Your answer should be “call my dental office” or “request an appointment.” If not, your website design isn’t serving it’s purpose, and it’s likely you’re missing out on converting website visitors to potential patients.
It’s common knowledge that web design in subjective. Everyone has different tastes and different ideas of what the “perfect” website should look like. Here at MDPM Consulting, we feel that your perfect website should be an online extension of your physical dental practice — a web presence that gives visitors a clear picture of your practice philosophy, your expertise, and the welcoming atmosphere that will greet them when they walk through your door. And — most importantly — your website should encourage visitors to schedule an appointment.
Your web design is one of the biggest deciding conversion factors. Your content could be perfect — match user intent, help you get ranked higher in SERPs, answer visitor’s questions, etc. — but if your website doesn’t look great and function properly (including being responsive/mobile-friendly), nobody will stick around long enough to read anything. From our design team’s mouth to you: here are a few landing page mistakes to avoid.
Providing an unclear call to action
Does your web page leave your visitor thinking “what am I supposed to do here?” Are there too many choices for the user to decide between? If the answer is “yes,” you’re detracting from your UX (user experience) factor and, as a result, garnering far fewer conversions than you could be.
What do you want your website visitors to do when they land on your site? Call your office? Fill out a contact form? A CTA (call to action) should clearly state what the user should do and what will happen when they do it. Most importantly, it should be easy to spot!
Today’s searchers are used to having information right at their fingertips, and any information that is hard-to-obtain and/or hard-to-decipher will get left behind. Too many choices kill a user’s ability to make a decision, so limiting the number of choices you give to your visitors makes it easier for them to choose. Don’t make them think; make them do. Lead them down the funnel.
Asking for too much information
Just like providing too many choices to a user deters action, asking for too much information from your user deters engagement. Think about the information you truly need from your users. If your goal is to get in touch with them to schedule a dentist appointment, all you need in the contact form is a name, phone number, and/or email address. If you want the patient to schedule the dentist appointment online, you’ll need a little more information, including name, phone number, and time and date preferences.
You wouldn’t need their credit card or insurance information yet. That comes later, when the patient is in your office and has a rapport with you and your team. Without building trust with your users, it’s hard to ask for that more personal information. You can begin to establish this trust by having a great website (thorough, clinically and grammatically correct content and an easy-to navigate and attractive design), a dynamic social media presence, a good reputation throughout the community, impressive testimonials and patient case photos, and a secured website (when appropriate), but there’s only so much you can do online before a patient walks through the door at their first appointment. Don’t put a bad taste in your users’ mouths by asking for too much information upfront.
An optimized, UX and SEO-friendly website is both a science and an art. It marries expert content with custom design to create a web presence that not only pleases the search engines, but also works for you to grow your dental practice or business.
Not sure where to start with your dental practice’s web presence? Is your website ready for a face lift? We’re here to help! Give us a call at (972) 781-8861 or email [email protected].