How To Design Your Website

Posted on by Neil Sanderson

Dentist Website Design What To Avoid

dentist website designIt's fair to say that most dentist website design is very similar. You have the logo at the top usually followed by a slider underneath. This is the pictures that change.

There may be some photographs below this which are either about the practice or about some of the treatments you offer. But effectively they all look very similar.

this is why most dentist website design doesn't work. When was the last time you tested your website to see if it worked or not?

When was the last time you did some split testing on your landing pages?

Have you any idea what improves the click through rate on your dental website design? If the answer is yes you are probably one of less than one percent of dentists who do this.

Quite frankly the sliding photographs are a complete waste of time. Simply because the average visitor will come to your website via a mobile phone. They will stay for around five seconds and then leave so what is the point?

My Customers

I have just lost a battle with one of my customers who wants a slider on the home page with his different offers and he simply doesn't get why they don't work.

If you are going to put anything at the top of your home page when you do your dentist website design put a video there, ideally with a headline.

We have done a huge amount of testing and I can assure you that this dentist website design is what works best, not a slider.

You also need to ensure that people can simply tap on their phone at any place on the website and call you. The problem with most dentist websites is they don't have this facility.

95% of websites are build by website developers not marketers and this is the issue. We on the other hand are a marketing company first and a web designer second. Our whole aim is to get you more patients not win design awards.

If you would like more information about good dentist website design. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. Visit my Facebook or Twitter pages.

Posted on by Neil Sanderson

Dentist Websites

dentist websitesDentist Websites are they any different to any other website?

As you would expect basically the answer is no. unless you are looking at e-commerce website where businesses are selling directly from the site as most (if not all) dentist websites don't have this facility.

The main difference with dentist websites is that they are regulated by the GDC which of course most websites aren't.

GDC Compliance

There are certain things you have to ensure compliance with dentist websites, they are as follows:

  1. The name and geographical address at which the dental services is established, together with the contact details of the dental service is including email address and telephone number.
  2. Details of the individual's professional qualifications and the country from which the qualification is derived.
  3. Individual GCD registration numbers.
  4. A link to the GDC website.
  5. Details of the practice's complaints procedure and information of who patients may contact if they are not satisfied with the response.
  6. The date the website was last updated

The General Dental Council updated their guidelines back in 2012 which brought their standards into line with European guidance. This ensured that advertising by dentists is clear and never misleading to the public.

Other than that dentist websites are pretty much the same as any other website.

Just make sure that your dentist website is mobile responsive (not to be confused with mobile friendly). To do this ensure that you can be contacted easily by someone from a mobile phone.

Make sure you have some relevant video on the site. Especially the treatment pages where you want prospective patients to spend more time and contact you from.

You also should have some specific landing pages with special offers to encourage people to contact you too.

If you would like more information about dentist websites. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. Go to my Facebook and Twitter pages

 

Posted on by Neil Sanderson

How Procrastination Damages Your Business

ProcrastinationI was asked to speak to a group of dental sales people the other day. I asked them what was the biggest obstacle they faced when dealing with the dental profession and to a man/woman they all agreed it was procrastination.

We all know that we struggle to make up our mind when it comes to making purchasing decisions either at home or for the practice. But I want to discuss how procrastination hurts when it comes to marketing.

Let give you an example. I have a client who we have just built a new website for. He is very happy with the website except for the Google map which is on it and Google have put his practice around 30 yards from where it should be.

Now let me explain, this practice is not on a busy high street it is in sleepy suburbia with no other dental practices around it. But he can't give us the go ahead until Google get it absolutely correct (which they may never do).

The reason this procrastination is hurting his practice is that his existing website is dreadful. It isn't mobile friendly, has out of date information on it. Hasn't had an update for years, but he won't give the go ahead on a brand new website because Google have got his map position slightly wrong.

Example Two

Let me quote you another example. I was working with an orthodontic practice last year. Our target market was other dental practices as they only take referrals. We decided on a postcard and email campaign. It took the two partners, nearly ten weeks of procrastination to agree on the artwork for the postcard.

In six month we managed to get out around four email's all because they couldn't agree on the wording. They wouldn't send anything out until everything was perfect. They then couldn't work out why the campaign wasn't a success, the answer is procrastination.

