Plastic Surgeon Digital Marketing 101

PLASTIC SURGEON 

DIGITAL MARKETING 101 

INBOUND MARKETING STRATEGY 

EDITION 1

Plastic Surgeon Digital Marketing 101 

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CHAPTER 1 

UP TO DATE DESIGN


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“YOUR WEBSITE IS YOUR FIRST POINT OF CONTACT. 

MAKE IT PROVIDES YOUR VISITOR EVERYTHING THEY 

NEED.” 

The first part of building a solid website that is 

sure to reflect positively on your practice involves 

making certain that your layout and design are 

up to date. There are many reasons for this, but 

in short, remember that improving patient flow is 

often about trust. If your site is outdated, it could 

lead patients to believe that your methods are 

also outdated. Here are some ways to update your 

website’s design and build the trust you need. 

Easy to Find Necessary 

Information 

The number one thing that you need to consider 

when it comes to your plastic surgery website is the 

ease with which visitors can find the information 

they want. If your site is scattered and difficult 

to navigate, then chances are good that visitors 

will simply return to the search page and click a 

competitor’s link. Clean up the home page of your 

site, and make it possible for visitors to easily find 

the information they need from this central hub. 

Make use of navigational tabs at the top of the 

page, and categorize things accordingly. Ideally, 

you don’t want your visitors to have to click more 

than two or three times to find the info they want. 

Simple Consultation and 

Scheduling 

Patients who are interested in plastic surgery take 

their health very seriously. For this reason, they will 

often want to schedule a consultation long before 

they agree to any surgery. Your website should be 

set up in such a way that your patients can easily 

find the contact page where they will submit their 

information to schedule a consultation with you. 

What’s more, you need to make sure that this 

information goes to someone who is capable of 

contacting these potential patients in short order; 

you shouldn’t make these people wait several days 

before you contact them. By then, they might have 

already chosen another practice. 

The Design Should Sell Your 

Practice for You 

website’s design reflects this. Avoid colors that 

could evoke negative emotions, such as red or 

black, and instead choose a color palette based 

on pale blues or greens, which are associated 

with relaxation and peace. Don’t try to cram too 

much information into the home page; rather, 

keep the home page clean and make navigation 

to other areas of your site simple. 

Photos and Videos at a Glance 

These days, winning over a potential client is 

all about showing them the evidence. Nothing 

is truer in the plastic surgery niche; individuals 

want to see before-and-after photos so that 

they can get a sense of how you can help them. 

Be sure that your website incorporates plenty 

of these photographs, and design them in such 

a way that they are easy to see. For instance, 

you might choose to utilize thumbnails for your 

individual procedures that expand when the 

visitor hovers his or her mouse pointer over the 

image. 

Up-to-date website design not only helps you 

build trust with potential patients, but it also 

makes it simpler for your visitors to find the 

information they want. Take the time to think 

about what a patient wants to see on your site, 

and then design it accordingly. 

For more design resources please read: 

• http://www.brandignity.com/2015/12/ 

company-rebranding-tips/ 

• http://www.brandignity.com/2015/11/webdesign-blunders-to-be-avoided-for-a-userfriendly-website/ 

If there’s one thing that people associated with the 

medical industry, it’s cleanliness. You should do 

everything in your power to make sure that your


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CHAPTER 2 

MUST BE RESPONSIVE


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“IF YOUR SITE IS NOT RESPONSIVE YOU MIGHT AS 

WELL BE INVISIBLE.” 

People in today’s world are always on the go. They 

search for information while commuting to work, 

cooking their evening meals, or even walking 

their dogs. For this reason, you should make sure 

that your plastic surgery website is intuitive and 

responsive. This goes for plastic surgery clients as 

well. 

What Is Responsive Design? 

Before you can make sure that your website 

is responsive to the needs of your visitors, 

it is important to understand the different 

characteristics of a responsive website. Essentially, 

responsiveness refers to creating the optimal 

viewing experience for any user on any device. 

Your site should be easy to read on any size screen. 

It should require very little resizing, panning, or 

scrolling to navigate. Most importantly, the site 

should look very much the same whether a visitor 

views it on a computer, a tablet, or a smartphone. 

The developer must ensure that all of the elements 

of your site – including the photos, the text, audio/ 

video players, and more – resize themselves based 

upon the size of the screen. 

