Key measurements for dental business owners.
Many of us will have heard the phrase “if you can’t measure it, you can’t manage it” and perhaps unsurprisingly, this also holds true for website performance. You might think that dentists would be right on the ball when it comes to this, particularly considering how important a website is for gaining new patient business. However, it still surprises me to find that the majority aren’t and that lots of improvement opportunities are going to waste.
Where dentists are trying to assess the performance of their websites, we also see a huge variance in quality, ranging from those who have Google Analytics installed but don’t really use it or know how to use it, through to auto-generated reports delivered by marketing companies which fail to measure the factors which really make the difference. Of course, periodically we do see website reporting and management done correctly, but unfortunately this is a small minority of cases.
Website performance – what should you measure?
My advice here is that you only really need to see a report which shows the headline data – sufficient for you to know that the website is performing well and that your digital marketing spend is returning appropriately on the investment. For sure you can drill right down to the “nitty-gritty” data if you wish, but typically dentists are too busy with their business to find time for that. So like any business performance metrics, a concise “headline” report should be sufficient. However, you do need to be sure that your marketing company is presenting the right data and that you can trust them. Unfortunately I’ve seen way too many examples where this wasn’t the case.
As a minimum you need to know the following: