Choose your words. Be aware of how
you describe your practice, services
and dental experience to ensure that
it is worded in an easy-to-read fashion. Nothing will turn a prospective
patient away faster than confusing
industry jargon or technical dental
terms.
As highlighted above in red, visitors to
this particular client’s website move
directly from the homepage to the Meet
the Doctor page more often than any
other page. Even the ensuing interactions prove that prospective patients
click most often on pages that introduce
them to either the doctor or the staff
before navigating to any other page. Your
services pages are important, and a visitor will get to those. But not until she
feels comfortable about the doctor (or
doctors) providing those treatments for
her and her family.
Be approachable.
As the doctor, you must sell yourself to
the consumer. Attract her attention,
draw her in and deliver. Put yourself in
their shoes. As a patient, what questions
or concerns might you have? What
would you be looking for in a dentist?
Provide this information front and center - don’t make them search for it. Put
them at ease by sharing your experience
as a dental expert, but be wary of filling
the page exclusively with your degrees,
accolades and accomplishments. While
those are worthy of attention, you want
to shift the focus onto your patients. Give
them a glimpse of what being your
patient looks like. Perhaps even include
an anecdote about your personal life. The
key is to show that you are approachable
& personable.
website, in the hopes she will schedule
an appointment with you. When she
does, she’s expecting to meet that same
face. If she’s greeted with anything different, that trust is immediately tainted
and you run the risk of losing a patient.
Introduce members of your staff — with
photos — on the website, as well.
Chances are, a new patient is going to
meet them before meeting you for the
first time.
Consider video. This generation’s hunger
for video has even inspired some doctors
to go above and beyond a photograph
meet-and-greet. They are now posting
personal videos on the meet the doctor
page to introduce themselves and offer
some insight into their personal missions. (Tip: If you elect to include a video
on your site, don’t let it auto-play. Your
digital-savvy patients would rather
watch online content at their own
leisure. Blast them with an auto-play
video, and you risk the user looking for
the “Back” or “X” button as soon as possible.)
The ultimate goal is for the visitor to
physically meet the doctor. The only
way this happens is for he or she to
book an appointment, so put the
invitation right where statistics show
they will see it: on the Meet the Doctor
page. Make your phone number stand
out and invite them to call for an
appointment.
Marc Fowler is President of Bullseye Media, LLC,
a McKinney, TX based dental marketing agency
that has helped over 200 dental practices across
the U.S. and Canada leverage the internet to attract
more of their ideal patients and build their brand.
He can be reached by calling (214) 592-9393, or
by email at: [email protected] or
by visiting OnlineDentalMarketing.com.
visual elements
Use updated photos. Remember, you
want to build trust with a visitor to your
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