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. As potential patients narrow their consideration set to a shortlist of possible providers, they naturally want to know more about their “finalists.” At that point, they’re likely to visit the About Us page on your practice website, where it’s not only okay to talk about yourself; it’s essential.

Need proof? Check your Google Analytics — there’s a good chance your About Us page gets more traffic than many others on your practice website. Simply put, as aesthetic consumers, these visitors are shopping, and in addition to knowing what they’re purchasing — fewer wrinkles, a smaller nose, or flatter stomach — they want to know who they’re purchasing it from.

Your About Us page is your opportunity to show them. Here’s how:

Your skills: Med school, residency, fellowships… you worked hard to get here so this is the place to let potential patients know about your training and areas of expertise. Displaying board logos and industry honors should be a given, but as competition from med spas and non-core providers increases, elaborating on your training can serve as both a differentiator and a trust builder.

In fact, when we asked RealSelf users what information was/is most important to them when making a decision about which doctor was the right choice for them, the top answer was experience/skill level (cited by 78% of respondents), followed by board certification (73%) and results/photos (72%).

Your story: At the same, degrees and credentials don’t say much about who you are as a person, and patients very much want to know. After all, they’re putting their skin, body, or face — and, by extension, their self-image — in your hands. People like doing business with companies that share their values and sharing your own story — your personal background, why you decided to pursue aesthetics, etc.  — gives them clues as to yours.

Your style: How you choose to present yourself can provide subtle clues as to who you are, and your About Us page is no place for amateur-hour photography. Whether you opt for a head shot or full-body image, a lab coat or more formal attire, your personal photo should reflect both your professionalism and your personality. And if you’re comfortable speaking into the camera, a “welcome to our practice” video can be an effective way to reduce viewers’ anxiety about what to expect if they’re considering coming in for a consult.

Your staff: There’s no law that limits you to a single About Us page, especially in these days of multi-specialty practices and proliferating minimally invasive procedures. Incorporating “Meet the Staff” pages for nurses, aestheticians, and office staff not only humanizes your practice but also underscores the idea that there’s a whole team ready to help patients throughout their aesthetic journeys.

Whatever elements you choose to include in your About Us page, the real takeaway is that the best ones allow doctors to show their human side, which helps overcome the anonymous, impersonal nature of internet interactions. As such, it can also help you differentiate yourself from the competition in two important ways: Knowing your background, visitors not only gain the confidence that you have the technical skills to help them achieve their goals. They also come to feel like they know you. If what they see instills confidence, they’ll be that much more likely to continue touring your digital clinic.

Next up: Before and after galleries that get results

About Rob Lovitt

Rob Lovitt is a longtime writer and editor who believes every good business has a great story to tell. He has written for dozens of magazines and websites, including NBCnews.com, Expedia.com and the inflight magazines of Alaska, Horizon and Frontier airlines.

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