5 Signs Your Website Needs a Refresh
The medical aesthetics world is no stranger to the idea that looks matter. This has nothing to do with vanity, because the fact is, things like your website play a big role in attracting customers and successfully marketing your business. In just a few short seconds, a clunky layout, outdated visuals/information, or even a slow load time can send your next lead straight to your competitor!
So how do you know if your website is helping or hurting your business? Here are 5 telltale signs that you might be overdue for a makeover.
Updated Photography
It’s more than likely that your website visitors will, at some inevitable point, cross-reference your social media profiles. If they notice branding from ten years ago, outdated team photos, or pictures of you with last fall’s balayage (you’re platinum blonde now!), it can cause a world of confusion—and even mistrust. Patients want to know exactly who and what they’re signing up for. If your site still features staff members who’ve since moved on or services that you no longer offer, it’s time for a visual refresh. Besides, the last thing you want is for someone to walk in and wonder if they got the wrong address.
Automated Contact Sequences
You know that old “Contact Us” page on your website? It’s probably the last tab on your navigation bar, and you haven’t thought about it since you launched your website. Well, it should be doing a lot more than just collecting information. Because if your only follow-through is a vague “We’ll be in touch,” message, you’re leaving a lot to be desired.
Potential leads expect near-instant engagement. So by connecting your contact forms to an automated email sequence, you can start a conversation—before one has even really started. A simple thank-you, a spotlight on your most popular treatments, or even a quick “Meet the Team” e-blast can keep your next customer interested, informed, and just one step closer to taking actionable next steps.
Updated Packages and Pricing
Sometimes, ambiguity works. We’ve seen its success firsthand in the marketing industry, but it’s a different story when it comes to pricing. Mystery becomes more of a turnoff than a tactic. Consumers almost always want transparency first and foremost—not another “Call for pricing” CTA.
The bottom line: Keep your packages and costs clear and up-to-date. It helps to build trust and make the decision-making process easier for your next client!
Detailed Team Bios
Be honest… You wouldn’t hand over your health or beauty goals to a complete stranger! So your “About” page should offer some semblance of who you and your staff members are. (And we mean a lot more than just a list of degrees and certifications. Although it is appreciated.) You see, this is your chance to go beyond the clinical and show patients that you’re a real, relatable person. Especially as a care provider, it’s important to keep in mind that patients may be entrusting you to help with chronic health conditions or deep-rooted insecurities that they’re finally ready to address.
A great bio should feel like introducing yourself to a new friend. Add a polished headshot, highlight your expertise, and don’t be afraid to get personal. What’s your favorite treatment to perform? Do you binge true crime podcasts while meal prepping? Whatever your “fun facts” are, show your website visitors that you’re not just a provider, you’re a person.
Develop a Diverse Before and After Gallery
You never really know who could be browsing your site. So when you’re adding to your portfolio of before and after transformations, remember that. If your gallery only shows one age range, gender, skin tone, or treatment result, you’re unintentionally narrowing your reach!
Be sure to include a range of outcomes, so every patient can imagine themselves in your care.
