3 Eye-Opening Studies – Dental Websites
Is your dental website long-winded?
By Grant Gooley | August 20, 2018
1. 94% of people have a mobile device in their hand while watching TV.
An in-home eye-tracking study performed by Facebook IQ revealed this outstanding (but believable) statistic.
It’s proven that humans are terrible multi-taskers, so how do we expect people to digest the 25 pages of content you have on your dental website when they are busy watching Simon Cowell “X” a contestant on America’s Got Talent?
The fact is, you have seconds to convert a new patient through your website. If they can’t find what they are looking for (like a picture of the doctor or a map) because they must dig through 15 pages about cosmetic dentistry, you are losing the prospect before you even get a chance to convert a phone call or a request for an appointment.
2. When people arrive at your dental website, it’s rare they visit more than 3 pages and it is common they only visit one page!
The reality is that human behavior today is made up of short attention spans, multi-tasking, and laziness.
As a culture, we expect information to land in our laps without having to work for it. Your long-winded website is getting lost in the shuffle. It’s time to simplify and strategize.
It’s time to accept the facts of human behavior and react accordingly to our dental website strategy.
At Patient News, we know the number of sessions-per-user averages 3 pages. Our analytics tell us that consistently, users go to 1-3 pages, maximum! It’s extremely rare to see a user go to more than 3 pages in one visit on a dental website. This proves the data that people want information quickly. They don’t want to, or need to – and won’t – read 15 pages about your services to find what they need.
3. The “About Us” page is the most-often visited page on your dental website.
In many cases, About Us is the only page visited after the home page! We’ve done the studies and have the data. Below are 3 examples of live heat maps on dental-specific websites, proving that the About Us page is clicked on the most … by a landslide. This data proves that a prospect seeking a new dentist wants to learn quickly about the doctor and their team. The navigation must be simple and available! You do not want a situation where a prospect is having to dig through multiple pages to find simple information about the doctors.
Heat Maps Prove “About Us” Is #1
Below are examples of navigation heat maps for just a few of websites hosted by Patient News. In a visually clear manner, the heat maps show the most-often-clicked links (warm colours – red/orange) that actual patients have clicked on our clients’ sites. Mid-range clicks are green. Lower clicks are blue. In these, and all other sites, “About Us” lights up the screen!
WAIT! Isn’t it true that more content means better SEO?
YES! Content is king and has been since the beginning of the internet, however, the way it’s displayed and distributed is the key to a successful website campaign.
Releasing a custom blog once a month, detailing the services you provide and why they are valuable to your patients is a stronger strategy than a cumbersome website with copious amounts of non-engaging medical jargon.
The blog lives on your website and is keyword friendly, meaning that it contains topics that people are searching for on Google. Promoting the blogs on your social media channels with your posts will help drive more traffic, engagement, and website visits.
This is important: don’t mistake this strategy as a deterrent for great content.
a) be smart about how content is distributed so that it’s read
b) make sure the writing is original (not copied from another website) – no duplicate content allowed
c) customize and personalize blog content to your practice to help answer questions your patients and prospects need answers to.
Again, people will abandon your page if they have to dig through page after page of implant information looking for a map to the practice.
Following a strong blog strategy alleviates complications in a site that is considered “too busy” and hard to navigate. Your blog will add to your SEO strategy all while educating patients and prospects.
It’s time to simplify. Remove question marks from people’s minds when they land on your home page! Contact us today for a FREE Web Audit. We can help you grow your practice!