Good is good enough

I'm not saying for a minute that you should send out any old rubbish. What I am saying is "it doesn't have to be perfect". It's far better to get something out that is good rather than procrastinate for weeks or in some cases months trying to strive for perfection.

A good offer is a good offer irrelevant of what the artwork is like. People don't buy because of design, they buy because the offer is irresistible to them.

If you don't publish your offers or advertise what you can do for people how on earth do you expect them to buy anything from you.

Not publishing is probably the biggest reason why most dental practices are short of patients. In my experience most dental practices would rather complain about not having enough patients (and cash in the bank), than try and generate more by advertising or creating a new website or getting themselves on Google Adwords or sending to a leaflet drop etc. etc.

Procrastination will hurt your business, it may even end up destroying it.

If you need help marketing your practice call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or visit our Facebook page

Posted on by Neil Sanderson

How To Turn Your Website Home Page Into A Sales Machine

 

home pageGetting your website home page right is absolutely crucial. I keep saying this and I'm going to say it again. The vast majority of people who visit your home page will do so on a mobile phone! Not on a desktop.

In some instances this can be as much as 90% of all the visitors that come to your home page. This means that you have to think mobile first and desktop second.

If you look at most dental websites they have a large image across the front of the home page that usually slides in and out with different photographs. These are effectively useless!

The reason for this is that they are designed for desktop viewers who may (a) look at your whole home page and (b) may stay a little longer. Mobile visitors are the exact opposite to this profile.

The seven second rule

There is a well known phrase in marketing circles called "The seven second rule." This means that if you don't grab your visitors attention within the first seven seconds they'll leave.

So why put sliding photographs on your home page when most people will never see beyond the first picture?

There are two things you should really concentrate on with your website home page that is (a) the headline and (b) the video. These are the two things that will catch someone's attention and hopefully retain them.

The headline needs to be about the visitor, not about you. For instance a good headline would be "We give you a five year guarantee on all our work." Guarantees work amazingly and most people don't give them. So if you make this central to your website home page, you already have an edge over your competitors.

It doesn't really matter what your headline is, so long as it is about the patient and not about you. I see all the time things like "Established in 1990" or "We offer quality dentistry", or something like that. People are simply not interested in you or where you graduated or what qualifications you have.

Your patients are only interested in what you can do for them and your home page should reflect this. We call this the W.I.I.F.M (what's in it for me).

Creating Headlines

Create a headline from what you are good at. So think of seven reasons why people should come to your practice and then make a headline for each reason.

Whenever you are thinking of using the word "I" or "We". Use You or Your. Always speak to your audience as an individual not a group. Don't say things like "our patients", say "You".

Remember the person who is reading this is almost certainly doing so on their mobile phone. This is a very personal exchange.

You also need a strong call to action. This is literally telling them what to do e.g. "Call now to make an appointment". "Book online now".

Use these tactics and turn a normal home page into a sales machine.

For more information on how to design your home page, call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. See our Facebook or Twitter pages.

 

Posted on by Neil Sanderson

Online Video To Generate More Patients

 

online videoSo why does online video generate more patients? Quite simply it is about engagement.

You need to be acutely aware that the majority of your website visitors will now come to you via a mobile phone NOT A DESKTOP DEVICE. The average split is now 60% mobile and 40% for all the rest including tablets and desktop.

Mobile visitors are much more fickle and likely to leave your site simply because they are probably doing something else too e.g. watching TV, eating, on a bus etc. etc. You have to get their attention immediately when they arrive at your site and online video does this better than just about anything else.

Online video statistics

Here are some interesting statistics you should think about when you are building or re-building your website.

  1. Only 20% of visitors read the text on your website, whereas 80% will watch your video
  2. The retention rate (keeping them on your site) is 65% for online video, compared to only 10% for text.
  3. Visitors who watch your online video stay for two minutes longer than average and are 64% more likely to take action e.g. book an appointment.
  4. Google will increase your rankings if you have relevant video on your site.
  5. 73% of visitors to web sites say that online video explains what is on offer better than anything else.

Online video just makes sense in the new mobile world. When you land on a website via your mobile phone you want to see something immediately. That doesn't mean you want to see a sliding graphic going across the screen which seems to be the norm for most dental practice websites.

