Your dental practice website is an online window into your dental practice’s brand. If it’s old and clunky, people will think your practice is old school. If it’s simple, clean, and mobile friendly, people will think your practice is modern.
In dentistry, one of the worst things patients can think about you is that you’re old school. They associate old school with pain and displeasure, and nobody wants that from a dentist. If it’s modern and full of conveniences, people will think of your practice as technologically advanced.
Too many dentists fail to match their website to the reputation they want to build for their practice. Some dentists’ websites are generic sites or sites they designed just to avoid not having any web presence.
Others may have spent thousands of dollars on their sites only to see their practices evolve away from what the websites projected about them.
If this happens to you, patients won’t know what your practice is all about and why they should choose you as their dentist. To avoid this, it’s important to make your website an extension of your practice’s brand. This will attract your ideal patients to you because they will see exactly what your practice is about. Equally as important, a website that accurately reflects what your practice is about can also deter patients who are looking for a different type of practice from coming to you in the first place, thus reducing your risk of having an unsatisfied patient.
Here are seven tips to supercharge your dental practice website!
1. Plan before you change or build your site.
Before you spend one penny building a website or revamping an existing one, decide what you want people to think of you when they get to your site. After deciding what impression you want people to have about you, create a visual representation of it, selecting fonts, features, and colors that will make your site match your vision.
If you need inspiration, look at other websites that project the same look and feel you want to project, or reach out to colleagues or designers for help. Your website needs to present a look, feel, and approach that’s consistent with all of your online and offline patient interactions.
2. Use custom photos.
Stock photos are very inauthentic and make you look old school and out of touch. Use pictures of real people for your website. Include pictures of you and your team. Post pictures of happy patients. Use pictures of your office and your equipment. Avoid stock photos at all costs.
If your budget is tight, use a quality smartphone or have a friend come by to take pictures. As your budget allows, bring a photographer in for a fun photo shoot with your team, and make a great team-building day out of it!
3. Build your website based on what you want for your practice over the long term.
What kind of practice do you want three years from now? What type of patient mix do you want in the future? If you want big cases, highlight your ability to handle big cases with care.
If you’re looking to add services, include the services you want to add on your site so people will begin asking about them. If you’re looking to build a high-end practice, make sure your website projects a high-end look and feel.
No matter what you want for your practice, make sure your website matches what you want to build for the future, so you can start attracting patients to match your vision now.
4. Make sure your website looks great and functions well on any device.
People will interact with your website on many devices, from desktops with big screens to laptops, tablets, and smartphones of all different sizes. Your website needs to be “fully responsive,” which means it will automatically adjust its layout to look great and function well on any device. Almost every web designer will be able to do this for you.
5. Make sure your website has your contact information prominently displayed.
There are few things more annoying to patients than having to search for your contact information. Make sure your contact information and active social media accounts are prominently displayed on every page, so people can get in touch with you the moment they decide they want you to be their dentist.
6. Get custom design.
If you plan your website well to match the practice you are building for the long-term, consider getting your website custom-designed and built to your vision. This helps you project the uniqueness of your practice and helps you avoid compromising on your practice’s digital footprint to fit a generic website template.
7. Include calls to action.
What do you want people to do when they come to your website? Do you want them to make an appointment? Do you want them to contact you by email to communicate instead of calling? Do you want them to start chatting with you through Facebook Messenger?
Whatever you want, include that as a prominently-displayed call to action.
For example, you may want to have in your header a call to action to schedule an appointment online. If you’re looking to build a high-end practice, you might include a button in your header that reads “Experience the VIP Treatment You Deserve” that opens up a window to schedule an appointment.
You may also want to integrate Facebook Messenger as your preferred contact method on your contact page because it can be easily automated to answer frequently asked questions. It can even collect contact information and let people know someone will contact them to answer questions the automated process can’t answer. If that’s the case, you might include a prominent “Chat Now With Facebook Messenger” button, either at the top of your “Contact Us” page or even on every page to encourage people to connect with your practice.
Does your website match the brand you want for your dental practice?
If your website doesn’t match the image you want for your practice, take some time to walk through these seven tips to start improving it today. If you want more help, check out the team of expert coaches, training, and resources we offer in our signature Delivering WOW Platinum Mastermind Program.
You can also join thousands of other dentists helping each other in my Free Dental Marketing and Profits Facebook Group!