Let’s face it, changing a website is much easier than building a new site. If your website already has good “bones,” it may just need a few tweaks to perform better and improve “user experience.” And this means converting more visitors into callers. Here are 7 easy tips to improve the overall look, performance and conversion rates of your dental website.
For our case study, we used a website from a Nevada-based practice. You can see a screenshot of their site here.
1. Go wider
While looking at your website, If you see a large margin on either side of the content area, consider expanding it by 200 pixels or so. Today’s high resolution monitors can easily handle wider layouts. Even iPads neatly display websites up to 1000 pixels wide. Better yet, with 3 easy steps you can change your website to a “responsive” layout which displays nicely on any device.
2. Go bigger
Now, with the layout stretched a few hundred pixels, there is plenty of room to “go bigger.” Increase the size of your section headers with a large, bold font (1). This is the first text in the “body” of your site that the visitor will read, so make it count. As an <h1> tag, this is also one of the most important elements on the page to Google. Now, bump up the font size of your copy to at least 14pt (2). This means that all of your potential patients can easily read every word on your page. Finally, with all that extra real estate, you make those pictures bigger (3). Notice how the faces in the photo are hardly even recognizable.
3. Accentuate your assets
Be sure to draw attention to the most important assets at your practice: your doctors, staff and facilities. Research has shown that dental website visitors are most concerned with meeting the dentist and the dental team. Plus, if you have a beautiful practice, why not show it off? This will certainly influence phone calls.
4. Simplify your navigation
With two sets of navigation (one set above and one below the main picture), one navigation bar is likely to be ignored or go unnoticed. Instead, consolidate the two sets into one concise navigation bar. Your navigation bar should have no more than seven links. Any more than seven can be frustrating to visitors. Make your navigation bar stand out from your site by giving it a contrasting color and placing it prominently on the page.
5. Use the “hero” graphic effectively
6. Use calls to action (CTA)
Contrary to popular belief, website visitors “do what they are told.” If you want potential patients to call your office to make an appointment, you must tell them to “Call Today for An Appointment.” Links that read, “More Information,” “Our Office,” “Appointments,” are not near as effective as links that read “Read More,” “Contact Us” or “Call for an Appointment.” Make room on your site for a clear “call to action” that appears on the screen before the visitor has to scroll down.
7. Make your contact details stand out
Your name, address and phone number are very important. A future patient may visit your site 3-4 times before arriving at your office, as they look for information and contact details. Your contact details should be easily found. Your phone number should be highly visible at the top of every page. To aid in finding your practice, add a dynamic map. Both Google and MapQuest offer free maps to embed on your website.
With these simple changes, your website will look fresh and functional. More importantly, it will have a more positive user experience which will mean more phone calls.