Web Marketing with Bill Fukui

As recently as a few years ago it was appropriate, even expected, that your website look, read and function merely as an "online brochure." Stock photographs and cookie-cutter copy that could be found on hundred of other competitor websites were more common than not.

As the Internet came to become a more focused advertising and marketing media, "advertising and marketing experts" pushed clients to focus solely on the visitor - Create copy that was promotional and compelling; use imagery that's engaging and high-impact. Designs were built to "WOW" and impress visitors. Practices were told to look at their website like advertisements - "It's not about you, it's about them!"


Today, the Internet, and more accurately, online users, have changed. Users are wanting to buy, but not be "sold." They are more effective navigators of websites and much more savvy online shoppers. They are also more skeptical to online advertisers and gimmicks.

For example, an independent study indicated that visitors were less likely to click a call to action button that included "Free," and more likely to click on one that used "Instant."

Online users also use the Web as a means to "get to know" providers and businesses, before they even contact them. And let's face it, people choose a provider, not because they are the "best" (they have no way of knowing that); they choose someone that they like, trust, or have some rapport with.

Social media websites have clearly demonstrated that today's online users are no longer voyeuristic and utilize the Web for relationship-building purposes. It's critical your website leverage this change.

Thus, your website needs to focus on the visitors, but understand that they want to know about you and your practice, as well. Your website needs to have custom photos and images of you, your staff, your clients/patients, your office/facility. You will also want to include elements such as custom videos, blogs, testimonials, etc. too.

Some sample of effective websites that address this issue:
Dallas plastic surgeon
Raleigh personal injury lawyer
San Diego lasik surgeon
San Diego cosmetic dentist

If you have not updated your website in last year or two, you should probably consider incorporating these concepts.