Bringing visitors to your dental practice website is a challenge already. But traffic alone isn’t what you’re looking for in the first place; you want those visitors to engage with your site by scheduling an appointment or becoming a lead. Getting a web visitor to perform an action you want is called “conversion,” and it’s one of the most difficult aspects of online marketing.
To make sure your website is contributing to your practice growth, here are 3 things to look for in a website that will help drive conversions.
1. Focus on High-Quality Content
Content is king -- that’s a rule followed across industries and professions. Content is what keeps your website fresh, improves SEO, and engages web visitors. If yours isn’t valuable and high-quality, potential visitors will turn their attention elsewhere.
For a website to be successful, it needs to draw more traffic than your competition. While many dental websites offer content describing treatments and procedures, it tends to be overly clinical, using keywords that consumers don't understand or images they might find upsetting.
To stand out from the crowd, you need content created with consumers in mind. Focus on the concerns that patients have before an appointment, and answer common questions along the way. Don’t rely on written content alone; consider pursuing video and other multimedia options. It's not easy to come by, but quality content will go a long way toward converting patients to your practice.
2. Offer assessments
With access to quality content, patients may be interested in treatments and procedures to improve their oral health. But they may remain unsure that those treatments are right for them. This is where your website can help.
Providing assessments on your website for different treatments help nurture your web visitors into scheduling an appointment. For example, maybe someone is unsure if Invisalign® would be right for them. Having an Invisalign® assessment on your site helps that web visitor become sure. Your patients learn ways they can improve their oral health, and you collect potential leads. It’s a win-win!
3. Follow up with WorkflowsOnce a web visitor has completed an assessment, you need to remain top-of-mind to increase the possibility that the lead will schedule an appointment. That's why it's important to follow up with your leads, and one of the best ways to do this is with workflows.
Workflows nurture and educate your leads, linking to their assessment results in case they were missed before. Remind them of the potential benefits of treatment, and encourage them to reach out if they have any questions for you. By maintaining that positive contact, you keep your leads engaged and provide value, increasing the likelihood of conversion and growth for your practice.