The Mobile Generation 

important metric, user experience is important, 

too. Without responsive web design, you aren’t 

doing what you should to improve your user 

experience, and you won’t make the first page 

of search results. This alone can have a huge 

impact on your traffic. 

Any Device, Any Time 

When you can successfully develop a website 

that is completely responsive, it essentially 

becomes “agnostic” in terms of devices. This 

means that it has no preference for one device 

over another and it will display correctly on any 

device, whether it is a Windows-based computer, 

an Apple iPhone, or even a Kindle e-reader 

tablet. When people can access your site from 

any device they choose, you can generate more 

traffic, and more traffic equals a much larger 

patient load over time. 

In today’s technologically advanced day and age, 

you should design all of your content in such 

a way that it can be viewed across the entire 

spectrum of devices. In a nutshell, the less effort 

that a potential patient has to put in to find and 

view your site, the better off your practice will be. 

Research shows that more and more people 

continue to utilize their mobile devices to search 

for information. Gone are the days when people 

would wait until they got home from work and 

sat down at their computers to research the best 

plastic surgeons in the area. Because of this, it is 

absolutely imperative for you to make sure that 

your website fits all users, no matter what type of 

device they choose to access your site. 

Adding to the User Experience 

One of your goals should be to enjoy high search 

engine rankings. If you can design your website 

in such a way that it appears on the first page 

of search results, then you can generate tons of 

traffic. Once upon a time, search engines like 

Google relied on the text portion of your website 

to determine your site’s overall relevancy. While 

Google still does consider text and SEO an


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CASE 

STUDY 

WWW.DRSPIEGEL.COM 

ABOUT THE PROJECT 

Dr. Jeffrey Spiegel is a famous plastic surgeon located in Boston. 

He was in a position where his practice was only growing 

through word of mouth. 4 years ago his online presence was next 

to nothing. The team at Dr. Spiegel’s office reached out to us to 

discuss web design and SEO. We came to the conclusion that the 

website needed an overhaul and an aggressive SEO strategy was 

very much needed. In August of 2010 we started and today the 

001. // THE CHALLENGE 002. // THE SOLUTION 

The challenge from day one was the fact that 95% of all website 

pages where going to be brand new pages that never existed 

before. This caused us to compete against competitors which 

had internal service pages ranking in Google for a much longer 

period of time. The other major challenge was that there was 

a great deal of competition clearly visible in the search space. 

Cities like Boston usually have a massive amount of medical 

institutions to compete against. 

Our first point of attack was to create a website which housed 

over 35 new service related pages we could then optimize on a 

local level specific to the Boston, MA area. We created massive 

amounts of content and fully optimized all content utilizing a small 

handful of related keywords for each page. We then incorporated a 

comprehensive monthly link building, blog writing and social media 

management campaign in order to create a diverse traffic flow.


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PROJECT 

STATISTICS 

- 

Period: 

2010 - 2015 

15K 

Monthly Visitors 

2,000% 

Increase in business 

+ 235 

Page 1 Google Rankings 

Explanation: 

These are some important 

stats the business and the 

website have been able to 

acheive working with us. 

5OK 

+ 150 

+ 500 % 

Monthly Page Views 

Leads per/ month 

Generated Leads


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CHAPTER 3 

WELL-WRITTEN COPY


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“YOUR WEBSITE COPY NEEDS TO BE SOLID IF YOU ARE 

GOING TO CONVERT NEW PATIENTS FROM YOUR SITE.” 

The purpose of your website is to generate leads 

for your business, and if there is one thing that can 

stand in the way of that lead generation, it is your 

website’s copy. Not only does your copy need to 

make a connection with your potential patients, 

but it must also be free from even the slightest 

errors in order to build trust with your audience. 

Copy in the Medical Industry 

Unlike other industries in which people might 

merely scan the copy on a web page before placing 

an order for a product or service, those who come 

to your plastic surgery website will read every word 

on the page from top to bottom. After all, if they 

choose your practice to perform their procedures, 

they will place the utmost trust in you. They want 

to know everything there is to know, and it is your 

job to tell them. Make sure that your copy does just 

that. 

