Table of Contents
- 5 Essentials Of A Dental Office Website
- 1. Intuitive, Mobile-Optimized Design
- 2. Emphasis On The Human Side Of Your Practice
- 3. High Ranking Dental Office Websites Have Consistent New Content
- 4. Highly Visible Social Proof
- 5. Great Dental Websites Require Calls to Action (CTA’s)
5 Essentials Of A Dental Office Website
Your dental website is an integral part of your online presence and dental marketing efforts. Here’s how you can ensure it makes the right impression.
For businesses today, including your dental practice, your homepage is just as important to your dental marketing efforts (if not more so) than an actual physical storefront. With a momentary glance, today’s potential patients assume volumes about your practice, your team, and the quality of your dental care.
If your dental website is outdated, difficult to navigate, or has poor design direction (or no direction at all), potential patients will also see your practice as outdated and inconvenient.
If it’s cleanly designed, content-rich and mobile-friendly, your practice website can begin to build relationships of trust with potential patients before they even give you a call. It’s a central part of your online presence and digital marketing efforts and can be one of your best tools to attract, educate, and retain the people who will most help your practice thrive.
My Social Practice understands how crucial it is for you to have a fast, modern, user-friendly dental website which is why we are offering free dental websites for clients who bundle with our award-winning social media service.
1. Intuitive, Mobile-Optimized Design
How Important Is A Mobile Optimized Dental Office Website?
Potential patients in your community use search engines to find local dentists. They search from their desktop, mobile phone, tablets, laptops and widescreen desktops. With over half of all internet searches coming from mobile devices, you need to make sure that potential patients interact effortlessly with your professional dental website.
Your website must be easy to navigate and allow anyone regardless of what device they are using, to easily navigate your site. Mobile optimization is a must in order to ensure proper site design.
Is Your Website Mobile-Optimized, Or Mobile-Friendly?
As website development has evolved over the years the mobile optimization process has become more and more sophisticated.
All the way back in the mid-90’s there were websites that were built for mobile navigation. It was super early on and this process wouldn’t be what you would call mobile optimization today. We now refer to these sites as mobile-friendly sites.
Mobile friendly websites are ones that are designed to work exactly the same across all devices, but they had lots of problems. They would often have unreadable text, content that would overflow the devices viewport, and cluttered navigation. Although these sites were better than the desktop version on a mobile device, the issues issues were frustrating to user experience.
Should You Try To Mobile-Optimize Your Website Yourself?
Of all of the elements mentioned in this post, this is where it’s most worth hiring professional help. Unless you’re both a dentist AND a web design expert, don’t waste your time trying to hammer a non-mobilized website into a mobilized website. Especially if you are working with an old outdated site. It would be easier to start completely over with a mobilized-template.
I also know that everyone has a cousin or nephew who knows some code. I wouldn’t go that route as well.
The cost of building a new mobile-optimized site has dropped significantly in the last few years, which is one of the reasons that My Social Practice can build mobile-optimized websites for free.
2. Emphasis On The Human Side Of Your Practice
The About Us Page Tells Your Practice Story
People buy from businesses that they trust and one important way to build trust is by first by emphasizing your team. A business is only as strong as the employees who work there and potential patients will learn more about who you are as a dentist by the way that you treat your team.
It’s vitally important to recognize and highlight your team members. The place to do this on your dental website is the About Us page.
Your About Us Page Is Likely The 3rd Most Trafficked Page On Your Site
If you’ve thought that nobody’s going to look at your “About Us” page? Think again! Right behind your homepage and the contact page as the most trafficked pages on your website, is the About Us page. Especially for unique website visitors who are landing on your website for the first time.
There is a high probability that unique visitors will click on the About Us page to learn about your practice.
What Should Your About Us Page Look Like?
Start with great photography. If you have a recent mobile phone you should have a camera that will capture amazing photos. I have an iPhone and I like to use the ‘portrait mode’ to get great photography.
If the culture of your office is fun and exciting then make sure to highlight the personalities of your team. Check out Holmes & Palmer Orthodontics’ Meet the Team page. Make sure to hover over the team photos.
Having an individual photo and short bio for each team member creates connections with potential patients — before they ever call or visit your practice!
Use Video Instead Of Photography
Video is a great way to introduce your team to new patients. Take a look at how Levine Dental used video on their Meet The Team page.
