I’ve found through the years that you can often learn more from real world experience than from experts or text books. Vascular surgery excluded of course! What I’m referring to is how doctors practicing vascular surgery and procedures involving the veins, such as spider vein removal are being perceived and interacting with potential patients online.
The information I’m sharing is not exclusive to vascular surgeons or doctors for that matter. Anyone in professional practice should take note. This information is valid for medical, legal or financial professionals. And really… any business interested in engaging their customers, clients or patients online for that matter.
Search terms may not be what you think
I chose the search term, Pensacola vein doctor, because that’s the term many potential patients will search for. I have some experience with this as I have a family member with ESRD and have observed that vascular surgeons are more often referred to as vein doctors or even as doctors who put a fistula in.
My point is not to split hairs related to nomenclature but rather to paint the picture of the way a potential client will conduct a search. If someone is interested in some type of corrective procedure such as treatment for varicose veins or removal of spider veins they may also use search terms related to their specific problem or a remedy for their specific problem.
So the issue becomes whether or not professional practice owners are actually addressing the concerns of those searching by providing online content and landing pages that are actually entering the conversation taking place in the searcher’s mind. My recent experience searching for Pensacola vein doctor suggests not.
Creating relevant landing pages
A landing page is often a website’s home page, but it doesn’t necessarily have to be. It could be one of a website’s inner pages or it could be a page specifically created to work in conjunction with some type of advertising. This could be a Google or Bing ad or it could even be a more traditional offline ad such as a direct mail piece sending the reader to a web URL.
So, if your goal is to enter the conversation already taking place with your potential client or patient shouldn’t you manifest that intent on your landing page? For example, rather than an overview of your practice, bios on your physicians and basic boiler plate info and disclaimers, it would make more sense to provide relevant answers… continuing the conversation if you will.
I would suggest that you would be better serving yourself and your potential patients by offering some information in return for your visitor’s first name and email address. For instance, if I conducted a search for Pensacola vein doctor, you would have to assume that I’m local and that I at least have the perception that I require some type of vascular procedure.
A free report entitled:
5 Important Questions You Must Ask Before You Enlist the Services of a Vein Doctor
Allows you to:
- Enter the searcher’s existing conversation
- Highlight what makes you unique (5 questions relate to your qualifications)
- Generate a lead that you can follow up with using an email auto-responder
Following this process will add infinitely more value for both you and your potential patient. How many email addresses do you have from people who landed on your website? Don’t send them to a nondescript page or a page that asks for their email and phone to request an appointment. If they wanted an appointment they would simply call. Your phone number is big and bright at the top of every page on your site… right?
I don’t want you to get the impression that I’m picking on vascular surgeons in Pensacola Florida. I could do this simple research and make the same case for many other medical, legal and financial practices anywhere.
Getting away from the website as online brochure
How you market your practice online is changing. Many local professionals are falling behind. It’s time to kill that brochure style website and turn your site into a lead generating machine. And this is not strictly self-serving. The above example demonstrates that by entering the conversation that’s responsible for a visitor landing on your website, you can provide them with the answers and the value they seek and generate a lead.
And getting a lead is a good thing whether you’re a vascular surgeon or any other type of professional. After all there are times when you have to take a client or patient by the hand and make the case that you have the answers that will solve their problem.