4 Reasons Plastic Surgeons Need the Best Website Content

by Mark Bloom | Aug 20, 2019 | Website Content

Get Plastic Surgery Content that Attracts Clients

Plastic surgery has become more and more popular in recent years, as the procedures have become safer and less expensive. Today, more and more practitioners are entering the field to keep up with the growing demand. And it’s not just for the vain: plastic surgery can be medically necessary. In other words, it’s a legitimate medical practice that also improves people’s appearance.

Plastic surgery is a profession that requires a medical degree as a starting point. Additional years of education and training are required before a doctor can practice plastic surgery. Plastic surgeons are medical doctors (MDs) or doctors of osteopathy (DOs). The best ones also claim the title FACS or Fellow of the American College of Surgeons.

While every medical practice benefits from comprehensive and engaging content on their websites and social media, it’s especially critical for plastic surgeons. Presented here are the top four reasons why plastic surgery content matters.

1. Stay in Front of an Increasingly Competitive Marketplace

Most businesses face competition, but plastic surgery practices present a special case. Often, you can find more than one practicing plastic surgeon or medical aesthetician in nearly every mid-sized population center. But there are actually far fewer of them than there are other medical practitioners. For example, in the United States, there are:

• 1.1 million doctors
• More than 550,000 mental health therapists
• Almost 210,000 physical therapists
• 200,000 dentists
• 44,000 chiropractors
• 41,000 optometrists
• 28,000 psychiatrists
• 18,000 surgeons
• But fewer than 7,500 plastic surgeons

In an increasingly competitive marketplace, plastic surgeons must have a strong presence, both online and offline. Potential patients search online for a “plastic surgery practice near me” more often than not. Practices need to be visible online, and that’s what quality plastic surgery content can accomplish.

2. Persuade Your Audience to Trust You

According to the American Society of Plastic Surgeons, seven of every 10 reviews of plastic surgery practices are positive. But that means three are not. To compensate for negative perceptions of plastic surgeons, you need a website that generates trust. And that’s what plastic surgery content from Ray Access does.

With the right plastic surgery content about the cosmetic issues you address and the procedures you perform — and the realistic risks involved — you can gain a following as a reputable doctor. Your website can’t promise the moon; it has to respect each individual patient’s case. Yet your site has to encourage visitors to contact you. Good quality content straddles that fine line.

3. Other Practices Have Already Jumped on Board

We’d bet that some of your competitors are already jumping into the online marketing arena to advertise their services. If you’re not online, touting your services and results, you’re falling behind. If you don’t stay current, you risk losing business simply because your website is dated or stilted.

The Ray Access principals have experience writing for plastic surgery practices. They understand what your potential patients are seeking. Let them address these points on your website to attract more paying customers.

4. Plastic Surgery Content Makes a Difference

When your website content connects with potential patients, you create a bond that matters. Delivering insight and honesty about your services makes you a trustworthy, likable source of information. When visitors are eventually ready to talk to a professional about their cosmetic goals, your practice is top of mind.

Creating quality plastic surgery content and gaining new patients isn’t a one-to-one correlation. The process takes time to work. You bolster good website content with consistent blog posts and even email newsletters that keep your practice name in front of potential new patients and keep repeat clients coming back.

Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.

Specialized Content for Dental Practices

by Mark Bloom | Aug 6, 2019 | Website Content

Quality Website Content Provides You Benefits

As of 2018, almost 200,000 dentists plied their trade in the United States. That works out to 61 dentists for every 100,000 people. Of the total, about 21 percent consider themselves specialists. That represents a competitive environment, even in smaller cities and towns.

For most dentists, any competitive advantage translates into more patients for their practices. Since many people today search for a new dentist online, it makes sense that dentists need a strong presence to make a positive first impression on those searching for dental services. That’s the difference great content for dental practices makes.

How People Find Your Dental Practice

In years past, dentists relied on advertising in local media, including newspapers, billboards and radio and television stations. It made sense, since a dentist is essentially a local business. It’s rare for a person to travel to a different city for a dentist. While these advertising channels still exist, they cater to a shrinking base as more and more people turn to the internet for information and referrals.

It’s much more common today for people to search online for terms, such as:

• Dentist near me
• Top-rated dentist in [your city]
• Tooth implants
• Affordable dental crown
• Best teeth whitening

If your website content for dental practices includes and highlights these phrases, your practice is likely to benefit from higher visibility on the search engines. That means more people will find you. The more people who find you online, the more patients you’ll see coming through your doors.

More Benefits from Targeted Content for Dental Practices

The best website content for dental practices lists common — and sometimes painful — conditions that people in your area search for. If you use your geographic location as a keyword, your neighbors find you. If your site contains the symptoms, causes and treatments for each of these conditions, your site becomes a local and reliable source of all things dental. That builds trust in your business, and people prefer dentists they can trust.

