Your dental website design has one single purpose: to serve as an online business card. In a nutshell, a “good” website has a standard menu, some content, images, and perhaps (if lucky) a blog.
Oftentimes, it is likely designed for desktop users, but may not accommodate other devices. Elements may be disorganized and content may be ill-targeted to the desired audience.
A “great” website, on the other hand, is personalized and intuitive. It is designed to convert across all devices (desktop, tablet, and mobile), has been optimized to be fast and error-free, is patient-focused, and highlights what makes your practice better than the rest, such as your experience, unique areas of expertise, and enticing specials.
If you want to attract visitors to your dental website, keep them on your site, and actually convert them into patients, you need more than just a simple site with basic information. You need to show your patients exactly why they should choose your practice and keep coming back time and time again.
Let’s explore how you can achieve an above-average dental website design that wows visitors and blows your competitors out of the water. Below are the “must-have” elements every dentist’s website should feature in order to attract your target audience, connect with site visitors on a personal level, and turn leads into patients.
Dental website design containing patient-focused content
While a “good” dental website design may feature content that is informative, some practices go a little too far in providing over-the-top explanations about their services and experience. This tends to come across as either “salesy” or, to be perfectly honest, boring. A “great” website features content that is engaging, easy to read, speaks to the practice’s target audience, and makes it quick and simple for patients to find the procedures offered by the practice, along with any specials.
For example, if your specialty is cosmetic dentistry and offer procedures and treatments that are more costly than standard general checkups and cleanings, your target audience should be individuals who are within a higher income bracket. Conversely, if you are a family dentist offering general services, your content should appeal to a broader audience of all ages and income brackets — especially families.
Depending on what services you offer, it’s important to craft your content based on your target audience’s needs. Always offer a value to the service, potential discounts, and provide a Frequently Answered Questions (FAQs) section that lets your customer base know exactly what they can expect. For lower-income communities, consider making your prices clear and on your service pages and include options for payment plans. For family dentistry services, feature content that speaks to your ability to connect with patients of all ages and how you help children, especially, feel comfortable during their procedures.
Above all, regardless of what your specialty may be, it’s important to make sure your audience knows that you are more than just a “provider” seeking payment for a service; you care about their needs and will ensure they are treated on a personal, human level.
That being said, if you really want your dental website design to stand out and attract new patients, optimizing your content is a must. Weave in keywords that your target audience is likely to search for in a way that sounds natural. Your keywords should match your services and include your location and any other surrounding areas you are targeting.
How to set your practice apart from competitors
Sure, a “good” website can provide basic information about a practice, but a “great” website goes above and beyond to provide a smooth user experience and cater to patients. Aside from include general information about the practice, it should highlight what makes your practice stand apart from competitors. It all starts with your main navigation and choice in page topics. Here are the pages your dental practice’s site should feature in order to appeal to your target audience, give visitors a personalized experience, and ultimately, increase conversions.
An “About” page, where you can tell prospective patients about your practice, educational background, experience, what makes you unique (aka, why they should choose you as their dentist), some fun facts to create a more personal connection with your visitors, and photos of both you, your staff, and your practice. This page may also feature information about your front office staff, any specialists (i.e. endodontists) who work in your office, and hygienists, though you can also create a dedicated “Staff” page if you prefer.
A “Services” page where you list all the individual procedures and treatments offered at your practice, links to dedicated pages for each service, and who can benefit from them (i.e. orthodontics for kids and dentures for the elderly). Like the navigation itself, the content on these pages should be simple and easy to follow. Your patients aren’t looking for lengthy, technical verbiage about the nitty-gritty details of each procedure; they want to know what you offer, approximately how long each procedure takes, a succinct summary on what they can expect during the procedure, and next steps on how to book an appointment. If you really want to go the extra mile, include images of actual patients undergoing these procedures and “before and after” pictures.
An “Offers” page that is both eye-catching and makes all your specials clear to the visitor. Depending on your target audience and procedures you wish to promote, your specials can vary. If you want to market to a general audience, try offering a mix of deals such as cleaning discounts or new patient specials. If specialized services are what you want to highlight, craft your discounts around high-dollar-value procedures that you perform, such as veneers, implants, teeth whitening, and the like. Whatever offers you choose to feature, make sure they also appear on your home page so prospective (or current) patients can view them easily. As far as offers go, you can post a variety of offers depending on seasons, different audiences, and even holidays to keep things fresh.
Location and hours
A “Location & Hours” page where visitors can quickly see where you are located and your hours of operation. Sure, a “good” website will likely have a similar page, but a “great” website will go one step further and feature a map and directions. As far as your hours are concerned, make it clear if your hours vary (i.e. Saturday appointments offered every other weekend) and whether you offer emergency appointments. Your phone number should also be a “click to call” number, as research shows that over 60% of online searches are on mobile devices and mobile users can simply click this link to make a call to your practice.
