Avoid The Five Big Website Mistakes

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

Dentist Websites Getting Them To Work For You

dentist websitesJust about every dentist I speak to when it comes to dentist websites get's it wrong. They are obsessed about how it looks and will it portray how my practice looks etc. etc.

The reason this is all wrong is that unless you are running a pig sty of a practice, everyone will assume that you run a quality, clean, hygienic practice with the highest of standards.

Dentist websites are there for one reason and that is to attract new patients. If you think that yours is different think again.

So with this in mind you need to think about how you surf the web especially when you are on your mobile phone.

Here's how most people look something up.

  1. They put in a key word something like Dentist in (your area)
  2. Then they wait for the results and then click on the listing that resonates with them
  3. They then come to the website and see what it has

At this point they are not looking for beautiful graphics. They are not looking for photographs of your surgeries or even you. They are looking for what's in it for them.

Most dentist websites don't offer this and the one's that do out perform the rest by around 1,000%.

What you need is a large headline with a benefit for the viewer e.g. Free examination for new patients or half price hygiene for new patients. This is what will make them look further.

You then need a video on the home page telling them about why they should come to you and not the practice down the road.

Finally your contact details should be all over the site making is very, vey easy for the viewer to contact you. This is crucial.

If you do all these things to your website you should see an improvement in the number of conversions you receive.

For 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 or Twitter pages.

 

Posted on by Neil Sanderson

How You Can Beat Corporate Dentistry

corporate dentistryThere seems to be no let up in the rise and rise of corporate dentistry in the UK. But how can you take them on and beat them when you are a single handed practice or a small partnership?

First of all can I state that I don't have anything against corporate dentistry, I think they have a place in the market just as a single handed practice does. This article is about giving you smaller guys some help to take on the big boys.

When a corporate moves into your area, they are backed by a lot of finance, they can buy materials cheaply simply by their size. They they also have a marketing budget, they will have a marketing team driving it. So how can you possibly take on corporate dentistry and win.

Branding

One of the things that most corporates are very keen on is their brand. Whilst this may be important to them, by and large it doesn't matter a jot to the public, simply because they have never heard of most or any of the corporates.

So don't take them on trying to push your brand because (a) you won't win and (b) it's irrelavent.

Where you can take on corporate dentistry is in your marketing. As I mentioned earlier most of them will have centralised marketing teams and they simply can't act as quickly or smartly as you can on a local level.

Don't try and out spend them with press, radio or even TV advertising because again you won't win.

Google and Facebook

The place where there is a completely even playing field is with Google Adwords and Facebook advertising. Google and Facebook don't care how big you are and you can get just as much coverage in your local area as the corporate dentistry guys can.

If you run your Google Adwords campaign correctly you can out rank just about any other practice especially corporate dentistry one's. It's highly likely that they won't have a local guy running their Google Adwords so this is where you can win and win big.

If you don't know anything about Google Adwords don't even try, call me and I'll do it for you.

The same goes with local Facebook advertising. Just as with Google you can set up your adverts which will run locally. You can change them as often as you need, knowing that the corporate dentistry guys aren't doing this on a local level.

Sell benefits

As I mentioned earlier, in dentistry branding is irrelevant, the public simply have no idea who these corporate guys are. So don't advertise your brand, you need to advertise the benefits you bring to your patients. Why patients come to you and why they stay. This is a great story and one that will win for you.

Ensure that your local website is relevant and up to date. Most of all make sure it's mobile ready.

Have headlines on it that are compelling for people to come and see the local dentist. One who lives in and is part of their community rather than a corporate based hundreds of miles away.

Put video on your site that tells your local story. Have testimonials, ideally video testimonials.

If you do all this you'll win.

But if you think you need help running your own marketing department, call me and I'll help you. You can reach me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website 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

Major Changes For Google Adwords

 

google adwordsIf you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.

As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".

50-60% Of All Search Is Now On Mobile Devices

Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.

Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.

The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.

Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.

So how has Google Adwords made its adverts 50% bigger?

Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.

The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.

They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.

There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.

This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.

And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.

Google becoming an Adverts Engine

I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.

Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.

If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.

Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.

If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit either our website dentalmarketingexpert.co.uk or 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.