Your site should also list all the treatments you offer. For each treatment, ranging from cosmetic and restorative to prevention and healthy teeth practices, your site assures visitors that it’s effective, not painful and within their reach at your practice. In this way, even if you specialize in a particular branch of dentistry, the content for dental practices reflects that, providing information about the procedures you do best.

Listing conditions and treatments allows your practice to be discovered by more people online. In essence, you’re covering all the bases. No matter what dental terms people search for, they’ll end up finding your practice. That’s how content for dental practices brings more people to your practice.

Ray Access Has Expertise in Dental Websites

Ray Access has completed the content for about a dozen dental websites. These satisfied clients include:

• Family practices
• Orthodontists
• Cosmetic dentists
• Pediatric dentists
• Emergency dental services

All have focused on quality care, and in each case, their website content has reinforced the expertise of the practices. In each case, the practices have benefitted by having content that attracts more patients. And in every case, the patients benefit by having a reliable resource for dental information.

Ray Access performs authoritative research and delivers content that’s guaranteed original. Contact us for an estimate on your website project. Better yet, consider letting the experts at Ray Access conduct a website assessment to determine how your site can be improved.

Six Steps to Better Website Content

by Guest Blogger | Jul 1, 2019 | Website Content

Improve Your Website with Quality Content

Website design isn’t just about making your site look pretty with rainbows and flowers or dazzling with special effects; your business website needs to be designed so that your customers easily find what they’re looking for. While you may think a nice logo and quality photographs of your products are vital, it’s actually your content that’s most important. Content — the words on the page — are often an overlooked factor in determining the effectiveness of your website.

Design alone doesn’t bring customers in and sell products to them.

Now, it’s OK to want a great design, a catchy logo, a memorable tagline and clear navigation buttons. In fact, you can use available tools to design and publish your own website, if you wish. But don’t forsake content for the other components of your site. Content is what drives search engines to you, enabling your site to show up high in search engine results. Good content also helps your customers.

Why Quality Content Is Still King

You may have the best designed website in the world, but if people don’t find it, it’s of absolutely no value to your business. Your website has to be discoverable, and to be discovered, it needs to show up in search results. People conduct searches before making a purchase, so get your site to show up in those searches.

There are many content strategies, but bear this in mind: While it’s important to have an About Us page and product or service pages on your website, consider having an area devoted to content, like a blog. A blog that you post on your site gives you a reason to provide fresh material, which appeals to search engines and customers. And it’s pages, not websites, that are ranked by search engines.

This means content rules when it comes to SEO.

Your content must be well written. It has to be compelling. It has to connect with your visitors. But there are other aspects that are just as important to include in your content so that it rises to the top in search engine results. Follow these six steps to make your content king.

1. Include Keywords

Any content you create has to include keywords — the terms with which your customers use to find your website. For instance, your keywords could be words that describe your product or service. If your business sells glasses, for example, your keywords may include:

• Glasses
• Glasses in [your city]
• Sunglasses
• Best glasses
• Popular glasses
• Safety glasses
• Shades
• Spectacles
• Specs

You get the idea. Use the keywords you choose as naturally as possible so that search engines connect your website to the words you want your business to be known for. If you already have content on your site, review it to ensure it reflects the keywords you want to highlight.

You wouldn’t mind if your site showed up more than once in a specific search, would you? Imagine if someone sees your site pop up several times in a single search. That builds trust for your business. That’s another value of having targeted blog posts.

2. Answer Questions

People have started using actual questions when conducting internet searches, particularly with voice searches courtesy of virtual assistants like Alexa and Siri. Your content should address actual questions that your customers are searching for, such as: “When do I need to wear safety glasses?” A frequently asked questions page can be a great resource for driving search results.

Search engines sometimes pull answers directly off websites, including a link to the site as credit for the answer. If your site is selected as having the best answer to a query, it may result in your site being found for other types of search queries, too. Using keywords and questions in your content — particularly those that are actual search terms people use to look for your product or service — drives results to your page.

3. Include Internal or Inbound Links

While preparing content, add inbound links. In other words, link to other relevant pages on your site. Internal links tie your website together, both for search engines and for visitors. Internal links also help your SEO. They help search engines find, index and understand your site.

In addition, inbound links provide added understanding and context for visitors. When you provide answers to questions through links, it builds trust. Additionally, internal links keep visitors on your site, which is also good for SEO.

4. Make It Share-able

People tend to share content that they find informative or insightful, so having quality content helps you with the share factor. When your content is shared, it helps increase the visibility of your business. It also ensures more people have access to your content.

Share-able content drives traffic to your website and adds more connections to your business as those shares proliferate. Since social media continues to grow, those shares help you grow your brand presence. That’s why you must have good quality content that people want to like and share through social media and on your website.

5. Provide Value to Those Who Land on Your Site

Once customers and potential customers reach your site — via search engine results, social media or some other route — you have to give them something valuable. When visitors stay on your site, it reduces your bounce rate, the measure of customers who leave your site after arriving. And here’s the kicker:

Bounce rate is bad for SEO.

