The current thinking on website design seems unanimous. From our in-house Webmaster (my go-to resource of choice) to an array of trusted Consultants with many an article read along the way: A business website should be designed for prospects.
It’s not all about you — even though the “About Us” tab on the majority of sites appears FIRST on navigation bar! It’s about what you can do for them.
It’s not even primarily for your existing customers. Your current patients should ideally get exclusive access to a customized extranet or personalized communication through a portal. “Already a patient? Click here.”
Your website exists as an information destination for new leads and a powerful mechanism to convert these leads into patients. It’s digital real estate to present your Value Proposition. Its raison d’être is to get your phone to ring, email to ping or online chat to buzz.
So if your website doesn’t already have a prominent and compelling call to action on every page, you’re ready for a refresh.
I’ve compiled some tips through the above-mentioned research. Whether you’re tackling your first website or an upgrade to an existing one, I hope you and your website designer find these helpful.
1. Yup. A compelling call to action on every page
2. Craft a powerful expression of your practice’s Value Proposition and Positioning Statement. You want visitors to clearly understand what makes you stand out from your competition
3. Offer a clear, accurate description of your services
4. Plan a layout that follows current conventions. Visitors don’t want to work too hard to get the information they need
a. Place your logo where they expect to see it: in the upper left corner
b. Put your contact info in a prominent spot
c. Structure your site with a top or side navigation bar with intuitive menus and titles
d. Offer your key info above the fold – don’t make them scroll
e. Use colours that reflect your practice personality
5. Keep your copy short, and focus on the benefits to the reader
a. Use concise, plain language to express your unique strengths and grab your reader’s attention
b. Make a list of keywords – the terms that resonate with your desired audience – and use them frequently
c. Express all your features as benefits. This is a practised skill – it may take some time, thought and brainstorming
d. Create “read more” links so your reader can choose when to scan and when to delve
e. BUT avoid the tendency to bury good info under too many clicks!
6. Testimonials. True sentiments from real patients help build trust, especially when they’re in synch with your Value Proposition. Make sure the stories focus on the patient experience and service, avoiding clinical commentary
7. Vary the way you deliver your information. Some people like words, others like facts and figures. Infographics and pie charts are great for this. Most of us like photos to help visualize ourselves as a patient in your practice
8. When you get to the “About Us” section, strive for a personal touch. Using “I” and “We” is one simple way to create warmth in your copy. Photos of the practitioners, teams and practice environment add depth
9. Search Engine Optimization is vital. Use your keywords in your copy and in your page titles. Again, brainstorming can help you and your team figure out what words and strings of words your ideal prospects are likely to enter into a mainstream search engine like Google or Bing or into a specialized dental directory
10. Make sure your site is mobile friendly. A responsive design will adjust the view to best usability on a smart phone, tablet or computer screen. It’s easy to check this: just click https://www.google.ca/webmasters/tools/mobile-friendly/ and enter your URL
This list just scratches the surface of a very interesting topic. The next level involves setting up benchmarks and analytics to assess your site’s effectiveness. You and your website designer likely have much advice and many more tips… I’d love to hear about them and share with our clients! Drop me a line at firstname.lastname@example.org. I’ve started to build it – it’s your turn to connect.