A little-known trick to add instant credibility and gain trust with millennial LASIK patients is using authority stamps on your website.
What are authority stamps?
Authority stamps are logos of any local or national publications, networks, etc. that you’ve been featured in or spoke on stage of.
Why are authority stamps so powerful?
Because you’re ethically borrowing the credibility of organizations you’ve been featured on that they also recognize and trust.
When a patient is searching the Google machine for LASIK they’re looking at your site and all of your competitors. But when they come to your site and see that you’ve been featured in the Local Free Press, Fox 2 News, and ABC Now, you’re going to hold more weight in their minds than the guy that was not.
Now don’t get me wrong, this works with all patients. But especially well with millennials looking for LASIK.
As we talk about in Day 2 of the Marketing LASIK to Millennials Manifesto, millennials distrust big business. So they need an extra nudge that you’re the right place to go to in town.
Here’s a great example outside of our space.
Ramit Sethi is a sharp guy that gives financial advice to millennials.
He wrote a New York Times best-selling book called, “I Will Teach You To Be Rich.” It’s a really great book. But the first time I heard of it, I thought it sounded really cheesy. And very “get rich quick.” So my guard was immediately up.
As you see from his homepage below, once I saw that he’s been featured on ABC News, CNN, Wall Street Journal, etc. my attitude suddenly began to shift. I’m now listening because of the credibility he ethically borrowed on the platforms he’s been featured on.
So how do you do this right? I’ll share with you below:
Step 1: Gather up the logos of all the platforms you’ve been published, spoken, or participated in.
Step 2: Have your web team remove the color from their logos.
Notice Ramit’s are all a shade a gray? This is effective because you want patients to see the logos but not draw too much attention to them.
You want patients to see it, but you don’t want their eye to focus on a loud, red CNN logo clashing with your brand colors. (It’s better that lead generating calls-to-action such as a LASIK self evaluations draw the most attention.)
Step 3: Just use the logos as images opposed to links.
Do not link to the organization or article you wrote. It’s not necessarily bad if you do this, but you don’t want the potential LASIK patient to leave your site to go read your article on cataract surgery. It could derail them from entering your LASIK funnel.
Questions or comments?