Preparing for the launch of a new dental website
Planning and testing to ensure success
Have you ever seen those new dental websites which are launched prematurely with huge sections missing? The phrase “coming soon” where the treatment gallery should be or missing photographs of key team members? There’s no better way to undermine the impact of a great new website by launching it in a half-baked fashion which will simply serve to put potential new clients off.
This is why a thorough web development plan is needed which should cover all parts of the process, including client research, design, development (coding), content generation, testing and finally launch.
Key steps and preparation in the design process
Initial preparation – this is key and something that many forget. A website needs good quality content including an overview of the practice, team biographies, details of treatments, photographs, information downloads and more. It really helps if this can be collated in advance and updated – our team will help to bring it all together and supplement it where necessary but it really does make the process run smoothly if core information is ready to hand-over. Our professional dental copy writer can assist with treatment text but we will need your help with some of the other elements. Lack of key content is perhaps the biggest hold-up in the overall process and good preparation can avoid this.
The draft design – we provide a design questionnaire for you to complete and also conduct an interview to help us understand what you are expecting from your website. We use this information to build a draft design which we publish to our test servers for your feedback. This is the start of a fully interactive and consultative design process.
The build – this is what we call the ‘coding’ process. Once the design of the site is approved, we build the working website framework and create the navigation structure. This is where we consider elements such as content management integration and responsive design for hand-held devices.
Content generation and addition – here we start to add your content and also any we’ve supplied. For example, many clients ask our writers to provide unique treatment content which is important, not just for users but also for Google search ranking too. We will also create your image gallery, add team photographs and bios and any supporting content such as information downloads and video. At each stage you can see your new dental website development on our test servers and feed-back directly to our designers. We do all design in-house so you can speak directly to the person working on your site – not via a project manager.
On-site SEO – this is where we prepare the website so that it offers the best foundation for Google search ranking. During the initial design interview we will have established your search ranking aspirations including headline treatments, target locations and demographic. We then use this information to configure the website accordingly.
Testing prior to launch – no-one wants to see a website with spelling mistakes and poor grammar. So we check thoroughly and also request that you do too. Equally, we need to be absolutely certain that all aspects of the website function correctly from simple things like the navigation and contact forms through to more complex elements “under-the-hood”. We also check that the site conforms to the latest W3C coding standards as well as conformance to GDC and ICO requirements.
The launch – this is all about simply making the website live to the general public right? Well that’s just a part of it. It’s important to generate lots of interest as quickly as possible which is why we show clients how to use tools such as social media channels to announce the launch. We will also provide guidance about more traditional techniques such as signs in the practice, leaflets drops, mail shots and more.
Post launch – this is another area where dentists can easily go wrong. For a website to work effectively, it needs to be in a prominent position in the search engines. The input needed to achieve this will vary markedly based on location and competition but you need to be aware that ongoing promotion may well be necessary if you are to realise the full potential of the new asset. Our search marketing team can also assist you with this.
Summary
Designing, developing, testing and publishing a new dental practice website needs careful planning to ensure that the launch is not a damp squib. To ensure that your new site is 100% complete and fully tested before it is launched, it is important to check that your designer is properly equipped. Our design team will be pleased to advise on 01332 672548.