The Importance of Prominent Contact Information

Almost every day I come across beautiful LASIK websites with rich, well-written content, but they overlook some mighty important things and therefore fall short of their potential to generate new patients. Since people who are searching on the Internet for a LASIK surgeon proceed in a "scan mode" until a website can draw their attention into more of a "reading mode," it is vital that your website include prominent displays of practice’s location, contact information (especially a phone number), as well as graphic and textual links to a main practice contact form.

Getting your website to the first page of Yahoo!, Google, MSN, AOL, etc. search results is critical, and will certainly increase your practice’s exposure to people looking for an ophthalmologist. But too many practice’s websites neglect to register as high up on the page as possible the fact that their offices are in the locale that matches the consumer's search, and fail to display their phone number in the field to which the consumer's eye is initially drawn. If I need a surgeon and conduct an MSN search for "eye surgeon San Diego," and then click onto one of the first page links in the search engine results, it gets my attention to find immediately that the website on which I have landed represents a practice located near me. Having a phone number prominently displayed in the header of the landing page increases the odds that I will contact that practice.

It is also important to provide graphic and textual links on every page of the website that navigate site visitors to what should be the primary target destination page of your site: the main contact form. Graphics with human images of surgeons or other office staff begin creating the bonding with site visitors that evolve into actual relationships, and if these graphics are associated with mini-contact forms or link directly to a main contact form, odds are greater that site visitors become practice contacts. Links within the text of every website page are essential, too, such as "Click here for a free consultation,” or “Lasik Surgery Guarantee."

If the goal of having a website is to help generate patients for your practice, or if you are only interested in being as helpful to site visitors as possible, providing prominent location and contact information is fundamental. Prompting site visitors to your main contact form via purposeful site navigation is indispensable to getting the information and developing the relationships that will bring you new patients.

Jessica Espinoza
Page 1 Solutions

Values That Drive The Decision To Get LASIK

According to a recent report from Iconoculture and AMO, these are the values that drive people in deciding to get LASIK:

Entitlement: They feel like they deserve LASIK.

Confidence, Vanity, Self-Esteem: Patients feel that they'll feel better and look better/younger when they get LASIK.

Responsibility: Patients with kids feel that it's their responsibility to improve their kids' vision.

Practicality: Simplifying their routines by getting rid of glasses and contacts saves patients time.

Aspiration: Patients have an ideal in their mind of how they want to look and feel. They want their lives to be as perfect as possible. LASIK = Perfect Vision = Success.

Control: Why not fix their vision if it's possible?

You can improve your website's conversion rate by making sure that your website touches on these motivations. This is especially important in content development for LASIK website marketing.