Add Your About Us and Meet The Team Pages To Search Results
Ask your website manager to correctly set up your schema. If set up properly, see example below; when someone searches your practice name in a search engine the sub-pages of your site can show up in the search result. Correct schema and structured data for dental SEO allows people to click directly to the page that that are interested in.
Holmes & Palmer Orthodontics asked that we add Meet the Doctors and Meet the Team pages to their schema.
The bottom line is people like to do business with people they know. In dentistry, where relationships are especially important, a strategic personal online presence offers doctors and their team’s opportunities to connect with patients and prospective patients on a meaningful level. This is an essential part of great dental websites.
3. High Ranking Dental Office Websites Have Consistent New Content
What do we mean by “consistency” in your online presence? Primarily, it’s making regular attempts to connect authentically with your audience by posting high-quality content, such as blog posts, new fresh photography, practice specials, and patient updates.
Blogging… Ugh! You Don’t Want To Do It, But You Need To
Blogging is one of the best ways to increase your rankings in the search engines. But, the content must be original and consistent.
Google, Yahoo, and Bing place a tremendous amount of importance on the ongoing creation of new content, and dental practices that blog more than others will be rewarded with higher rankings, more phone calls, and practice growth.
My recommendation is that you lean on a team member who has had some writing experience and task them with writing a blog post each month, or more if possible. Two of more original blog posts each month will be significant in increasing rankings.
If you don’t know where to start, download these 7 blog templates to get going.
Leverage Your Blog Posts For Email Newsletters
Anytime you have an idea for an email newsletter, you should write it as a blog post first. Once you’ve published the post on your blog you can use the copy in a newsletter.
If you have a dental marketing company writing your blog content, they’ll usually create a header image for the blog. You can use that header image at the top of your newsletter.
How To Quickly Update Your Website With New Photography
This is super simple….
If you have a dental website that is contemporary and up to date, you can use social media plugins to update your photography. A social media plugin like the one below for Instagram, pulls the photography from your Instagram account right into your website.
All you have to do is post to your Instagram account and your website photography will be updated. If this seems too difficult or your dental website management company isn’t able to do this, give us a call. We always integrate social media content with website designs.
The Flexibility Of Social Media Website Plugins
Plugins can be designed many different ways. You can show the last few posts in a horizontal line like the example of Chestnut Hill’s homepage above, tile format, single images, vertical sets of images. Speak with your website development team and ask them to add the plugins to your website, it only takes a few minutes.
There’s a degree of transference that takes place in patients’ minds when practices consistently provide new content. If you’re consistent and reliable in providing honest human content your patients will assume the same for your dental care.
4. Highly Visible Social Proof
What others are saying about your practice online has an enormous influence on how others make decisions. It’s a psychological principle where cohesive groups tend to accept the conclusions that are agreed upon in group consensus. You can also see it play out in herd mentality, where peers adopt behaviors based upon emotion rather than logic. Individuals end up making decisions that they would not have if they were alone.
What Is Social Proof For A Dental Office Website?
Part of every dental practices ongoing marketing campaigns should involve consistent improvement on their online social proof. Improving social proof is not difficult, but it does take a focused approach with specific goals and deadlines.
Highlighting Reviews On Your Website
Use a review website plugin to highlight your 5 star reviews from Google and Facebook. Reviews on Google and Facebook are perceived to be unadulterated, or not influenced, by the business.
Also, consumers see a Google review as more valuable than a review on 3rd party application that the patient is not familiar with. Some of the review softwares in the dental industry gather reviews on their own softwares rather than encouraging patients to review the practice on Google or Facebook. My recommendation is to focus on Google and Facebook reviews because they carry the most weight in terms of social proof.
Take a look at the homepage of our website to see how we highlight dental practice reviews of our marketing services. It’s about half way down on the homepage.
HIGHLIGHT PATIENT CONTENT ON YOUR DENTAL WEBSITE
Consider highlighting content created by, or about your patients.
Get patient testimonial video reviews by asking your best patients to share their experience. Patient reveal and before and after videos create social proof. You can easily leverage Instagram or TikTok to get great patient reveal and before and after videos.
