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Why do some dental websites cost double what a non-dental business would expect to pay?

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Why do some dental websites cost double what a non-dental business would expect to pay?

Is the inflated cost some agencies charge for a dentist’s website justified?

There is a well-known saying in the business of dentistry related to inflated prices – affectionately known as the “dental tax”. This is reasonably self-explanatory but if you haven’t come across it before, it refers to suppliers hiking prices to dentists simply because they’ve historically got away with it.

Well, all dentists are rich right? Absolutely not of course and these days the industry is more polarised than ever. Whilst there are clearly lots of established dentists doing very well, there are lots of new entrants at the other end of the scale who are struggling with large loans and trying to build their practices from scratch.

Notwithstanding market forces, is it fair then for dentists to expect to pay higher prices for services when compared to non-dental businesses? I’m pretty sure that the answer to that is “no”.

In today’s blog we’ll take a look at the “dental tax” issue in the field of website design and how several companies are charging way over the odds for the types of websites they’re producing – and why some dentists are still falling for it.

What is the typical price for small business website?

Small non-dental businesses are typically paying £3-5k + vat for their websites. This would be for a website using the industry standard WordPress system and built to a high-standard.

For a comparable dental website, several companies are charging double this and some even more. So what’s the justification, if indeed there is one? Let’s debunk some of the reasons given.

‘Dental website are built to “special” standards’

Whilst there are standards which a dentist’s website must comply with, these are not onerous and easy enough to achieve. Simply referencing the guidance documents from the GDC is going to cover most of what you need. A few agencies with a dental bias have tried to use these requirements to convince dentists that special skills are required, but this is not really the case as you’ll see if you do your homework.

Whilst it’s useful to know your agency has experience with such standards, it certainly doesn’t justify some of the fees currently being touted.

‘Websites for dentists need to look better’

Whilst it’s true that competition is fierce in dentistry and dental websites have come on a long way, there is no reason to suggest that a dentist’s website needs to be any better than that of a non-dental business – they should all be excellent if done well. There is nothing in a dental web designer’s tool-kit that a non-dental designer wouldn’t have. So you really shouldn’t be paying a premium for that.

‘Dental practice websites need more upkeep and maintenance’

That’s another “no” – any business looking to exploit the benefits of the web will need to look after their website and update it regularly with useful, engaging content – this isn’t exclusive to dentists. The same goes for security considerations – any website will be subject to these requirements.

‘Dental websites need better visuals’

Again this isn’t correct and if you think about it, not very logical either. All good design agencies will have access to the main stock image libraries where thousands of high-resolution photographs are available at very acceptable rates. Charging a lot more money for access to high-quality images isn’t really valid these days.

It’s also important to note that stock images, irrespective of the quality, aren’t the best way to promote engagement on a website. As we’ve explained previously, they are far too impersonal and “samey” – you are much better served with a bespoke photo shoot to help personalise your site.

‘Expensive websites perform better in Google’

This is another big misunderstanding perpetuated by the high-chargers. On the contrary, many expensive dental websites don’t perform well in Google simply because they aren’t built to high technical standards. Remember that these days, Google wants your website to be technically excellent and fast loading and rewards those sites with better rankings. If your designer only concentrated on aesthetics, then you won’t be off to a good start in the search engines.

‘Expensive websites convert better’

Again not true. There are lots of examples where expensive websites are so user-unfriendly that visitors get exasperated and move elsewhere.

Whilst it is true that a website must be appealing and user-friendly, you really don’t need to break the bank to achieve this. Remember that there are lots of good designers and “rock n roll” dental web companies who claim to have a monopoly on that are well wide of the mark.

What to look for when choosing a designer for your new dental practice website?

Given that there’s a minefield of over-inflated prices and self-proclaimed excellence in the world of dental website design, what should you be looking for to avoid getting caught out?

Here’s a quick check list:

  • Sensible pricing – £3k – £5k + vat should get you an excellent website
  • Long experience and demonstrable track-record. New dental web companies come and go so please check their record carefully
  • No long tie-ins to onerous service contracts. As well as inflated design costs, many agencies will also try to tie you into expensive monthly service retainers which are unnecessary
  • Be wary of promises of great Google rankings off the bat. This simply isn’t going to happen and will need ongoing work to achieve
  • Transparency – make sure all items are shown in the proposal and that there are no hidden extras
  • Can your chosen agency also provide bespoke photography and video services at sensible rates?
  • Make sure your site is portable and not built using a DIY service such as WIX or Squarespace. If you need to move later, you’ll find it very tricky!
  • Make sure you own the website outright and it isn’t just being rented to you
  • Make sure that the content is compelling and unique. Some companies are still regurgitating the same treatment content and copy, completely compromising the performance of the website in Google
  • Does your designer also provide ultra-secure hosting and email services in an UK based ISO27001 approved data facility?
  • Is your website going to be maintained promptly to ensure ongoing security? Is that service at a sensible price?

Summary

Website design is a clear area where the “dental tax” is being applied and with little reason to justify the inflated prices. Paying £8k, £10k and even £12k for a website is pretty hard to understand, but fortunately you don’t need to do that.

For more advice, case studies and realistic pricing please contact the web team at Dental Media on 01332 672548 or via the website contact form.