Cosmetic surgeons are dedicated to the craft of perfecting and improving. Whether it’s a crooked nose or helping a burn victim regain confidence, cosmetic surgery is as much art as it is science. Because cosmetic surgeons are trusted to make people look good, it’s important that their brand communicate that to their audience. Would you trust a plastic surgeon whose website looks like it came straight out of 1999, complete with flash animations, bright blue links, and background music?
We didn’t think so. When prospective patients are shopping for a surgeon, they’re more likely to take action and schedule a consultation with a surgeon that has a website that reflects their brand in a light that is positive and showcases what the surgeon can do. When it comes to designing a plastic surgery website, there are several key elements that make a difference in how people interact with the site, how well it ranks on search engines, and whether people take action and become leads.
Website Designed From Scratch
Your practice is unique. Your website should be also. With that in mind, make sure you choose to have your website designed from scratch. What works for one practice might not work for yours. Additionally, each website should be tailored to your demographics and your business goals.
For example, a small family practice might want a website that allows them to email using HIPAA compliant technology to communicate with patients. A cosmetic surgeon, however, might not need that feature and instead needs a website that funnels people toward scheduling a free consultation.
Read more about why one practice’s website is not a one size fits all solution to other practices in this article.
Focus on Your Color Scheme
The color scheme of your website and practice should complement one another. With that in mind, it’s important that you work with a team experienced in branding and marketing. Choosing the right colors for your practice can make a difference in how people perceive it.
For example, bright orange and yellow don’t necessarily say “professional, competent plastic surgeon” when people see them. Cooler colors like various shades of blue tend to work better to convey the suave, sleek mood most plastic surgeons want to communicate.
Additionally, any color scheme you choose for your website should be easy to reproduce online and in print.
Select Only High-Quality Photos
If you want your website to project a professional appearance, it’s important that you have strict guidelines for what goes on your website and what doesn’t. You’ll want to make sure all photos are clear and of the highest quality. Many photos can be taken from stock photo websites, however, photos of staff and your office should be taken by a professional photographer and be consistent in quality, lighting and color filters as the other photos and images used.
Post Real Before and After Videos
Plastic surgery is a highly visual medical specialty. When someone is healed from an internal infection, the results aren’t very obvious. But when a person has breast augmentation or a rhinoplasty, their results are externally visible.
Posting before and after videos on your cosmetic surgery website offer prospective patients a clear view of the results you get for your patients. These videos are incredibly effective marketing tools that allow patients to visualize the results they might get. Before and after videos motivate prospective patients to call for a free consultation or answer any other call-to-action that you want them to in your sales funnel.
You’re Going to Need a Blog
A doctor’s blog plays a large role in adding fresh, unique content to your website on a regular basis. People are fascinated by what plastic surgeons do and a blog allows you to give them a small window to see what life is like in your office, the procedures you offer, and to learn more about the doctor and his or her staff in a fun and engaging way. One of the best things about blogs is that they help with your search engine rankings and can bring organic traffic to your website by people sharing useful and insightful blogs posts on social media.
A blog doesn’t have to take a lot of time, however, it’s important you have a strategy set up so that the doctor’s blog doesn’t just come across as random ramblings. You want it to have a purpose, to serve patients, to answer questions, and to hit on key search terms you want to rank on search engines for.
If you’re just blogging to put content online and not thinking about the why behind your blog, then you won’t get much out of your blog. Blogging with a purpose allows you to set goals, measure your progress, and realign your goals as you begin to move through them. Without this strategy, you’re wasting your time and resources. Take the time to blog right and you’ll see the incredible results you can get.