![\"optimising](\"https:\/\/www.dental-media.co.uk\/marketing\/wp-content\/uploads\/2016\/01\/design-development-300x178.jpg\")
Dentists regularly approach web design agencies to build a practice website which “looks pretty”, often driven by their own personal taste and preferences. However, the number of pretty websites which appear on page two and three of Google suggests that often, too little thought is given to how the website actually works to attract new patients and encourage them to contact you.<\/p>\n
Google ranking has always been important, but these days particularly, the technical configuration of a website is more important than ever before when forming the best platform for doing well in search engines. Similarly, the information you present and how you present it is critical to capture the user’s attention and “convert” their visit to a useful enquiry.<\/p>\n
So if you or your designer just concentrate on the aesthetics, you will miss excellent opportunities which would arise if you’d taken a more comprehensive approach when researching and building your website. SEO (search engine optimisation), “user experience” and compelling content all need to be integrated into the design process to ensure that your site is not just a brochure but a complete marketing platform which achieves the objective of delivering new patients.<\/p>\n
Before the design process begins, you need to think carefully about what you are trying to achieve; so the type of patient you are trying to attract and the treatments you are trying to deliver. You then need to document the challenges they face and why you are best-placed to address those challenges for them. So whether your primary service is to replace missing teeth for patients over 50 who have high disposable incomes, or straighten crooked teeth for teenagers or young adults, then it pays to consider your mains objectives in detail. This can then be shared in depth with your designer who will help build the best possible vehicle to achieve your goals.<\/p>\n
It’s important to accept that the website is not all about you – it’s about your potential patient and understanding and solving the problem they have. Of course a significant part of this is demonstrating your own knowledge and experience and how this plays a big part in the patient’s journey from finding you right through to a successful outcome. But primarily it’s about them and solving their problems. You and your excellent services are just a route to that.<\/p>\n
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It’s easier than ever for potential patients to research treatments and services via the Internet and dentists are typically not even aware that they are being assessed and considered until too late. Consequently your website needs to capture the patient very early in their decision making process and convince them that your services provide the answer to their problems. Your website must:<\/p>\n
Users are fickle and any slight disruption in the user-experience on your website will lead to them looking elsewhere. We’ve all done it? The slow loading page where you simply get bored of waiting after just a few seconds; the glitzy website which has lots of funky effects but you can’t find your way around the navigation – these are just a few examples which prompt us to move on.<\/p>\n
But let’s start with emphasising just how important it is for your website to be found by users. Without prominence in Google, no-one finds you and the rest is incidental. So you need to understand the importance of SEO, budget for it and find a trusted digital marketer who will implement best SEO practices<\/a> for you – during the initial website build and then ongoing as you build up your search rankings over time.<\/p>\n Make it clear to users exactly what you offer and what you propose to do for them as soon as they land on your website. You need to instill confidence as soon as possible.<\/p>\n Don’t settle for generic text which everyone else has. For sure there are only so many ways of describing dental treatments and services, but the way you write about it and the images you use to illustrate it, makes all the difference. Be sure to provide the key information which tells them how you will address and resolve their problems. Think about where they are at the start of the patient journey and whether the information you are providing gives them what they need at that particular point.<\/p>\n Way too many websites these days are more about the designer showing off than meeting the needs of the patient. You see this with lots of websites which have been built on commercial WordPress templates and which feature obscure navigation systems, intrusive parallax scrolling and more. I’ve even seen one recently with sliding windows which was really off-putting. Clearly you need to demonstrate a level of high-quality, modern design, but please don’t let the “bells and whistles” get in the way of the functionality. Web design is about form and<\/strong> function.<\/p>\n This may sound obvious but wherever a user is on your website, there should be easy access to prominent contact information. In a similar way, “calls to action” should guide the user to the information you want them to see and ultimately to contact you. Think about what you you want this potential new patient to do and then configure your calls-to-action accordingly.<\/p>\n Do you want to appear like a cold, clinical practitioner or a warm and approachable local business with a reputation for excellence? If you’ve worked hard to establish an excellent reputation and engaging personality in your day-to-day business, it’s critical to cascade this through your website too. These days reviews and testimonials are very important for developing trust so consider how to display these elements in appropriate ways on your website. As with all of these features, your web designer should be able to guide you.<\/p>\n I can’t emphasise this enough and it still surprises me how many dentists are still procrastinating about updating their websites so that they work correctly on all devices. With Google moving to “mobile-first” indexing and actively promoting mobile-optimised sites above those which aren’t, it really is a big mistake not to update.<\/p>\nAssurance<\/h3>\n
Compelling content<\/h3>\n
Make it simple<\/h3>\n
Clear calls to action and contact details<\/h3>\n
Develop trust and personality<\/h3>\n
Be sure to be mobile-friendly<\/h3>\n
Iterate and optimise<\/h3>\n