Keeping your practice website fresh and engaging pays off.
In our ongoing quest to build a library of clear and concise answers to the most frequently asked questions we receive from dentists here at Dental Media, this blog takes a look at the main benefits you can expect when updating your practice website.
Let’s begin by addressing this question we recently received from a dentist who was considering where to invest her marketing budget and how she would gain best returns on her spend:
Q – “I have a fair budget for marketing this year and I’m wondering where to invest to make sure I gain best return on investment as well as building a solid marketing platform for the future. My current website is just over 4 years old and I think it needs a refresh, however I’m also keen on looking at other aspects such as marketing on social media so I’m wondering about what the best move forward actually is. I’m quite well placed in Google already but don’t seem to get as many enquiries as I thought I would from the existing website; hence my thoughts about different methods such as Facebook. What do you advise please?”
This is very typical of the questions we receive on a regular basis, where a dentist already has a website, often in a good search engine position, but not yielding the expected number of new patient enquiries. Consequently they start to consider other channels such as social media, before looking closely at what might be amiss with their current marketing tools. In this particular case, the fact that the dentist’s existing website was 4 years old and already with good rankings in Google, tells us that we need to look there first, before diving into other marketing channels. This is simply because the website is the primary hub for facilitating new dental patient contact and, if poorly configured and/or stale, isn’t going to yield great results, irrespective of how much traffic you get to it.
Closer inspection of this particular case showed that the website was in need of a significant overhaul, and even though it was well-established in Google and getting traffic, wasn’t yielding anywhere near the level of new patient enquiries desired. Information was stale, images and text were generic and unappealing, and there was nothing there to stimulate website visitors to actually get in touch. Perhaps most telling of all, was the at the website was not optimised for mobile, so the bounce rates from hand-held device users were particularly high. So lots of potential being wasted!
For a case like this, the recommendation simply must be to get the existing website upgraded to meet current best practice, including all of the features which should be in place to engage new users and stimulate contact. This means a high-degree of personalisation to help build empathy, as well as making sure all of the technical aspects are in place to help increase the chances of “conversion” i.e. completed contact forms or telephone calls.
What you gain from a website update
The advantages to be gained from updating are several fold but here are the main ones:
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