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Just having a website for your dental practice isn’t enough. You need to have a great website for your dental practice.Why? Because that’s what your patients expect. Even more important, it’s what people who are searching for a new dentist expect.

If you don’t provide the information people are looking for, they’ll find it somewhere else, probably on one of your competitors’ websites.

In this article I’m going to talk about seven of the most important (and often most overlooked) pages every dentist’s website needs. I’ll include examples from practices around the country, as well as offer best practices to make your website stand out.

The About Page

Based on my research and experience working with dentists across the country, the “About” page is the second-most visited page on a dentist’s website. Why? Because choosing a dentist is a very personal, difficult, confusing, and sometimes nerve wracking process. How do prospective patients tell one dentist from another? What is the deciding factor that pushes a prospective patient to schedule his or her first appointment?

Often, it’s the “About” page that makes the difference. It’s here that prospective patients can make a personal connection with a dentist, learning about his or her education, experience, professional certifications and awards, and even personal background.

Best practices for “About” pages
● Feature photos of yourself and your staff.
● Use bullet points to make important information easy to find.
● Write about your philosophy and approach to dentistry.
● Include fun facts about yourself such hobbies and what makes you unique.

Location/Hours

 

Where are you located and when are you open? Both current patients and prospective patients will thank you for making it easy to find your practice’s location(s) and business hours.

Best practices for “Your Location” page
● Embed a Google Map so visitors can scroll around, zoom in and out, and see where you’re located.
● Be clear about your hours, especially if they vary from day to day. If you’re open late (or start your day early) on certain days, highlight this.
● Use a tel attribute to make your phone number clickable from mobile devices.
● If you can answer questions by email, say so. Many people prefer email to phone calls.

New Patient Special

 

Your “New Patient Special” page is your opportunity to make an offer prospective patients can’t refuse. The lifetime value of a new dental patient can be incredibly high (potentially tens of thousands of dollars when you factor in referrals), so be generous with your new patient specials. But not too generous. You don’t want to experience the dreaded “Groupon Effect,” where your practice is flooded with overly cost-conscious patients who are just looking for a deal.

Also, don’t just add your new patient special to the text of your practice’s homepage. Create a dedicated page and use search engine optimization to help this page rank highly in Google searches. You can also use this page as a landing page for Google AdWords, Facebook ads, and other online advertising campaigns.

Best practices for a “New Patient Special” page
● Keep it simple. Your promotion shouldn’t take more than a sentence or two.
● Make it eye-catching. Capture your audience’s attention and keep them reading.
● Create specials that provide value to both you and your new patients. A free cleaning may be attractive to a prospective patient, but may not necessarily lead to a long-term relationship with that patient. Instead, consider offering free X-rays as part of a discounted first exam.
● Experiment with seasonal specials or different new patient specials to see which brings you the most business.

Appointment page

 

If you offer online appointments, you’re doing your patients and staff a big favor. Your staff will spend less time scheduling appointments on the phone. Your patients will be able to request appointments when it’s convenient for them, without the need to make a phone call.

Best practices for your “Appointment” page
● Use a form that asks only for the information your practice needs. Your staff can review the requests, finalize appointments, and confirm with patients.
● Some practices use automated systems that show available appointment times.
● Make sure to provide emergency contact information for patients who have a dental or medical emergency.
● When a patient submits an appointment request, send them to a “Thank You” page and tell them what they can expect next. Can they expect a confirmation email, a phone call within two hours?

Testimonials

 

Glowing reviews and great testimonials can become your dental practice’s best marketing materials. Create a “Testimonials” page for your website where you can post a curated collection of your favorite reviews and testimonials.

Best practices for a “Testimonials” page
● The biggest mistake most dental practices make is relying solely on text reviews. The best Testimonials pages include pictures and videos, along with short reviews.
● Use a contest to solicit reviews. Ask patients for a review and a picture. In exchange, give away an electric toothbrush or a free cleaning.
● Link to your Yelp and Google Plus pages so prospective patients can see even more great reviews.

Financial Information

 

The financial page allows us to share details about insurance plans you accept, patient financing options, and the methods of payment you accept in your office.

Blog

 

Your blog provides your patients with useful information about your office and also offers an opportunity for you to personalize your website. You can use your blog to keep your patients informed about the latest research, your presence in the community, and office events.

