6 Design Elements for Your Elective Surgery Website That Will Motivate Visitors to Become Leads We don’t need to discuss the importance of having a professional-looking website to promote your elective surgery practice. In a field where people are looking to your practice for self-improvement (whether it be for laser vision correction, plastic surgery or minimally-invasive cosmetic treatments) the first few seconds that your website visitors experience will either make or break their first impressions. You know this already. However, what you don’t want to become is the source that people just go to for information – but not the source people choose for their procedures. Even the most attractive, well-written website will ultimately fall flat unless there are specific design elements incorporated that actually motivate visitors to take the next step with your practice. Quick Exercise: Before reading further, take a moment to visit your practice’s website right now. Go straight to your home page and scroll around. Try opening it on your computer or laptop as well as on your smart phone. Now click on a few of the subpages and quickly review some of the content you see. Now click on your contact us page. Remember everything you have just seen and read on. Does Your Current Site Contain These Design Elements? Multiple calls-to-action (CTAs) Opportunity to opt-in for communications FAQ pages Educational videos Easy contact us form Specific landing pages Multiple Calls-to-Action (CTAs) Simply incorporating hyperlinked wording within your pages that says Contact Us is not good enough. First of all, it forces your website visitors to have to dig to find the link. More importantly, it will only be motivating for people who have already decided to move forward with a procedure. As you know, most people do not decide to have elective surgery on a whim (nor should they). It can take years for a person to even make a phone call. With that in mind, stronger CTAs should be prominently placed on each page of your website – CTAs that offer risk-free baby steps toward your practice. Consider using button colors that complement your design but also stand out so they are easily seen on the page. Here are some examples that your practice can consider: Take Our Free Online Self-Evaluation Schedule a Free Consultation Online Live Chat Download Our Free eBook These are actions that will give something of significance back in return. Opportunity to Opt-in for Communications Elective surgery patients take a long journey through an educational cycle before they ever decide to take the surgery leap. They have to learn quite a lot of information about surgical procedures, options for technologies, risks, benefits and much more. You have the opportunity to help move them along this path by offering to continually feed information to them. This can be accomplished through monthly electronic newsletters or email marketing. In addition to the CTAs listed above, another option would be to have a prominent link that invites them to join your mailing list. Try using different types of wording to motivate more people to sign up: Sign Up for Our Newsletter Stay Current on Surgery Trends Be the First to Know What’s New Get Insider Tips FAQ Pages Most people who are considering an elective surgery have a lot of questions. In fact, most of them will have the exact same questions such as: Does it hurt? How much does it cost? What are the risks? How many procedures have you done? Why are you the best? Thorough FAQ pages for most of your top-level services will be viewed as the one-shop-stop for information about specific elective surgery procedures. Make sure these FAQ pages are prominently showcased on your website. It may be one of the only pages people visit for information. Adding your CTA buttons on these pages will be especially important. Educational Videos People are becoming more and more visual. Having the option to either read your information or watch educational videos about your procedures will allow you to capture the attention of a larger group of individuals. You do not have to spend thousands of dollars in production fees to create highly effective videos that get your message across. Consider subscribing to video services that match your specialty or filming your doctor for a more personal touch. Remember that most people are busy and they want information quickly, so keep your videos concise and to-the-point – 2 minutes maximum for most videos. It may be helpful to break up a longer video into smaller videos that focus on specific topics. If you have a doctor that likes to speak in technical jargon, you can intersperse the doctor’s direct comments with voice-overs and slides that explain your procedures in layman’s terms. Get creative and have fun with the process! Easy Contact Us Form While we said earlier that having a Contact Us link isn’t enough, this is still absolutely necessary on your website. Think about your own frustrations with websites when you cannot locate an easy way to contact a company online. You only have a short window of time to get your website visitors to take action, so make this page prominent on your top-level navigation as well as on each page of your website. Keep the form simple with just a few fields to complete: Name Phone Number Email Address Question or Comment If possible, give the people who fill out the form a time frame on when they can expect to get a response from you. However, only do this if you are 100% certain that you can live up to those expectations. If not, this will backfire. Specific Landing Pages Think of specific landing pages as add-ons to your website. For example, when visitors click a CTA button on your website, they should be directed to a unique page that has: Simple webform with name, phone number and email address Freebie, if applicable, such as an eBook Overview information about the service that most directly relates to the CTA Additional CTAs, if applicable This page should complement your website design-wise and have an easy to follow flow with the most important information (the CTA) at the top. Follow-up Exercise: Now, look at your website again with a critical eye. Does your site contain these elements? Multiple calls-to-action (CTAs) Opportunity to opt-in for communications FAQ pages Educational videos Easy contact us form Specific landing pages If your answer is No to any of these elements, it’s time to take action. If your practice would like help in adding these types of effective design elements to your current website – or if you would like to discuss how your current website is performing, contact the team at Fast Track Marketing. We can help you take your website – and your entire practice – to the next level. Contact Brandi Musgrave at 303-731-2634 or firstname.lastname@example.org to learn.