Use internal linking to connect related content within your website. Stay up to date with current SEO trends and algorithms to ensure that your website remains visible to search engines.
4. Not Promoting Content Effectively
Why it’s a problem: Simply creating content is not enough; it needs to be shared widely to reach your target audience. Without effective promotion, even the best content may not get the visibility it deserves, limiting its impact.
How to avoid it: Share your content across social media platforms like Instagram, Facebook, and LinkedIn. Engage with online communities where potential patients might be, such as forums or relevant groups. Additionally, consider using email newsletters to distribute your content to your patient list and paid advertising for greater reach.
5. Not Responding to Comments or Feedback
Why it’s a problem: When potential patients leave comments or feedback on your content, ignoring them can make your practice seem disengaged or uninterested in patient interactions. This missed opportunity can hurt relationship-building and trust.
How to avoid it: Actively monitor your social media channels, blog comments, and other platforms where your content is shared. Respond to questions and comments in a timely manner, and address concerns or feedback professionally. This shows that you value patient input and helps build a community around your practice.
6. Overloading Content with Keywords
Why it’s a problem: While keywords are essential for SEO, using too many of them can make content feel forced or unnatural. This practice, known as keyword stuffing, can result in a poor reading experience and even penalties from search engines.
How to avoid it: Focus on writing naturally and prioritize content quality over keyword density. Use keywords in a way that flows seamlessly within the content. Incorporate synonyms and related phrases to maintain a natural tone while still optimizing for search engines.
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7. Not Providing Enough Context
Why it’s a problem: When content lacks sufficient context, readers may struggle to understand the information presented. This can lead to confusion or misunderstandings, reducing the effectiveness of your content in educating or persuading potential patients.
How to avoid it: Always aim to provide comprehensive explanations and background information where necessary. Break down complex medical terms or procedures, use examples, and address common questions or concerns that patients might have. This helps ensure that your audience fully understands the content.
8. Ignoring User Experience Design
Why it’s a problem: A website that is difficult to navigate or visually unappealing can drive users away, even if the content is high-quality. Poor user experience (UX) can lead to high bounce rates, which negatively impacts your website’s ranking in search results.
How to avoid it: Prioritize a clean, mobile-friendly design that’s easy to navigate. Ensure that your website loads quickly, is free of clutter, and offers a logical structure. Use clear headings, bullet points, and engaging visuals to guide readers through your content seamlessly.
9. Failing to Link Back to Other Pages on the Website
Why it’s a problem: Internal linking helps search engines understand the structure of your website and how different content pieces are related. Without these links, users may struggle to find related content, which can result in missed opportunities to keep them engaged.
How to avoid it: Make a habit of linking to other relevant pages or blog posts within your website. For example, if discussing a procedure, link to a page that provides more in-depth information. This not only helps with SEO but also encourages users to explore more of your site.
10. Not Featuring Original Images or Videos
Why it’s a problem: Relying on stock photos can make your content feel generic and impersonal, potentially reducing trust among potential patients. Original visuals, such as photos of your clinic or videos explaining procedures, add authenticity to your content.
How to avoid it: Invest in professional photography or create high-quality videos that showcase your practice, your staff, and your procedures. Original content helps patients feel more connected to your practice and demonstrates your commitment to transparency and authenticity.
How Surgeon’s Advisor Can Help
At Surgeon’s Advisor, we recognize that medical professionals may not possess the time or experience to look into intricate parts of site improvement. That’s where we come in.
We have over 20 years of experience working with top medical practices just like yours. We provide a range of services to drive traffic and increase marketing ROI, including website design, digital marketing, SEO, PPC, local optimization, and content marketing.
If you’re looking to take your medical practice to the next level, we can help. We do all the hard work for you so that you can get back to doing what you do best. Call 305.763.8011 to speak to one of our digital marketing experts today!