Top 6 questions to ask when evaluating your web presence
If you’re like most dentists, you’ve probably invested a lot of money into equipping your office with the latest technology and making sure it’s comfortable with a relaxing atmosphere. That’s great – especially for when patients arrive at your practice for the very first time.
But what about your online presence?
After all, 81% of people will go there before they choose to call your practice. Before they show up at your doorstep. If your website fails to convert, potential patients will abandon you and move on to another practice.
Your dental website is a key component of your overall dental marketing plan. It’s not just a spot for information; it’s a never-ending dental marketing strategy that needs regular review and updates for maximum results.
In this article, we’ll review the top 6 questions to ask yourself when revamping your dental website or launching a brand-new one.
Do I have an effective dental website URL?
Your website URL appears in the address bar of your browser and when your site shows up on search engines. This address can affect how well your site ranks on sites like Google, so make sure each page is named correctly. It’s also best to use simple URLs that don’t confuse the reader. For example:
It should have your dental practice’s name in it and/or contain keywords that are often searched by people looking for specific dental services. That way, you’re more likely to be found.
Is my dental website fast enough?
Consumers have high expectations. It’s a fact that nearly half the visitors to your site will expect it to load within two seconds. Website pages with a 2.4-second load time have a 12.8% bounce rate (those who leave after only going to your home page). A longer load time correlates with a higher bounce rate. Once you reach 9.9 seconds, nearly 60% of visitors will vanish. You won’t have a chance.
Is my dental website mobile-friendly?
About 70% of all dental website traffic is attributed to mobile devices. That really shouldn’t come as a surprise, seeing how they’re within arm’s reach virtually everywhere we go. Smart phones give us instant, convenient access to the world. To provide the smoothest user experience possible, you should:
limit how many images you use
make your site responsive, meaning each page will automatically adjust to the screen size of the device it’s displayed on
include clickable phone numbers to make it easy to call your practice with a tap.
Is my dental website beautiful?
Your site needs to be attractive and effectively reflect your brand like any other marketing piece. A total of 38% of visitors will stop engaging with your site if it looks bad, e.g. colors that don’t resonate, information overload, flashing buttons, etc.
A few tips:
Ensure your logo is prominently displayed and your site uses the same colors, fonts, and layout style throughout.
Avoid white fonts on dark backgrounds – that hurts the eyes and is proven difficult to read.
Maintain your strong brand. You want a potential patient to recognize your brand immediately. Hopefully they've seen your dental marketing elsewhere, such as in a newsletter or postcard. This immediate recognition will increase their connection to you – an important part of getting them to call your office to book a visit.
Does my dental website have fresh, original content on it?
By regularly updating your site with new material, you give visitors a reason to return. Not only that, but it will improve your Google ranking.
A good way to keep your site fresh is by producing a monthly blog that includes keywords specific to the products and services you provide. For example, if many people are searching “teeth whitening in [city]” and you’ve written original, informative content that matches their query, search spiders and web crawlers will pick up on it and index your page. As a result, your practice gains visibility in organic searches.
Bonus tip: Include internal links to other pages on your site whenever your content mentions a relevant topic and link out to other sites that contain beneficial information. Think of your website as an information hub – as a place that visitors can go to over and over for more info.
Does my dental website deliver results?
At the end of the day, your site needs to convert. That means it makes the visitor taking action – a call to your practice, writing an online review, or downloading a new-patient form. You should aim for a conversion rate of 3-5%. That means for every 1,000 unique visits, 30-50 people take action.
So, there you have it. Wondering what to do if you don’t have the time or technical know-how to implement these digital dental marketing strategies yourself?
The answer is simple. Contact a trusted dental marketing agency that will take on all aspects of your digital presence, including your website.
With a standout track record of helping dentists prosper and reach their practice goals, Patient News is well-versed in executing customized marketing campaigns that include:
Call us today! We’d love to give you a free web audit. We’ll evaluate your current online presence and offer you the marketing solutions to direct more new calls your way.
Don’t waste time. Call now!