Target the Right Demographic 

It is always a good idea to come up with a different 

set of copy for each procedure that your practice 

offers since different demographics will come to 

you for different types of surgeries. For example, 

while women between the ages of 21 and 35 are the 

most common candidates for breast augmentation 

surgery, absolutely anyone may request a 

rhinoplasty. Make sure that you do your research 

and write your copy in such a way that it appeals 

to the largest demographic, but do so carefully. 

You don’t want your copy to incidentally “exclude” 

anyone. 

Cover All of Your Bases 

even what to expect during recovery – but save 

the smaller and more personal details for the 

consultation. 

Immaculate Spelling and 

Grammar 

You are a doctor who has spent a decade 

learning your trade. People believe that doctors 

and surgeons should be perfect after all of that 

schooling, so presenting them with a website 

that has spelling and grammar issues can 

cause a loss of trust. Make sure that your copy 

is absolutely flawless from top to bottom. This 

way, your patients do not have to wonder about 

your competency when they’re under the knife 

just because you left out a comma or spelled 

“rhinoplasty” incorrectly on your website. 

Although all of the aforementioned things are 

important when it comes to your website’s copy, 

there is one other thing that you should keep in 

mind. As a surgeon, you likely understand terms 

and phrases that the average person does not. 

Make sure that your copy is easy to understand 

when read from top to bottom. After all, 

confusing your visitors is not a good way to earn 

their business. 

When a potential patient researches your practice, 

he or she will want to know everything, down to 

the smallest detail. It is up to you to use some 

discretion here; you can include information about 

exactly how procedures are done, or you can keep 

things simple and offer more information during 

the consult. The best method involves keeping it 

somewhere in the middle. Give people the basics 

regarding a procedure – the primary method you 

use, what to expect the day of the surgery, and


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CHAPTER 4 

LOCAL SEO


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“LOCAL SEO IS THE HOLY GRAIL TO YOUR ONLINE 

VISIBILITY. MAKE SURE IT’S A QUALITY APPROACH.” 

SEO stands for Search Engine Optimization, and 

without it, your website is like an automobile with 

no engine. It might look nice, but it certainly can’t 

take you anywhere. Here, you can learn about the 

different ways to add and improve your site’s SEO 

to generate more traffic. 

What Is SEO? 

rankings. If your SEO is no good, you might find 

yourself on the 15th page of search results. On 

the other hand, if you have excellent SEO, you 

could find your site on the first page of results 

– right where it should be to generate the most 

possible traffic. 

SEO is an all-encompassing term that describes 

the way a website is optimized for a particular 

search engine. SEO includes things like the addition 

of keywords, proper site development, videos, 

content marketing, and more. First and foremost, 

SEO plays a vital role in your site’s search engine


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“HAVING A WELL OPTIMIZED WEBSITE IS VERY 

IMPORTANT IF GOOGLE IS GOING TO RANK YOU.” 

Keywords 

Keywords are important for SEO because they help 

to rank your site. There are several methods that 

you can use to come up with the right keywords 

for your site, and Google provides some of them 

for you. Above all else, consider the terms that 

people might type into Google whenever they’re 

searching for a product or service you offer. Then, 

incorporate those terms, in the right context, into 

your website’s copy. Do this for your home page 

and any other inner pages about the services you 

offer, and then make use of Google Analytics to see 

how your keywords fare. 

Off-Page Optimization 

not index your site highly enough for average 

users to find it through organic web searches. 

Take the time to consider all of the various 

elements of SEO and incorporate them into 

your site, your blog, and even your social media 

accounts. 

*Remember, Google is a reader so if it can 

read it, it can’t rank it. 

There are several techniques that you can use to 

improve your off-page SEO, as well. Things like 

social media, link-building, and social bookmarking 

can go a long way toward boosting your site’s 

overall ranking. Off-page SEO is much like an 

indicator of how the online world (users as well 

as other websites) view your website. If your site 

is useful, it will likely have references from other 

sites and mentions on social media outlets like 

Facebook or Twitter. Thus, off-page optimization 

involves making sure that you keep your social 

media accounts and backlinks up to date at all 

times. 

Local SEO 

Aside from general search engine optimization, any 

type of business that provides a relatively localized 

service should focus on local SEO, too. In short, 

local SEO helps a search engine like Google provide 

better results to searchers based on their location 

at the time the search was performed. For example, 

if you go to Google right now on your computer 

and type, “buy a new car”, the first results you will 

see will be dealerships in your local area. You want 

the same for your plastic surgery practice, so make 

sure that you incorporate local SEO alongside your 

organic SEO in order to achieve these results. 