There are two things that grab and hold your attention on a site when you visit via your phone (a) the headline and (b) the video which should be just below it. I'll cover headlines in a couple of weeks.

What's the best type of online video?

So what video should you put on your dental practice website. Well the video you shouldn't have are the promotional one's you get from your suppliers. You need to tell people exactly what you can do for them and how you can help them.

People are not interested you or your suppliers. They are interested in what's in it for them and you must put this thought to the fore when you create your online video and website.

I have found that the best video is animated explainer online video or scribble video. Go to my website via this link www.dentalmarketingexpert.co.uk and see what one looks like.

The reason they work so well is that they immediately grab and then keep your attention. People are waiting to see what comes next. But best of all they work just as well without sound as they do with. This is crucial when people are viewing on a mobile as it's highly likely they won't have the sound enabled.

So if you don't have online video on your website now, ensure that you get one for each treatment you offer and one for your home page. We provide this service, so give me a call.

For more information on online video call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk or see our Facebook or Twitter pages.

Posted on by Neil Sanderson

SEO v Google Adwords

search engine optimisationIf you're not sure what the difference is between SEO (search engine optimisation) and Google Adwords I'll try to explain. I'll give you my thoughts on which works best.

Google Adwords

Google Adwords is where you pay Google to be at the top or near the top of the page when people enter a key word e.g. "dental implants". If you have set Google Adwords up correctly your website should appear at the top or close to the top of Google search.

Google reserves up to five slots for paid advertising. Whilst you may not be number one, you will usually be one of these top searches. Look at the screen shot and you can see the top four slots are taken with Google Adwords adverts not the organic listings.

search engine optimisation

 

Search Engine Optimisation

Search engine optimisation is where you influence Google to put your listing as near the top of the rankings as possible. This is often referred to as free listings, although this isn't. Usually the case as you have to (a) employ someone to do the search engine optimisation work for you or (b) do it yourself which is incredibly time consuming.

If you notice the example above, which was a search for dentist in Harley Street London. You have to go quite a way down the page before you come to the first "free" listing. This is quite deliberate by Google.

search engine optimisationThis issue with search engine optimisation gets even worse when you view it on a mobile. You may be prepared to look further down the page to find a none Google Adwords listing on a desk top. You won't on a mobile, (see image left). When you consider that 60-70% of all search is now done on a mobile. This is really bad news for free listings and search engine optimisation.

So should you invest in search engine optimisation at all? My advice would be to do both. You will never get to the top of a Google page by using search engine optimisation by its self. You can get onto page one and that is better than not being on page one.

In some areas of the country there is little Google Adwords competition and you might even get to the top of the listing but this seldom happens.

Conclusion

At the end of the day your website has to be at the top of the Google rankings. If you cover both search engine optimisation and Google Adwords, you are ensuring that whenever someone is looking for a dentist, your website will be visible.

I can manage both for you, we offer search engine optimisation on a set number of key words. We also manage Google Adwords, if you would like more information about these services.

Give me a call on 01767 626 398 or email me at neil.sanderson@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or go to our Facebook or Twitter pages

 

 

Posted on by Neil Sanderson

5 Big Website Mistakes

 

website mistakesHere are the five biggest website mistakes that most dental practices make.

Website Mistake One

A Website with pictures or graphics at the top of your home page

I've talked a lot in the past about the 8 second rule, this is when someone lands on your website and if you don't get their attention within the first eight seconds they will leave.

Simply having a photograph or graphic and worse still those photographs that slide in and out are the worst thing you can have on your home page and just about every dental practice has them, this is my number one of website mistakes. They do not work in fact they work against you. If you have them on your site get rid of them.

Website Mistake Two

Your website is not on page one of Google

If your website isn't on page one of Google then you may as well not exist at all, this is true on desktop devices but even more so with mobile. People simply do not go beyond the first page on a mobile device.

In order to get your website onto page one of Google you have to employ search engine optimisation.

Search engine optimisation can take many forms, but you have to employ some, or ideally all of them to ensure that your site is visible to the world. Most dental practices simply have a website built, publish it and leave it. Just think about this, if you were setting up a new practice would you rather it be prominent on the high street or hidden in some back street, this is number two of the five big website mistakes.

