Just How Effective is the Use of Video on Your Website?

You may be pondering what else can be done to attract more visitors to your website, make the phone ring, and bring more patients into your dental practice. Have you considered adding or expanding the use of video on your website?

In this article we breakdown the trends, statistics, and motivations that are driving web video to be the next enormous thing online.

Video is All Over the Internet

Some amazing statistics:

  • According to the Cisco Visual Networking Index, global IP video traffic will be 82% of all IP traffic by 2022, up from 75% in 2017.
  • More than 500 million hours of videos are watched on YouTube every day (Business Insider, 2016).
  • The 25-34 age group (millennial generation) watches the most online videos and men spend 40% more time watching videos on the Internet than women.

Video Gives Your Practice a Personality

One of the most effective methods to develop a bond with your website visitors (potential new patients) is to include custom-produced videos featuring your staff in the office environment. It’s a fact that people like to do business with people they know, or at least that they may feel that they know. Consider using video to introduce web visitors to your team. Whether the videos are staff profiles, office walk-throughs, or a personal introduction from you, video is a great way to get visitors closer to your practice.

Video is a Very Powerful Sales Tool

The Online Publishers Association says that 80% of all internet users remember a video they have watched the past month, 46% of which took specific actions after viewing.

Use Of Video On a Dental Website

Videos Aid in Good Search Rankings

Dental practices that include video on their website generally see higher engagement rates, higher click-through rates, and higher conversion rates. The more engagement that the search engines, including Google, see that your website is having, the better you will eventually rank on their search engine result pages.

Google is very keen to the idea of a visitor staying on your website for a while, even if they’re watching a video. This is called “dwell time” or how long a user spends on a site. If someone is spending a lot of time on your website, Google can conclude that there must be quality content available for reading and viewing. There’s no better way to increase “dwell time” than to have relevant and useful videos for the visitors to enjoy.

Your Competition Probably Isn’t Doing Videos

Custom video is a great way to set your practice apart from your local competition. The hard facts are that many dental practices simply lack the vision, budget and resources to take the step and include videos as part of their community outreach marketing. Those that do take this step will have a distinct advantage over their out-of-date competition.

Videos Tend to Bring Visitor Back to Your Website

Having a new patient visit your website just once is a good thing, getting them to remember you, engage with the office, or have them return to the website later for more information is even better. Every instance where a new patient opportunity returns to your website is an opportunity to present to them your talents and quality services and encourage them to take a specific action.

One of the most effective ways to get people to make a return visit to your website is to add relevant, useful and engaging videos that deliver your specific message and provides value to the visitor. This is especially true if you are using video to educate your website visitors about a specific dental condition or treatment that they might be researching. The proper use of video on your website will present your practice as the local experts.

Video Connects Your Website to Social Media Pages

Video is the ideal content that should also be published on your social media pages. If it can engage your website visitor, your social media followers will love it! What’s more, it has become much easier lately to connect your website content to social media and vice versa. Try it! If you’re stumped we can help!


Web video should be a key component to your website and your overall marketing/advertising strategy. While producing and publishing quality video does involve capital expenses, it is a solid investment in your practice. Give your web visitor a more engaging experience online and as a result you will see increased search rankings and the probability of higher conversion rates and appointment bookings.


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