Ultimately, SEO is like the engine that drives 

your website toward the finish line. Without this 

optimization, Google and other search engines will


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CHAPTER 5 

A CONSISTENTLY MAINTAINED BLOG


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“YOUR BLOG IS THE VOICE OF YOUR PRACTICE. IT CAN 

BE LEVERAGED FOR BRANDING AND ALSO SEO.” 

The list of reasons why you need to maintain a blog 

for your plastic surgery practice is endless. Not only 

does a blog help to provide information to patients 

on a regular basis, but it also provides you with new 

opportunities to incorporate the latest keywords 

for SEO. What’s more, a blog is one of the best ways 

to incorporate backlinks to other parts of your site 

that users might find valuable. 

Blogs Generate Instant Traffic 

Your website needs one thing above all else to 

truly push your practice forward – traffic, and lots 

of it. There is no better way to generate traffic to 

your website than with a regularly updated and 

maintained blog. Think about it like this: how often 

are you going to update your actual website? Not 

very often if your copy is well-written. Blogs give 

you the perfect chance to add new information as it 

comes. What’s more, Google absolutely loves blogs, 

and it will index blogs much more quickly than 

anything else. When you add the right keywords at 

just the right density, and when you add just the 

right number of links to your site and others, you 

can literally improve your search engine ranking 

overnight. 

Create a Sense of Authority with 

Your Visitors 

The Perfect Marketing Platform 

Today’s internet marketing is about much more 

than a few delicately-placed keywords and 

search engine rankings. In fact, if you want your 

website to truly be successful, then you have to 

cover all of your bases – including self-marketing. 

Your blog is a great way to market your company 

in a variety of ways. For example, you can 

update your social media status each time you 

put up a new blog. Simply create a post, link to 

the blog, and let your followers like and share 

to their hearts’ content. This gives you better 

visibility, and over time, people will begin to 

remember your name. When they want a breast 

augmentation or even filler injections, they will 

turn to you because they remember you. 

Above all else, blogs show your visitors that you 

are truly dedicated to your industry and the 

overall well-being of your patients. These things 

play vital roles in generating new patients, and 

that is why your blog should always be a top 

priority for your site. 

In the medical industry, and particularly when 

it comes to plastic surgery, people want to feel 

as if they can relate to you before they go under 

the knife. These people need to know that they 

can trust you, that you know your stuff, and that 

you utilize the latest and best techniques in your 

practice. Your blog gives you the perfect place to 

provide all of this information to your readers. For 

instance, imagine someone who is interested in 

a facelift. Perhaps he or she wants to gather and 

learn as much as possible before scheduling the 

surgery. If you can provide this patient with the 

information he or she wants via a blog, and if you 

can link to your practice within that blog, the odds 

of generating patients are high.


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CHAPTER 6 

BEFORE & AFTER GALLERIES


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“BEFORE AND AFTER PHOTOS ARE YOUR MOST 

POWERFUL TOOL. THEY HAVE TO BE HIGHLY 

ACCESSIBLE.” 

Although being an authority on surgical techniques 

and building excellent rapport with your website 

visitors is certainly important, for the majority 

of your prospective patients, plastic surgery is 

all about the results. For this reason, you should 

include before and after galleries throughout your 

website so that your visitors can get a glimpse of 

your work. 

What People Want 

As a plastic surgeon, you know that people seek 

you out because they want to improve themselves 

aesthetically. Perhaps they want a facelift to look 

younger, a tummy tuck after losing a significant 

amount of weight, or rhinoplasty surgery to get the 

cute button nose they’ve always wanted. People 

want to feel confident that you can provide them 

with the finished product they crave, and there is 

no better way to do this than with photographs. 

Chances are good that you have many, many 

success stories; take photos of them and use them 

to your advantage. 

A Real-Life Illustration 

If you were selling a pair of pants to someone on 

the internet, how would you do it? Would you 

create a long text describing their size, color, shape, 

cut, and feel, or would you simply take a photo of 

the pants and include a text description? The latter 

is the best way to sell a product, and this is true 

even of plastic surgery. Rather than tooting your 

own horn, so to speak, show people the evidence 

that you know what you are doing and that you can 

provide them with the results they want. 

