A dental website can be a critical tool to expand your business, but what if it receives no or low traffic? Setting up, running and maintaining a website costs you money. And if you aren’t receiving traffic, you aren’t getting conversions. And if you aren’t getting conversions, you aren’t making sales. In other words:
Website ROI = $0
The problem may lie in the fact that your website is not optimized well enough to be found by people through search engines. Search engines depend on traffic to identify sites that deserve to have a good SEO rank – and if your dental site does not have good traffic, it’s going to be difficult to get to the search result first page.
Here’s what you need to do:
If it Ain’t Broke, Don’t Fix it
The first thing is – don’t start breaking your site! Dismantling and breaking the site is an act done by inexperienced webmasters. Altering your website can cause more problems than solve any. For example, changing your website theme or altering the website structure in the hopes that you will get lucky and strike SEO gold is the wrong way to go about it.
Every change that you make requires to be carefully thought through. The wrong change, under the banner of experimentation, may result in your SEO even dropping further.
If your website is not broken, don’t start breaking it down – it will just make your SEO worse.
Analyze the Data
Bounce rates will tell you the time period visitors remain on your website. High bounce rates are bad.
Are you getting your traffic from other countries?
Data can give you insightful information into your website. High bounce rates send a signal to search engines that your website is not providing the required information to the user’s query and your site loses SEO value. This may be because you are receiving the wrong audience. For example, an audience from India would not be able to access your dental services and an audience searching for laptops would not have their queries answered on your site. These two point that the geo-optimization and keyword optimization have gone wrong.
Low Session Times and Bounce Rates
Rather than taking your whole website apart, focus on web pages that have high bounce rates and a low session time. Work on finding the problem on these pages. Ensure the site is easily usable. Focus on issues such as:
Slow Loading Page: One of the top reasons for high bounce rates is a slow loading pages. If your dental website does not load within 5 seconds, visitor might even leave before it opens.
Poor Navigation Structure: The information design on the page needs to flow. As a dental website, you may be tempted to just provide information in the plainest manner – paragraph after paragraph – don’t. Use bullet points, pictures and sub-sections to craft a captivating information structure.
Multiple Call-to-Actions: Multiple call to actions in the form of ‘signup for emails’, ‘call us’ and ‘book an appointment’ – can confuse your visitor. Keep it simple – have a single call to action.
Identify what’s wrong on the pages with high bounce rates and fix them.
Social Media Leverage
Social media offers the best leverage to break the cycle of SEO and low traffic for your dental website.
Be present across the top social media platforms
Post helpful and interesting dental information that will help your followers
Boost certain posts with a good call to action to get more followers
Run advertisements so that more customers are aware of your dental brand
Social media is not only an SEO ranking factor, but it also a fantastic medium to attract traffic to your dental website.
Who do you get to use your site?
Your mom: Seriously. If your mother can use the website with ease, and find and access the dental information and service you offer – then you have done a good job.
UsabilityHub: A platform that allows you to access professionals to test the usability of your site.
Terrible usability is often the cause of low traffic, so you want your website to not suffer from it.
A website is your online storefront to sell your dental services locally and it would be a waste of finances if it doesn’t even have a footfall, let alone sales. Leverage these points to fix your dental website and increase traffic.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.