In today’s world, where looks matter, having an ordinary website will serve no purpose to attract new patients. Research shows 94% of the individuals do not trust the brand whose website is not great.
Your website represents you and your practice; in short, it is your online identity. When individuals visit your website, they should know your Unique Value Proposition (UVP). Based on this, new patients and existing patients choose you over your competitors.
In case you have not built a website for yourself, or feel your website is not adding value to your practice, it is time to design an attractive and functional website. As you read on, you will gather tips that will increase your success rate.
Choosing the Right Platform
Choosing the right platform is a critical decision with once you’ve created your website on a specific platform, it takes significant resources to move. Platforms like Wix, Weebly, and Squarespace might be easy to use, but they may not support the complex functionality you would require to operate a fully-functional dental website.
A platform that provides a great balance between ease of use and powerful functionality is WordPress. It’s wide adoption and easy availability of developers is a significant advantage as it allows ease of integration of many appointment management systems and dental software/ EHR systems such as tab32.
Form vs function
Once you have selected a platform, the next step is deciding the features you would want to have on your website. It takes just 2.6 seconds on average for a person to decide to stay on your website or not. Looking at that statistic, you might think that the looks of your website are the most important feature. However, unless your website has certain essential features that we have mentioned below, not only will your visitors not convert to customers, but you will also find it difficult to manage your practice.
Keep in mind these 5 tips for striking a balance between form and function of your website.
- Focus on responsive web design. This will ensure that your website works beautifully on tablets, mobiles, computers, and on every other device.
- Focus on speed. Faster websites usually convert better and have a better user experience.
- Avoid using stock photos on your website as they look unauthentic. Even better, use pictures of your patients and team.
- Ensure that your contact information and link to your contact page is visible on every page of your website.
- Include essential dental practice management features such as an online appointment booking and availability of public or private EHR system on your website. This will not only help your customers but also the front desk staff. If you opt for a dental practice management platform like tab32, you will get all the essential features on your website to manage your practice effectively.
Don’t forget these Important pages
According to WordStream, the average conversion rate on a website is between 2 and 5%. Which means out of 100, at least 95 potential patients are not becoming your customers. The question is, how do you fix it?
When a user lands on your website, they are looking for information. Maybe they are looking for what services you offer, maybe they are looking for doctors associated with your practice, or something else. By including essential pages on your website which showcases essential information, you can serve your visitors better, which will dramatically increase the probability of them becoming a customer.
Here is a non-exhaustive list of pages that you should definitely have on your website.
- A services page. Have a dedicated page that lists all the services your practice. It's even better if you create dedicated pages highlighting each of your services individually.
- A doctors’ page. Great doctors are the backbone of your practice and you should highlight them accordingly. Create individual pages on your website for each of your doctors for the best results.
- Testimonials. Nothing sells better than happy customers. By including a dedicated page for testimonials, you are instilling trust in your visitors, which increases the likelihood of them becoming your customers. If you can include video testimonials, that is even better.
- A virtual tour. This is a recent technology which lets your visitors a virtual tour of your dental office(s) in the comfort of their home
Include a Blog On Your Website
Your potential patients may have hundreds of questions about dental health or health in general. Answering those questions is an easy way to become an authority in their eyes, but the question is, how and where do you answer those questions?
Having a blog on your website is the answer. A blog is a separate section of your website where you can post informative content without disturbing the layout and function of your website. As you create and post more content on your blog, more users will also be able to reach your website through search engines, which will also increase your customer base.
Don’t Forget Marketing Features
As we mentioned, at least 95% of your visitors will leave your website without becoming your customer. But, a visitor that leaves your website doesn’t have to be gone forever. By including essential marketing pixels on your website, you will be able to re-target those visitors on search engines and on social media---which will bring in a higher return on investment when compared to the results of targeting cold traffic.
In conclusion, a website is an online identity for most businesses, but for dental practices, it can be so much more. By keeping in mind the tips that we’ve mentioned above, you’ll be able to create a high performing website for your dental practice.