Tug at Their Heartstrings 

with a surgeon. You can even incorporate this 

into a separate website section and update it 

once a month or so as you see fit. 

The Ability to Compare 

Plastic surgery is a scary endeavor for many 

people. Although some are worried about the 

actual surgery, pain, and recovery time, others 

are more concerned with spending all of that 

money to get less-than-optimal results. When 

you provide excellent before and after photos 

on your website, your visitors can easily see the 

transformations. They will feel more confident 

in the results that you can provide them, which 

means that they are more likely to choose your 

practice when they ultimately decide to go 

through with their surgery. In short, these photos 

can alleviate a lot of the anxiety that patients feel 

regarding the results of their surgeries. 

Before and after photos serve several very 

important purposes on your website, and if 

you can utilize them correctly, you can convert 

your visitors to patients. These photos not only 

build confidence in your visitors, but they also 

showcase your work. 

For many people out there, plastic surgery is a huge 

self-esteem booster. People may have issues with 

parts of their bodies, and changing those parts 

may completely change their lives. Incorporate 

personal stories into your before and after galleries 

whenever possible, and ask the patients who agree 

to these photos to tell the stories. This builds a 

sense of community with your site visitors, and the 

truth is that they are much more likely to relate to 

someone who has a similar self-esteem issue than


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CHAPTER 7 

CALLS TO ACTION


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“MULTIPLE CALL TO ACTION ITEMS NEED TO BE 

VISIBLE TO CONVERT TRAFFIC INTO PATIENTS.” 

Your website can provide all of the 

information in the world to a visitor, but if it 

doesn’t have a solid call to action on every 

single page, you may end up losing more 

patients than you gain. Here are some tips 

and tricks for converting your visitors into 

consultations and actual surgical patients 

using smart calls to action. 

What Is a Call to Action? 

Suppose you want to buy a new refrigerator, 

so you head over to Google and start doing 

your research. You come across a promising 

website that offers the type of refrigerator 

you want, and you take some time to read 

about that refrigerator. Once you make 

up your mind, and you decide that this 

appliance might be the right one for you, 

you start to scan the page for an email 

address or telephone number that you can 

call for more information. If you don’t find it 

within a few seconds’ time, you are likely to 

go back to Google and search for that exact 

refrigerator model until you find a more 

user-friendly site that offers it. 

and as long as your visitors can find it no matter 

where they navigate, it will serve its purpose. 

Of course, simply putting up a link that says, 

“Click Here for Your Consultation” will not likely 

generate the results you want. A true call to 

action will give that visitor a good reason to 

schedule a consultation with your practice. 

For instance, if you provide visitors with an 

informative page all about liposuction, don’t 

leave them hanging at the end. Make sure 

that you include a statement that drives your 

visitors to schedule their consultations today. 

If the consult is free and your visitor is under no 

obligation, be sure to include this information. 

Calls to action are some of the most important 

statements that you can include in your plastic 

surgery website. Without them, visitors may view 

your site as a mere reference guide. Be sure that 

you encourage your readers to contact you if 

they have questions, and make sure that this call 

to action is present on every single page for the 

best possible conversion rates. 

The very same thing can be said for your 

plastic surgery site. You can provide people 

with detailed information about every 

single procedure you offer. You can write 

the perfect blog and update it once per 

week. Your SEO could be immaculate, and 

you could have the most beautiful surgical 

website in the country, but if people cannot 

figure out a way to contact you to get the 

process going, all of that is for naught. 

How to Incorporate a Call to 

Action 

The very best way to incorporate a call to 

action into your website is to make sure it 

appears on every single page, no matter 

where your visitor goes. You might have a 

static link at the top or bottom of the page 

that does just that. The goal here is to offer 

an easy-to-find solution that your visitors 

can click to set up a consultation with you,


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CHAPTER 8 

NAVIGATION


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“IT’S VERY COMMON TO HAVE A LOT OF 

PROCEDURES. HAVE THEM ORGANIZED.” 

As a plastic surgeon, chances are good that you 

offer a variety of services to your patients. Some 

may be invasive surgical procedures; others 

may be as simple as Botox injections or even 

microdermabrasion. When you offer a multitude 

of services to your patients, it is important that 

you showcase them in such a way that your 

visitors can find them in a snap. 

