The 4 Website Mistakes Most Medical Spa Owners Make
The 4 Website Mistakes Most
Medical Spa Owners Make
Nobody said it was going to be easy… but sometimes, y’all just make it harder than it needs to be.
As a professional medaesthetics website copywriter, these are the top 4 mistakes I see Medical Spa owners make when they choose to create or revamp their website:
1 - Starting with design instead of copy
I have seen firsthand the negative impact of pausing design mid-project and retroactively imposing copy.
Giving website copy to a designer who is mid-design is like handing a director a camera, asking them to create a film on the spot (storyline and all), and then giving them a script halfway through filming.
The designer has been winging it so far, and they are most likely going in a completely different direction than what the professional copywriter has created.
The designer must now scrap the work they’ve created so far, which takes more time and often forces the designer to impose a fee for the unexpected additional work.
In order to stay on budget and on time with your website project, it’s always best to finalize the website copy before moving into design and development.
If you’ve already hired a website designer, don’t panic! It happens all the time.
In this instance, it’s best to pause your design work until you have the final website copy in hand. This will prevent redundant work for your designer and keep you within your original budget for the project.
Wish you had a website instruction manual? I wrote one for you, here.
2 - Asking the designer to write the web copy
Many MedSpa owners are surprised to learn that website designers/developers do not typically provide copywriting services.
However, this does not mean that you should opt out of hiring a professional to write your website copy.
Designers/Developers will be thrilled to hear that you’ve hired a professional, and most likely will have a shortlist of copywriters they prefer working with.
In fact, the majority of my website copy clients are referrals from website designers who enjoy working with me and believe I’d be a good fit for their client.
Talk to your designer: they probably have people they can connect you with.
If you’re interested in hiring me to write your website copy, you can book a no-pressure inquiry call with me here. We’ll chat about your vision, your clients, your budget, and your timeline, and decide together if I’m the right person to help you meet your goals.
3 - Using AI to write the website copy
Another common mistake that MedSpa owners make is that they use AI to write their website copy.
There are many reasons why using AI-generated website copy harms your overall marketing strategy, but the big ones are:
Poor conversion rates
Ineffective formatting / structure
Inaccurate information
Low-quality brand perception
Inconsistent brand experience
User experience errors
AI sucks at writing web copy
If I were to condense all the reasons why you should not use AI to generate your website copy into a single point, it would be this: AI lacks context.
AI does not know how your specific target audience speaks. It doesn’t understand your patients’ sense of humor, their questions, their hesitations, their desires, or their concerns on a deep and personal level. AI also doesn’t understand the psychology behind how a human moves through a website, and how to use words to guide that movement across a webpage.
You may be able to get away with
Don’t cut corners on your website copy
I can’t stress this enough: your website is the single most important part of your business’s marketing strategy. Your website can make or break every other marketing tactic you use. If you’re going to invest in just one piece of your marketing, it needs to be your website.
Trust me when I say this: The long-term cost of ineffective copy far outweighs the one-time cost of investing in a professional website copywriter.
4 - Not starting the project soon enough
Creating a website from scratch doesn’t happen overnight. Quality work takes time.
Your team will need up to six months to write the copy, design the layout, and develop the website.
You know what also doesn’t happen overnight? The traffic-generating benefits of SEO.
SEO is a long-term marketing strategy
According to Google (and any SEO expert with a pulse), SEO is a long game:
“In most cases, SEOs need four months to a year to help your business first implement improvements and then see potential benefit.”
— Maile Ohye, Google
SEO needs time to get moving, which is why it’s so important to launch your website before you open your MedSpa.
Ideally, launching your website at least 2-3 months before opening day will allow your website to start generating modest traffic. This will allow you to have at least one lead-generating vehicle in place by the time you’re ready to accept new patients.
Don’t let a slow start get you down: the good news is that the effects of SEO often snowball. Once your SEO gets moving, it picks up major momentum and has incredible staying power.
