Category: Author: Lindsey Bouffard
At Infinity Dental Web, we spend time each week talking to patients who schedule appointments with our clients after visiting their websites. We learn valuable information from their feedback, and we use it to stay on top of our marketing strategies. We’ve been doing this research for a while now, and we’ve identified some key trends that might be significant to you.
People Actually Read Your Website
One thing we hear a lot is that a patient picked the dentist because he/she had the skill set they were looking for. I was recently talking to one patient and they expressed how happy they were to find a dentist who knew so much about the procedure they needed. Another patient commented that the dentist had such a great background.
What does this tell us? It says that people aren’t merely browsing dentist websites like they would a candy aisle. Instead, they are taking their time to make an informed decision. The content on this site matters and if you are copying and pasting stock content from another site or template, people are going to recognize that. They want real details and information that will differentiate you from the competition.
The Design Needs to Be Functional and Visually Stimulating
Easily the most liked feature of the web design is ease of use. People will comment on how much they like requesting appointments straight from the website. They also like that the website is easy to use. It is important to recognize that a visually stimulating design creates this functionality within a website. The right color of buttons and a proper layout all enhance user functionality.
If your website does not offer this functionality, it is likely to cause stress to prospective patients. You do not want this, because stress is already associated with visiting the dentist. The increased stress with using the website could easily deter prospective patients.
Approximately 2/3 of Patients Check Reviews
In a group of 15 patients, it is likely that 10 will check reviews before scheduling an appointment with the dentist. They usually check reviews on Google, Yelp, and/or Facebook. This is why we include links to these review platforms on our clients’ websites. It allows prospective patients to easily find the reviews and then come back and schedule an appointment. We also like to take selected reviews to use as testimonials on the website. It helps build trust and it also serves as a great visual.
People Look at More Than One Site Before Scheduling an Appointment
If you received an appointment from the patient, you should pat yourself on the back because it is likely that they compared your website to at least three other sites online – in many instances up to ten. This even happens when the patient was referred by another doctor or friend. What this tells us is that although they trusted the referral, they needed to do their own research before they were 100% sure.
Proximity Plays a Role
Finally, location does play a role in people’s decision. We hear so many patients tell us that they were just looking for someone close to them who specialized in a specific service they needed. This is why ranking on the maps like our client Dr. Dennis does is becoming more important. If your website isn’t ranking well on maps, it might be time to get some help. Also, it is important to understand that rank doesn’t equal conversion. Your website is what actually does the conversion, so the two go hand-in-hand.
After reading this research, we suggest doing a self-evaluation of your website and your practice. If you are measuring up to what patients are expecting, that’s great. If not, we are here to help.