North Texas Dentistry Volume 7 Issue 2 NTD 2017 ISSUE 2 DE | Page 15

2. Speak to your ideal patient.
Keep your ideal patient in mind. What is
most important to them? Will your design
appeal to them – language, pictures, style?
Designing to an ideal patient does not
mean you will not get other patients.
But it will give you focus. The more tar-
geted the communication, the stronger
the connection.
Put yourself in their shoes. If your ideal pa-
tient is a busy mom trying to juggle the
dental needs of her family, then extended
or weekend hours, family appointment
blocks and a no-fail way to book an ap-
pointment are probably high on her prior-
ity list. Make sure these are front and
center on your website.
3. Connect on a personal level.
Research shows that the second most vis-
ited page on a dental website is the “Meet
the Doctor” page. This is great news for the
independent dentist. One huge weakness
of corporate dentistry is their revolving
door. Patients want to know, trust and de-
velop a relationship with their dentist.
People want to see and hear from the doc-
tor before booking an appointment. Be
personable. Get professional photography.
Have a well-written bio that tells them
more than where you went to dental
school. Ideally, have a short video of the
dentist(s) introducing themselves and the
practice. Talk to them and be real.
4. Give them social proof.
Rave reviews from current patients are
very persuasive and reassuring to prospec-
tive patients. With the rise of reviews and
ratings online for everything, patient tes-
t