If you’re not getting the results you want from your website, don’t blame the internet. You’re probably making a few of these simple mistakes that we frequently see in dental websites. Do a little housekeeping and you should see a dramatic increase in performance.
- No mobile
More than 50% of the traffic to your website will be from a phone or tablet. So if you’re not ready to give those people a useable experience, you’re throwing away more than half of your potential from the outset.
Nobody can blame you for making mobile an afterthought. A few years ago, you could get away with it. The explosion of mobile technology has even exceeded the expectations of many experts. You can’t ignore it any longer.
- No call to action
The power of telling people what to do is so well known that it literally has it’s own term, “call to action”. The call to action transforms your website from a brochure into a portal. It turns visitors into patients. That also has a term. It’s called “converting”.
It’s simply a matter of anticipating that you’ve done enough with your website that someone will want to commit and giving them brief directives on what to do next.
- No content strategy
Let’s quickly touch on what content strategy is not. It’s not jamming in as many words as possible. It’s tempting, but don’t do that.
Content strategy is about adding helpful and relevant information that potential patients are looking for. It provides alternate means for them to find you through search and serves as a demonstration of your knowledge.
Blogs are great because they allow you to discreetly pack away tons of content in a way that doesn’t interfere with the user experience. The catch is, you only get out what you put in.
- Poor design
We’re fickle people. Visitors are making micro-judgments on whether it’s worth continuing from the moment they arrive. This means you need to start with a strong first impression and carry it throughout the user experience. It also means visitors need to be able to find the information they’re looking for quickly.
The design of your website should appeal to the type of patients you want in your practice. People who value their appearance want a dentist that values their own.
Of course there is more to web performance than just this. And we know it’s not as simple as it sounds. There are hundreds of books devoted to perfecting each of these areas. That shouldn’t stop you from trying. More often than not, a website that has them will perform better than one that doesn’t.
- Uninspired stock photography.
- Great Wall of Copy
- Dead links / Unfinished pages
- Poor branding