If you’re a plastic surgeon, you probably use before and after images in some capacity on your website. But the question is, are you using before and after images the right way? These days, it’s more important than ever to leverage every marketing advantage you have. That’s especially true in a digital space, where attention spans are short and consumers are ever-ready to move on.
Adding to an already complex equation is Google, ever watchful and omnipresent. For obvious reasons, Google has some very strict rules about how nudity can be presented on a website. Since most surgeons want to rank as highly as possible in Google search results, following these guidelines is a must–but it can also be complex and confusing.
When you post before and after images, knowing how to balance your marketing needs with your SEO concerns is a vital skill for any plastic surgery marketing team. You can learn how to use before and after images on your plastic surgery website by doing a little bit of research–and by taking a look at what works and what doesn’t.
Most surgeons want to use before and after images as both a sales pitch and as robust examples of their skills. As a result, surgeons want to show off as much as possible. This can lead to a significant amount of exposed skin. And that makes sense. The human form is the plastic surgeon’s canvas–you’ve got to show that off.
The big concern with any plastic surgery photo gallery is nudity. But Google has an understandable aversion to nudity. In fact, most adwords campaigns are explicitly forbidden from showing nudity on landing pages. That doesn’t always lead to a related drop in organic rankings, but it can.
In other words, showing nudity on a breast augmentation page could cause that page to drop in the organic rankings in addition to brewing trouble for your adwords accounts. It also goes without saying that all of the images in your gallery should be good: well lit, well composed, and high resolution.
Solutions for Galleries
But having images on your breast augmentation page is also going to help you stand out. It’s a shame to lose that kind of advantage. Luckily, there are some way to honor Google’s nudity policies and still capture a user’s attention:
- Cover Nudity: There are ways to blur out or cover nudity. This can allow a surgeon to showcase certain results without actually showing anything that might be flagged. However, it’s not a perfect solution. Blurring out nudity can sometimes catch Google’s attention anyway, and it is labor-intensive.
- Provide thumbnails to a comprehensive gallery: Another simple option is to direct users, via thumbnails or other link mechanism, to a more comprehensive photo gallery. This is one of the more common practices, as it allows surgeons to easily add before and after photos without having to worry about nudity.
- Create a privacy screen: Some plastic surgery websites will opt to hide images with nudity behind a kind of privacy screen. Users must enter a valid birth date before being allowed to view the images. In many cases, this is enough to satisfy Google’s search algorithms for this particular issue.
There are going to be benefits and trade offs no matter which way you proceed on this issue. That’s why taking a thoughtful, intentional approach is nearly always going to serve your practice best. Often, this takes place during the plastic surgery website design process–but it doesn’t always have to.
What Do Users Want?
The other side of this coin is to consider what users want. In theory, this is the same thing that Google considers when compiling its search results. For users, the purpose of a plastic surgery photo gallery is pretty straightforward: they want to evaluate the procedure and the surgeon. In order to do that, they want to look at a lot of images!
That’s why many of our galleries here at NSE are designed for several specific purposes:
- To showcase many different cases and images in a way that is easy to navigate
- Allowing surgeons to easily add, subtract, or edit images in the gallery
- To allow users to browse by category (such as breast procedures) or procedure (such as breast augmentation or breast lift)
- Make it easy for surgeons to watermark their photos in order the protect the authenticity of their results
Of course, galleries are also designed to be nice to look at and versatile in terms of how they appear on the page.If a user is on the breast augmentation page, for example, it makes sense for the user to prioritize breast augmentation before and after photos. Our proprietary NSE galleries are designed to make that easy.
Your Gallery Should Work For You
Any before and after gallery should be designed to maximize potential. Surgeons will want to ensure that photos accurately illustrate their skill, expertise, and capabilities. In other words, it’s important that the photos are accurate–and convey an accurate sense of what the procedure can accomplish. That’s why it’s absolutely vital that you never alter or photoshop any gallery images to change the way results look.
In the end, it’s exceptionally important that your gallery works for you and your needs. Some surgeons will need extensive photo galleries. Other surgeons will prefer a smaller approach. It’s always a good idea to take some time and think about what photo gallery solutions are going to work for your practice.
Knowing how to use before and after images on your plastic surgery website can help you maximize your potential in the right way–while making sure to stay on Google’s good side.
If you want to know more about our photo gallery solutions, contact NSE Media today to schedule a time to chat!