Additionally, any new content related to your services helps to boost your web rankings. Your account manager can help you determine the most effective blog topics to improve your performance.

Meet the Team

Connecting with your patients is important. Allowing patients an opportunity to learn about you and your team before they arrive at your office can help them feel confident that they are making a good choice when it comes to their care. This is an excellent opportunity for you to personalize your message and highlight your achievements, in addition to reaching out to future patients.

Your team bios can vary, and our clients have decided on content that ranges from traditional to humorous. Building familiarity can put potential patients at ease, so we recommend that you provide interesting and fun details about your team members to help build a personal connection with potential patients.

Smile Gallery

 

Glowing reviews and great testimonials can become your dental practice’s best marketing materials. Create a “Testimonials” page for your website where you can post a curated collection of your favorite reviews and testimonials.

Best practices for a “Testimonials” page
● The biggest mistake most dental practices make is relying solely on text reviews. The best Testimonials pages include pictures and videos, along with short reviews.
● Use a contest to solicit reviews. Ask patients for a review and a picture. In exchange, give away an electric toothbrush or a free cleaning.
● Link to your Yelp and Google Plus pages so prospective patients can see even more great reviews.

Services Pages

 

What are your specialties? Do you enjoy working with children? Is your focus on cosmetic dentistry? Do you offer pain-free laser periodontal treatments? Create a page for each major service you offer. These pages can rank well in Google search results and can be used as landing pages for your online marketing and advertising campaigns.

Best practices for “Services” pages
● Don’t put all your services on a single page. By creating pages that are focused on a single service, you’ll be able to go into more detail and better connect with your audience.
● Be clear about the services you offer and why you do a better job than other dentists in your area.
● A great page should answer these questions: What’s the service? Who needs it? What unique add-ons and benefits does the practice offer? What’s the next step (call, email, etc.)?

Sitemap

 

A sitemap can help your patient quickly find what they need. From service information to your contact page, we make it efficient and easy to navigate. Sitemaps also help search engines find and classify your website’s information.

Reviews

A contact page should provide all your vital information in addition to multiple ways for your patients to contact you. Your custom contact page displays your office address, phone number, and hours of operation. In addition, your contact page will have a built-in map so patients can easily navigate to your office, even while on the go.

Both the contact form and appointment scheduler will also be conveniently located on this page, making it easy for your patients to get in touch anytime so you don’t have to worry about missing a phone call.

Our design features a clickable phone number, making contact easy!

Smile Gallery

 

Glowing reviews and great testimonials can become your dental practice’s best marketing materials. Create a “Testimonials” page for your website where you can post a curated collection of your favorite reviews and testimonials.

Best practices for a “Testimonials” page
● The biggest mistake most dental practices make is relying solely on text reviews. The best Testimonials pages include pictures and videos, along with short reviews.
● Use a contest to solicit reviews. Ask patients for a review and a picture. In exchange, give away an electric toothbrush or a free cleaning.
● Link to your Yelp and Google Plus pages so prospective patients can see even more great reviews.

Services Pages

 

What are your specialties? Do you enjoy working with children? Is your focus on cosmetic dentistry? Do you offer pain-free laser periodontal treatments? Create a page for each major service you offer. These pages can rank well in Google search results and can be used as landing pages for your online marketing and advertising campaigns.

Best practices for “Services” pages
● Don’t put all your services on a single page. By creating pages that are focused on a single service, you’ll be able to go into more detail and better connect with your audience.
● Be clear about the services you offer and why you do a better job than other dentists in your area.
● A great page should answer these questions: What’s the service? Who needs it? What unique add-ons and benefits does the practice offer? What’s the next step (call, email, etc.)?

Sitemap

 

A sitemap can help your patient quickly find what they need. From service information to your contact page, we make it efficient and easy to navigate. Sitemaps also help search engines find and classify your website’s information.

Contact Page

A contact page should provide all your vital information in addition to multiple ways for your patients to contact you. Your custom contact page displays your office address, phone number, and hours of operation. In addition, your contact page will have a built-in map so patients can easily navigate to your office, even while on the go.

Both the contact form and appointment scheduler will also be conveniently located on this page, making it easy for your patients to get in touch anytime so you don’t have to worry about missing a phone call.

Our design features a clickable phone number, making contact easy!