23 Jun Making Your Website Work For You
Today’s consumer has been conditioned to read reviews (think Amazon, Angie’s List) and conduct considerable online research before making any purchase decision, regardless of the product. A service as significant as dentistry generates an even more magnified level of due diligence.
In addition to reading reviews online, they are going to visit your website. According to the data we’ve collected over the years, one of the first questions they want answered is “whose hands will be working in my mouth”.
So, impress them. Put your best foot forward when they visit your “virtual” office by letting them meet you on your website. Allowing that personal connection from the get-go will just be a precursor to the friendly treatment your practice will provide.
Let us show you the benefit, and positive response, that results from a well-designed Meet the Doctor page.
In managing each of our clients’ websites, Bullseye Media utilizes Google Analytics to track a variety of metrics, including visitor movement on each page. Throughout the last few years, we have noticed a consistent pattern in the user flow: visitors click on the Meet the Doctor page first.
As highlighted in red, visitors to this particular client’s website move directly from the homepage to the Meet the Doctor page more often than any other page. Even the ensuing interactions prove that prospective patients click most often on pages that introduce them to either the doctor or the staff before navigating to any other page. Your services pages are important, and a visitor will get to those. But not until he feels comfortable about the doctor (or doctors) providing those treatments for him and his family.
Searching for a dental professional rivals the experience of a retail customer. Therefore, as the doctor, you must sell yourself to the consumer. Attract his attention, draw him in and deliver. Put yourself in their shoes. As a patient, what questions or concerns might you have? What are you looking for in a dentist?
Provide this information upfront—don’t make the consumer go searching for it. Put them at ease by sharing your experience as a dental expert, but be wary of filling the page with your degrees, accolades and accomplishments. While those are worthy of attention, you want to shift the focus onto your patients. Give them a glimpse of what being your patient looks like. Perhaps even include an anecdote about your personal life. The key is to reflect that you are approachable.
This isn’t Las Vegas—it’s okay to show all your cards up front. Talk about your specialties, show off your strengths, let your personality shine through in your bio, and then back up those words with a friendly face your patients can associate with.
This may seem obvious, but use updated photos. Remember, you want to build trust with a visitor to your website, in the hopes he will schedule an appointment with you. When he does, he’s expecting to meet that same face. If he’s greeted with anything different, that trust is immediately tainted and you run the risk of losing a patient.
Introduce members of your staff—with photos—on the website, as well. Chances are, a new patient is going to meet them before seeing you for the first time.
This generation’s hunger for video has even inspired some doctors to go above and beyond a photograph meet-and-greet. They are now posting personal videos on the Meet the Doctor page to introduce themselves and offer some insight into their personal missions. (Tip: If you elect to include a video on your site, don’t let it auto-play. Your digital-savvy patients would rather watch online content at their own leisure. Blast them with an auto-play video, and you risk the user looking for the “Back” or “X” button as soon as possible.)
Be aware of how you describe your practice, services and dental experience to ensure that it is worded in an easy-to-read fashion. Nothing will turn a prospective patient away faster than confusing industry jargon or technical dental terms.
The ultimate goal is for the visitor to physically meet the doctor. The only way this happens is for he or she to book an appointment, so put the invitation right where statistics show they will see it: on the doctor page. Put your phone number front and center and invite them to call for an appointment.