Date: March 7, 2017
Web pages void of visual content are similar to plants without water; they seem dried out and undernourished. Copious amounts of plain text make for boring reading, and can make a website appear dated and in need of some TLC. This more often than not leads to potential customers leaving your site after a mere few seconds.
Think about your own personal web experience. When you visit a website, don’t you want to be intrigued by a brand rather than bored and over-faced by endless amounts of text? You want to believe in the brand that you’re looking at, and be wowed by what they have to offer. The visual content of a website is an integral part of doing so, with studies showing that 40% of people respond better to visual information rather than plain text.
Images and videos can be used to breathe life into your web pages, allowing your website to evolve into an experience for your viewer; they let your website step out of the mundane, and into something that is visually exciting.
Using visual content isn’t just about making your website look exciting, it is a vital tool that can be used to market your brand, and promote yourself as a trustworthy practitioner. It creates vital connections with existing and potential patients, as well as giving them an insight into your practice.
Using images of yourself, your staff, and your work, lets you exhibit your personality and presents you as transparent to potential clients who want to find out more about who you are and what you do. Using images of people allows for a sense of relatability between you and your patient, and adds to your credibility by letting you prove how trustworthy you are. It is common knowledge that people want to feel safe before they buy into something, and you want to convince patients that they would be happy with the services that you work hard to provide.
For marketers, images have proven to be an indispensable tool that can be utilised to significantly increase the traffic on a website. It is proven that 40% of people leave a website within the first 3 seconds of visiting if they are uninterested in the content.
The percentage of people that leave your website after viewing one page, better known as your bounce rate, can affect the search engine ranking that your website receives. The lower your bounce rate, the longer people stay on your website, and the higher your website will rank in search engines.
If your homepage is visually intriguing to a visitor, they are more likely to stay on your website and expand their search by visiting more of your pages. This, in turn, could lead to more patient referrals for you if a potential client sees an offer or service that catches their eye.
Investing in original, high quality images for your practice’s website means a more experienced look for you, therefore improving your credibility and professionalism. Studies show that people are 60% more likely to contact a business when their image shows up within a local search engine result, improving your search engine ranking in turn, meaning more visits for your website.
Giving insight into your practice isn’t always easy, and often leads to your website being home to masses of text that can be hard for your readers to digest. They say a picture is worth a thousand words, so just imagine what a video is worth.
Video content increases the amount of traffic your website receives by grabbing your visitors’ initial interest, and engrossing them for longer than usual. It allows viewers to gain a better insight into your company in a way that is more compelling for them, and turns their visit into an experience that benefits both parties, with studies indicating that videos attract 3 times more inbound links than posts with plain text.
This type of content is an innovative way of divulging information about your practice, and allows you to be efficient in delivering your information in an exciting and attractive way. It is said that viewers are 85% more likely to purchase a product after watching a product video, therefore using video to sell your practice to potential clients means more referrals for you and more business for your practice.
Although embedding video content into your website isn’t as common as using images, it is a sure-fire way of making you stand out from the sea of practices similar to yours. Most companies aren’t currently using video as a way of attracting traffic to their website, however the medium has gone from strength to strength in recent years, with Nielsen claiming that 64% of marketers predict video to dominate their strategies in the future.
Studies suggest that a web user’s online attention span holds an average of 8 seconds. Using visual content allows your website to become more interesting to it’s visitors, turning potential customers into patients for your practice.
Thank you for reading.
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