Successful dentists’ Internet marketing strategies hinge on high traffic and high conversion. Traffic describes the number of visitors to a website. Conversion means the number of people who took action to contact the dentist after visiting the website. Ideally, you want targeted traffic, that is website visitors who have the need, finances, and desire for your dental care. You also want conversion to result in booked appointments. So, while traffic and conversion are generalities, we’ll take it to the next level and focus on targeted traffic and conversion to appointments in this article.
I’m going to share with you five dentists’ Internet marketing secrets that, if executed properly and regularly, will yield you new patients ready to invest in dental care.
- “Contact Me” Above the Fold
Have you ever had difficulty locating a business’ phone number on an advertisement? Such an obvious advertising faux pas can cause dental website visitors to feel frustrated, and ultimately deter them from pursuing business with you. In professional website design, we look at UX, or user experience. UX is the way a person feels when navigating a website. One imperative feature of good UX is contact information prevalent at the top of the page. “Above the fold” means above the point at which a person must scroll to view the lower part of a webpage. Your phone number, email address, and physical address should appear above the fold on every page of your website.
- All Pages are Landing Pages
You may have heard the term “landing pages” in dentist Internet marketing. The phrase simply refers to a page that a website visitor lands on after clicking a hyperlink. There are two types of landing pages, reference and transactional. The reference page, as it sounds, is focused on education, while the transactional page encourages a user to perform an action, such as a purchase or subscription. In dental marketing, we focus on hybrid landing pages that feature patient education and request that the reader contact the dentist’s office for an appointment. Using this technique, all pages on a dentist’s website become functional landing pages, with purpose.
- Far-Reaching Results from Patient Testimonials
According to Neilsen Research, 92% of global consumers trust earned media, meaning word-of-mouth referrals. Nielsen also tells us that 70% of online consumers trust online testimonials and reviews. We know that word-of-mouth is certainly has best return on investment of any type of advertising or marketing. It costs the advertiser nothing and yields loyal customers. Online testimonials and reviews (virtually the same things) are the modern word-of-mouth. In all states except Texas, dentists can use patient testimonials in their online marketing efforts. I recommend funneling testimonials through your website and blog, and also using video testimonials on your sites and on a YouTube channel. As for Google Places, Yelp, and other review sites, I’m not a huge fan. Positive reviews can certainly help with SEO, but one bad review can become a serious hindrance to your good reputation.
- Words, Words, and More Words
Facts are facts, and Google specifically tells us that long-lasting, valuable SEO – the kind of SEO that yields targeted traffic and high rankings – starts with original, informative text. At MDPM, we started as a dental copywriting company, and we’ve never departed from that foundation. We are the only company that has a staff of onsite, trained dental copywriters who write dental marketing copy 40 hours a week, 52 weeks a year. We stay on top of clinical dentistry, technology, and state advertising guidelines, as well as SEO tactics and strategies. By adding one, three, or five blogs a week to your online portfolio, and by consistently adding fresh content to your website, you’ll build a solid online presence that brings you targeted traffic and great conversion.
- Express Your Personality
While professionalism is infinitely important in dental marketing, if dentists hesitate to express their personality online, they appear to be like every other dentist. Our most successful clients post their boating and fishing photos on Facebook; they display their original artwork on the walls of their office; and their marketing conveys their unique personality and passions. People, including your potential patients, crave personal relationships. Your website should convey your personal life to some degree. On the about page, feature family photos of your clan and your team’s clans. Employ quotes from your team members to express how they feel about their careers, patients, and your practice. In short, let your light shine online.
If you’d like to talk with us about your dentist internet marketing strategy for 2013, give us a call today at 972-781-8861. We’ll provide a complimentary assessment of your website, social profiles, and overall online presence, then propose a practical plan to bring your new patients in 2013.