The world has gone digital and so have all the businesses. In today’s time having a fully functioning website has become more important than having a complete business headquarters. Of course, that’s not the case with dentists as your clinic is your headquarters. However, having a website for dentists has also become equally important. When people look for dentists online, your website can help you get their attention.
Having a website is fine but having a conversion focused website is great. A conversion focused website is a website that is developed keeping in mind that you have to get leads through your website. The whole design and sitemap are critically analyzed. In today’s article, we will discuss in detail about the different aspects of a conversion focused website for dentists.
Before we jump to understand the different aspects of a good conversion focused website for dentists, we need to put more light on what exactly comes under conversion for a website. To make it easier for you to understand, we will analyze it deeply by creating a conversion funnel for a dental website.
Conversion Funnel of Website for Dentists
A conversion funnel is a common concept in every type of marketing. It is, in fact, used as a base for a lot of research before you create a strategy for any type of marketing.
There are four parts to a conversion funnel that tapers towards the end. Some people also refer to it as the AIDA model as the four parts are Awareness, Interest, Desire and Action. We will talk about each of these parts in detail with regards to your dental website.
Awareness is the stage where potential patients are not yet aware about your dental practice but eventually they will be. This will be done with the help of marketing strategies to make your target audience know about your dental website. Since the audience we are targeting is new and has no idea about your existence, we need to use strategies that will rank your website for general dental keyword searches. You can begin with content marketing and online advertising as these two strategies are good at capturing the attention of the audience. In fact, online ads are a quick way to increase awareness. PPC ads are mostly displayed on the top of SERPs and one click directs the user to an impressive landing page that will engage with them. It is an amazing option for dental business because a person looking for you is definitely looking for a direct service and nothing else, so the chances of getting qualified traffic is more.
It is not necessary that people who come to your website in the awareness stage will convert and become your patients. Some will leave without an action while some will perform an action such as ‘booking an appointment’. To make them perform an action, you need to invoke interest in your audience. Here the magic is completely in the hands of your website. How well you design your website, how easy it is to navigate and how helpful it is will decide if the interest is built or lost.
Desire is the stage when you have to elevate the target audience’s interest into wanting what you have to offer. Here you need to make them realize that they have a problem and that you have the solution to the problem. This can be done by your website content that addresses the common dental problems and precise service pages that gives information about the services that help solve those problems.
The final stage in the conversion funnel of website for dentists is the stage where the user decides to take an action after viewing your website. This action could be either booking an appointment, calling you or choosing to subscribe to your newsletter. To make people reach this stage is of key importance and to make it happen you need a conversion focused website.
Since action is what we are aiming at, here are some tips to make a good conversion focused website for dentists.
1. Create Audience Persona
When planning your dental website, you need to identify your target audience. How will this help? Audience identification will help you let go of assumptions and actually help you decide on a theme and tone that connects with the audience. For a dental website, you have patients of varied age groups and societal backgrounds. Now you cannot have different themes for all but you can choose a neutral theme and tone that appeals to all.
For example, even if you are providing child dentistry services, you will have to target the parents as they are the actual decision makers. Identifying your audience and creating an archetype persona helps you to plan your website better. It will also help you to identify what these personas are looking for so that you do not showcase them unnecessary information. To create these personas you need to talk to your existing patients and find out their needs and wants that you were able to fulfil. Also, ask them why they choose you as it could be your value proposition.
2. Keep the Website Simple
Have you ever visited a website that offers ample of options to choose from and felt fascinated? You might have felt that the website is amazing and that you should have something like that for your dental clinic. I wouldn’t recommend it though. Not every business is the same and while the website fascinated you, it even made you confused with multiple options. It might have even stopped you from directly choosing something as you needed more time to think. The more choices, the more time a user will take to close a sale. So keeping too many subtypes of your services to make your website look more professional will rather confuse the patients.
For example, if you have multiple techniques in teeth whitening, do not enlist them with complete description, benefits and drawbacks. The more information you will give the more the user will think before choosing one. The lesser and simpler your services options, the quicker the user will decide.
3. Map Visually
For your desktop website, it is essential to have an impressive design but apart from that, the placement of your homepage elements should also be right. To get the right placement, use the principle of photography in which the whole image is divided into nine parts and the colliding points on the lines are considered to be the most impactful positions to place important objects. Example of the same is given below:
The circled intersection of the six lines is the best placement places for your important messages and imagery as people will focus on these points more.
Here is an example of how Portrait Dental Clinic has strategically placed the image of the woman and the information around the intersections to grab the attention of the user. No this is not a thumb rule to follow but just a trick to capture more attention of your website visitors.
4. Test the Speed
How long do you wait for any website to load? Are you one of those who gets annoyed with a slow loading website? If yes, then don’t worry. You are not alone! The masses today are impatient and with high-speed internet connectivity almost everywhere, people do not expect a website to load slowly anymore. In fact, people cannot even wait for more than ten seconds for the website to load before they turn back. With such repercussions, it is essential to check your loading speed and work on it. Before making a conversion focused website, you need to make a website that people stay on and not bounce off. Always remember that simple websites load faster so check if your website has complex coding, heavy image files, difficult menu, too many colours and any other such elements and rectify it.