LEVERAGING LOCAL INFLUENCERS TO BUILD SOCIAL PROOF
A social influencer is someone who has a local and trusted following on one of their social media accounts and agrees to post positively about your practice on their account.
Even though this video was recorded in 2020 it’s still relevant.
We’re not talking about millions of followers, we’re talking about 1,000-10,000 followers. These are called micro-influencers and most of their followers will be located right in your area. They are great to leverage for social proof and you probably already have several patients who would be considered influencers.
To learn more about how to leverage local influencers, watch this video presentation above.
5. Great Dental Websites Require Calls to Action (CTA’s)
A ‘Call To Action’ or CTA is a message that resonates with a reader where he or she has an emotional trigger. But it’s not as simple as saying, “We provide dental implants. Click here to schedule a dental implant consultation.”
Great dental website calls to action focus on intent rather than a need. For example, “Our first and most important goal is empathetic patient care, which is why we use the highest quality dental implant technology in the industry. Our computer guided implant surgery allows us to accurately place an implant with 4-dimensional guided surgery. When can we meet you and provide the best care possible?”
Focusing on intent rather than need in your CTA’s creates engagement. Notice the difference?
UNDERSTAND THE NEEDS OF YOUR WEBSITE VISITORS
In order to write CTA’s correctly you have to know your audience. Does your website visitor have a pressing oral health care need, such as a tooth ache or pain in the jaw? Or is your typical website visitor concerned about cosmetic issues like, teeth whitening, veneers, and orthodontic treatment?
The key to capturing a website visitor and converting them to a scheduled patient is to tap into their emotions and suggest a solution.
STAY CONCISE WITH YOUR WEBSITE CALLS TO ACTION
Your CTA’s should be singular in its objective. Clearly explain the problem and solution quickly and without cramming several marketing points into each other. More is not better when it comes to CTA’s.
EMOTIONALLY MOTIVATING WORDS IMPROVE SCHEDULED APPOINTMENTS
Use words that tap into the emotions of your website visitor.
Trigger words are words that provoke a reaction. It depends on what reaction you’re wanting but here are a few trigger words as an example:
If you start throwing emotional words out ad-hoc, you may find that they the reaction doesn’t hit. Decide when you begin to address the needs of your potential patient and use emotional words accordingly.
Read through the copy below and ask yourself how it makes you feel.
“We are a dental practice made up of friendly, caring dentists and team members committed to the oral health of our community. We’re not like all dental practices. We’re family and et the end of every appointment we walk our patients to their car. We take pleasure in building relationships for years to come.”
The intent of the copy is to evoke a feeling of warmth, trust, and caring. Does it work?
USE VALUE STATEMENTS IN YOUR CTA LANGUAGE
In order for a potential patient to take action on a CTA, they have to feel the need to do so. Before you tell someone what to do you need to have identified their problem, offer the solution and provide some value.
Here are two examples of a CTA for teeth whitening.
Call us to schedule a teeth whitening appointment.
Are you embarrassed about your smile? Learn about our revolutionary whitening service, and make sure to ask about our whitening for life program. You’ll never need another whitening solution.
REMEMBER TO TEST PLACEMENT, DESIGN, AND VERBIAGE
Once you’ve added a call to action to your page make sure to test moving the placement and also change up the design. There are great tools online that will allow you to test placement, design and verbiage.
A tool that I like to use is called CrazyEgg. It shows you where your visitors scroll, hover over, and click. You can test one version of your CTA with another version and look at the engagement over time. This type of tracking and data will help you understand exactly which CTA’s are working better than others.
Guess What? We Build Dental Websites, and They’re Free!
Take advantage of our $4,000 mobile-optimized website for free when you bundle it with any digital marketing service. We offer social media, reputation management, SEO, and Google ads.
My Social practice has been working with dentists and providing amazing, cost-effective, digital marketing campaigns for more than 13 years. We understand dentistry and love working with dentists and dental team members.
Adrian Lefler is an expert dental marketer and a key member of the dental marketing team at My Social Practice. My Social Practice is a dental marketing company located in Salt Lake City, Utah. Adrian is passionate about helping dental practices grow. If you’d like to book one of the members of My Social Practice’s speaking team, you can do that HERE. Interested in learning more about the benefits of SEO for dental practices or our dental websites service, you can learn more here. Also please read our Google My Business reviews.