If you’re like most plastic surgeons, the answer is likely “no”.
Sure, word of mouth, referrals from past patients and other doctors are great sources of business. But, unfortunately, they are usually not great sources for steady business. Referrals are very passive and you can’t really control the amount of them that you get for your practice in a consistent and reliable manner.
Your website is your 24/7 online business representative. Is your website a consistent source of well qualified leads? No? You’re not alone.
Most plastic surgery websites are not set up to turn visitors into leads. Most of them are set up in a sales brochure style. This style of website is a very dated approach and does not work to generate leads very well in today’s world.
So how can you make sure that your plastic surgery website is optimized to be a lead generation machine? Here are 3 ways to do just that.
1) Make sure your website is set up so that prospects can find you when they search.
Think about how people search for you. More than likely, if they’re trying to find a plastic surgeon they will search for the procedure that they are looking to learn about. Their first searches will be driven by their need for education about the procedure they are considering.
Think about the pages of your website. Do you have individual pages set up for each popular procedure? Google ranks each individual page of a website separately. So you should focus pages, other than your home page, on one concept that you want that page to appear for in searches. So by thinking about the most popular procedures and then creating very informative pages about those procedures, you are setting your webs up to be found by prospects who are looking to get those procedures performed.
2) Offer your prospects helpful content.
Instead of telling your prospects how great you are, focus on them and the questions they have about the procedures. What are the benefits that you deliver to your patients?Spell them all out and use those benefits to help turn those prospects into patients.
Think about all of the questions that prospective patients have asked you about plastic surgery procedures over the years. Write those questions down. Now you have a great list of topics for blog posts.
Blog posts are an important part of any digital marketing strategy. Google loves websites that have new and consistently added pieces of content. Plus, if you can answer that list of questions with individual blog posts, you are regularly adding content that your prospects are looking for. The first thing someone types into Google is usually a question like “What’s the recovery time for a nose job?”. If you have the answers for those questions, you will show up when
3) Make it easy for them to contact you.
There are many ways a prospect can contact your plastic surgery practice from your website. Whichever method you choose to implement, make sure that your calls to action are clear and easy to understand.
For example, if you are using a phone number to try to encourage phone calls, make sure that the number has high contrast with its background and that it is in a highly visible position on the page. The top of the page on the right-hand side is the perfect place for a phone number. Include some text that tells the prospect about the benefit that they will get for calling. Something as simple as “Call now to schedule a free consultation” can be effective.
If you are using a form on your plastic surgery website to collect your prospects’ contact information, make sure that the form stands out from the website with a contrasting color. Only ask for the bare minimum of information that you need in your form. Studies have shown that every field you add to your form will reduce response.
Also make sure that your form is clear and easy to understand. Any confusion about the form will kill your chances of getting the lead.
You can also offer some educational content in exchange for the prospect filling out the form and giving you their contact information. This not only shows that your prospect has an intent to purchase, but it also helps convey the perception that you are an expert in your field.
Lead generation should be one of the main functions of your plastic surgery website. Follow these three tips and you’ll be well on your way to achieving that goal.