This week, an interesting email landed in my inbox; it read:
Would you like to secure hundreds of extra orders every month at zero ongoing cost?
The domain name BotoxParty.co.uk that we have on sale is ready to drive substantial traffic and new business to you that would have cost you tens or even hundreds of thousands of pounds a year to replace by instead purchasing expensive Google AdWords.
Most of our clients (who include Microsoft, Amazon, American Express, the Royal Bank of Scotland, Renault UK and Deutsche Telekom) are now finding that prime keyword domains pay for themselves within weeks rather than months by virtue of the extra business that they drive to their websites by means of type in traffic and greatly enhanced search engine positions.
Please feel free to get in touch if you’re sick and tired of getting fleeced by greedy Google! Why pay through the nose for traffic that you can now have for free?
Sounds like a great idea at first glance perhaps, and it is true that keyword rich domains perform well organically within the likes of Google for someone’s chosen primary keywords, but there are of course two major ethical and legal issues to this particular website domain.
Firstly, the advertising of Botox® (and other botulinum toxin brands) to the public is not allowed in the United Kingdom due to its prescription only nature and the Medicines and Healthcare products Regulatory Agency (MHRA) is currently coming down hard on clinics with websites which openly place the word ‘Botox’ on the home page of the site, try to conceal it within hidden links or use the word as part of the domain for the actual site (they are less concerned with its use in so called Meta information which is read by search engines). More guidelines for consumer facing websites in relation to the offering of POMs is available here - www.mhra.gov.uk/Publications/Regulatoryguidance/Medicines/Guidancenotes/CON020623
Add to that the fact that this domain refers to the practice of Botox parties, something which is now heavily frowned upon as bad practice by the majority of respectable UK cosmetic injectable providers and this domain starts to become a much less attractive proposition no matter how well they try and sell it from a cost saving perspective.
The same old sayings ring true if you get an email like this through your clinic email – “if it sounds too good to be true, it often is” and “caveat emptor – buyer beware”.
Is it really worth tangling with the authorities when a few tweaks here and there could very well improve your website’s performance in major search engines. If you’re interested in having your website reviewed, please contact www.consultingroomservices.com for more information.