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Download print version of “Truth #4: Customizing Your Website for High-Value New Patients – Dental Website Marketing & Conversion Tips for Maximum New Patients
Truth #4: Customizing Your Website for High-Value New Patients
Dental Website Marketing & Conversion Tips for Maximum New Patients
9 Truths of Dental Marketing – #4
For the complete online video series at no-charge go to: www.InternetDentalAlliance.com/9Truths.htm
Welcome! This is Jim Du Molin, Editor of The Wealthy Dentist Newsletter.
In this segment we are going to be looking at how to customize your dental website(s) for high-value new patients. Just a quick note; you’ll want to pay special attention to having copy on your website that tells your targeted high-value new patient (Cosmetic, Implants, Sedation, Ortho, Oral Surgery, etc.) that they have found the right place.
In addition to your specifically targeted dental marketing copy you will want Before & After photos of the appropriate service. This is especially true of
Cosmetic dental websites. Try to avoid photos that show any kinds of surgery or blood and guts.
Your Meet the Dentist page is critical. It will make it possible to discuss your dental practice philosophy; review your credentials and the different dental organizations you are a member of. This is where you can differentiate yourself from the competition.
This is your chance to customize your dental practice marketing for the exact type of patient you want from your Internet website. Don’t market for a dental implant patient, only to have them show up to a website that features cosmetics – they will be gone with a click of a mouse.
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Now the other thing that you want on each one of your sites to rank well with the search engines is an in-depth information center for your targeted high-value new patients. So lets pick one for cosmetic dental for example.
This is the page that comes up. Lets blow it up a little bit, and it says, What We Offer.
First of all, you’ll also notice in the upper left hand corner we drop in your logo, the doctors photo, all of your credentials and everything to customize the site to make it work for you. That’s part of the process that we go through to make sure your site is unique. It lists all the types of things you offer. We usually start with three to four categories. The first one is cosmetic. That is what the site is targeted at. And that’s the one we really feed the information to for the search engines so that they register that this is a cosmetic site. In this case its for Turlock, California.
We open that up and Cosmetic Center comes up. And this is the Cosmetic Center for Dr. Robert McCulla. You’ll notice it lists all the different cosmetic services that he offers. And all this can be customized to match up with the types of services that you offer. And the patient reads through, finds what they want and clicks to the next level. Meanwhile were feeding all this information to the search engines because as they walk through, as they come through to analyze your site, they’re seeing Cosmetic Center, they’re seeing all the different cosmetic services, and then they’re seeing individual topics discussed in detail, before and after photos on each one of these services, great photos professionally taken. Now we can use your photos if you want. That doesn’t bother us at all. And we prefer to use your photos. But not everyone has great photos so we have them available if you need them.
You’ll also notice that each one of these pages has a link back to a page about Meet the Doctor. This is critical in getting a good response from your potential patients. They want to know who you are. So you want to make sure you have a great photo. This is a good photo of Dr. McCulla. You have your philosophy, your mission statement, whatever you want to say. You want to talk about your credentials, your memberships, all the different things you’ve done. And all of this is customizable so that you can make it personalized for your practice and your situation. The important thing to get from this segment is to give your Internet visitor exactly what they are searching for. If they are searching for dental implants in Goliad TX, deliver them specific information, starting on page 1 about Implant Dentistry and then give them clear links to more detailed implant information. Show them your credentials in your personal Meet-the-Doctor page, and of course give them detailed directions to your practice on your Map & Hours Page.
In segment # 5, our next of the 9 Truths series, we will look at dental website marketing and what type dental ROI Return on Investment you should expect.
Some people think Suzanne and I place too much emphasis on ROI. The bottom line is that in tough economic times you cannot waste your scarce marketing dollars on non-performing, unspecific, feel-good marketing. You have invested your life into your practice, you deserve a realistic return for you and your family’s financial security.
For the complete online series at no-charge go to: www.InternetDentalAlliance.com/9Truths.htm
