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aesthetic marketing, competitive analysis, website design, practice website

Playing to Win: Gain the Aesthetic Advantage with Competitive Analysis

If you’ve been in practice for any length of time, you’ve no doubt heard the old saying that healing is an art, medicine is a science, and healthcare is a business. If so, it’s also probably true that the first and second parts played a significant role in why you pursued the profession in the […]

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search, seo, google, practice website

Rank Well in Search, Part II: 7 SEO Trends and What They Mean for Aesthetic Practices

As noted in last week’s post, understanding what factors influence search rank is key to ensuring that potential patients find your practice website: Fail to incorporate the signals that get Google’s attention and there’s a good chance the search giant will return results highlighting your competitors instead. The challenge, of course, is that ranking factors aren’t […]

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search, seo, google, ranking factors

Want to Rank Well in Search? Send the Right Signals

Funny thing about Google: The search giant can find just about any website on the internet but if it “thinks” that you won’t like what it finds, it won’t show you. Page 1 or 100, search rank is all about sending the signals that get Google’s approval. Ever wonder what those signals are? The folks […]

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small practice, competitive edge, aesthetic marketing, local

Small Practice Survival Secret: Think Locally, Act Digitally

It’s often said that size matters — just not always in the way people think it does. Take aesthetic marketing, where big chains with multiple locations often seem to have a competitive edge because they can employ big-buck ad campaigns, celebrity spokesmodels, etc., to promote their services and stack the name-recognition deck in their favor. […]

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web design, before and after, photos, authenticity

Before and After Galleries that Get Results (Web Design 101: Part V)

Homepages, landing pages, About Us pages — as recent posts have made clear, there’s a lot more to web design than picking out fonts, colors, and layouts. Sure, the basics matter, but as the late Steve Jobs so aptly put it, Design is not just what it looks and feels like. Design is how it […]

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web design, practice website, healthcare marketing, about us

The One and Only Time It’s OK to Make It All about You (Web Design 101: Part IV)

It’s the first rule of healthcare marketing in the digital era: When you’re trying to connect with potential patients, it’s not about you, it’s about them. In other words, your messaging should be about helping them resolve their aesthetic concerns, not promoting you and your practice. Of course, as with any rule, there’s an exception. […]

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web design, practice website, landing page, leads

Landing Pages that Turn Lookers into Bookers (Web Design 101: Part III)

Imagine, for a moment, a woman in Florida hoping to get her pre-baby body back. Typing “mommy makeover miami” into a search engine, she clicks on the top two results, both of which are ads for local cosmetic surgeons. One leads to a page listing all sorts of information: office locations, other services offered and, […]

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web design, homepage, practice website, marketing

Welcome Online Visitors with a Well-designed Homepage (Web Design 101: Part II)

It’s often said you can’t judge a book by its cover, but make no mistake, visitors to your practice website are definitely judging you by its homepage. Given how quickly consumers click from site to site and how often they fail to find what they’re looking for, it’s impossible to overstate the importance of the […]

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web design, practice website

Web Design 101: Odds Are Your Practice Website Needs a Little Work (First in a Series)

As noted in last week’s post, it only takes an instant for online searchers to decide whether a particular website is going to give them what they want or not. Unfortunately, it appears that healthcare websites are among those that are failing the test. As reported in a “Patient Attitudes Toward Healthcare on the Web” […]

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infographic, web design, marketing,

Infographic Friday: Does Your Practice Website Win Patients by Design — or Lose Them in an Instant?

Consults, surgeries, practice management — as a busy aesthetic professional, you probably don’t spend a lot of time studying your practice website. Turns out visitors don’t either. According to Google research, it takes just 50 milliseconds or less for online visitors to determine whether a website is appealing or not. And, as this infographic from […]

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google, mobile, search, snippets

Rich Snippets and Insecure Websites: Assessing Google’s Latest Updates — and What To Do about Them

The mysterious symbol appeared in my search bar out of the blue this morning. Instead of the usual green lock or small blank page before a web address, there was a lower-case “i” in a circle (see left image, above). Never having seen it before, I clicked on it and was shocked to read the pop-up that read, […]

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voice search, siri, cortana, google voice, seo, content

3 Ways to Ensure Voice Searchers “Hear” What You Have to Say

  With Wednesday’s rollout of the latest iPhones, it’s not surprising that Apple aficionados are buzzing about the devices’ new features (e.g., improved cameras) and lack thereof (no headphone jack). But for those hoping to connect with potential patients, the more pertinent development is not nearly so obvious: The devices will feature a new and […]

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video marketing, infographic, consumer decision journey

Infographic Friday: From Curiosity to Consultation, Videos Prove their Value

At first glance, the title of this infographic from Invodo — Video Marketing & the Customer Journey: Bring Your Products To Life — doesn’t exactly shout healthcare. But if you change just two words, it clearly applies: Video Marketing & the Patient Journey: Bring Your Services To Life It’s a journey that marketers liken to […]

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reducing friction, healthcare marketing, practice website, self-scheduling

Eliminating Friction: 4 Ways to Facilitate More Patient Contacts

Picture for a moment a potential patient who has decided to book a consultation with your practice. If she’s like most people, chances are that she’s going to have to work that appointment into a day that’s more juggling act than mere schedule. For example: If she has a job, she had to arrange time […]

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mobile, aesthetic marketing, statistics, smartphones, mobile search

Aesthetics on the Go: 10 Mobile Stats and Why They Matter

In a world where data lies at the heart of every intelligent business decision, statistics provide the insight to ensure you’re moving in the right direction. And if there’s one statistic that points to the direction your marketing needs to go today, it is this: More Google searches are now conducted on mobile devices than […]

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practice website, homepage, discovery

Picture-perfect Practice Websites: There’s No Place Like Home(page), Revisited

Click, click, click. In the instant-gratification world of the Internet, people land on websites and do one of two things fairly quickly: Either they decide the site in question isn’t going to provide what they’re looking for and they click away or they decide the site looks informative or intriguing enough to warrant a longer […]

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infographic, video, video marketing, practice website

Infographic Friday: Record Now! Video Marketing Is Going Viral

As noted a while back, 78% of people watch online videos every week and 55% watch them every day! In fact, so many people are shooting, watching, and sharing videos that the format accounted for nearly two-thirds (64%) of all consumer Internet traffic last year — a figure that’s expected to rise to 80% by 2019. Such […]

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leads, conversion rate optimization, CRO, practice website, content, call to action

3 Keys to Converting Website Visitors into Viable Leads (Why SEO Isn’t Enough)

In these days of intense competition, it’s a given that generating traffic to your practice website is a key factor in marketing your practice. That is the incontrovertible truth but it’s not the whole truth. The fact is that getting people to visit your practice website is of limited value if they don’t take any […]

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landing page, leads, practice website, conversions, call to action

Infographic Friday: Do Your Landing Pages Convert or Confuse Website Visitors?

Chances are your practice has one main point of entry for patients. Your practice website, not so much. Sure, many online visitors will, indeed, “enter” via your “front door,” aka your homepage, but others may not see that page at all. Instead, they’ll arrive by way of a so-called landing page, an interior page accessed […]

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homepage, practice website, medical marketing, liv plastic surgery

Patients, Procedures, and Practice Websites: There’s No Place Like Home(page)

It may seem counter-intuitive but the fact is that many aesthetic consumers do not get their first impression of your practice when they walk in the door; for them, that expectation-setting experience happens weeks or months beforehand when they decide to check you out online. Your practice website — and especially its homepage — will […]

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