Don’t Let Visitors Get Lost 

A website for plastic surgery will likely contain 

a lot of information. After all, you will want to 

include sections for the procedures you offer, 

your office hours, your practice itself, your blog, 

and much, much more. This is all great because 

the more information you can provide, the 

better. However, unless you have an excellent 

navigation system to help your visitors find their 

way around, all of this information can backfire. 

The goal is to allow your visitors to utilize a 

menu of sorts to find the information they want 

rather than having to click their browser’s “back” 

button. The more plainly your site is labeled, the 

better off you’ll be. 

The Importance of 

Categorization 

Take a minute to think about all of the 

information that you want your website to 

provide to potential patients. You probably want 

to describe the different procedures you offer 

and the techniques you use. Rather than creating 

a menu item that lists every single procedure 

– which could get quite long – consider 

breaking them down into procedure types. For 

example, you could have a main menu item for 

“Procedures”, then subcategories for “Surgical”, 

“Minimally-Invasive” or “Outpatient”, and “In- 

Office Procedures”. Then, list each procedure 

under its respective category. This will make it 

simple for your visitors to find the information 

they want within seconds. 

Contact and Company 

Information 

Before someone decides to schedule 

a consult with you, they’re going to 

want to know more about you. You 

need to create an in-depth profile for 

your practice that includes your level 

of education, the number of years you 

have been practicing, and even some 

information about your nursing staff. 

Then, you want to make sure that your 

visitors can find this information no 

matter where they are on your website. 

After all, people are all about instant 

gratification, so make sure that you 

provide it. 

Get It Right from the Home 

Page 

When someone comes to your website 

for the first time, the very first thing they 

will do is scan your page for relevant 

information. Then, they will try to find 

the information that is most important 

to them. If they can’t find it within the 

first few seconds of landing on your 

page, they will “bounce”. This simply 

means that they will exit your site 

without viewing any other page other 

than the homepage. You want your 

navigation to be very clear from the 

home page, and you want to maintain 

that navigation menu from page to 

page. 

Navigation is important to the overall 

user experience, so make sure that you 

keep things organized and consistent 

from the very first page. This helps users 

find their way around without getting 

lost, and it gives them clear blueprints 

on where to go next.


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CHAPTER 9 

WEBSITE SPEED AND PERFORMANCE


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“NOBODY LIKES A SLOW SITE. IF IT’S TOO SLOW 

YOUR VISITORS WILL MOVE ONTO THE NEXT.” 

Assume for a second that it is 100 

sweltering degrees outside and your air 

conditioner decides to stop working. You 

need a solution, and you need it fast. Would 

you hire a company that can come out right 

away, or would you hire one that cannot 

make it until next week? The answer is 

obvious, and the same principle applies 

to your website. It needs to perform well 

across all platforms, and it needs to load 

quickly. Instant gratification is everything. 

What Visitors Expect 

Today’s consumers rely on the information 

found in websites to make choices about 

everything. They search the web for 

everything from automobile reviews 

to recipes and even to the best plastic 

surgeon for a particular procedure. The 

last thing you want to do is draw people 

to your website with outstanding keyword 

optimization and local advertising, only 

to expect them to wait for 30 seconds 

while your site loads completely. Odds are, 

people will not be willing to wait that long, 

and if they can’t get the information they 

want immediately, they’ll move to the next 

website. That’s why speed should always be 

a consideration. 

PageSpeed Insights 

Fortunately, Google provides you with a 

free-to-use tool that can help you improve 

the overall speed of your website. 

PageSpeed Insights analyzes several 

different aspects of your website’s design 

and development that can have in impact 

on the speed at which your site loads on 

a user’s device, and it issues your site a 

number from 1 to 100 with higher numbers 

being better than lower numbers. Some of 

the factors it considers include: 

• JavaScript and CSS rendering 

• Visible content 

• Images 

• Landing page redirects 

• Browser caching 

• Compression 

• Server response time 

If PageSpeed Insights finds any issues with these 

factors, it will notify you and even provide you 

with some detailed solutions. What’s more, 

this tool has a separate insight for overall user 

experience, so you won’t have to sacrifice one to 

gain the other. 

