LAS VEGAS – There are two audiences to consider when creating an effective website design for a cosmetic dermatology practice: consumers and search engine robots, said Merrill Whatley.
"People and search engine robots want the same things from your design," Mr. Whatley, chief technical officer at Culver City, Calif.–based NKP Medical Marketing, said at the annual meeting of the American Academy of Cosmetic Surgery. "Both audiences like well-written, clean code using modern programming languages. This means that users are going to have the same experience across different browsers. So you want to make sure your website is operational on Internet Explorer, Firefox, Google Chrome, Safari, or however else they may be coming to you. They want it to be fast loading, and they want the content to be readable."
©Nastco/iStockphoto.com, screen image: Courtesy Merrill Whatley
When users visit your web site from a mobile device, it helps to provide an app-like experience, including a call button, an e-mail button, and a way for users to send you a text message.
Consider the following when developing a website:
• Set a tone and spark interest. "You want to talk about what makes you special," Mr. Whatley said. "Do you have any special deals on procedures that you’re offering? And how are the aesthetics of your website design? Is the website pretty?"
• Answer questions at a glance. A homepage should include information about who the physicians at the practice are, contact information, and testimonials from patients and other physicians. "The first thing [users] look for is your phone number in the upper right part of the screen," he said. "They’re also going to be looking for Facebook, Twitter, and YouTube icons. What this represents to people is that you’re out there: You’re not just broadcasting to them, but you’re interacting with them; you’re listening to them. Search engines are also figuring in your social media efforts by returning results from social media sites much more than they used to."
• Consider user experience. This involves anticipating the questions and concerns of visitors to a website, such as physician training, qualifications, and memberships and other affiliations; financing options; and access to before and after clinical photos.
"If you don’t have a photo gallery yet, or permission from patients to use their photos, still include a photo gallery link on your website," Mr. Whatley advised. "When users click there, you could have a message that reads, ‘due to patient confidentiality, we are not featuring photos at this time,’ and that message could go on to invite patients in for a consultation. You’d be surprised at the number of contacts some of our clients have received from a contact form like this."
Merrill Whatley
Increasingly, website designers are creating device-specific displays for smartphones and other mobile devices. Mr. Whatley recommended not only device-specific displays but a device-specific experience for users. "You have to consider that the user’s needs are going to be different and more action oriented when they are visiting your site from a mobile device," he explained. "Both people and search engines recognize these efforts at improving the user experience."
A mobile-specific interface "helps bring people into your office and makes them feel like you are accessible," Mr. Whatley said. "They get an app-like experience without having to download an app." The site page should resemble an app, with a prominent call button, an e-mail button, and a way for users to send a text message. "This is going to get you better results when people are searching from a mobile device," he said of device-specific displays. "Up to 50% of visits to some of our clients’ websites come from mobile devices."
His list of features to avoid on a website includes autoplaying video and audio, splash pages, and bad navigation choices. "For example, alphabetic ordering of the procedures offered in your practice may seem elementary, but it’s important from the user’s standpoint," he said.
Mr. Whatley said he had no relevant financial disclosures.