Munroe Sutton’s Jeremy Hedrick discusses best practice for dental websites
People are increasingly reliant on the internet to seek out dental services, so, it is vital for dental professionals to seize this opportunity and utilise online marketing as an effective way of reaching out to the largest pool of potential patients – at minimal cost.
The challenge begins in developing a website that will prompt internet browsers to either book online or pick up the phone and book an appointment at your practice.
Like a well-organised library, a practice website must be designed around the reader, giving them easy access to the information they need, when they need it, and there are some key elements you must consider:
Services you offer
Patients want to know what services your practice provides, so there must be a dedicated section that details these. Potential patients will be looking for information regarding:
• The most up-to-date procedures available
• How treatment is carried out
• Whether or not treatment is effective in the majority of cases
• The approximate recovery period for procedures
• Potential risks and side-effects of treatment
• The estimated cost of services
Profile of the dental team
Most patients will seek further details about the dental team before they decide to contact you. Therefore, the site should provide all relevant information regarding each member of staff, such as their:
• Awards and achievements
• Media features
• Community involvement
• General background
Consumers are often influenced by what other people have to say about a particular service or product, and this is no different for dental practices.
The vast majority of potential patients can find it difficult to judge the quality of a dentist’s skills and whether or not they are trustworthy, so online ratings and reviews are currently playing a major role in influencing patients’ practice choices .
It makes sense to include testimonials, which can prove incredibly valuable to the success of your practice website.
Offering promotions online
Rather than simply advertise deals on your homepage, post engaging news articles or blog posts relevant to the dental industry, and then link them to any promotions you offer which might pique the reader’s interest.
For example, Munroe Sutton’s Healthy Discounts package, for example, can help patients save 20% on various dental treatments. Price offers like these must be strong enough to compel, but reasonable enough to ensure your business retains a profit.
Your practice website is the first digital representation of your business, you need to make sure you leave a good impression. The website should reflect everything you want potential patients to know and remember about your business.
You may have the best, most well-orchestrated business model and offer extraordinary dental services, but a poorly functioning practice website could ultimately give patients the wrong impression about you, at a significant cost to the success of your business.
For more information about Munroe Sutton, call 0808 234 3558 or visit www.munroesutton.co.uk.
1] KPMG. (2017) The truth about online consumers: 2017 Global Online Consumer Report. Link: https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf. [Last accessed: 14.03.18].
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