How to make a personal website for a doctor. Plastic surgeon promotion case

1. The text about yourself should not be like a biography: born, studied, married. This text is in the first person. It must show the experience and professionalism of the doctor to arouse interest and trust.

It is also necessary to write in detail where he studied, where he improved his skills, what scientific works and articles he wrote, what experience he has. We needed to show screenshots of all certificates and diplomas, which of the famous doctors gave their experience to our customer, areas of practice. In the text about himself, our customer described which people turn to him and with what problems, how the initial consultations take place.

It is important that the potential patient finds answers to all the questions on the doctor's page, so the text should be not formal but trustworthy. The same tone/style is important to describe all services. The factor of trust in the doctor is crucial in medicine.

2. You need to make a separate page for each service that doctors provide. This is necessary in order to make it easier to promote the site, so that the inquiry will redirect the potential clients of the doctor not to the main page of the website but rather to the page which provides the information about the service.

“Services” page of our customer's website contains the following information:

• main point of the procedure;
• medical conditions for the procedure;
• contraindications    
• the exact way and time of performing the procedure, also the post-surgery period duration;    
• consultation price and surgery price;
• check-up before surgery.

The more details are used to describe the process, the better. Not the medical details, though; we should take into account the fears and doubts of patients, so that they could understand what awaits them, how much time it will take and also assure them of the positive outcome of the procedure. It is important to give opportunities to the patients: let them ask questions in the chat site or by phone, help them to make an appointment for a consultation.

3. You need to make a section with useful articles. They are important for the website promotion:, doctor's potential clients get to his site through informational queries.

The second problem was the photo of the works (the problem is stable in this niche), because the photo of the naked body sparks a conflict of interest:

• Contextual advertising cannot get approved if there are photos of naked people on the website;
• At the same time such photos are needed because users are most interested in seeing the examples of the doctor's work (how else would you trust a doctor's skill?).

We had to balance, so what we did: for some landing pages used in contextual advertising we removed the photos “before/after the procedure”. At the same time we created a separate page with the photos of the plastic surgeon's work results.

Tips on what helped us with working on the site:

• In the plastic surgery niche customers often say: "All I want is TOP result on breast augmentation". This case is different - the customer claimed all the clusters as important and needed. This allowed us to work on the whole website quality, not just focusing on individual pages. Consequently, the host ranking factors were on our side.
• The doctor himself sees patients at several clinics at once, which gives users the opportunity to choose which clinic to go to. This helped us to work with inquiries which are more suitable for the clinic's promotion, rather than a single doctor.
• The doctor's professional experience was a huge bonus. Although the customer himself is young, he inspires trust. For example, he did an internship with the famous Ukrainian surgeon R. Valikhnovsky.