Being a dentist who runs a practice, you have a lot more to consider besides building a dental website. However, knowing the make of a great dental website could release you from struggling with the low engagement on-site and give you a fundamental picture of what is missing from the website. Which you may consider a great starting point to succeed in dental marketing.
Once you finish reading this article, you’ll be able to track the causes of the lack of dental website engagement for yourself or your practice:
- Importances of a dental website
- Key factors that a good dental website should have
- Qualities to make a great dental website
Why a website matters to a dentist or a dental practice
It’s almost 2023 and do you think websites don’t matter to you or your practice/business being a dentist? According to a survey, 75% of respondents say they make judgements about a company’s credibility based on its website’s design. This statistic could also apply to a person, dental practice and hospital.
You can be so benefited when you have a great dental website for you and your practice with these points:
- Credibility and trust build
- Brand awareness growth
- Leads generating
- Time-saving and basic patient service
- Updates and announcements
There are a lot more benefits to talk about when you have a website that stands out on treatments with dental implants or what great services your practice can provide, but we’ll stop here to save you some time. You’re welcome to ask for more by leaving a message in the comment area below and we’d love to provide more.
8 key factors of a great dental website
A website could contain a lot of factors but we will focus on those which make a website great for a dentist or dental practice. There are eight key factors we’d like you to understand more about your own website and for sure, they can be the starting point that you can hire experts to check and improve on.
Factor #1. Be relevant
If you have content that is poorly written and published on your website, you’re making your visitors a hard time in fact. Creating valuable informative content is one of the biggest key factors to building a great website on our list.
Good content should be original and optimised information contained that people are interested to discover, read and share. Besides you may find this with the backlink numbers, the organic traffic can be also helpful to tell you if you’re publishing relevant content for your target audience.
Content marketing would be the answer you look for. Instead of starting from scratch, you can simply grab some handy points from ‘Dental Content Marketing ABC: Why and How to Implement‘. The strategy is well explained there and helps you to know the journey better off.
Factor #2. Expertise converted
The expertise of the author is a very critical factor to be considered high quality, which can delight all the readers. We all like to receive and learn from great experts in an industry with the topics we consider and care about.
Try to convert your expertise into high-quality content – written with a good format, and well-researched information, with some examples to support your points of view. Your target audience will know this while search engines do as well.
Factor #3. About you and the team
Let’s say a visitor never hears about you before but he/she is attracted by your social posts and willing to learn more about you or your practice, what action would this user take next? Searching. You’ll definitely lose this opportunity that converts an unknown internet user into a prospect or even a potential patient if you don’t have a page that introduces you and the practice on your website.
This is where the About Page comes in and helps you to do all introductions 24/7 online. A good about page tells your story, proposition and core values. The page could be personal but it has to be authentic and characterized so this prospect could craft out your silhouette by reading the page.
Factor #4. Treatments, products and services
Whether the attempt of the visitor is restoring his/her teeth or colouring the teeth, they should be able to tell if you and the practice would be the right one to talk with by visiting your website. And yes, you guessed it, a page that lists the treatments, products and services patients can have at your practice.
All the information should be well organised and categorised into groups so the audience can memorise them more easily and be impressed.
Factor #5. Validation, awards and achievements
Showcase validations, reviews and testimonials from peers, colleagues and patients can incredibly generate social proof. This is especially critical if you can get one of these from an industry expert telling what personality you have or celebrities describing how satisfied they are with your treatments as patients.
With these proofs, you are about building trust and credibility before website visitors make appointments in their minds. Use these elements wisely to your advantage.
Better Than Ever
Factor #6. Contact information
Since the website visitor could be someone you haven’t met before or met but forgot how to reach you, you should display your contact information on your website for their convenience. Location, telephone number and email address are must-haves and the appointment inquiry form can be optional but better.
Factor #7. FAQ
Including FAQ page if you want to save time from answering common questions. The frequently asked questions page could be a time saver if you wish the website to filter out those making calls for non-crucial questions and the page can be answering for you.
Factor #8. Transparent policies
Transparency has never been this important now and internet users care about their own rights. Making a clear announcement about how you might use their individual information and what process it is to make an appointment with you will help prospects to learn more about you and the practice.
6 qualities should always be there
There is no single aspect of marketing more important than a quality website. Consider it as yourself and your organisation’s front door. Thousands of pre-made templates have made building a website easy and fast, but it isn’t enough to convert prospects into engaging audiences and brand ambassadors. There are six qualities you should remember which embody a great engaging website.
- Well-designed and functional: Your site reflects yourself, the practice, and your brand. It is very crucial to be visually appealing, polished and professional. Keep an eye on if the layout and elements meet this standard. Equally important, Equally important, the site must work quickly, correctly and as expected. Mind those expected functions work like a charm for your website visitors.
- Ease of use: Remember that site visitors are always in a hurry, therefore how you guide them from working for information to experiencing your brand is where you make a difference from the others. The website should fulfil the needs of ‘searchers’ (coming for specific things) and also ‘browsers’ (curious and just hanging around). Helping both roles to complete their tasks quickly will be an important task for your site.
- Optimisation for mobile devices: Two reasons you’d keep optimising the mobile-friendly of your website — you want your SEO rankings good and users expect to be able to read nicely on their mobile devices with uncluttered layouts.
- Fresh quality content consistently publishing: Just like making ideal high social engagements, consistent updating is also a reasonable key factor to creating a high-quality website. Yes, evergreen content rocks, but new stuff is always more fun to read on.
- Calls to action: Consider CTAs as braces you use as an orthodontist and you’ll understand why the CTAs are working as expected. CTAs are not just buttons. They should be placed in the right context and tell site visitors what to do next to get the information they desire for. Watch out for context, clarity and purposes instead of just buttons that satisfy the ‘Oh, there’s a button’ need.
- Keep SEO and localisation in mind: One of the main roles your website should be is your online speaker and marketer. Visibility on search engines is its task, and so is encouraging local patients to engage and connect. You’d never stop optimising SEO and localising optimisation workings. The keyword here is ‘consistently’. When you optimise and publish on your website, the others are also doing their parts. This is an infinite looping game you’d never quit gaining visibility and credibility online.
After going through all these critical points, you’d be able to tell if your website is good enough to trigger visitors to take action and contact you and if there are some important elements missing on the website.
However, please bear in mind that you are a dentist and you should just understand how a quality engaging website should be instead of trying to DIY. Your time should be invested to keep the technology and treatments up-to-date, not your website-building or improving skills.
Professions stay with professionals, just like how you do with your reputation and practice.
If you’re interested in this article, bet you’d go for another one related to this topic. The article ‘Dental SEO Starter Instruction That Gets You More Patients‘ gives you a beginner silhouette of dental SEO which enables your dental website and social media to engage with potential leads online.
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