Stand out among the crowd of orthodontists in your area can be challenging, especially if you live in a big city. For orthodontists that have been in the business for decades, it can feel like a new practice is opening up practically every week.
And, for orthodontists just getting started, it can feel impossible to compete with established businesses that have a loyal client base. But, for both camps, there’s a lot that can be done just by making modifications to your website.
Depending on how old your website is, some of these adjustments can be pretty challenging to do on your own, especially if it requires an entire overhaul in order to make the website compatible with new features, widgets, and apps. Even newer websites may run into some issues, primarily if they have been built using free templates or website builder sites.
Either way, paying attention to your orthodontist website and understanding effective design strategies can help your business compete, giving you a major advantage over practices that continue to operate from outdated or generic platforms.
Below are eight practical website design tips geared specifically for orthodontists.
Follow these tips and you will help your website become an even more powerful client-generating tool.
Don’t be better, be different.
Your website should be very clear about who you are. And, as you talk about your orthodontist practice, the goal isn’t to try to tell people how much better you are than the competition. Instead, you should find ways to explain how your practice is different. While being better is always subjective, being different is more concrete. If you can position yourself as different, showing your audience through the pages and copy on your website, you highlight unique advantages that make your business all the more compelling.
Most websites are put together out of necessity – very few are actually created to serve a purpose greater than just being an online business card. But, when you develop your website so that it becomes an integral part of your business strategy, you tap into a powerful marketing tool. And, it’s a tool that works for you even while you sleep.
Don’t be afraid to think outside of the box.
Most orthodontist websites look strikingly similar. And, if you’re trying to stand out as being different, this is a plague you have to overcome. As such, it’s important that you start looking for inspiration outside of the orthodontist, or even the dental, world. Which websites do you love that have nothing to do with your work? Which elements or design features can you add to your website that would be a welcome breath of fresh air for your industry? The more creative you can get, the more you will be able to engage your audience, which means the more likely it will be that they will talk about your business.
Every element of your website should be simple and straightforward. In an effort to be creative and different, it’s easy to think you have to do more. But, as the old adage says, less really is more. While it’s fine to do things differently, make sure you’re not trying to do too much. That goes for your copy on your website to the images to the menu. Just as your calls to action should be very simple and clear, so should every section of your website.
Know your audience.
Knowing exactly who your target audience is will help you develop a smart, engaging website. While some orthodontists will specialize in one particular procedure, others might be more of a family practice, or maybe a braces specialist. By understanding who is coming to your website and what you want them to know, you’ll be able to craft your website so that it is informative and appealing. Although sometimes it’s tempting to try to appeal to everyone, being able to niche yourself a little bit more will actually give you more business. Counter-intuitive, yes, but the fewer people you try to target, the more people will actually be attracted to your practice.
Not only does publishing content regularly help with your SEO, but it will also allow potential clients to recognize your knowledge and expertise. By answering frequently asked questions in a longer format, such as a blog, you can help people better understand why they should work with you. Yes, you are the expert! Show them!
Be thoughtful about your design choices.
Online psychology is much more complex than most people realize. While you might love the color red, choosing it as one of the primary colors for your design might be one of the worst business moves you make for your orthodontist practice. (Red can make people stressed or agitated – it also makes people think of blood.) From the colors to the layout to the overall customer journey, working with a professional designer can help ensure that your website encourages people to stay on the pages longer, all while making them feel comfortable and relaxed. It’s also important to make sure that the way your website design is optimized for mobile devices as well. Nothing is worse than having a beautiful website layout become completely distorted the moment the pages are pulled up on a smart phone or tablet.
Make booking easy.
When people have decided that they want to work with you, it’s your job to make the rest of the process as simple and easy as possible. There’s actually a very small “sale” window when people are online. If you can make booking an appointment super easy, you can take advantage of this sale window. If, however, it’s difficult, all of the hard work you put into your website content, layout, and design will be wasted; they will leave to another orthodontist website in order to avoid the pain of trying to figure your process out.
If you’re ready to implement these eight tips but want some help and guidance along the way, allow our expert team at FreshySites to help! Our experience in the orthodontist industry makes us one of your best choices when it comes to strategically designing a website that generates new clients while you sleep.