Website Mistake Three

Lack of online video - or video that isn't right

As I said in the first section, most practices have a large photograph at the top of their home page which is top of the list in website mistakes. But one of the best things you can do is put video prominently on your home page.

This should start to play automatically, it should not be more than two minutes long and should get your message across as quickly as possible. here is an example of what good video should be like click here to view video. Having good video like this on your home page will engage with visitors and keep them on your site.

Bad video are those artistic type that move around the practice, or worse still you put a video from one of your suppliers on your site e.g. Invisalign or Inman Aligners. There is nothing wrong with these products, but if you are going to put video on your website, make sure it is one of your own.

Website Mistake Four

Non Mobile Friendly Website 

This one is huge in the list of website mistakes and one you all probably know about too. What you probably don't realise is that 60-70% of all website traffic now comes from mobile devices.

There are two massive reasons your website should be mobile friendly.

  1. You'll lose 60% of your potential patients because they simply won't look at your site on a mobile device, this is because they can't navigate around it correctly. They'll just leave.
  2. Google will remove your site from search so they won't be able to find you anyway, so why have a website at all?

Of all the website mistakes in this article this is probably the most serious.

Website Mistake Five

Giving responsibility for your online marketing to a website designer

This one is quite controversial I know but I still put this in my list of website mistakes. There is nothing wrong with website designers, they are some of the nicest people you would choose to meet, but they are called website designers because they design websites!

What they don't do is market your practice, they don't get traffic to your site, they don't ensure that the site converts visitors into paying patients, this is done by marketeers (someone like me).

We develop websites that get patients into your practice, we don't try and win design awards. Having a website built is just the start of the process, you then have to ensure that your get traffic to it and convert that traffic into patients, this is what Dental Marketing Expert does for you.

If you would like to know how we can not only build you a website that works but also attract new patients to your practice and encourage the patients you have to spend more with you, call us on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit the website at www.dentalmarketingexpert.co.uk or visit our Facebook or Twitter pages.

Posted on by Neil Sanderson

What is an Explainer Video

scribble videoJust what is it about an explainer video that attracts people's attention when they come to your page and keeps them there?

I think that most of you are aware that you simply have to have video on your website in order for it to be successful. Without it your site, or the pages on your site are just like everyone else which is not good.

Some dental practices put video of themselves speaking to the camera. Better still some have their patients speaking to the camera. Some have a camera roam around the practice.

These video's are excellent and if the person who is visiting the practice has sound on their computer. I would always recommend this type of video if you have nothing else.

The mobile phone issue

The big problem is that 60% of the people visiting your website will do so on a mobile phone. As you've probably noticed, most people don't have headphones on whilst looking at their phone. This means they almost certainly can't hear what is being said.

For those 15-20% of visitors who will come from a tablet, some will have the sound turned on others won't it really depends on where they are looking at your website.

It's highly likely that the remaining 20-25% of visitors who visit from a desktop or laptop computer almost certainly are at work. They will almost certainly have the sound turned off or even don't have sound at all.

So this is the problem with a video where you or your patients are speaking and this is also why an explainer video is perfect.

See below an example of an explainer or scribble video, this is one that we have produced and we can produce them for you if required.

explainer video

Click Image Above To Watch Video

 

An explainer video grabs the viewers attention whether or not they have sound. It gets your message across succinctly and simply, by using graphics and text.

What does and explainer video look like?

The video looks like someone is hand writing and drawing on a white board or sometimes a blackboard. This is the magic of an explainer video, the viewer is never quite sure what is going to come up next so continues to watch.

In recent studies, 80% of people who start to watch an explainer video will watch the whole video. This is quite astounding when you think that most will do this via a mobile phone.

If you visit my site www.dentalmarketingexpert.co.uk. You will see that I have an explainer video on every page of the site. I do actually practice what I preach.

The optimism time for an explainer video is between 30 seconds and a minute. Remember you must put your contact details at the end of the video so that your visitor can take the next step to becoming a patient.

For more information on how an explainer video can help your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk. Or visit our Facebook page or our Twitter page.

 

 

 

 

 

Posted on by Neil Sanderson

Scribble Video

 

 

scribble videoFor those of you that don't actually know what a scribble video is, please follow this link to my Vimeo site and have a look at this one. Click on this link Smile Makeover don't pay too much notice to the content just how these work.