Having quality content engages visitors and keeps them on your site. They want to read what you have to share, and they may even share it directly from the site. They’ll come to trust your brand. They’ll want to return to your site. Maybe they’ll even buy something when they’re ready. Increased engagement leads to higher traffic, more conversions and exponential sharing, all of which are good for business.

6. Keep It Fresh

To stay engaging, keep posting new content on your site — and that doesn’t mean a new About Us page every day. Provide fresh content on relevant topics. Search engines love that.

For instance, Google figures out if there’s a popular search phrase and then looks for newer content on the topic. That content gets rewarded with enhanced search results. Make sure you’re staying on top of the trends in your industry and keep producing quality content that’s of interest to search engines and customers.

Final Thoughts

Content has become one of the most important components in SEO. That’s true for blog posts, website content, frequently asked questions and social media content. By including valuable, relevant, updated resources on your site, you improve your SEO and increase your brand awareness.

Fresh, quality content builds trust in your customers and potential customers, and it displays your business as an expert in your industry. These six steps to better website content enable your business to wear a content king crown. And that’s worth a little extra investment.

Guest Post Author Bio: Danielle Canstello is part of the team at Pyramid Analytics. They provide enterprise-level analytics and business intelligence software. In her spare time, Danielle writes around the web to spread her knowledge of the marketing, business intelligence and analytics industries.

7 Things You Absolutely, Positively Must Put on Your Homepage

by Mark Bloom | Mar 19, 2019 | Website Content

Writing Pros Explain What Goes on a Homepage

Putting a website together is hard work when you have to do it all yourself. No matter what platform you use — WordPress, Squarespace, Wix, Weebly, GoDaddy or even HTML — you have to make lots of decisions and somehow trust that it’s all going to work out. If you get any one of factors wrong, it can lead to an ineffective, invisible or just plain awful website.

And arguably the most important page of your site is your homepage. It’s the first page most visitors see and the root of your whole site. So what goes on a homepage? Welcome to a primer on that very topic, presented to you by the professional content providers at Ray Access.

What Does a Homepage Have to Do?

Before getting to what goes on a homepage, let’s explain the role your homepage has to fill. This will go a long way to help you understand the rest of this article. With this in mind, your homepage has to:

• Capture your visitors’ attention
• Introduce your business
• Reinforce that your visitors are in the right place
• Give your visitors something to read, watch and/or do
• Direct your visitors to your interior pages

Ultimately, your homepage has to do everything possible to keep visitors on your site. Assuming a visitor arrives looking for something that your business does, you have about 30 seconds to make your pitch, according to the Nielsen Norman Group. That’s a lot to ask of one web page.

So What Goes on a Homepage?

There are seven things that you absolutely, positively must put on your website homepage to accomplish your goals and keep visitors on your site longer than 30 seconds. Consider:

1. Your business name and tagline. Don’t keep visitors guessing where they ended up. Your business name must be front and center. Include a tagline that defines your business or competitive advantage. For example, your tagline may be: “Better than doing it yourself” or “The best resource for doing it yourself.
    
2. Your contact information. Believe it or not, some visitors to your website want to contact you without much prodding. You’re doing them a disservice if you don’t list your hours and contact information (location, phone number and email address) right where they can find it easily. This one of the most frequently missed items of what goes on a homepage.
    
3. An easy-to-follow navigation menu. How you direct your visitors to more information makes a huge difference in how they interact with your site. Keep your menu options clear: Products, Services, FAQs, About, Contact — whatever makes sense for your business. For example, Ray Access has two types of clients: businesses and agencies, so our menu directs each to a separate menu of choices. Above the fold.
    
4. Calls to action. Give your visitors something to do, whether it’s a contact form to fill out or an opportunity to learn more about your business. Make your call-to-action button big and obvious. Give it a distinct color. You can have more than one call-to-action on your homepage, but one should be primary. What do visitors want from your business?
    
5. Effective content. You need to state your case and explain why you’re in business. When it comes to what goes on a homepage, this is the essence. The content on your homepage has to give your pitch:
   • Your primary market or audience — who are you selling to?
   • The problem you solve for your customers — what benefits do your customers get from you?
   • Your competitive advantage — why should visitors buy from you?
   • Several testimonials or social proof — who else has bought from you?
   • Compelling reasons to dig deeper — why should visitors click to your interior pages?
      
6. Arresting media. Capture your visitors’ attention. If you have a video explaining your business or your competitive advantage, put it on your homepage. Use interesting, unusual or vibrant images on the page. Stock images get old fast. Everything on your homepage needs to relate to the issues you can solve for your visitors.
    
7. SEO keywords. Part of what goes on a website is what helps bring people to it. That’s where search engine optimization (SEO) keywords come in. Ray Access believes in one percent keyword density — that’s one keyword for every 100 words — which works without hitting visitors over the head again and again, because no one likes that.

Now that you know what goes on a homepage, go ahead and create your awesome website. But if you need help with effective content, Ray Access has for professional writers and editors who do it right for you.

Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.