Your Web Site Checklist

July 15, 2015    By Becky Sheetz ()

Your Web Site Checklist

There are so many things to consider when developing or maintaining a dental practice Web site. You think about the content, photographs, staff biographies, and whether or not you’ll have a patient gallery. You think about social media and optimizing the site so visitors can find your practice. But with all of these decisions and considerations, fundamentals sometimes get overlooked.

See also: Five Ways to Push Your Dental Marketing Into the Modern Age

So, whether your dental practice Web site is brand new or you’ve had it up and running for several years, take a look at this Web site checklist to make sure you aren’t missing anything.

Easy contact information. Make it easy for visitors to find out where you’re located and how to contact you. There should be a prominent “contact” button that takes them right to your telephone number, e-mail address and street address. Unless you’re easy to contact, they’ll give up and go someplace else. A map of the area, along with parking information, may be useful if your location is tricky to access.

Basic information about your dental practice. Include your office hours and participating insurance plans. Provide background on the dentists, as well as key staff members. Be sure to cover the services you provide and conditions you treat. If prospective patients don't see what they are looking for on the Web site, they may assume you don’t provide it and move on. Remember, most people won’t spend much time on your Web site.

Practice photographs or (better yet) a video! The travel industry has completely changed our expectations for making purchasing decisions. Many patients want to “see” your dental practice before they book an appointment. By having photographs of the staff and the office on your Web site, you help them experience you and ease their decision-making. Be sure these are quality photographs, however. Poorly lit and unflattering staff photos can do more harm than good. We strongly recommend that you hire a professional photographer. Aim for images that highlight the personality of your staff members and reflect the professional, comfortable appearance of your office.

Patient testimonials. No amount of great things you say about your dental practice can rival what your patients say about you. Include testimonials from happy patients. These can be very influential for prospective dental patients. And link to those all-important patient review sites, too.

Link to social media. Make it easy for people to connect to Facebook, Twitter and any other social media you use—directly from your Web site. Also, if you have a dental patient newsletter (and we hope you do!), include a button so they can sign up from your home page.

Go mobile. Look at your Web site on your cell phone. How does it look? Patients are looking for dentists on smartphones and tablets. With Google’s latest algorithm updates, rankings are improved for sites that provide a mobile-friendly experience and lowered for those that don’t. More than ever, mobile is mandatory.

Follow this checklist to make sure you have covered the basics and are positioned to get the most from your Web site.

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