prAcTIce mAnAgemenT | web mArketinG |
if you will be repeating certain
keywords or phrases throughout for maximum effect. Pages that are shorter than that may not be sufficient to be counted by search engines. too many words on a page or not enough white space is equally problematic because it will be hard to read on many screens or confusing to the visitor.
A reputable web
marketing firm should be able to generate a report
on a monthly basis so you can analyse your site’s performance.
Before and after including your own before and after photographs are a must for an effective website. Photographs are what consumers look for and where they spend the most time on websites. it helps to instil a sense of trust in prospective patients and visitors to your site and establishes your expertise and skills. Do not leave it up to their imagination; a robust before and after photo gallery sends a message that your clinic does a lot of these procedures, and shows the range of improvements that can be achieved, as well as the excellent results you offer. include a clear description of what was done in each set of photos, and avoid blackened out eyes or cropped photos of just the lips or the chin area. Although getting patient consent for
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clinical photography is a huge challenge for clinics and practitioners everywhere, be careful not to include photographs that you are not proud of or that can be misconstrued. these photos may be seen on a tiny screen by many visitors and details can often appear fuzzy. Finally, try to collect photographs of patients you have treated in the target audience you
are trying to attract. For example, if your target is young mothers in their 30s seeking skin rejuvenation treatments, photographs exclusively of older women in their 50s and 60s with deep wrinkling and sagging will not be compelling to them.
Is your website working for you? Search engine optimisation and pay-per-click advertising can be very expensive, particularly if you are in a crowded marketplace in which there are many other clinics promoting the same services. therefore, you should have a well thought out strategy in place and a budget to work with before you begin. Consider what procedures are the most profitable in your clinic and invest more
November/December 2011 |
prime-journal.com
of your budget to promote these procedures. it is also imperative to have a system in place to track your results to evaluate whether your programme was worth the cost. Analytic programmes can be installed on your site to help you evaluate your traffic and learn which procedures draw the most traffic to the site. it may be surprising to find which ones actually attract the most visits, and it may not be what you were expecting. A reputable web marketing firm should be able to generate a report on a monthly basis so you can analyse your site’s performance.
Conclusions in many cases, practitioners do not have a feel for what drives consumers to one website over another. if you want to know how good your website is, ask your patients. You can get some very useful feedback from your own patients who may be flattered that you value their opinion and will give an honest appraisal.
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