7 Things Your Website Needs to Attract More Patients
An informative and well-designed website is arguably the most important part of any digital marketing strategy for medical spas. This is the first thing potential customers see when they arrive on your website. A successful website educates, establishes authority, and convinces your visitor that you are the best choice for them. Most people make decisions within seconds of what they see, so make it count! First impressions go a long way in bringing in leads.
To start, a website’s home page should be easy to navigate so that visitors can find what they are looking for. It should also have a contact form and clearly show a phone number where people can reach you. Unlike a regular business or establishment, medical spas must have dedicated treatment pages that go into further detail about their service offerings.
Ready to elevate your treatment pages? In this article, we will cover the following key elements that work together to attract more patients:
Fast Load Time
Fast load time is a must for all landing pages. Not only does it boost SEO efforts, but it also helps users engage with your site. Quick website loading time matters because it improves conversion rates and overall traffic metrics. As a medical spa offering aesthetic treatments, you want to give potential clients the impression of efficiency and reliability. One way to do that is by ensuring that your website loads with ease.
Check your website’s current speed using the following:
Key Elements Above The Fold
The phrase “above the fold” originates from the newspaper industry. It refers to the separation between the upper and lower half of a newspaper. When a newspaper is folded, customers see the top half of the front page. As you might guess, publishers include the most interesting stories above the fold to attract buyers.
In today’s digital age, we apply this concept to websites. People have short attention spans. So, do not count on visitors to scroll to find the important bits. Showcase them as soon as the page loads. This makes it easy for consumers to absorb what they need to know right away. Some ideas on what to include above the fold include:
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Your service, product, and/or offers
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Call-to-action button
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Phone number
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Consultation box
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Introduction to your offering
Once you have laid these out, be sure to check your pages on multiple devices. An effective treatment page will show all the essential details “above the scroll.”
Call to Action (CTA) with a Valuable Offer
Less is more with this. The best call to action is short, direct, and relevant to the page. It is vital for your phone number, a contact box, and a schedule button to be visible without endless scrolling. When producing CTA copy, remember that people are much more likely to click on something if you present yourself as an authority figure. “New Client Special! $250 Off* Emsculpt NEO – Get Coupon” sounds more enticing than “Click Here.”
Sweeten up your deal and entice people to take action by offering a valuable offer like:
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A new client special discount
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A free trial or consultation
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A limited-time offer to give a sense of urgency (i.e. $50 OFF Botox or $500 OFF Emsculpt NEO)
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Articles and case studies that provide information about your treatment page topic
When you give visitors an offer they cannot pass up, they are more likely to become a customer. Once you decide on an attractive offer, be sure to include a simple form for people to fill out and redeem the offer.
Attractive Hero Image
Every website needs a hero image: A large, eye-catching picture that greets your visitors when they arrive at your landing page. It should be relevant to the advertised treatment and be high-quality. This is the first thing people will see, so make it as engaging (but not distracting) as possible!
Catchy Headline & Subtext
A good headline is critical to your landing page because it is the first thing your visitors will see alongside the hero image. Make sure your headline:
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Is attention-grabbing, short, and concise
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Conveys something compelling about your audience's wants and needs
For example, if your target audience is people looking for CoolSculpting, your headline could be something like “Freeze Away Stubborn Fat.” Underneath the headline, write a summary of what CoolSculpting is. Finish off with a sense of urgency for visitors to learn more.
Copy that Informs and Converts
What is it that you do, and why should people choose you over others? Craft sales copy in an educational and inviting, yet authoritative tone. Keep marketing jargon to a minimum. The last thing you want is for your prospective customers to feel like you are only trying to sell them something. Instead, focus on educating them. Show people why your service stands out and how it works.
Let’s say you are creating a landing page to market Botox treatments. Consider sharing the following:
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A digestible overview of the product or service (What is Botox? How does it work?)
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An easy-to-read list of benefits (i.e. look and feel younger, regain confidence, smooth wrinkles)
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Service or product features (i.e. no downtime, non-surgical, quick results)
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Testimonials and real patient before and after photos
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Case studies or statistics that highlight the best parts of your offering
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Information about the experience (Does it hurt? What are the side effects? What is the recovery like?)
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Treatment cost (How much is the procedure? It is acceptable to direct clients to schedule a consultation for accurate pricing information.)
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A list of reasons to choose you over another provider (the best facility for Botox treatments in the area, delivering unparalleled results with the latest technology and innovative technique)
See these in action in an example ideal treatment page we created to market Emsculpt!
This treatment page includes sections with valuable information under common subheadings. For example, many pages will have “near me” – such as “EmSculpt Near Me” or “CoolSculpting Near Me.” The phrase “near me” is almost always used across all treatments. A few other popular subheadings include “Cost,” “How It Works,” “Before and After,” and “Results.”
Some popular search terms for aesthetic services include:
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Emsculpt Near Me
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Botox Results
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Breast Augmentation Before and After
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How Invisalign Works
“Near Me,” “Results,” and “Before and After” are interchangeable across various treatment offerings.
Before & After Images
When people are researching and deciding on cosmetic treatments, they want to see past patient results. This gives them a good idea of what they can expect if they make the investment. Before and after images should reflect your clients’ authentic results, and be well-lit and sharp. Here are some strong examples of before and after photos:
Informative Graphics
Infographics and videos are fantastic ways to break up the text, keeping your visitors engaged. For example, a treatment page about Botox may show a graphic illustrating the different treatment applications. Alternatively, you can include a video showing the procedure done on a patient. This makes the information more digestible while still providing value.
Social Proof
With everyone turning to the internet for information these days, social proof is more important than ever. We rely heavily on other people’s recommendations to make buying decisions. Social media has amplified this by making it incredibly easy to share experiences with others via photos, videos, reviews, and comments. But what does this mean for marketers? Social proof can be an effective tool for attracting new leads – especially when combined with other elements like urgency.
Leverage social proof by including online reviews on your landing page where people can click through to read more. Today, many turn to Google and Yelp reviews to decide where to get their beauty treatments.
Establish and boost authority on your treatment pages by including a media banner such as “treatment featured in,” followed by major press articles. Another form of social proof for medical spas is golden seals. These can be added on top of the hero image below the heading and subtext or call to action.
Get a High-Converting Treatment Page with MedStar Media
As you can see, there are several things your website needs to attract more patients. It is imperative to consider each one of them when making your treatment pages and optimizing for conversion rate optimization (CRO). This way, you end up with stellar pages that will drive customers into the sales funnel.
Not all websites are equal. Countless medical spas hire web designers with little advertising experience to create their websites. Unfortunately, most do not know how to make attractive pages that organize information well. As a result, clinics are losing out on a sizable amount of revenue each month.
At Medstar Media, we help doctors, dentists, and medical spas reach their full potential. We have helped hundreds get their businesses back on track. We know what it takes to create a beautiful, functional website that generates leads and sales. Contact us to schedule a consultation and let’s discuss how we can scale your business!
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