7.23.10 Issue #437 Forward This Newsletter To A Colleague

Your Practice Website Was Last Updated... When?
by Sally McKenzie CEO
Printer Friendly Version

In today’s marketplace, dentists have a number of options when it comes to updating their practice websites. They can work with established companies that are highly regarded in the dental marketplace or they can work with local web developers. Regardless, the process of developing or fully updating a website has come a long way from where it was just a few years ago, and having an attractive, user-friendly practice website that is easy to maintain can be created for as little as $2,500.

One of the most significant changes we’ve seen in website development is that the customer can have much more control over alterations to the site. You can edit, change, delete, and do what you want with your website, when you want. And the process of changing content has been simplified by leaps and bounds, which means the cost of doing so has come down significantly, making this a very good time to update your site, particularly if it hasn’t been changed in the past year or more. 

Last week, I talked about a few of the key points to consider when updating your site. Specifically, you want to use images and photographs that will appeal to your target audience. Provide enough information, but don’t overwhelm the reader with information that is too technical or too graphic. Give them the option to click on to other pages to learn more if they desire. And make sure that your site is easy to navigate. If it becomes too difficult, the reader will be on to the next dental website in a fraction of a second.

What else should you consider when updating your site? Prospective patients will want to know about you, your team, and what distinguishes you. They may have heard about certain procedures but want additional information before they actually call your practice. Similarly, current patients will want to learn more about a treatment you are recommending. They may also want to explore information about procedures they’ve read about, such as implants and veneers.

Use your site to educate current and prospective patients about the types of services that you offer. If you provide patient financing, talk about that as well. Patients in today’s economy will want to know how your financing options make it easy for them to pursue treatment. Pay attention to the tone of what you post on your website, particularly if you talk about practice “policies.” Be careful not to come across as punitive.

Consider what makes your practice unique. As a small business, there may be certain attributes that distinguish you in your community. Perhaps you and your spouse have been practicing together for several years and will soon bring on a son or daughter. Talk about your credentials, your expertise, years of experience. If you have been published or quoted in an article or featured on television or radio, include a link on your website to the article or television feature. What are your interests and hobbies? What about your team? Give your prospective patients the opportunity to learn about those that help make your practice successful.

Don’t forget the obvious. Contact information including a phone number and physical location is a must. Make the phone number obvious, and put it on every page. It’s extremely frustrating for a patient when they want to call the practice to make an appointment or to gather more information about something they’ve just read on your website, and they have to search for the phone number in order to place the call. 

Before and after photos as well as patient testimonials can be tremendously effective, just be sure to check with your state’s Dental Practice Act. Some state’s acts are very restrictive in this area.

Encourage feedback about your practice, your team, and your site by providing a feedback mechanism either with feedback forms or via email. This can be extremely helpful in identifying areas in your practice that could use improvement and in celebrating the many things that your practice is doing well. Encourage patients to visit the website to offer comments as well as learn more about your practice and your team.

Finally, don’t be afraid to use clear calls to action, such as “Make An Appointment Now,” “Sign Up For Our Free Newsletter” or “Click Here For More Information.” Sometimes just a little encouragement is all the prospective patient needs to become an active patient in your practice.

Interested in speaking to Sally about your practice concerns? Email her at sallymck@mckenziemgmt.com. Interested in having Sally speak to your dental society or study club? Click here.

Forward this article to a friend.

McKenzie Newsletter Information:
To unsubscribe:
To discontinue receiving the Sally McKenzie eManagment newsletter,
click on the link at the very bottom of this page for instant removal,
To report technical problems with this newsletter or to request technical help,
please send a descriptive email to: webmaster@mckenziemgmt.com
To request services, products or general inquires about The McKenzie Company activities
please send a descriptive email to: info@mckenziemgmt.com
If you would like to have any of your dental practice concerns answered personally by Sally McKenzie,
please send a descriptive email to her at: sallymck@mckenziemgmt.com
Copyrights 1980-Present The McKenzie Company - All Rights Reserved.