North Texas Dentistry Volume 8 Issue 2 2018 ISSUE 2 DE | Page 20

practice marketing
DENTAL WEBSITES THAT CONVERT
VISITORS
INTO
PATIENTS
by Marc Fowler
Are you different than the dentist down the street?
How would a prospective patient know?
Before a new patient calls or steps into your office,
research shows that they will already have a first
impression of your practice. It’s probably why they
called you. Sometimes it is from word of mouth, but
increasingly that impression is formed online.
Most dentists understand that their physical office is
important to their brand image. You want it to be pro-
fessional, clean and make patients feel comfortable.
So, you invest a lot of time and money in your office,
rightly so.
Yet, the majority of your new patients will visit your
website before they ever step foot in your office. So,
it would make sense to invest in your website just as
you do your office. Your website is as large a part of
your brand image as your office.
20 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
Your website IS your virtual front office.
Stop reading for a minute. Put down this magazine, open your
computer or pick up your phone, and go to your website. If you
were a new patient, would you be impressed by what you see?
Would you call?
Now do a Google search for dentists in your town and visit the
first few websites that show up. How does yours compare?
Simply having a website isn’t enough. To beat the dentist down
the street, your website must connect with potential patients and
show why you are a better choice.
Your website IS your first impression.
Wouldn’t it be nice to meet all potential patients before they
choose a dentist and have a conversation about why you are the
best provider for them?
While you can’t do that in person, it happens every day online.
Today people connect online, watch TV online, work online,
shop online, date online, and yes, choose their dentist online.
Your website IS NOT an online brochure.
Choosing a dentist is often a personal decision. Do they feel com-
fortable that you will be right for them – quality, service, con-
venience and cost?
The purpose of your website is to connect to your ideal patient
and to convince them to make an appointment. When building
their website, many dentists fall into the trap of listing every
service they ever have or ever may provide in an effort to appeal
to as many patients as possible. Be careful trying to be all things
to all people, or you may end up appealing to no one.