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How To Create a First Impression Online That Leads to Patient Conversion

Melissa LuVisi
November 21, 2019

 

Did you know that 4 in 5 consumers use search engines to find local information? Consumers are used to using Google to look for local businesses. What does that mean for your dental practice?

Today, many patients simply Google “dentist near me,” visit the websites at the top of the search result, and schedule an appointment from anywhere and at any time that’s most convenient for them. As such, you need a strong online presence to get in front of new prospects and convert them into patients.

While getting found on search engine results is important, you also need to make a powerful first impression that will turn searchers into patients when they click through the link on Google and land on your website.

After all, if you’re investing in SEO and PPC ads, you want to maximize your ROI by making sure that visitors are turning into patients.

Here’s how to optimize your website so you can deliver a first impression that instills trust and credibility while making it as frictionless as possible for visitors to book an appointment with you:

  • Position the most important information at the top of the page so visitors can see them right away. For example, office hours and phone number, as well as links to your online scheduling tool, membership plans, and online payment form.
  • Deliver a mobile-first user experience -- 61% of mobile searchers are more likely to contact a local business that has a mobile-friendly site and mobile devices will influence more than $1.4 trillion in local sales by 2021.
  • Improve mobile user experience by optimizing load time, simplifying navigation, and making sure that critical information is displayed optimally on small screens (e.g., fonts are legible, important information is placed at the top.)
  • Optimize your website with mobile-specific features such as tap-to-call, geo-fencing, and autofill to enhance the experience of local users.
  • Streamline your content and navigation so it’s easy for visitors to find the right content that will encourage them to make an appointment. 
  • Incorporate a user-friendly online scheduling tool and include clear instructions so visitors know what to expect.
  • Add calls-to-action throughout the website that links to your online scheduler and encourage visitors to book appointments electronically.
  • Post helpful and relevant content on your website to position yourself as an authority and build credibility. This can also help you improve local SEO and get found by more potential patients.
  • Use visual content such as infographics, images, and videos to increase engagement. Share the links on social media to build brand awareness and drive traffic back to your website.
  • Post a video tour of your office to show visitors what they can expect at their initial appointment.
  • Include a testimonial and case study section to boost your credibility since consumers trust social proof as much as they do recommendations from friends and family.
  • Provide real-time, on-demand support via live chat and/or two-way texting to assist visitors, answer questions, and facilitate conversions.
  • Optimize the contact page with essential information such as your address, driving directions, phone number, email, web form, and other ways visitors can get in touch (e.g., live chat, social media.) 
  • Keep the contact form simple, and only require name, email address, phone number, and a short message. The more complicated a form, the less likely a visitor will complete it.
  • Incorporate an online intake form on your website so you can send a link for patients to fill it out prior to their visits. This can help improve the patient experience by reducing wait time and avoiding errors or delays caused by paperwork.
  • Create a password-protected section to which current patients can log in to manage their information or make a payment.
  • Don’t forget your footer! It should be a persistent element across the entire site and include links to the most important pages, contact information (e.g,  business name, address, phone number, and email address,) links to your social media pages, and a newsletter sign-up form. 
  • Implement a consistent branding strategy on your website and across your online profiles (e.g., social media, review sites.) Consistency builds trust and trust leads to conversions.

Also, implement the correct tracking mechanism and establish KPIs to help understand the preferences and behaviors of the visitors so you can fine-tune the website design to optimize results.

The Right Technologies Project the Right Brand Image

Patients look for dental practices that use the latest tools and methods in their treatments. By incorporating the right technologies on your website and patient communications, you can create a patient experience that positions yourself as a practitioner at the forefront of the industry to increase trust and credibility that drives conversions.

See how tab32’s HelloPatient module can help you leverage the latest technology to streamline the patient experience.

A Great Offer, Just a Click Away

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