Tag Archives: cosmetic surgeons

Websites for cosmetic surgeons: Advice from digital experts

If you want to run a successful cosmetic surgery practice and win the majority of the local business, a strong web site is crucial.

At CWD, we don’t say this is true of all businesses. We’ve worked for clients in other industries who’ve been quite successful generating leads with a content-rich site that wasn’t so pretty. But for cosmetic surgeons – doctors in the business of aesthetics -having a great web site will help you build credibility.

As a cosmetic surgeon, you should have a site that is both visually appealing and has informative content. These two elements will help you maximize the leads you generate from the web.

Having a strong web site, that is updated weekly with informative content, and SEO’d so people can find you, is one of the easiest ways to grow your business. It also requires only an upfront investment and then minimal effort each week to keep it running.

Websites for cosmetic surgeons: Advice from digital experts

Websites for cosmetic surgeons: Advice from digital experts

Many patients begin their search for a cosmetic surgeon on the web. To find an area surgeon, they’ll do a local search on Google, Bing or Yahoo, using keyword phrases like “Cosmetic surgeon in Tampa” to find you.

Here is what you should know about the typical patient who finds you from a web search:

#1They won’t even look at your site if it’s not on the first page of search rankings. Most of the time, the person will only evaluate cosmetic surgeons who appear on the first page of Google. Quite often they only look at the first five sites that appear in the search rankings.

If your site appears at the top of search engine ranking , it’s immediate validation for your business. It means that:

  1. People can find you easily, because
  2. Lots of people visit your site, and
  3. You are popular
  4. Since, you’re so popular you’re probably a good surgeon. It’s likely they will reach out to you for an initial consultation.

If you do a search right now  using keywords you think potential patients would use to find you and your site does not appear at the top of the list, you need to SEO your site.

SEO is one of the most important things you can do to grow your business. At CWD, 70% of the business we generate are people who find us on the web (because we have SEO’d to ensure they find us). They call us. We don’t have to go hunting for them.

#2 – If your site appears on the first page of search results there two things  you need to make sure you have in place, so you can stand out from the competition. If you do happen to appear in the top 1-5 rankings (or at least on the first page) chances are you will beat out the competition if you have:

  1. A visually appealing site
  2. A site with great content that is updated regularly

What’s important to consider, is that in most cases a nice looking site with informative content that is updated regularly will do better than an extremely fancy site with minimal content.

#3 – For a cosmetic surgeon, a highly informative content-centric site is essential. Potential clients don’t know about your field. So, it’s important that you do a good job to share your knowledge with them in an easy-to-understand manner.

A content-centric site sends these messages to a potential patient of yours:

  1. You are an expert in your field
  2. You are trustworthy
  3. You know what you are talking about
  4. Customer service and their personal experience with your business is of high importance to you

You should also include a capture box on your site. It’s a way for you to obtain the site visitor’s contact information. This way, you can reach out to them via email and build a relationship.

If you’d like a FREE site audit within 24-hours  so you can get a sense of the strengths and weaknesses of your web site, CLICK HERE.

Email marketing for cosmetic surgeons

Email marketing is one of the most effective digital marketing tools that cosmetic surgeons can use to grow their business.

Here’s why: In the world of digital marketing, email can be a highly effective tool to build trust. Patients who are looking for a cosmetic surgeon will seek one they can trust. They are putting their looks and well being in the hands of a stranger. So trust is a prerequisite to close a sale. Today this trust relationship starts on the web, because many purchase decisions start with a web search.

Email marketing for cosmetic surgeons – How it works:

Think of it like this: Julia is browsing for a local cosmetic surgeon. She’s been fed up with her A-cup breast size for years and is considering breast augmentation surgery. She’s thought about it for a long time but she is uncertain about how it’s done, who to get to do it, what type of implants to get, and her financing options. She’s also a bit embarrassed about the whole process, which is why she’s just beginning her search on the web. It’s initially anonymous.

Email marketing for cosmetic surgeons

Julie’s Google search “Cosmetic surgeons in Tampa” turns up 134,000 results. Your site happens to appear in the top four. Since you’re clever, your site differentiates itself because it’s loaded with great information about the procedure she wants.

While she’s browsing a page trying to decide if silicone or saline is right for her she sees a capture box with a message that says: “Considering breast augmentation? We’ll send you a FREE breast augmentation guide with everything you need to know”.  She fills in her email, clicks submit and gets a free guide with everything she needs to know.

