Yes, we’re aware that by now you know the importance of having a strong web presence—from your practice website to social media and more. However, it’s never a bad time to re-evaluate your site to see where its strengths and weaknesses lie. After all, wouldn’t you rather know now that you’re missing a key component of successful dental websites instead of continuing with a site that’s just… average?
We thought so. (It’s actually why we’re constantly working on our own site to make sure it performs at a level that exceeds our customers’ expectations—we never want it to simply be “good enough.”)
That’s why we’ve rounded up these nine key elements of dental websites to help you evaluate whether your website earns an A+ or could use a bit of tweaking to ensure it’s going to give you the best return on investment.
- Phone number and location front and center
People should be able to find your phone number and location almost as soon as they hit your site. This increases the chance that they’ll consider you as a possible choice for dental care (if they’re looking for a dentist in the community you serve) and that they’ll call. If this information isn’t prominent enough you could lose out on a potential patient.
- Bios of the dental team
People like to know a little bit about the people who will be working on their teeth and short bios on each staff member are a great way to do this. It helps start forming relationships even before the patient walks in the door and gives them a little peace of mind that they’re choosing to receive care for a dental team of caring, knowledgeable people. Plus, they’re just fun to read! Instead of only professional info you could also ask your team members to share one other thing about them, such as their favorite volunteer activity.
- Patient Testimonials
You can only say and show so many good things about your practice before you start to sound like a broken record. Share one or two of your best testimonials on your homepage and have a link to others you’ve received as well. Just like online reviews through Google or Facebook these testimonials will go a long way in convincing someone you’re the best dentist for them—and they don’t even need to leave your site.
- Appointment Scheduling Form
For patients who work during your scheduled hours and aren’t able to call in directly or those who find themselves on your site outside your business hours an online scheduler is a great way to still get them to connect. This way they can reach out to you on their time, which is a win-win for you both. They see you’re willing to meet their needs and there’s less chance that waiting to call later ends up with them forgetting to reach out—or going to a competitor.
- A Tour of Your Practice
Whether you get professional office photos taken or go a step above and create a virtual tour this is a great way to showcase why your practice is a top choice for receiving dental care. Highlight your warm and inviting reception area, your top of the line technology, and more to give me the extra encouragement they need to schedule an appointment.
- List of Services
Don’t assume your patients will instantly know what services you offer based on the type of dental practice you have. Instead, have a clear list of the services you offer in an easy to find spot on your site. A tab on your homepage titled “services” does the trick and leaves potential patients knowing with confidence if you’ll be able to give them the dental service they need.
No, you don’t need to run sales every week like your local discount retailer. But having special offers for new customers, loyal customers, or for a special season (like the holidays) can inspire action on the part of a patient. And the offer doesn’t have to be over the top either—something simple like a half off whitening kit for making a second appointment can be all you need to get an increased response from your target audience.
Your website should have a consistent look and feel so that people start to associate your brand with your physical practice. A logo, consistent color palette, and similar imagery and design work to make a website cohesive and speak to patients on a subconscious level. They provide a reassuring sense of professionalism that a cobbled together website without consistency just doesn’t invoke.
- ADA Compliance
Last but not least is something you may have never thought of: compliance with the Americans with Disabilities Act (ADA). The ADA requires that all people, regardless of disabilities they may have, have equal access to information on a website. If a site in not ADA compliant the business can face fine and other legal issues. Examples of components of an ADA compliant website are audio descriptions for videos and pictures and resizable text for visually impaired website visitors and the ability to navigate your website via the keyboard only for those with mobility issues. If you’re unsure whether your site is ADA compliant getting professional instruction is helpful.