prAcTIce mAnAgemenT | web mArketinG |
important to themselves and their peers, rather than what is really important to consumers. the look and feel of your landing page should be designed to create the desired effect, which for most clinics is to encourage consumers to make an appointment. to do this, you need to use the words or images that are already on the mind of your target audience to convey your key messages. Additionally, the landing page needs to
deliver on any promise that your external marketing programme is making to consumers to be consistent. For example, if you are investing in pay-per-click ads online to promote laser lipo for the tummy, information about that procedure should be placed prominently on the upper portion of the landing page. the goal of any website is to make it easy for visitors to find the information they are looking for. the term ‘above the fold’ is used to
First appearances
it is possible reach a wider audience and attract more qualified prospects just by rethinking what messages your landing page is sending and how your website is organised. the navigation used, the images featured, fonts, colours, content, and amount of white space all have an impact on how your clinic will be perceived by visitors. For example, use
special areas of
expertise are equally important to highlight in
order to establish the clinic as the ‘go to’ place for
the treatments, technologies or products you are marketing.
colours on
the site that are more aesthetically pleasing to attract more women or cosmetic patients who are interested in beauty treatments. making poor choices will send visitors back to the search engines to find another clinic or practice to click onto. Look at your site objectively, as a visitor
who does not already know anything about your clinic would. Ask yourself these questions: ■ Does this site make the visitor want to come in for a consultation? ■ Does it give the visitor sufficient trust in this clinic to put their faces and bodies in your hands? ■ Are the products, treatments and services offered presented in a way that makes the visitor want to buy them?
72 ❚ the practice of
cosmetic medicine, dermatology and plastic surgery are extremely competitive, which requires clinics to attempt to differentiate themselves. For clinic sites that promote services, it is especially important to establish the expertise of the
service provider and instil a sense of trust in your visitors. to gain the trust of site visitors, the training, credentials and background of the healthcare practitioners working at the clinic should be prominently displayed. Special areas of expertise are equally important to highlight in order to establish the clinic as the ‘go to’ place for the treatments, technologies or products you are marketing. Visitors are also drawn to media coverage the clinic or the practitioners have received as a source of confirmation. testimonials from satisfied patients, in the form or videos, print and online snippets, can also be used to attest to the level of service and quality provided.
What goes above the fold A common mistake physicians and clinics often make is to focus on what is
November/December 2011 |
prime-journal.com
describe the upper portions of a page that are visible without having to scroll down. Although this varies considerably with the advent of mobile devices, iPhones, iPads, and netbooks, it is a vital consideration, particularly for your landing page. State the most important details at the top of page, because they may never get to the content that is at the middle or bottom of the page, or buried behind too many menu buttons. in general, try to keep the number of clicks to a minimum for key information. tell visitors who you are, what you do, and why they should choose your clinic up front. the internal pages of your website will
include everything that lives behind the landing page. each page should have consistent layout and features so that the site has a cohesive style. when a visitor clicks on a link on the landing page, the
Table 1 Components of a clinic landing page
✔ Who Qualifications of practitioners, registration
✔ What Top three services or products on offer
✔ When Call to action — Schedule a Consult Now
✔ Where Location
✔ How Phone number, links to social media platforms
✔ Why Honours, awards, media mentions
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