For plastic surgeons, med spas, and other aesthetic practices, appearance is often the foremost consideration when building a website. After all, your practice works in the visual realm, so visuals are important – from before-and-after pictures to banner images to the overall color scheme. However, investing in premier visuals while ignoring the content on your practice area pages is a big mistake.
Anyone Can Write about Procedures: Why Are You Different?
In the course of evaluating many websites for plastic surgeons and other cosmetic doctors, one of the most common issues I see is uniformity. Most websites don’t rely on pages upon pages of duplicate content, or text copied wholesale on other domains and presented as though it’s original material. That’s good, because duplicate content is a cardinal sin in the marketing world.
However, I can’t tell you how many procedure pages on otherwise excellent surgeon, doctor, and practice website are reduced to virtually the exact same information. In most cases, this repetition is most evident in the subheads dividing aspects of each procedure into sections on:
- What’s involved in the surgery
- Timeline for recovery
- What to expect
The problem isn’t the fact that this information is on your website. These are things patients want to know, and your website should tell them that you can answer their questions. The problem, really, is the boilerplate tone and ready availability of the information at countless other sources online.
Patients might know what you do and what’s involved after they read a generic page on breast augmentation, BOTOX, or BBL. What they don’t know from something so general is why they should pick your practice to get the procedure or treatment.
Avoid Content That Doesn’t Convert
Again, the content that I see so often is by no means poorly written. In the majority of cases, it’s grammatically correct, factually accurate, and employs accessible prose. However, countless other practices can do exactly the same thing on their websites, not to mention all the third-party educational sites and directories designed to inform consumers.
Truly informing patients doesn’t mean falling back on bog-standard educational material. It requires you to integrate your branding, the heart and soul of your practice, into each piece of content that discusses your services.
In order to be found online, you need to offer the best answer to a prospective patient’s question. Original, compelling content is the centerpiece of any effective search engine optimization (SEO) strategy. And, once visitors arrive on your site and see their questions answered, they are more likely to contact your practice when they decide to undergo plastic surgery or cosmetic treatment.
If you offer the same content that patients can find on dozens, perhaps hundreds of other websites, your practice is not going to stand out, either in search results or in a prospect’s memory. You will lose the attention of the prospective patient, and ultimately their business, to a competitor that personalizes the information.
So how do you elevate the content on your website?
Build Better Practice Area Pages
It’s only natural to have the most content on your website about the procedures you want to perform. However, from both an SEO and user experience perspective, publishing a series of relatively limited pages about various considerations of your priority services doesn’t drive traffic or leads.
Instead, consolidate your knowledge of plastic surgery and med spa options into long-form page content that enables visitors to do “one-stop-shopping” to learn about the procedure.
Search engines will see that your long-form page answers many different questions. Users will see the same thing, making it more likely that they will use the lead generation features on your website (the phone number, the contact page, the chat window, etc.) to schedule a consultation at your practice, rather than with your competitor.
Vary Your Blogging Efforts
Writing about one big practice area is a good way to centralize your expertise, but you need to support high-level content continuously on your website. By writing regular blog posts, or working with an agency with a proven track record in the cosmetic space to produce blog content, you will provide potential patients with ongoing proof that you understand their needs and goals and offer services to achieve them.
Contrary to what seems like popular belief, there is no “magic formula” for blogging. You do want to write regularly, but the tone and subject matter should be unique to your practice and the patients you serve. Consider what you talk to patients about the most regarding your high-priority procedures, and work with your agency to identify how clients search for that information online.
Invest in Visual Content
You probably spent a lot of time on the design of your website. Keep thinking about it as part of your content marketing strategy.
Online content is more than just words. In fact, most users prefer to consume content in some type of visual format, including:
- Online slideshows hosted on platforms like Slideshare
- Interactive online quizzes
- Branded imagery
Creating visual content can be time-consuming. However, enhancing content with strong visuals invariably leads to greater engagement, from visitors spending more time on your website to exploring multiple pages and sections. There are a variety of free tools you can use to create visual content assets, or you can collaborate with your marketing agency to design and develop original visual content that is consistent with the appearance and branding of your website.
Create Original Content That Drives Leads
Your website design and content should work hand-in-hand to help prospective patients learn about your procedures, see how those options meet their needs, and contact your practice for a consultation. If you have a beautiful website that offers the “same old” information about plastic surgery and cosmetic treatments, it’s time to think about a content upgrade.
Page 1 Solutions has been developing original content for plastic surgeons, aesthetic practices, and med spas for over 15 years. Whether you’re building a new website or want to create content on an ongoing basis that drives visibility in search results and captures new leads, we can help you create a content strategy that matches the goals for your practice.
Contact Page 1 Solutions today by calling 800-368-9910. Your initial marketing evaluation is complimentary.