1. Successful dental websites are dynamic.
In the web programming world, “dynamic” describes any content that is able to “change.” Most dynamic websites are connected to a database which tells each page what, where and how content will show on the page. Dynamic websites can deliver content based on the visitor’s preferences and changes made in the online database affect properties of the entire site. “Static” websites are constructed of basic HTML pages and as “static” implies, not easily changed. Each page is connected with hyperlinks and the content is coded into each page. Changes to the site require special software and knowledge of the pages’ programming language. Consequently, static websites are more likely to have programming and data errors.
Search engines like Google prefer dynamic websites. Why? Dynamic websites are consistent. They have the same navigation and data structure across all the pages of the site. They are less prone to errors like broken links, outdated code and inconsistent display. And because the structure of the site allows for easy changes and updates, this means dynamic sites have fresher, up-to-date content.
2. Successful dental websites are informative.
Websites with sparse content or irrelevant information are never promoted by the search engines. It is suggested that websites have at least 250 words of relevant information on each page. Photos, videos, and links related directly to targeted keywords also solicit positive positioning. We recommend that websites have at least one complete page for each keyword phrase they target. In addition to pages on procedures and services, we also write original blog content for dentists. This further solidifies the impression of the site as a valid source of information.
But information is not limited to services and procedures. Winning dental sites also include interesting, informative “About Us” pages and accurate “Contact Us” pages. Names, phone numbers and addresses are information, too. Make sure that your site includes these details on every page in a consistent location.
3. Successful dental websites are optimized.
Optimized websites are designed to load fast, efficiently connect to internal resources and display relevant content in acceptable structures. Optimized websites have convenient navigation including sitemaps, deep links and search features. In short, a well-optimized site is structured in such a way that Google is able to look at the site (and the individual pages) and know exactly what the website is about. That is, it is trustworthy. We’ve written extensively about on-page optimization in other posts.
4. Successful dental websites are attractive.
Like it or not, patients judge you by your site. An outdated website gives the appearance of an outdated practice. Likewise, beautiful sites are reflective of the dentist’s attention to detail and esthetics. But what constitutes an “attractive” site?
- Clean, modern structure with plenty of “white” space. Sites that are structured properly with large fonts and plenty of space look elegant and are easy to read.
- Classic graphic elements. No blinking lines and animated clip-art.
- Contemporary photographs and content. Sites must never have pictures and content from the 1990’s.
- Appropriate use of colors and textures. Colors are powerful communicators. Used properly, they can convey trust, warmth, cleanliness, technology or fun. Textures can add visual interest to otherwise bland landscapes.
- Attention to details. Visitors can tell whether a site has been just thrown together. Beautiful sites have small details that say, “We took a lot of time to get this right.”