You just don’t understand! You have a fantastic dental practice website that your best friend’s brother created for you five years ago. It has such nice colors and a variety of images. Sure they’re a little outdated but they’re still… What do young kids call it now? Artsy. Then why aren’t patients trying to reach you about scheduling an appointment? I hate to break it it to you, but you need a new website! Yes, you! Here’s how we can tell.
Do me a favor? Go on your website and take a look. How many opportunities do you actually give your user to convert (not counting the contact page)? The reality is, you may not give your website visitors nearly enough chances to convert even if they wanted to. Make conversion easy for them. Think about including a temporary popup when a user has been on you site for longer than a certain period of time, make sure there is at least one call-to-action on every page, and keep your phone number visible in multiple locations. Also, make sure your phone number is enabled for easy click-to-call on mobile devices.
Answer this next question with complete honesty. Does your website meet the needs of your visitors? Because if it doesn’t, there is no possible opportunity for conversion. In fact, this means your users will not have any interest from the start. To find out which pages your visitors find appealing and which ones they don’t, you must examine your analytics. Warning signs of a page unable to convert are:
Each one of these signs predicts how your audience feels about your website. However, they all come back full circle and symbolize a lack of interest. It’s your job to figure out where the lack of interest comes from. Try A/B testing by changing one significant thing at a time to see if that helps your problem at all.
Testing each thing one at a time allows you to figure out where the problem lies.
Over half of your visitors use their phones to view your website. People are impatient and want fast answers to their questions. Because of this quick mentality, they often search from their phone. If your website isn’t mobile friendly, forget about it, because someone else’s is. Your website should have a responsive design. This means it should look just as good on someone’s mobile device as it does on their desktop.
There are many other structural issues which make it clear that visitors weren’t considered when your website was built. For example, information should be easy to search and easy to find. If it takes someone too long to find what they are looking for, they’ll go elsewhere.
It’s easy to go overboard, we’ve all done it. But, sometimes too much conversion is just TOO MUCH conversion. Yes, there is a such thing. Think about it, how would you feel if all your patients came in all at once. They all are standing in your waiting room and screaming, “pick me, pick me!” until you pick someone to sit in your chair next. A little overwhelming, right? The same goes for conversion. You don’t need a pop-up every two seconds.
You should also remember that people like things that are visual. That means a website with only text can send a visitor running quicker than you can say conversion. Make sure to include images and interactive content to get and keep their attention. Add a video to keep their attention. They’ll love it! Give your visitors a reason to want to stay for longer than 30 seconds, so they can see what you have to offer them.
Your website is only as good as its copy. You shouldn’t drown your website with text just to fill the space. Instead be precise and thoughtful with your words, answering the questions you know your dental patients want answered. Be sure to use simple terminology to ensure you don’t overwhelm your readers. For example, dental prophylaxis makes sense to you, but your patients don’t understand it, so stick to the simple term, dental cleaning. Also consider your target audience. Pediatric practice? Speak to the moms and dads out there! Implant focused? It’s likely your audience is a bit older and more affluent, so provide more in depth education on the topic. Thinking in this manner will help you to write with your patients in mind. And if this just seems too time consuming or not up your alley, hire a professional dental copywriter or dental website company who does this all day every day to get it right the first time.
Hopefully, we have you thinking deeper about your website now! There is more to a website than pretty colors and vibrant pictures. Wondering where to begin?
Test your website against our free website conversion scorecard.