Someone has just moved to a new city and is suddenly experiencing tooth pain that won’t go away. They need to find a new dental clinic, but how do they go about finding one and what criteria do they use?
If they’re like me, the first thing they’ll do is a quick Google search to see what dentistry options are out there. After checking out the websites of a few nearby clinics, they’ll probably book an appointment with the one that looks the most promising.
Once they’ve had a check up and are in the dental practice system, they’ll probably keep going back to this dentist by default unless they are truly unhappy with their service. This means that the clinic they selected online won a new client simply by having an accessible web presence.
Therefore, if you run a dental practice, designing an attractive website needs to be one of your top priorities. Here are a few ways that proper web design can turn digital visitors into real-life patients:
Design: Why it Matters
Making things look good online takes a lot of work and for the practically-minded healthcare professional it can all seem like a lot of extra effort. As long as you have all the necessary information on your website, why should things like videos or search engine results matter?
The truth is that good web design has a profound impact on establishing the trustworthiness and legitimacy of your clinic. A website that is able to quickly establish the credibility of your business through solid organization and attractive visual cues will dramatically improve the chances that increased web traffic will translate into new patients.
Content: How Much is Too Much?
This leads us to another frequently asked question – What kind of content and information should you put up on your website?
While there is no one-size-fits all web design solution, it is important to remember what kinds of information potential patients will be seeking. This includes service hours and location, but also any special services your practice offers.
It’s also important to balance different kinds of content. First time visitors to your website may be put off by large blocks of dense text, so try to incorporate visuals, diagrams, embedded videos and bullet point lists to keep things visually interesting.
Statistics show that engagement tools like video dramatically increase the amount of time users will stay on your site – and increase the likelihood that they will become patients.
In my own experience interacting with patients and clients interested in dental practice management online, creating a website that allows viewers to connect immediately with what is distinct about your service will help win their attention while providing them with the information they need to make an informed decision. This includes portraying a practice personality.
For example, if your practice name is ABC Dental, it is important to let prospective patients know who is behind the name. Make sure to provide detailed profiles of your dentists and at least some background on the rest of the dental team. The way you describe your dental team may have some influence on whether potential patients ultimately decide to check your practice out so give them a good impression of your services!
SEO Ranking: How Do I Get People to Notice My Site?
Setting up a great website is only the first step to attracting traffic. If you want to increase your number of visitors, you need to ensure that your site comes up on the first page of Google search results (try to remember the last time you went to the second page of Google!).
This isn’t always easy, especially if you aren’t regularly updating content. Before hiring a company that specializes in Search Engine Optimization (SEO), you can take some initial steps toward increasing your Google rankings yourself by including more external links on your web pages and starting a clinic blog that will help you increase the amount of content you are posting – each of which make your site more likely to appear higher in a Google search.
Savvy business owners will also rely on a user-friendly web platform such as WordPress that allows you to easily curate what’s known as meta-data (a secondary language that you post behind the scenes) to heighten the ranking potential of your webpages.
Hidden keywords as well as special titles and descriptions can help your site climb the search engine results page, bringing more users to your site. The science behind it all is easy to learn and articles like this one will help you become SEO-literate in no time.
In summary, think about your clinic site as a way to make a good first digital impression on potential patients. With solid design, awesome content and a strategy to increase your Google rankings, your website can become a serious business booster!