For most patients your website will be the first impression that they have of your practice, and it can inform a lot of their beliefs about your practice before they take a single step into your office. Because websites have become more important, it’s now vital that your online presence is a positive reflection of your practice. But without knowing how to achieve the perfect look, it's easier said than done. In this article, SmileMakers will help you identify the areas of your website that you should focus on, and offer a few suggestions on how to make them work for you!
Speaking of a first impression, your homepage is the face of your online presence. This means that the homepage should be a glimpse into the rest of your website and the practice itself. If you have a specific aesthetic that you want to portray, this page is where it has to be displayed first and foremost.
Your homepage should mirror your values. Before creating - or recreating - the main page on your website, consider what you want the viewers to see. Ask yourself, what are the three aspects of my practice that I want the patient to see first? If you’re a pediatric practice, perhaps it’s your friendly office environment, with warm wall murals and festive prize vending machines for the children. If your focus is on general care, perhaps highlight your preferred treatments or the extent of your comprehensive care. Whatever your specialty may be, it’s important to have it as a primary feature on your homepage.
According to researchers from Northumbria University in England, website design is the most important factor that viewers consider when judging a company’s website. This means that prominent features like content, qualifications, and staff bios all take a back seat to the presentation of your website. Think of it like a cake, you can have the most delicious tasting cake in the world, but if it looks bad, no one will try it.
If you consider your website to be an extension of your practice, it should look as good as your practice does in person. Having a great website shows that you care about the details and take pride in your work. Most importantly, it shows that you care about your patients and their ease of access because a tidy website design will also be accommodating and simple to use.
Content is a critical part of your website because it sets the tone for your online presence. Between the web copy and related images, the content will help establish your relationship to your patients before any face-to-face interactions. If you’re trying to show that your practice is unique and personable, the content will help create that distinction. When your patients read your website, they should be able to glean what type of practice you are and where you specialize without having to guess. Your page titles, diction, and image choice all work together to shape your online identity.
Content is also used to gauge your priorities and values. If you do not provide much information on a particular topic or do not directly address it at all, it will be assumed that you do not offer the service. People believe that you practice what you preach, so make sure that you cover your most common services. This is true for your images, too. Since you’re trying to advertise your practice, it matters what photos you choose to include. If you’re proud of your technology, staff, or practice essentials, don’t be afraid to show them off.
Dr. Zeeshan Moorani of Kids Teeth Pediatric Dentistry
It should come as no surprise that your patients won’t just search for your practice on a computer. Now more than ever, people use their mobile devices to find what they need. This is why having a mobile-friendly site is of the utmost importance. And remember, accessibility is key. If they cannot use your site easily on their phone, they’ll find a site that accommodates their needs.
Looking for more marketing tips? SmileMakers has you covered.
Along with improving your online presence, there are many other ways that you can promote your practice. Our SmileSource blogs have a few ideas on grassroots and event marketing. We also offer custom tote bags, magnets and hundreds more customizable items that are sure to get new patients through your door! .