Websites are becoming more and more important in the process of attracting elective surgery patients.  There are fundamentally four elements involved in producing a website that is effective at generating leads:

1. Search Engine Optimization – A website must be highly ranked by the search engines so that it is easily found by prospective patients who are searching the internet.  Websites are easily found if they have either been highly optimized for the search engines or are optimized for effective placement in the “pay-per-click” area which appears at the top of the search engine pages. Achieving both of these rankings is optimum in today’s competitive marketplace.
2. Easy Navigation – A website must contain information that is providing the consumer with the information they are seeking however, it must also be structured in a way that it is easy for a consumer to find the information they are seeking.  Large buttons, hyperlinks and bolded headlines help ensure that your prospective patients can find what they are seeking easily. 
3. Effectively Written Content – Most websites are guilty of the practice that we at Fast Track Marketing call “the me, me, me” syndrome.  Websites that are simply singing the praises of the doctor and the practice with an endless stream of platitudes are neither credible nor interesting to most prospective patients.  Effective content is both informative and motivating but does not contain generalities and self-serving statements that turn off prospective patients.
4. Call to Action – The ability to motivate a prospective patient to take another step toward you is key to converting this website searcher into a bona fide prospect.  Fast Track Marketing has developed a series of Calls-to-Action that are effective at producing the highest conversion ratios in the refractive surgery business.
   

As you can see, generating leads from a website requires that first the website be easily found, second the information one is seeking is easily found, third the information contained on the website must be credible and believable and finally that an effective call-to-action exists to encourage the prospective patient to take steps leading them to the practice.