You’re now on her short list and you have an opportunity to build a trusting relationship with her. You’ve begun to demonstrate your expertise in your field. You also have her contact information. It’s the start of a beautiful business relationship.

How cosmetic surgeons can use email marketing to build trust

Here are five key steps you can use to implement an effective email marketing system in your cosmetic surgery practice.

Step 1: Build informative and helpful content that can be placed on your web site. A content centric web site will attract visitors to your web site via search engines. It’s important the you post new content regularly. Google rewards sites that refresh their content often.

Step 2: Optimize for search engines. This process is known as search engine optimization (SEO). All the content you generate for your web site should be optimized for search engines. This involves using keyword phrases that are picked up by search engines.

SEO is crucial. It’s important that your ideal customers can find you on the web. If you spend money on a web site but don’t invest in SEO you could be wasting your money.  It’s important to have a strategically designed web site, but if no one can find it, this won’t help you attract new business.

Step 3: Implement lead capture forms. A lead capture form is a web widget that allows you to obtain the contact information of people who visit your web site.  There are two components of an effective capture form:

a) A call to action –  A request that entices site visitors to sign up for your mailing list.

b) Contact information fields – These are spaces where the site visitor will enter their contact information. It allows you to record it into your system.

When a site visitor signs up, what you’ll immediately know about this person is:

  1. They’ve been to your site
  2. They are interested in your business.
  3. They are so interested in your business they signed up for your mailing list
  4. They are now a potential lead that could turn into business

This information is GOLD.

Step 4: Purchase an email marketing CRM system. When a contact signs up via a web capture form their contact information needs to get recorded. This is how you learn who is interested in your business. To gather this information your capture form needs to connect to an email marketing system.

There are basic email marketing platforms available. Popular ones are MailChimp or Constant Contact. However, if you are serious about using email to grow your business you’ll want to buy a smart CRM such as Infusionsoft or Ontraport.

You can do much more with Infusionsoft than all the other simpler delivery platforms. You can use it to build large networks of automated email funnels. Track hot leads. Find out when a lead is ready to buy. You can also build web forms and landing pages. (If you want a free walk through to understand how it compares and how it works, click here.)

Step 5: Build an email funnel for new captured leads. When a potential lead visits your site, signs up on a capture form and goes into your email system, it’s important they receive mail from you immediately.

The whole point of email marketing is to engage with that potential lead on a regular basis.  You’ll be using email to build awareness, affinity and trust with your brand.

It’s also important to remember that if they just signed up on your mailing list they are interested in you.  And interest dies fast so you need to keep the conversation going in a manner which is enticing, helpful and intriguing.

As a cosmetic surgeon, you could send content such as the following:

  • Informative articles about specific types of surgical procedures
  • Articles on payment options
  • Videos with tutorial about procedures
  • Client testimonials (this could be in a written or video format. If written include pictures)
  • Free informational events
  • Offers for a free consultation

The other thing you need to know, is that it’s important you don’t just send them mail for the sake of sending it, but it should have purpose. So, you need to plan out a strategy ahead of time.

Here is how a cosmetic surgeon could use email marketing effectively:

1. When a potential lead is browsing a page on your site about breast implants they click a “Click here to find out about the different types of implants” and that puts them on an breast augmentation specific mailing list.

2. Now that you know they want to know about breast implants, you use email to share your expertise with them. Teach them which implants are the best, then send them some videos with before and after testimonials. Keep sending them great stuff every week. This moves the conversation along.

3. Watch your open rates. If the contact is opening your mail and clicking links they are interested in you. So, keep sending them great stuff. You could send them information about payment plans, offers for free consultations etc.

So, why aren’t all cosmetic surgeons using email marketing?

Email marketing is a relatively new field and the original rules have recently changed. There are only a handful of email experts that know how to use email effectively to grow businesses. So, not many people have caught on to how to use this incredible digital tool.

At CWD, we’ve used email before to help businesses in the health and wellness industry increase their annual revenue.  (Visit our case studies page to read how we helped Julie Daniluk and Big Brain Productions)

To get a free site audit or to book a virtual or in-person meeting with Kay Svela, so you can learn how CWD can help you generate more leads for your business, CLICK HERE.