Plastic Surgery Website: Your Most Important Marketing Asset – Practice Builders

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Plastic Surgery Website Your Most Important
Marketing Asset
For plastic surgeons, their practice website
serves as their storefront. Potential patients
will not casually drop by your office to witness
treatments or surgeries as if they are shopping
for gadgets or furniture. Instead, todays
tech-savvy patients search online. When they find
your practice online, they click over to your
website to learn more about your services.
Whether these visitors stay, and eventually
become new patients, will depend on what kind of
the first impression your website makes. Your
plastic surgery practice website has to assure
visitors you are professional, highly skilled and
cost-effective, too. It also has to convince them
that you are caring, accessible and friendly.
Trust and comfort are essential when it comes to
selecting a plastic surgeon. What is the purpose
of your website? Two critical factors make your
plastic surgery website indispensable for your
practice. The first is that it needs to act as an
information source for your potential as well as
existing patients. The second is that your
practice website needs to serve as a marketing
tool. The content and design of your website
should compel your online visitors to contact
your practice, and not move on to the next
website.
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• Your website deserves more than just cosmetic
  consideration. When it comes to a website, most
  people prefer esthetics over functionality and
  style over conversion rate. However, in order to
  build an effective website, it is advisable to
  focus on three main areas
• Psychology
• Readability
• Conversions
• Psychology outplays everything!
• If you can manage to get the psychology right in
  your website design, you will be 80 percent on
  the way to gaining new patients.
• In order to include psychology right in your
  website design, you need to know your target
  audience and make sure you understand their
  needs. Do not get caught up in trends and try not
  to be generic. If you effectively communicate
  with your target customers, they will be much
  more likely to hit the contact button and become
  a patient.

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Put readability above esthetics. Make absolutely
no mistake about it. The purpose of content is to
be consumed and understood. No doubt your website
needs to look good, but just a beautiful website
will not help you grow your practice. Websites do
not just inform your visitors or make your
practice look fancy and stroke your ego. The
primary goal of a plastic surgery practice is
conversion. If your websites design and content
are not focused on conversions, you could be
leaving a lot of money on the table. How can you
enhance your plastic surgery website? Can online
searchers easily find your plastic surgery
practice website? Most plastic surgeons are not
able to rely on referrals from other physicians
on a consistent basis. They have to depend on
their potential patients doing online research to
find out about their practice and services. This
is where search engine optimization (SEO) can
help you. You can significantly improve your
websites online visibility by implementing
effective SEO tactics based on the latest best
practices. Getting found online is what drives
traffic to your website. From that moment onward,
your websites design should feel welcoming and
be easy to navigate. A professionally and
esthetically designed website is the first thing
a potential patient will see and will be the
primary factor when deciding whether to contact
your practice. Just as a rule of thumb, if your
existing website is more than two or three years
old, signs of aging are likely to have set in.
Not just in appearance, but also in
effectiveness. Giving your plastic surgery
website a professional makeover is the first step
in creating a marketing strategy that will set
your practice apart from competitors and help you
grow your business. However, to be fully
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effective, that makeover has to go deeper, below
the surface. Here are the five must-have elements
of a successful plastic surgery website

• Relevant and engaging content It is important to
  tell visitors what treatment options you offer,
  primarily for two reasons
• You need to inform potential patients of the full
  range of services available through your
  practice.
• Seeing what is available or possible can plant
  seeds of interest in the minds of visitors. It
  is a subtle form of selling that can help grow
  your practice.
• Some plastic surgeons make the mistake of listing
  all of their procedures on a single page. This
  forces your potential patient to sift through all
  that content. If your web pages are too long,
  most people will not even scroll down past the
  top 25 percent of the page. Your content has to
  be short, bite-sized and user-friendly in order
  to keep visitors engaged. Each major procedure or
  treatment should have its own page.

