Websites that Work!

by Larry Emmott on December 11, 2017

in Digital Marketing,Internet

What makes for a “good” website?

There are many techie, marketing or even aesthetic answers to the question. However what really matters is, does the website convert web browsers into patients? No matter how much you spend getting people to the site or how pretty and “with it” the site is that money is wasted if the site does not generate new patients.

The following comes from my friends at TNT Dental:

Your website needs to capture a visitor’s attention quickly, and you’ve got anywhere from three to five seconds to convince them to scroll and learn more. Let’s call it your elevator pitch. That’s right—you’ve got as much time to “get” your patients as it takes to blink your eye.

Not only do you need to think about telling your story effectively, but you must consider these 4 elements in building your site:

1) Mobile View

About 60% to 70% of viewers coming to your site are looking at it on a mobile device, and it’s imperative you make your website mobile-friendly to ensure they stick around. This means the overall user experience needs to be easy and intuitive—text must be large and legible, the menu has to be simple to navigate, and making it easy for visitors to find the information they’re seeking is crucial.

2) Differentiate Yourself

What sets you apart from your competitors?

  • Early, late or weekend appointments?
  • Superior training?
  • Spa-like amenities?
  • Specialization in one or more areas?

Whatever your Unique Selling Proposition is, highlighting those differentiating factors front and center on your website is key! Someone is bound to be looking for what you offer, but they won’t know to give you a try if your story isn’t clear, concise and easy to follow.

Don’t forget, people are tuned in to station WIIFM – What’s In It For Me? If you provide them something they want, you could have a patient for life.

3) Easy Conversion

You’ve got to make it easy for people to view your website and act. You should always have one-click buttons on your site that are easy to find and allow people to:

  • Call your office
  • Request an appointment
  • Fill out a form
  • Pull up maps with directions to your office

In this day and time, people want information… and, they want it NOW. Making contacting the practice easy could mean the difference between keeping someone on your site and converting them into a new patient—or frustrating them to the point of clicking the next office on Google’s search results.

4) Customization

To go back to where we started, you should have a customized look, feel, and content to your website. Again, this not only sets you apart, but also does so much more. Your story is unique to you, so don’t hide it! The more customized your site is, the better. Google places importance on fresh, unique content and will index your site quicker than your competitors. In no time, visitors will begin to click your pages when searching for dentists in their area. Customization is key!

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