The Dangers of Bad Dental Website Design
What is good dental website design? The first impression, of course, is visual – the design. Not too busy, not to sterile. Nice colors that complement your brand. Images of your office and staff. Pleasing layout, with balance and that naturally guides the eyes to move from one area to the next. Navigation is important, as well. A good website is user friendly and easy to navigate. The menus for sub-pages should be logically organized, easy to access. Function is imperative. A website that doesn’t function properly is frustrating to the visitor. All links should work, for sure. If your site doesn’t show up in search, no one will ever find it, so SEO is imperative.
In light of this, what makes a bad website? Poor design and a layout that causes chaos in the user’s mind. Unnatural navigation that makes the user frustrated. A lack of balance between images and text, or poor-quality images and misspellings in text. Broken links and redirects to 404 error pages. All these things make a website horribly uncomfortable to use.
Good Means More
Good dental website design requires more than these front-line aspects, though. Even if your website is aesthetically pleasing, easy to navigate, functionally sound, and at the top of search results, it may not turn visitors into new patients.
“Conversion” is the term we use to describe the act of moving from a website visitor to a client – or in your case, patient. There are certain tactics that dental website design should incorporate to maximize conversion opportunities.
A company that is familiar with website design for dental offices should focus as much on conversion as design. Without conversion, you just have a pretty website, which you have to pay for. With conversion, you have a pretty website that pays for itself and increases practice revenue!
Have a plan.
The term sales funnel refers to guiding consumers toward a particular destination. This is a good strategy to use on your dental website. Ask yourself, what do you ultimately want from a website visitor? The answer is probably a booked appointment, right? Make a plan that guides visitors, from any entry point on your site, toward conversion – toward calling your office. You need multiple calls to action on every page. A call to action can be a button that links to your contact page, an on-page or pop-up email form, or your phone number in bold, with the words Schedule an Appointment Now!
Having a plan is great but you must stick to it, to see results. If you want potential patients on your website to call your office, don’t ask them to sign up for a newsletter, look at a special offer, or email you instead. These features are great, but they cannot preclude your goal: conversion. First and foremost, you want visitors to pick up the phone. Do not make the button for signing up for your newsletter more colorful and bright than the phone number of your practice. Many dentists implement too many strategies, and they end up competing with themselves.
Don’t do the norm.
It’s a fine line to walk. You want to do what works, and you can only know what works based on statistics. However, what seems novel the first time you see it becomes mundane when it’s mainstream. For instance, we know what “read more about implants” means. There’s no potential for someone to misunderstand that direction. Lots of sites use it, because it works. But the phrase is used so often, it could be overlooked, instead of read and followed. You could try a different phrase – like “do you need implants?”
Make it easy.
Supermarkets. Gas stations with grocery stores. Big box department stores. Fast food. Grocery pick up with online ordering. We all like easy. Easy works in today’s busy world. Stick to easy as the motto for your website. Navigation should be easy to use; text should be easy to understand; and calling your office for an appointment should be easy to do. If your phone number is buried in a paragraph or at the bottom of your site, and it is not big and bold at the top of your site, you are making the end goal harder for the website visitor.
Your phone number should be visible and obvious regardless of where a visitor is on your site and on a page. Make sure the number is in more than one place on each page.
Need Dental Website Design Help?
If your website is bad, it isn’t converting visitors to new patients. For good dental website design, call Patient Prospectors at 877-925-8007 or email firstname.lastname@example.org now. We will discuss your concerns and help you decide the best next steps for a dental website marketing plan that will increase revenue!