8 Content Marketing Do’s and Don’ts for Effective Dental Websites
8 Content Marketing Do’s and Don’ts for Effective Dental Websites
Your dental website should reflect what patients can expect from your practice. Are you sleek, modern and innovative, or are you stodgy, slow and tied to old ways of doing things? Chances are that you want your practice website to showcase your know-how and attract your desired clientele. With some simple tweaks based on content marketing best practices, you can create a site that serves as an effective tool to drive business and increase your bottom line.
Why Dental Content Marketing?
Most modern health care providers build a website with the primary goal of converting visitors to patients. But if no one finds the site, it’s not benefiting the practice. Ideally, your dental practice website should serve as the cornerstone of a comprehensive content marketing program.
Content marketing consists of articles, blog posts, videos and other media that positions a provider as an expert in his or her field. The content should be educational and poised to provide value to readers rather than be strictly promotional. By disseminating your practice’s content on social media, you increase awareness of your business and encourage followers to share with their followers, exponentially expanding your reach.
Content marketing is more than just a buzzword. It’s a proven strategy that can keep your website relevant, improve your search engine rankings and attract visitors to your site, where they can be converted to patients. Now that you know how dental content marketing fits into your overall strategy, review these eight do’s and don’ts to create an effective dental practice website.
1. Do Showcase Your Unique Value Proposition
Your dental practice is not the only game in town. Think about what sets you apart from your competitors, a quality otherwise known as your unique value proposition. Why should patients schedule an appointment with you instead of with another local dentist? The answer to this question should be immediately evident on your website.
Manchester Advanced Dental does an outstanding job with this concept. Viewers are immediately drawn in by the doctor’s friendly smile, which emphasizes the idea of heartfelt care stated in the headline.
2. Don’t Ignore Mobile Devices
If your dental website is not optimized for mobile, you’re missing a large swath of potential patients. A 2018 study from the Pew Research Center and related data reported in Forbes state the following:
- 77% of Americans across all demographic groups own smartphones
- One in five Americans browses the web only on a smartphone or tablet and does not have home internet service with a traditional computer
- About 57% of U.S. internet traffic is generated by smartphones and tablets
- Mobile internet traffic is projected to increase sevenfold by 2021
A responsive website is a must for effective dental marketing. This type of site automatically adapts to the size of the reader’s device, which means that it features a beautiful design, easy readability and intuitive navigation whether viewed on a phone, tablet or standard computer. Check out the site for Aesthetica Contemporary Dentistry to see an example of responsive design done right.
3. Do Invest in Custom Photography
Stock photos and clip art can look out of touch, especially when you rely on free images that don’t necessarily mesh with the brand you want your dental marketing website to portray. As devices have become increasingly more powerful, websites that rely solely on text with just a few images for emphasis might as well be dinosaurs.
Using actual photos of your team, your satisfied patients, your office and your equipment gives your potential patients a true window into your practice. For best results, hire an actual photographer. Poorly composed or blurry photos don’t show your business in the best light.
The Silberman Dental Group is all about its caring staff and familial atmosphere, which is evident from the professional photos used throughout their site. From the team picture on the homepage to the many images of happy, smiling patients, the pictures on their website highlight the warmth of this practice.
4. Don’t Let It Stagnate
Too many small business owners think that creating a great website is a one-time project they can check off a list. In fact, updating your site frequently increases your credibility with readers and helps your practice rank higher with search engines, meaning that more people will find and connect with you online.
Stay on top of trends in dental content marketing, including updates to best practices in search engine optimization. Many dentists find that creating a blog helps them keep the site refreshed with new content. This is also an excellent way to establish yourself as an expert and improve the stickiness of your site, which means that readers are more likely to come back and share your posts with their social media followers.
New York City dentist Lawrence Spindel is an example of dental blogging done right. His Ask Dr. Spindel blog, which answers common patient questions and provides other pertinent information, has been ongoing for more than 10 years and features several new posts every month.
5. Do Include Calls to Action
Simply put, a call to action makes it easy for website readers to take the next step, whether you want them to schedule an appointment or share your blog post with their social media followers. Encourage visitors to interact with your practice by creating effective calls to action. These can be as basic as including a link or a navigation button at the end of your post, or as complex as inserting a form through which a reader can email your practice directly.
Every page on your website should have a CTA, especially if your primary dental marketing goal is to convert visitors into patients. You should also have your phone number on each page and ensure it is a clickable link so potential patients who are browsing can easily call for that first appointment.
Notice how Cabot Dental Associates places CTAs in the left-hand sidebar. With just a click, visitors can call to make an appointment, leave an online review or access practice news and content.
6. Don’t Forget Your Credentials
Your dental content marketing endeavors should strive to build trust with potential patients. Awards or accolades received by your practice should be front and center, as these differentiate you from the local competition. You should also highlight your experience, specialty areas and memberships, as well as any personal awards or achievements in the field.
The dental specialists at Ueno Center received advanced training at some of the top universities in the world. This information, which will surely attract patients who want premium care, is posted right on Ueno’s home page.
7. Do Include Testimonials
Whether they are deciding where to eat dinner or choosing a new medical provider, most people go straight for the online reviews. If you have exceptional ratings on Google, Yelp or another crowd-sourced review forum, link to those directly so potential patients don’t have to look far for a reason to choose your practice.
You can also post testimonials from existing patients who are thrilled with the care provided at your practice. This is especially effective if they include before and after photos. Smile San Diego does this with their testimonials, including video testimonials and professional reviews, as well as links where patients can easily leave their own reviews.
8. Don’t Shy Away From Pricing Information
Although few dentists include pricing on their website, the cost of dental procedures represents one of the most common searches for patients who are looking for a new dentist. Including estimated prices with the caveat that each case is different can immediately set you apart from competitors.
Does your practice offer specials or coupons? This information should be immediately accessible on your home page in the form of a button or call to action.
Many dentists don’t want to take time away from their patients to spend time writing website content, or they just simply aren’t professional writers. Outsourcing is a smart way to get high-quality dental content on your site and get your content marketing strategy to a rousing start. Get in touch with BKA Content today to learn more about our content offerings.
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