If there’s one thing that must be understood about online marketing, it’s that your website is a crucial component of your business’ identity. In fact, it’s often the first thing that people see when they’re exposed to your brand. Websites are the new storefront and are often the first stop on a customer’s journey to becoming your customer. Keep in mind that prior to scheduling an appointment or even calling a practice, a prospective patient will perform an online search to look for whomever might be the best fit for their needs.
With all the pressure to make your website both attractive and functional, it’s important you have an outline of where to start.
Begin With Responsive Design
Responsive design is your ticket to an attractive website, as well as one that meets the needs of those visiting. Consider the number of devices and screen sizes out today. Most people have a laptop, smart phone, and tablet. Without a responsive website, your design would look the same on every device. This means that buttons would be hard to click, graphics would be too big for phones and oddly shaped for tablets. Your website would be a mess and people would like bounce from it the minute they land on the home page. It would be overwhelming and cumbersome to navigate.
With a responsive layout, your medical website would arrange itself in the best way possible for the device it is being accessed from. This ensures that every person coming to your website will have a good experience and be motivated to take the next steps toward becoming your patient.
And because responsive design plays a part in keeping people on your website, you’ll notice an increase in engagement metrics, like time spent on page. This, in turn, signals to Google that your website is useful to visitors and tells their algorithm to rank your website higher on the search engine results pages.
Focus on SEO
Search engine optimization is an important part of any dental or medical marketing strategy. In fact, it is one of the best ways to attract qualified, highly interested leads to your website. The best way to succeed in SEO is to create a website that answers the questions people are seeking answers to. Every search query is essentially a question. So when someone searched “dentist in Los Angeles”, they’re really asking who a good dentist in L.A. is.
High-quality content starts with what is on your various pages, like your services and about us pages. But it goes beyond that. It’s the images you use and the alt tags attached to them. And it’s creating titles that piques people’s interest. You can learn more about search engine optimization in this article.
Create a Dental Blog
We mentioned the importance of adding quality content to your website. It plays a large part in dental marketing. One of the best ways to do this is by running a dental blog. Your dental blog can provide additional information that might not be appropriate for pages. You can tackle some of the most common questions your patients ask you and can be executed in a way that repurposes content.
For example, you might make a video that talks about how to brush properly. This video can be shared on Facebook to encourage people to share. But it can also be embedded in a blog post, along with the transcript, to help get the post indexed and ranked for relevant search terms.
The fun thing about blogging is that it gives you an opportunity to create content that is easy to digest and snack on. It is helpful to users and encourages them to share your content on various social networks.
One of the hallmarks of a modern website is integration with social media. It is crucial that you add your social networks to your website so people can easily access them and share your content. But it’s not enough to just link your social networks to your website. You need to create content that people want to read or see and post that on your social networks to encourage sharing and other forms of engagement.
Additionally, you need to make sure your social networks are regularly up-to-date. Make sure your web address, phone number, email, and other profile components are not outdated. This is particularly important because most people go to a business’ Facebook or Google listing to get information about the business. If the hours listed are incorrect or the phone number is wrong, they’ll become frustrated.
Online reviews are an incredibly important part of your website’s online reputation. One of the best ways to get online reviews is to provide a dedicated page on your website where people can submit reviews without having to log into any special account. This saves them time and allows them to quickly and easily post their review.