The process of cosmetic surgery website design tends to follow a predicable life cycle for those who do not understand what captures visitors and what does not. Most plastic surgeons are willing to commit the resources needed to design an initially winning site. But, as time goes by, those clean, well ordered sites become busy and traffic begins to plateau and then decline.
What goes wrong? Many sites lose focus and as a result, followers. Here are five focus –killers to avoid in your cosmetic surgery website design.
Nicholas Carr, a noted technology writer first began to write about the downside of Internet information in his article, Is Google making us stupid? in the July/August 2008 issue of The Atlantic
When the Net absorbs a medium, that medium is recreated in the Net’s image. It injects the medium’s content with hyperlinks, blinking ads, and other digital gewgaws, and it surrounds the content with the content of other media it has absorbed. A new e-mail message, for instance, may announce its arrival as we’re glancing over the latest headlines at a newspaper’s site. The result is to scatter our attention and diffuse our concentration.
Distractions are a guaranteed way to diffuse your visitors’ focus to the point they forget why they came to your site in the first place. Such distractions are counterproductive and actually cause the opposite effect you intended. Scrolling or blinking text, animated graphics and looping background music are often used as attention getters but in truth are focus destroyers. If you have them on your site, get rid of them now!
Bright neon colors and sensory overload may work in video arcade but not in cosmetic surgery website design. Numerous studies show that web surfers are basically looking for a reason to leave your site 10 seconds after they arrive. That first impression should be one that reflects what you have worked so hard far in your practice: an inviting, professional and personal experience.
A medical professional’s web site should provide the same calming and focused atmosphere you offer in your physical office. Clients would not tolerate strobe lights in their face during a face-to-face consultation and they won’t for long on your web site either. A too busy site is an invitation for a visitor to click their back button. Worse yet, they will remember that site as having caused visual heartburn and not visit again.
Just as blinking text and graphics are distracting so are too many calls to action or other links. Every web page should feature one obvious call to action. Having too many links or ways to exit the content at hand is the equivalent of planned A.D.D., causing visitors to have their attention spans diverted to the point they lose track of why they even wanted to read your content. There is a real danger in trying too hard to appear cutting-edge and high-tech. The best web page strategies are transparent to visitors and that is why they work.
Please – No Pop Ups
As your teenager might say, “Pop-ups? Those are so yesterday!” Most web browsers offer pop-up blockers and anyone that surfs the net much has gratefully learned how to use them. Should a visitor happen to get your pop-up, the only purpose it will serve is to make them forget what they were looking for when they came to your site. They came to get something specific from your site, not to be distracted from their objective.
Fail to Deliver what you Promised
Always give visitors what they are looking for. If they are searching for information on a specific procedure, the link they click at Google or elsewhere should take them directly to that information. Provide them with a way to contact you along with a specific call to action on every page of your website. Provide a comprehensive and readable collection of articles and videos that cover all the procedures you perform. Have an easy-to-find section of testimonials to reassure your clients of your skills and expertise.
The Internet is a great place to gain information but it is tends to be a place loaded with distractions and focus-killers. It’s up to you to ensure your cosmetic surgery website design works in such a way to counteract that.
Try reading a book while doing a crossword puzzle; that’s the intellectual environment of the Internet. – Nicholas Carr