Let me start out by saying that sliders are not bad, they should just be avoided on an aesthetic practice website home page (or on any page).
Before we jump into the “why,” lets first define the term “slider.”
What is a Slider?
A “slider” on a website simply refers to a content area that has multiple slides, usually banners or images, that rotate showing different content on each slide.
Sliders can appear anywhere on the website. Here are the most common types of sliders used on aesthetic practice websites:
Before and after image sliders
Specials & Promotions sliders
These types of sliders are ok to use, sparingly. However, one of the biggest drawbacks to sliders is that they slow your website down. Some of the aforementioned sliders utilize smaller images while they can still slow the site down, so they affect site speed less than a “hero image” slider…
The “Hero Image” Slider:
The hero image is the first thing that prospect sees when they get to the homepage of your website. This is your “banner area” that’s above-the-fold, typically right below your header and navigation or part of your website’s header.
How Did Sliders Get So Popular?
Using a slider in the hero image area may seem to be a great idea when these elements are present in your practice:
You have multiple “perfect prospects” that you want to appeal to
You had a slider on your site and you “liked it”
You want prospects to see MANY things when they first get to your site
All of these things make sense on the surface and explain why sliders grew in popularity. Unfortunately, these reasons are not good enough to forego best practice for user experience and we’ll explain why…
Why Sliders on the Home Page Are a Bad Idea:
Let’s circle back to the main focus of this article: sliders on the homepage. Specifically, what I’m specifically referencing is the use of a slider as the “hero image” or “header area” of the home page.
Let me count the reasons why…
Site speed: one of the biggest issues
Outdated design style
Sliders involve movement, which the human eye follows, and that distracts from the information on your website that actually matters, such as your value proposition (why the prospect should do business with your practice)
Sliders as the hero image on the homepage create a lot of “noise” or visual clutter, which distracts from…
The ONE BIG thing, which should be the focus of your website’s home page – telling visitors EXACTLY the value you deliver – is not the only thing if that area of the site rotates
very few people see beyond the first slide anyway…
Most website developers and conversion rate optimization experts agree that sliders are bad, and some would go so far as to say they’re “evil!” You can learn more about these fervent opinions in this article from one of the Godfather’s of CRO (Conversion Rate Optimization), Peep Raja.
Ok, Sliders Are Bad, But What Should the Hero Image Should Focus On?
The hero image or main banner area on a homepage needs to accomplish a few things for proper UX (user experience), but the primary goal is to create relevance for the prospect.
What does that mean? Well, we need to be able to create a logical case for the prospect to INVEST MORE TIME reviewing your website, and with that more time, we’d like to educate them and ultimately convince them to take action.
In order to create relevance for a prospect we need a few key elements present:
A geographic identifier
A business name that very likely offers what the prospect is searching for (fulfills his/her need or want)
The onebig thing that your practice does
A call to action that allows the prospect a way to reach our RIGHT AWAY – we suggest using “Request A Consultation” call to action as it sets the tone for why the prospect is reaching out (NOT to ask a question or get pricing)
Related imagery that corresponds with either the main patient “avatar” (your perfect prospective patient), OR an image of the doctor, your office building, local imagery that is very recognizable, etc
The bottom line is that the prospective patient HAS to be able to determine that they are in the right spot.
Not Sure If Your Website is Optimized for Conversion Rate?
The first step is getting a CRO (conversion rate optimization). The good news is that we can help! If you’d like to schedule a CRO with Clayton Joyner to find out how you can unlock additional leads on your website then by filling out the form here. You can also give us a ring at 877-673-7096 x2.
It’s not uncommon for aesthetic practice owners to seek out help with their marketing. Whatever their motivation, the need to…
Claim Your Free Website & Digital Marketing Performance Analysis
Our 100 point Conversion Rate Optimization (CRO) analysis will pinpoint exactly where your weaknesses and opportunities for growth are.
How We Are Different
While our tactics are relatively consistent with other industry leaders, our strategies set us apart from other agencies. These strategies are fueled by our experience, expertise, data, and technology.
The ADvance Media team understands elective medicine. We’ve worked with hundreds or cash-pay practices, including refractive surgeons, plastic surgeons, and cosmetic dermatologists. We have well over a decade of experience working with these types of practices which has led to in-depth knowledge of the ever-evolving industry landscape, the technology, and the psychology of prospective patients.
We have run thousands of different advertising experiments to better understand which ad headlines, creatives, offers, and landing pages work best for each type of prospective patient based on where they are in the research phase or marketing funnel, and what treatment(s) they are a candidate for.
This knowledge and expertise help us quickly generate results since there is no industry learning curve.
In addition to our years of marketing and advertising for elective practices, ADvance also partnered with Allergan, Zeiss SMILE, Cutera, Sciton, and Alma Lasers. Our track record for generating practice growth has helped us work with some of the biggest technology and medical device corporations in the industry.
Our HIPAA-compliant marketing and sales CRM software, ADvance Leads, helps practices clearly identify and track opportunities and gaps within their marketing and sales funnels. With automation, we can ensure more of these opportunities are converted into sales.
Additionally, the reporting within the software provides total transparency so you can clearly see how much you are investing, how much revenue you are generating, and what your ROI is.
Growth is our primary objective, and in order to track growth we need detailed, transparent reporting. The tracking, data, and technology we use allows us to clearly see the ROI generated from every campaign in our reports.
Additionally, our reporting provides insight into more than just your practice’s ROI. We can spot roadblocks in your sales funnel and work together to make advertising or operational adjustments to ensure more quality leads are converted to consultations and more consultations are being converted to patients.
We are dedicated to providing best-in-class customer service. You will have a dedicated account manager that will help on-board you, provide you with a weekly summary of what is going on, and keep you aware of anything that we need from you. We respond quickly to our client’s requests and we are proactive about deliverables, new ideas, opportunities, and gaps.
Read what our Practice Partners have to say…
Visionmax Eye Centre
I’ve have been working with ADvance Media for two years now. As a private refractive surgery center, it was important to us to work with a professional company who has insight in the refractive business. We were not disappointed by ADvance Media. Our business has grown since we’ve got them on board.
The Lanfranchi Center
Finding an agency that specializes in marketing and advertising for Plastic Surgeons, and that actually performs, is a real challenge. I’ve been with ADvance Media since 2018, and in the years since, my practice has experienced significant growth. We are now consistently booked at least 3 months out, and thanks to ADvance Media I have performed over 500 procedures in the past 12 months.
NorCal Plastic Surgery
Prior to working with ADvance Media, our practice struggled to get on the map with our SEO. We have a plastic surgery practice in a highly competitive market. Despite all the usual efforts, we were not seeing the advancement we needed. Since working with Tom and his team, our monthly lead generation has grown by over 5x, we are seeing more and more organic leads and their software provides easily trackable results.