A “Testimonials” page that features real accounts from actual patients. This is a key factor that separates “good” sites from “great” sites. Did you know that approximately 63% of customers are more likely to convert if a site features user reviews? People want to know that you are “legit”. The best way to emphasize that your testimonials are provided by real patients is to offer photos of the patients providing the reviews (make sure you obtain patient consent) and also by providing links to other citation or referral sites, like Google, Yahoo, Yellowpages, Healthgrades, and other sites where your practice has been featured and testimonials have been provided.
A “Contact” page that provides both an address, phone number, and contact form that includes fields for your patient’s name, their contact information, the reason for contacting the practice, and additional information that patients can fill out to elaborate on why they are reaching out.
An “Online Payments” page that allows patients a quick and convenient method for paying their bills. A great payment page should include clear information about your practice’s accepted payment methods (i.e. credit cards, bank accounts, PayPal, CareCredit, etc.), insurance providers (including whether or not your practice accepts Medicare or Medicaid), whether or not you offer a payment plan or cash discounts, any applicable fees, and how long patients have to pay their bills. Bonus points for including credit card or insurance carrier logos!
A “Book Appointments” page that lets your patients easily schedule their appointments online. Many patients don’t have the time to make a phone call and go through the menu of options or stay on hold to make an appointment. They prefer to have their options clearly listed and available online. Having an online booking page makes it easy for patients to see all the open slots your practice has in a given time period and decide what works for them.
It also saves time for your front desk team in the sense that they don’t have to sift through your practice’s calendar to find viable options for the patient. Now, there are different ways of setting up an appointment booking page.
A more basic method is to offer a contact form that can be filled out by the patient (similar to a regular contact form on a “Contact” page), but in our experience, patients are much more likely to convert if you provide an accurate calendar of your availability with a drop-down menu that lets the patient choose their type of appointment. A great thing about this method for appointment booking is that you can customize appointment types by the length of service, which will then provide an accurate time frame for the appointment.
For example, if a patient selects a “check-up” appointment, the patient will then see that this type of procedure will take approximately 30-45 minutes (depending on your practice) and can book a corresponding time slot. Once the patient selects their appointment, they should be provided with an option to add their contact information and the best time to reach them.
After your patient books, be sure to direct them to a “Thank You” page and send them a confirmation email with any additional information regarding the next steps they should take, such as providing insurance information, whether or not they will receive a reminder email or text, and the like. Your confirmation communication should also remind them of your operating hours and contact information in case they have any questions.
Your dental website design says a lot about your practice. The design should incorporate the “personality” of your practice and the message you wish to convey about who you are as a dentist and what you can offer patients (i.e. your brand). Your dental website design should be clean and speak to your target audience.
But there’s more to design than just having a great theme. Granted, you’ll want your dental practice’s site to have a beautiful and unique design that brings all the featured elements together seamlessly, but you also need to ensure it accommodates any type of device your visitors are using to access it and provides a seamless user experience. This is known as “responsive design”.
Responsive design means that your site can be easily accessed and browsed on any type of device, be it a desktop, laptop, tablet, or mobile device. Whereas a “good” website can be accessed on a desktop or laptop, a “great” site can be viewed on any mobile device as well, regardless of the provider. Mobile responsiveness is so important, statistics show that 40% of users have left a website and visited a competitor’s website following a poor mobile experience.
It should also account for users with any type of disability, such as vision impairment. This is known as “accessibility.” According to the World Health Organization, “it is estimated that at least 2.2 billion people have a vision impairment or blindness.”
Your dental practice website needs to be able to accommodate people with visual and other disabilities as well. To do so, incorporate screen reader software that allows site visitors to read the text on your site aloud. The website, usabilitygeek.com, offers several options for this software. Many of which are free, such as NVDA (for Windows) and ChromeVox (for Chrome, Windows and Mac OS X), and also explains that various types of reader software are already built into an operating system, such as VoiceOver (for macOS, iPadOS, iOS), Narrator (for Windows), and TalkBack (for Android). Conveniently, ChromeVox is also built into ChromeOS.
Call experts to help
Now that you have all the tools you need to create an incredible website experience for your users, it may still seem like an overwhelming task. At Conversion Whale, we optimize our web design to help you become one of the top (if not THE top) competitors for your specific dental market.
In fact, our sites highlight the key factors of each practice while making sure that the site is responsive, easy-to-read and accessible to all users. Contact us to create a one-of-a-kind website for your users to enjoy!