Dental News - 10 tips for a patient-focused website

Dental Tribune USA

Tue. 16 July 2013

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Your dental practice’s website is the online “face” for your business. You want it to reflect your capabilities and your philosophy. But at the end of the day, you really want the answer to one key question: “Is my website doing everything it can to convince visitors to become patients … and current patients to become repeat patients?”

To answer these questions, Sesame Communications conducted a national market research study in partnership with Resolution Research. The results revealed key website characteristics that create a favorable experience for dental practice website visitors. In this article, Sesame Communications shares the 10 key features of an engaging, patient-focused website.

No. 1 — Include personable, engaging photos on your home page: Your website’s home page is your first — and best — opportunity to make a great impression on visitors. As revealed by the research, websites that prominently featured one or more photographs of happy, smiling people on the home page scored highly because of the emotional impact they created. Considering the fact prospective patients will take only six seconds once landing on your website to decide if to read on, that first positive impression is critical.

No. 2 — Focus on your patients’ needs — not your interests: Revolving your website around a sports or other hobby-related theme may seem like a fun way to show off your practice’s personality. But the market research study found that hobby themes on a practice website can negatively influence a patient's perception of the practice. Focus your website on your patients’ wants and needs instead.

No. 3 — Be careful with home page animations and videos: While an animation or video can be a suitable feature for your home page, it must not distract patients or impede them from accessing the rest of your website. Be sure to disable your video from auto-playing, and add a play/pause button. This allows patients to choose if they wish to watch the intro video.

No. 4 — Remove splash pages: “Splash” pages — introductory pages that users view before they can access your home page — detract from the user experience by unnecessarily delaying a visitor’s ability to access the information they want. If your website currently features a splash page, it should be removed to provide visitors with fast, seamless access to your website content.

No. 5 — Focus your home page on the patient: Your home page content should focus on how your practice can help patients, and why they should choose your dental practice. A common mistake is for dentists to prominently feature on their home page a special offer or treatment. If your home page features this content, we suggest replacing it with content that addresses key consumer needs and concerns. Discuss the experience of being a patient at your practice, include a patient testimonial, or spotlight your dentist and his or her patient-centered approach.

No. 6 — Create a warm, personable “Meet the Doctor” page: Your “Meet the Doctor” page is the most visited page on a practice website and should present a positive, friendly view of your dental practice. Feature a large color photo of the doctor wearing non clinical clothes. Make sure the doctor has a warm, caring expression; if possible, include the doctor’s child or family members. Don’t use black-and-white photos or clinical images. Avoid including your doctor’s credentials and experience as a simple bullet list. Instead communicate this information in a warm and compelling manner.

No. 7 — Include a “Meet the Team” section of the website with team photos: Your website should also feature a Meet the Team page that highlights each staff member. In each staff member profile, include a personalized message to patients that communicates the individual’s warm, caring personality and commitment to patient-focused care.

No. 8 — Include a ”First Visit” page for new patients: Make sure your site features a “Your First Visit” or “For New Patients” page. This page should make a compelling case for why a prospective patient should choose your practice. List benefits of choosing your practice over others. Describe what patients should expect on their first visit. Consider including an “Office Tour” section that features photos — or a video — highlighting different parts of your office.

No. 9 — Feature a frequently-asked questions section: Including a FAQ section will allow your patients to answer questions they might have about your practice — or dental care in general — without having to pick up the phone. Your FAQ page should answer most key patient questions in warm, friendly, non-clinical language.

No. 10 — Make your site’s navigation simple and user-friendly: Making your website’s navigation simple and easy to use will help ensure a frustration-free experience for browsing patients. Avoid unconventional designs or layouts. Organize your navigation to focus on patient-centric information. Lead with First Visits and FAQs, then include doctor and team information, contact information, and finally information about specific treatments.

Final thoughts

The Sesame Communications research study found that you have less than 90 seconds to engage a prospective patient and persuade them to further explore your dental practice. Following these ten tips will help ensure that your website connects with your patients – and gives them the information they need — from the home page on.

(Source: Sesame Communications)

Note: This article was published in Dental Tribune U.S. Edition, Vol. 8 No. 5, May 2013 issue.

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