by Chad Erickson, MyAdvice.com
Your website is the foundation of your marketing efforts, so getting it right can easily make or break the success of your other marketing strategies. Today’s digital-savvy aesthetic clients see a website as more of a digital business card, but in truth, the design of a website impacts so much more than just how many new clients are coming into your practice. Good web design can gain a potential client’s trust, grow a brand, and build a business from the ground up. These concepts can seem a little lofty at first – nebulous, even, but in today’s world of front and back-end web development, what makes for good web design goes far beyond the traditional elements of design like colors and fonts.
Here are three tips for better web design in the aesthetics industry.
Design with users and conversions in mind
Here’s a secret: good web design isn’t about making a beautiful website. The whole point of a website is to convert a visitor into a client, so if your website isn’t designed with users and conversions in mind, it’s not doing its job. Designing to convert often gets a bad rap, but that’s because it’s often misunderstood. The goal here isn’t to throw buttons and calls to action in a user’s face over and over again. That doesn’t motivate people to contact you – in fact, it often does the opposite. Users are searching for specific information when they look at your website. It’s up to you to understand what that information is, whether it’s details about your services, which insurance companies you work with, where your practice is located, and how to contact you. Flawless web design means seamlessly blending this information with easy ways to get in contact with your practice and become a client.
Pay special attention to your “About Us” page
In a recent study conducted by MyAdvice, 57% of the clients we polled told us that pictures of doctors and clinic staff help them trust a practice more. If you aren’t spending time on your practice About Us page, you’re missing out on a huge opportunity to build trust with potential clients. In today’s world, where personal and professional referrals are being replaced by digital research, opportunities to build trust digitally should be taken whenever possible. Include information about credentials, awards, and why you do what you do – remember, you’re building trust here, so don’t be afraid to open up a little bit.
Make it fast – on every browser and device
There are a truly overwhelming number of devices and browsers available right now. Whether a potential client is using Safari on an iPhone 8 or Chrome on a MacBook, your website has to work on all of them, display correctly, and load quickly. It’s a lot to ask, which means it requires a lot of attention and investment. You’ve likely heard of responsive web design, which creates a framework to allow your website to display correctly on any device or browser combination. Making responsive design fast, however, is an art form in and of itself. There’s no one size fits all approach to this since every website is built differently – the right solution for you will depend on your exact tech stack. However, there are plenty of free tools out there that will audit your website and give you recommendations on how to get started improving your website speed (we use Google’s PageSpeed Insights tool at MyAdvice).
MyAdvice has been building beautiful, powerful websites for more than 20 years. We know how to help med spas like yours stand out and grow. Let us show you how we do it by scheduling your complimentary consultation today.
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