02 Nov Viewing your practice through a patient’s eyes
You put time and effort into your website, and you want to be sure you’re getting your desired results. How are new patients viewing your website? Does your website give the right first impression?
Today’s savvy consumer typically starts their search for products and services on Google. The world’s most popular search engine will likely be the first place your patients search for information on you and your business. When prospective patients do a web search for dentists in your area, they will most likely focus on the first page or two of search results. In fact, a study conducted by iProspect found 26 percent of users never look past the first two pages of results. Additionally, 23 percent of users said they’d give up after looking at the first few results. The point is, the information that shows up in the first page or two of Google search results is likely all your prospective patient will ever see, assuming they even makes it past the first 2 or 3 results.
When a prospective patient does click through to your website, will she like what she sees? If you haven’t updated your website in a while, you may be losing business. Does your website offer news items or articles that show you’re taking an active interest in your patients? If you don’t have time to manage your online presence, designate a staff member in your office to interact with patients on your social media pages and post blogs on your website, if you can’t do that then hire a professional to do it for you. Your site visitors want to feel that they’re visiting an active, vibrant website, not an outdated, static “brochure” that merely provides directions and a list of services.
In addition to keeping your website updated & fresh, you also need to be concerned with patient reviews on your Google Places listing, Yelp, CitySearch and other online review sites. If reviews of your services are available, you can be sure your prospective patients are reading them. Encourage your more loyal patients to review your services, increasing your positive online reviews. If negative reviews are posted, immediately post a sincere, concerned response and assure prospective patients you have taken action to rectify any reported problems.
According to a recent study by Yahoo Advertising Solutions, the majority of customers now trust the Internet to provide reliable information on products and services. This makes the information on the Internet about your practice more important than ever. Make sure your online reputation provides a positive impression.
Is the image your website portrays consistent with your office?
Your inviting online presence should extend to your office. Look at your facilities through the eyes of a new patient. Does your office seem warm and inviting? Does your concern for the well-being and comfort of your patients extend to the way staff treat patients?
An objective evaluation of how a prospective patient views your practice will enable you to capture their attention online and then provide a cohesive feel the first time they walk through the door of your office.