Boosting Your Speed 

If you are struggling to boost your website’s 

overall speed and performance, there are several 

unique plugins that can help. 

W3 Total Cache – W3 Total Cache works 

alongside WordPress to improve the speed 

at which pages load and improve the overall 

user experience. It improves overall server 

performance and reduces the time it takes 

content to download to a user’s screen. 

GZip Compression – GZip Compression is 

a feature that you can turn on to help save 

bandwidth and make your site faster. With it, 

you can choose to return zipped content to any 

browser that supports it. 

Speed Booster Pack – This is yet another 

WordPress plugin that offers tons of ways to 

make your site faster. For instance, it defers the 

parsing of JavaScript files so that your pages 

load faster initially, and it loads the JavaScript 

files directly from Google rather than your own 

WordPress install at first. This puts information 

on the visitors screen more quickly and improves 

caching at the same time. 

Today’s world is all about instant gratification, 

and it is up to you to make sure you provide 

it to your website visitors. A poor speed and 

performance rating can hurt your website’s 

search results ranking, too, so it is certainly 

worth your time to run an analysis and apply 

recommended fixes.


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CHAPTER 10 

PERSONALITY AND USER EXPERIENCE


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“YOU ARE ALLOWED TO SHOW PEOPLE YOU ARE A 

FUN PRACTICE TO WORK WITH.” 

When it comes to the medical field, 

creating an online personality can be 

quite difficult. After all, you do not want 

to focus your entire website on humor, 

but you don’t want to depress people, 

either. Here are some tips for creating the 

perfect personality that will make you seem 

relatable. This can help generate more 

action on the user’s part and help you add 

more patients to your practice. 

What’s Your Concept? 

By the time someone decides to click the 

link to visit your website, they already know 

you’re a plastic surgeon. Adding personality 

is all about deciding what kind of plastic 

surgeon you are. Decide on a concept – 

something that is important to you – and 

make this your overall theme. For instance, 

if your practice is all about making your 

patients feel at home, then create that sort 

of personal online atmosphere. Rather, 

if you want to focus on the fact that you 

constantly search for the latest and greatest 

innovations, give your site a futuristic feel. 

Remember that fonts, images, text, and 

even layout can all create emotions in your 

patients, so be sure that you link those 

emotions to your chosen concept. 

Prove Your Social 

Responsibility 

feel that it is best to spend their money with you 

because you will use that money to help others in 

the end. 

Associate Your Face with Your 

Website 

All too often, people feel as if they are interacting 

with technology or paid representatives of a 

company rather than that company itself. To help 

alleviate some of this anxiety, make sure you 

make it personal. One idea is to take a snapshot 

of your smiling face wearing your surgical garb 

and put it on your homepage along with a 

powerful quote that can help people relate to 

you. “Changing lives one patient at a time” is a 

great example since it summarizes your goals and 

what you hope to accomplish. Then, give users 

the ability to read a short autobiography if they 

choose. It’ll make you more relatable, and that’s 

always a good thing. 

Plastic surgery does not have to be a dry and 

boring subject. There are times to incorporate 

some humor, such as in your blog posts, and 

there are times to incorporate a little bit of 

shock value, such as when celebrities take 

their surgeries a little too far. Deciding on your 

personality and incorporating it into your website 

makes your practice seem more human, which 

generates more traffic – and more patients. 

In today’s world, health is a big deal. People 

are more concerned than ever with what 

they eat and how they look. You need to 

show your visitors that you are socially 

responsible, and your website is a great way 

to do it. If you prove that your practice is 

ethical, then visitors are more likely to seek 

your services both now and in the future. 

If you support charities or community 

projects, or if your staff takes on several 

“pro bono” cases each year for those who 

are born with certain medical conditions 

such as a cleft lip or palate, be sure to 

highlight these things. Your patients will

THANK YOU FOR 

READING! 

If you have any questions regarding what you read or you would like to learn a bit more about our services 

please don’t hesitate to contact us below. Thanks again! 

CONTACT 

Address 

Phone & Fax 

Online 

Brandignity 

PO Box 8036 

Naples, FL 34101 

United States 

Free Toll: 866-250-4541 

Direct: 617-959-3144 

Fax: Nope 

Email: 

Website: 

mfita@brandignity.com 

www.brandignity.com

Plastic Surgeon Digital Marketing 101

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