| web mArketinG | prAcTIce mAnAgemenT
Table 2 Common pitfalls to avoid
✖ Outdated style and static structure that is hard to navigate
✖ Photo of practitioner(s) that is not current
✖ Common stock photos that are not uniquely yours
✖ Outdated info on products and devices you no longer offer
✖ Expired dates — copyright, blog posts, events
✖ Old media placements
✖ Listings or photos of staff who are no longer with the clinic ✖ Lack of visuals to illustrate results
next page they come to should confirm the click; it should give visitors what they expected when they clicked on that link. it is a good idea to always have a link back to your home page so that visitors can return as they want to. in addition, show options for where visitors can go next, such as a related procedure or products, or special offers.
Search engine optimisation Creating search engine-friendly pages that describe all of the services in your clinic is vital. the next step up is to link the pages to each other where needed, and to include a powerful call-to-action on every internal page. internal pages should show the visitor where to go next to make a purchasing decision; for example, ‘Schedule a Consultation’, ‘book an Appointment’, or ‘Shop’. A simple text link that brings visitors to a contact form that captures their basic details is an easy way to increase your rate of converting visitors to customers.
Choosing key words when it comes to your clinic website, instead of just venturing a guess about what your prospective patients are searching for, take the time to do a keyword analysis to get critical insights on what consumers search for on Google. You can also find out how much competition you have for each phrase you select, which will further help you determine which services to promote most aggressively, and how to develop optimised content on your blog and social media platforms to support your visibility on search engines.
prime-journal.com | November/December 2011 based on your experience and the data
that a keyword analysis provides, create a list of all of the services and products you want to promote on the site. based on the amount and types of services you offer, and how many different audiences you are targeting, you may decide to use a new page for each procedure or service, or for each category of procedure. in some cases, if you do not have sufficient content to add to create a new page, you may want to bundle certain services together. For example, laser lipo and cellulite treatments may be placed as separate pages or combined under the category of body contouring. Similarly, if you offer a range of dermal fillers and wrinkle relaxing injections, you may choose to set up pages for each category, or for each product you offer, especially if you are using brands that are well known to consumers. Generally speaking, more is more in
terms of content on a site. the more pages of content you include, the better your chances are of being found by search engines. therefore, it is highly recommended that you give any important service you offer, and are keen to promote to visitors, a page of its own. this tactic will help increase the relevance of each page for appropriate
generally speaking, more is more in terms of content on a site. The more
pages of content you include, the better your chances are of being found by search engines.
searches if your content is designed to include keywords and phrases. Your internal pages should include a
title that is crafted to feature keywords to search engine visibility. However, be careful not to make all your content search engine driven — use the most important key words up front. For example, ‘birmingham Aesthetic Clinic: Fillers for Lip enhancement, Lines and wrinkles, Acne Scars’. You can then start the page with a header that describes this service in more detail, such as what products you offer by brand name, and which attracts visitors to read more about them. it is helpful to include subheadings throughout all the internal pages so that visitors can quickly find the information that is most relevant to their concerns. For example, How Long Do results Last? is it Painful? is it Safe? each page should have a healthy
amount of text and visuals. A minimum of 300 words is a good start, especially
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