Note: At Maitri Marketing Strategies, we’ve had the pleasure to work with a variety of clients, including non profits, authors, musicians, sporting events, etc. One area that we specialize in is Dental Practices. Here is a look a few things we’ve learned while improving a number of dental practices’ online strategies.
In today’s highly competitive environment, your website is the cornerstone of your online marketing efforts. To be effective, it must drive patients to your practice. There are several elements that are critical for an effective dental website.
1. The Information is Clean and Concise
In less than ten seconds, your website visitor should be able to learn who you are, where you are, and what hours you’re open. This information needs to jump out at your website visitors quickly and easily. It they can’t find this basic information right away, they will go elsewhere. Apply the KISS principal and eliminate needless navigation and clutter. Make sure your contact information is easy to find and on every page of your site.
2. It Has Frequently Updated Quality Content
Patients research procedures on-line like never before. Before they even search for “dentist in my home town”, they might just as likely search “crowns” or “veneers.” Your website should provide sufficient details about services and procedures your practice offers. While a patient may not read all that is written about your services, just seeing that you have each service described will give the the patient more confidence in your abilities.
The best way to have frequently updated content is to blog. Business blogging has been proven to increase website traffic, convert website visitors into patients, establish your authority and credibility, and create ongoing results.
3. It Reflects Your Personality
Make sure your website conveys the attributes that you and your practice offer. If your practice personality is friendly and service oriented, make sure that your website is too. This section of your website is important because it separates you from your competitors. Think about what differentiates you from other practices in your area.
What likely sets you apart is the people employed in the practice. You want to get a bit personal by providing good photos of all the dentists and staff in the practice, with biographical information and a brief overview of their philosophy. Dental visits are often one of the more high contact interactions of a person’s day. For that reason, patients want to get a good look and feel for who the dentist and other providers are in the practice. Your website is a perfect place to give them that comfort level. Spend the money on good quality photographs of you and your staff. Get an inviting video done of your practice. Communicate that you are professional, competent, and care about their comfort.
4. The Pages Load Fast
If a dentist’s website traffic decreases, the first thing to check into is site loading speed. People don’t stick around for slow sites. According to surveys done by Akamai and Gomez.com, approximately half of web users expect a site to load in 2 seconds or less, and will leave a site that doesn’t load within 3 seconds. You can test your site’s loading time at Web Page Test or Firefox browser plugins like Page Speed is another place to start.
5. It’s Mobile Responsive
Your patients are searching for all of their local services, including dentists, on their mobile devices. According to a recent study, 80% of local searches are on mobile phones. Any website that was designed a few years ago is not going to be optimized for mobile, and patients will go to your competition, i.e. those websites give that them the information they need while they are on the go.
Some features of a mobile optimized site are:
- Loading speed of 5 seconds or less
- Key information in one or two clicks
- A search bar that is easy to find and use
- A click to call button
6. It Shows All Payment Options
If a potential patient likes what they read about you, the next click will be to find out options for payment. List the insurance plans you take on an obvious place on the site. If you offer a discount plan, highlight that on your home page and offer specific details if they click on it. If you offer financing, make that clear as well, with a link to the program.
7. Social Proof: It Has Testimonials and Reviews
Testimonials from satisfied patients are one of the best ways to build your credibility and to show prospective patients that you are trustworthy and competent. Audio or video testimonials can be very effective because they can help your website visitors connect on a personal level to your loyal and happy patients. Reviews and testimonials can be added automatically to your website if you set up your patient communications software to send out a friendly reminder to patients that were just in your office.
For a free evaluation of your current website and or to talk about our cost effective dental website development service, call us at 1-855-876-9545 or email info@maitrimarketing strategies.com.