So why is scribble video so powerful as opposed for instance to a video of you or one of your patients telling people why they should use your services.

The first and most important reason is sound. Yes if someone doesn't have the sound turned up on their mobile or their desktop computer they can't hear what is being said by either you or your patients.

I first noticed this problem whilst I was with one of my customers in his surgery. We logged into my website and there was me on the home page talking about how Dental Marketing Expert can help you with your marketing.

The problem was that because this was a computer in a surgery, you couldn't hear what I was saying, so I effectively looked like a gold fish, with my mouth moving and nothing coming out.

Whilst we can narrate a scribble video and we normally have music in the background, it doesn't matter if they can't hear anything because everything is visual.

People are compelled to look at what is being written on the white board and see what we are going to draw next. Research has shown that 70% of the people who start to watch a scribble video actually watch it right to the end, simply because it catches and then keeps their attention.

But why have a scribble video, or any video on your website at all? It's all to do with engaging your website visitor. 60-70% of all web traffic is now coming from mobile devices which means that people are even more likely to be distracted than ever.

A scribble video which starts automatically will immediately grab their attention and then keep their attention, this is exactly what you want for two reasons:

  1. You want people to stay on your site for as long as possible because the longer they stay on the site the more likely they are to engage with you or book an appointment.
  2. The length of time people stay on your site, affects your Google ranking. Effectively if people come to your site and immediately leave (this is called bounce rate), Google sees this as a bad thing and lowers your rankings. If on the other hand Google sees people coming to your site and staying it will move up the rankings.

This then has a knock on effect, the higher you are up the Google rankings, the more people come to your site, the more people that come to your site, the more they see the video etc. etc.

Putting scribble video onto your website is incredibly easy and we can provide this service for you if you wish.

For more information about scribble video or any marketing for your website, call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk, or you can visit the website at www.dentalmarketingexpert.co.uk or you can visit our Facebook page.

Posted on by Neil Sanderson

How To Design Your Website

Whenever I ask a prospective client "does your website work for you?" they inevitably answer "well my friends and colleagues say the site looks nice". This doesn't mean that it is working for you. A site that is working for you will be generating patients on an ongoing basis, this is why you have to know how to design your website.

how to design your website

Having a sliding picture on your home page like the one on the left is probably the worst thing you can do, it achieves absolutely nothing, everyone visiting your website will ignore it and the photographs means nothing to anyone. If you have one of these on your home page (or any page actually) get rid of it.

If you have a large area at the top of your website with your logo etc., reduce it, nobody will notice your logo and nobody cares about it (other than you). The only thing that is really important to have at the top of your page is your telephone number (which should be clickable), an email address (again needs to be clickable) and if you have online booking have a button so that people can book online. These are fundamental in how to design your website.

how to design your website

The single most important item you should have on your web pages is a headline (not your practice name). But a headline that stands out and tells the visitor exactly what this page is about e.g. "How Dental Implants Can Help You" "How To Straighten Your Teeth Without Metal Braces". This is what the visitor will have searched for, so give them what they want.

The next thing you must have on your pages a video, a website without video is just not going to work. A video is the single biggest thing that will keep someone on your page decreasing your bounce rate. Bounce rate is when people come to your website and simply bounce away again without taking any action. Having a video reduces this by up to 90%. Incidentally don't put a video from one of your suppliers here, they don't work either.

If you look at the screen shot (above right) you'll see a strong headline with a video directly below it, this is what get's and keep's people's interest and is crucial in how to design your website.

The next thing to have on your page is an "autoresponder" this does what it says on the tin, if someone leaves a message on your site it will automatically respond to them and continue to send them emails over a set period of time.

But the biggest mistake that people make when thinking about how to design your website is concentrating on the desktop version rather than the mobile version. 70% of all the traffic to your website will come from mobile devices (not desktop). So don't spend hours on the different colours and photographs on your desktop site, because the vast majority of people will never see that version. Ensure that you concentrate on the mobile version above all else.

Go and have a look at this page on my site, it is exactly what your pages should look and feel like http://www.dentalmarketingexpert.co.uk/web-design/

If you would like more information on how to design your website call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk of visit the website www.dentalmarketingexpert.co.uk or visit our Facebook page.