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• If you specialize in a particular treatment or
  surgery, make that clear right up front. It is
  helpful to show products and services you offer
  beyond surgical and nonsurgical procedures. A
  successful plastic surgery website should also
  include
• Surgeon bios
• Separate landing pages for procedures and special
  offers
• Awards, certifications or other surgeon or
  practice recognition
• Financing and insurance options
• Any extra services you offer, such as concierge
  services for out-of- town patients.
• Image galleries are your best patient
  testimonials Most plastic surgeons post
  before-and-after photos of their patients on
  their website. However, are you displaying good
  enough examples? Including a variety of pictures
  reinforces your experience and skill. It also
  gives potential patients a better chance to spot
  a satisfied patient who looks similar to them, or
  who have had a similar problem corrected.
• Most plastic surgeons post before-and-after mug
  shots. The aim is to provide visual information,
  but your image gallery must communicate with
  potential patients at an emotional level. It is a
  good idea to include different angles. Consider
  better lighting and background options. Add a
  brief explanation of the patients situation,
  their esthetic goal and the final result. These
  little gestures will put images into context,
  thus making them more relatable. The more
  relevant your before-and-after pictures are,
  the more they convince your potential patients to
  move forward. In essence, before-and-after
  pictures are silent salespeople.
• Landing pages Where visitors convert to leads
  and leads convert to actual patients It is a
  good thing to drive traffic to your plastic
  surgery website. However, in order to gain new
  patients, you need to convert those visitors into
  actual patients. This is where landing pages come
  in. Unlike other general pages on your website,
  landing pages are specific pages where your
  visitors arrive after browsing your website. In
  other

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• words, a landing page is where a visitor is
  likely to take his or her next action. That
  action can take the form of
• Filling out a contact form
• Subscribing to your blog or e-newsletter
• Downloading educational content such as e-books
  and videos
• Requesting additional information
• Scheduling a consultation
• Landing pages come in many designs and formats,
  depending on their purpose. In order to convert
  leads effectively, the design and content of each
  landing page must motivate your visitor to take
  the next step.
• Landing pages act as the gateway to valuable
  information. For instance, if you are making an
  offer to your visitor, they may give you their
  email address and some additional information
  just to take advantage of the offer. So your
  offer has to be enticing enough to encourage them
  to take action.
• 4. Patient reviews Nothing beats word-of-mouth
  Potential plastic surgery patients are like any
  other customer their buyer journey starts with
  research. Customer testimonials and online
  reviews feature prominently in their
  decision-making process. Therefore, one way to
  grow your plastic surgery practice is to
  strategically grow and improve your online
  reviews. In addition to quality, the quantity of
  online reviews also matters because it reinforces
  the fact that a lot of patients have benefitted
  from your treatments. No one wants to be a guinea
  pig. To further strengthen the credibility of
  your practice, you can consider creating an
  awards and honors page on your website.
  Professional accreditations from medical
  associations, local publications and public
  contests will affirm the personality of your
  practice. You can also include icons or links for
  your social media accounts on your website, where
  they can be instantly visible to visitors. These
  can serve as indirect testimonials, highlighting
  that your practice is trustworthy and engaged
  with patients.

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• Blog Useful content that attracts attention A
  blog is the most effective tool you can add to
  your website. Blogging offers extended marketing
  benefits for any plastic surgery practice and
  helps you
• Brand yourself as an expert in plastic surgery
• Attract potential patients and keep them
  interested in your practice
• Educate existing patients about your services
• Increase SEO by producing more searchable
  content. The more unique and useful your content
  is, the brighter are your chances to show up in
  search results.
• The majority of potential patients say blogs help
  them discover medical practices. Educating the
  masses not only increases awareness of your
  plastic surgery practice, but it also enables you
  to have in-person talks with better-informed
  individuals. Your blog is the best place to share
  a new five-minute video about a procedure or
  write a few sentences to set the stage.
  Infographics are a useful type of visual content
  that can have far greater impact. This is
  especially applicable for plastic surgeons.

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In conclusion There has never been a better
time to be a plastic surgeon. With increasing
public interest in esthetic treatments and
surgeries, you have more opportunities than ever
to attract new patients. However, at the same
time, you face more competition than ever. It
requires innovative, strategic marketing to set
your practice apart and build your
brand. Whether you are trying to attract new
patients or help existing ones, your plastic
surgery website is essential to helping you
connect with potential as well as existing
patients. The elements mentioned above of a
successful plastic surgery website will help
establish your practice and build a brand among
potential patients. Moreover, by ensuring you
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include all of these key elements, your
practices website will be off to a great
start. However, when building the best plastic
surgery website, it is better to work with an
agency that specializes in plastic surgery
website design and understands healthcare
marketing. Contact Practice Builders to learn
more about what we can do to give your plastic
surgery website the professional touch it
deserves.