In the most basic way of looking at it, your website is an incredibly powerful business card. An opportunity for you to make an impression, the pages on your website are also a way educate, build trust, and, of course, make sales. But, when optimized for user experience, your website becomes so much more than just somewhere to get information – it becomes an invaluable tool for generating new business and making sure your customers stay with you long-term.
For dentists, your website is key because so many people today use the internet to search local services and book appointments. If you can make a great impression with the first few pages on your website, there’s a great chance that the visitor will become a customer – and quickly, too. But, because people move so quickly online, you need to make sure you have everything you need for them to get the information they need and then convert into a client.
While good design goes a long way, you have to make sure that the pages you’re putting time and effort into are actually the pages your customers are looking for. The way your dental website is structured and organized will ultimately determine if your audience stays on it long enough to book an appointment or schedule a consultation – or if they’ll click to the next dental website in your area.
Every niche will have different website page requirements, but in general, and for dentists specifically, the five pages below are the most important. Why? Because these pages “have the highest likelihood of attracting new traffic” and they are also where you’ll “have the highest chance of achieving conversion”.
For dental practice websites, conversions almost always come in the form of getting a website visitor to click on a link to schedule an appointment or to request more information about services, including booking a free consultation. Furthermore, these five website pages are given the most weight by search engines. That means that not having these pages fleshed out for your business could impact the way you rank online.
- Your Home Page. Not surprisingly, your home page is crucial to your website. So much so that one will be created by default even if you don’t specifically design one (your main URL has to direct somewhere, right?) Of all of the pages, this is the one that most visitors will see first (unless you’re running traffic to a different page on your site). That means that it needs to make a great first impression while also being easy to navigate. People will land on your home page for a variety of reasons, so making sure you consider what your audience needs in order to have a good experience is key. When designing your website, make sure that your home page has a strong, clear headline – that way people will know exactly where they are and what you do. (Think of it like a “Welcome to This City” sign you pass on the freeway.)
- The About Page. Before people commit to working with you for dental services, they’re going to want to know who you are. If there are multiple dentists and hygienists within your practice, then they’ll likely want to know about them too. In general, after visiting the home page, your About page is the next stop for your visitor. For a good experience, include photographs and necessary information. For a great experience, tell a story and ensure that the vibe and design from the home page carries over to your About page.
- Your Contact Page. While you can list contact information at the top or bottom (or both) of your home page, it’s important to also have an entire page dedicated to getting in touch with your practice. For most dentists, there are a variety of reasons why a visitor to your website would want to get in touch with you; there are also probably a few different ways you would like them to get in touch with you. On your contact page, you can put all of your information, including buttons to calendars or appointment booking pages, so that everything a person might need (from phone numbers and emails to addresses and “chat with us now” boxes) is organized in one go-to page. The worst thing you can do is make it hard for somebody to become a customer!
- The Blog. Often untouched and overlooked, your blog is actually one of the most important pages on your website, especially as a dental practice. Not only does your blog give you an opportunity to talk more about who you are as a business, but it also allows you to demonstrate your expertise, giving visitors answers to questions they might have about services and post-appointment care. When updated once or twice a week at minimum, your blog also becomes a powerful SEO tool. The smartest dental practices will look to see which phrases are being searched in their niche and then write blogs with those phrases in the title. Research also suggests that blogging humanizes your business, making it more likely that people will trust and like you.
- The Call to Action Page. Depending on your business strategy and services, this will be different from one dental practice to the next. But, having a designated “call to action” type of page is proven to help increase conversions on your website. Some great ideas for dentists is to have a specific page to schedule an appointment or book a consultation. This page should be simple and clean so that it’s obvious what your visitor needs to do (and what you want them to do).
And while these five pages are an essential place to start for your website, it doesn’t necessarily mean that they are the only pages you need. As always with web design, it’s important to consider the experience you want your visitor to have. What do you want them to see? What do you want them to know? And, once you’ve answered those questions, make sure your website is organized and simple enough that they can find just that.
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