Dermatology practice marketing starts with a high-quality website. It lies at the core of lead generation, conversion, retention, and patient education. Without a website, the marketing ROI is unlikely to meet your expectations.
While an attractive website is vital to the quality of your marketing strategy, there is much more to retaining patients than an appealing layout. Implementing effective website design tactics can streamline your entire marketing strategy and bring new patients to your doorstep.
If a website has poor functionality, more than 40% of visitors leave it immediately. Keeping your focus solely on the outside appeal is a mistake. You need to ensure excellent functionality.
Responsive design allows your website to look and perform the same way across all devices. No matter which device the patient uses to browse your website, they should enjoy a smooth experience.
Almost 60% of all web designers name non-responsive design as the top reason visitors leave websites. Besides being convenient for users, a responsive design makes it easy to update, maintain, and manage your website.
Fun fact: 75% of Americans bring their mobile phones to the bathroom where they can continue online research. Responsive design makes it possible to smoothly transition from desktop to mobile.
Web developers who work with medical websites need to pay special attention to HIPAA requirements. To stay compliant, you need to ensure:
Failing to comply with HIPAA requirements could lead to severe penalties. Even if your violation is unintentional, you could pay up to $50,000 for each incident.
One in four American adults lives with some type of disability. Many of these problems interfere with their online experience. Web accessibility measures make sure this large part of your target audience can browse your website and get the services they need.
Some of the ways to improve accessibility include:
Failing to make your website accessible could cause you to face penalties for violating ADA (Americans with Disabilities Act).
The best dermatology websites focus on user experience. Some of the things to consider are:
Excellent user experience doesn’t just lead to more conversions, it keeps visitors on your website longer and contributes to higher rankings.
By implementing conversion rate optimization (CRO) tactics when designing a website for your practice, you are increasing dermatologist marketing ROI.
To improve CRO, it’s imperative to know your patients’ pain points. With this information in mind, these practices can push visitors down the sales funnel and achieve faster conversions.
Search engine optimization is an integral part of any successful marketing strategy. When designing a website, it’s imperative to keep SEO in mind. This includes:
SEO practices increase your website’s visibility and put it on the first SERPs (Search Engine Result Pages) in Google, Bing, and other search engines. Since dermatologists usually cater to local audiences, they have to focus on local SEO. It includes:
One of the ranking factors for websites is positive GBP reviews. To make it easy for patients to find your practice and leave these reviews, you need to ensure correct information in the profile, including NAP (Name, address, phone number) data, years of experience, images, list of services, working hours, and descriptions.
Word-of-mouth marketing is crucial for dermatologists. Over 80% of patients trust online reviews as much as they trust a friend’s recommendations. That’s why generating online reviews creates social proof that brings more people to your doorstep.
When patients are happy with your work, they are usually ready to leave reviews. Unfortunately, only a few of them remember to do it. To transfer your offline success to an online reputation, you need to:
When patients leave reviews, make sure to answer each one. Negative reviews deserve more attention than positive feedback. They don’t just give you a basis for improvement but also show others that you care about the patient’s opinion.
When it comes to dermatology, patients do significant research before choosing a clinic. At the top of the sales funnel, they research skin conditions, skin diseases, and cosmetic treatments.
At this point, you have a stellar opportunity to bring patients to your website by offering valuable information. Content that can improve marketing efforts for dermatologists includes:
High-quality content is an integral part of digital marketing. Creating opportunities for content marketing is part of effective website design.
Social media platforms are an excellent channel for promoting content and increasing brand awareness for your dermatology practice. You can grow a following, share before and after photos, educate patients, and much more.
The problem with popular social media platforms (Facebook, Instagram) is that organic reach is tough due to significant competition. However, these platforms have excellent paid marketing opportunities to help you promote your practice.
While SEO is vital for dermatology practice marketing, it’s a slow-going process. To get quicker results, especially when promoting expensive cosmetic procedures, you can take advantage of pay-per-click (PPC) ads.
You need to build your website with PPC efforts in mind. Without high-quality landing pages and CRO efforts, your PPC ROI Is likely to be low.
Sonterra Dermatology, a dermatology clinic from Texas, struggled to steal market share in the competitive San Antonio market. DoctorLogic helped this practice generate leads, convert patients, and appear on top of the SERPs.
Thanks to high-quality website development efforts and Reputation Management tools, Sonterra’s website conversions increased by 48% while the number of leads per months spiked by 41%.
When it comes to website design for a dermatology practice, you need to implement a comprehensive set of tactics. To achieve better lead generation and higher conversion rates, it’s imperative to combine functionality and appeal while keeping SEO and PPC in mind.
You can do all of this yourself, or you can hand all of the above tasks over to DoctorLogic. To learn more, try DoctorLogic’s free demo.