The stress of running a clinic should never prevent you from taking the steps towards capturing more leads --and your plastic surgery website should be the last to suffer, now that most businesses are found online.
Have a look at these three must-know principles for plastic surgery web design, so you can take steps towards building your clinic an attractive digital persona.
1. Design for Mobile
Plastic surgery websites follows the same hard rule that applies to any other industry in 2018: majority of your visitors will be on mobile devices. It’s critical that you design your plastic surgery website in a way that makes it easy for people on their smartphones to book a consultation or schedule a session.
Step one towards achieving this is to aim for flat design (think small, simple, and intuitive designs). The best plastic surgery websites know how to keep their information neat and efficient, saying as much as they can with the least amount of flash and pomp. Plastic surgery web design is about making a strong impact through simplicity.
Source: Kimberly Carpin MD
Neat, clean colors and textures are your best friend when aiming for a good plastic surgery website. Likewise, it’s important to keep your calls to action clear, eye-catching, and aligned with your site’s overall flow.
When designing for mobile, we advise against building a separate version of your website for mobile, and instead aiming for responsive web design --or a site that automatically scales itself according to the device used to browse it. For one thing, a responsive website saves you time, money and effort. For another, the jury’s still out on whether designing a separate version of your site will be good for your SEO ranking (and therefore, good for your sales).
Check out Kimberly Carpin for an example of flat, mobile-friendly design.
2. Build Informative Pages
As a vital rule of thumb for plastic surgery web design, you want to keep your CTAs to a minimum --the fewer times your site visitors have to navigate from page to page, the better. Now that convenience has proven itself to be a huge driver of growth for industries operating online, you want to leave your visitors pampered.
Do this by creating rich, informative web pages. It’s far better to have your leads scrolling through long (and well-organized!) pages than to lead them on a merry chase across your sitemap. If you promised to show them information about your services, don’t complicate things by breaking that information into chunks for them to dig or search for.
The best surgical websites present their visitors with must-know information right off the bat, then move on to giving important information and suggestions for potential clients. They keep as much information on single, dedicated pages as much as possible, and design those pages for optimal reading.
Source: DHI Philippines
As you start on the project of plastic surgery web design, always work from the point of view of a site visitor: what would convince you to book an appointment, if you had zero background knowledge about the services you offer? What selling points would make a clinic preferable to any of its competitors?
Check out DHI Philippines for an example of how to present rich information in a readable sequence.
3. Don’t Forget About SEO
The best plastic surgery web design works hand in hand with quality SEO to put your site on the front page of Google and other important search engines. The technical skill involved in SERP ranking have to serve as a guide to how you build your site, else you risk winding up presenting your gorgeous website to an audience of nobody.
You’ll find plenty of guides to the best SEO practices online, but it’s critically important that you’re acquainted with some basic concepts: keywords, meta descriptions, and sitemap.
Keywords are your top tool for ranking your plastic surgery website. They’re the search terms your customers would most likely use when they’re looking for information related to your services --and their position and frequency in your website matters. For example, a clinic that offers breast augmentation surgery would want to rank aggressively for “breast augmentation” or “breast augmentation + their location”.
Your meta descriptions are the brief write-ups that pop up under your web page titles on a search engine results page. On top of giving search engine users an idea of your content, they give Google an idea of how relevant your web content is to a person’s search intent. Make sure your meta descriptions are designed to rank.
Finally, your sitemap is the logic behind the way your web pages are organized. Each general “cornerstone page” should house and support sub-pages with more specific information. For example, if you offer a wide range of facial surgery procedures, you’d do well to build a web page that covers the subset of procedures in a broad sense, and link it to more specific pages per type of procedure under the category.
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Source: Lawrenceville Plastic Surgery
These are a few of the things you need to look out for when attempting at plastic surgery web design that’s SEO friendly. Stopping at a beautiful, well-designed site will impress visitors, but it’s SEO that scores you more visitors to impress.
Plastic surgery web design can be a difficult task --especially for clinic administrators or doctors without a technical background in site creation.
Whether you keep an in-house slate of developers to build your website or outsource the job to an experienced team of web design specialists, it’s important to know what makes for a good plastic surgery website. Take note of these basic principles, set your clinic up for a great position in the digital era.