5. Utilize Negative Space
Website designers often avoid leaving major blank spaces in their website design. These blank spaces or white spaces are referred to as negative space while the place with content, images and other elements is known as positive space. While you may think negative space is bad, it is not actually that bad. Too much of empty space will bring down the design element of your website. However, negative space is also necessary to maintain the aesthetics of your website as this space is also used between paragraphs, image spacing, headers and footers, etc. This makes your content easy to read and comprehend. Here is an example of how you can use negative space for your benefit.
In this homepage, you will find that we have used a lot of negative space to make our main call-to-action stand out. This is a smart way to utilize negative space. You can use this idea to bring emphasis on your ‘book an appointment’ call-to-action.
6. Think Like a User
The human brain, when it reads through information, is known to follow a pattern. According to a research that analyzed website behaviour this pattern was identified and named it the ‘F pattern’. This pattern for reading is followed by online users when they open a new page. It is called the F pattern because the vision moves in an “F” manner. Here is how it looks like:
The numbers in the image depict the points where the attention span of the reader is more. It also shows the series in which the eyes of the user moves, starting from one and ending at four. Considering this image as your dental homepage, the attention of the eye will be least at the right bottom corner. With this pattern, you can plan your webpage layout accordingly to place your content strategically in order to grab maximum attention. Check this example below.
In this dental website, there are two call-to-actions that are circled. Both are placed at approximately on the position of pointer two and three to capture the attention of the website visitor. Use this approach and try to put the important information or call-to-action buttons on the left-hand side for better conversions such as appointment bookings and enquiries
A website should be designed with a theme in mind to serve the right purpose. Imagine your website to be your reception desk. Would you like your walk-ins to be greeted by a reception area that has mismatched colour and clutter all around? No! You will ensure to keep the reception clean and well-designed as it is your first impression on the visitor. Follow the same thought process with your website. Have a theme that has a good colour scheme and easy navigation. You could opt for keeping the colour scheme matching with your brand logo and office décor. Do keep in mind that different colours depict different emotions so make a choice based on what feeling you want to develop in the minds of the visitors. Don’t forget to use contrasting colours as well to make important aspects such as menu and call-to-action stand out.
We already spoke about how having a website that loads quickly is important but along with that, you need to have content on your website that is fast to capture the user’s attention as well. When a patient visits your dental website, they had to search for a dental website or service on the search engine first. Since they have already gone this far, making them wait more for what they want is pointless. Make it a matter of seconds to give what they want. Don’t have lengthy introduction, slow pop-up or fancy animations that simply wastes their time. Have a direct website as it is a dental website. Have bold and precise headlines and attractive images that support your points. Avoid jargons and use simple yet impactful language. Make it easy for a patient to find what they want!
9. Use Appropriate Images
How often have you spent a good amount of time on a website that has only reading matter and no images? For a business website, this will never work. For your website, images are a must as images enhance the quality of your information and make the user want to find out more. And these images need to be really good quality and related to the content. A word of advice for your dental website, avoid showing dental problem images. We know how extreme these problems can be but having to look at it is like getting a reality check and that can be a put-off. Instead, show what the positive possibilities are with the help of your services. Images of smiling faces, clearly aligned teeth and people eating healthy food can be included in your website
Potential patients will visit your website with the aim to find a solution for their dental problems. If you make your website a maze for them, they will choose to leave instead of getting lost in the maze. Your website content, if placed anywhere and everywhere, will definitely be a maze. To avoid this, you need to structure every bit of your content in such a way that it not only delivers the message but also looks good aesthetically. You will have written matter on every webpage of your website. Structure it to have clear headlines that sums what the page is about for a quick glance. Create subheads of all the things that will be a part of this information. Try to add bullet points wherever possible instead of paragraphs. People tend to skim through paragraphs but pay attention if the information is provided in a bullet format.
A website has different types of content. From your images to your written matter, everything is content. But the content I am referring to now is different. What you should consider if you really want conversions through your website is a blog and information section. This will be your space to share information with your patients through different types of content such as blog articles, videos, infographics, etc. All this information will be free for viewing and openly displayed on your website. However, apart from this, strongly consider gated content, which can only be accessed after a user subscribes to it. The content can be based on dental cleaning guides, oral hygiene eBooks, oral health nutrition guides, podcasts, etc. Once they share their emails with you to receive gated content, you will generate good leads. You can use these emails to retarget through email marketing.
Another reason to use content is for SEO. Creating SEO-friendly content will increase your ranking on SERPs and automatically increase the chances of receiving more web traffic. But don’t be blinded by a good rank. Always create content for your audience first and then the search engines.
The share market is never stagnant. It experiences highs and lows. So is the digital market. Today the website that ranks high on the SERPs can tomorrow land up on the second page. The same applies to your website performance. Some days you will have a high traffic and some days barely any visitors. It will keep wavering but there are certain factors that could be triggering this. If lately you have started receiving more enquiries from your website, don’t settle down on the success. You need to look back at what you did right with your website that triggered this success. Your aim should not be to just get conversion but to keep improving your strategy to increase the rate of conversions. A/B testing is what you need to do to keep a check on what works best for your website.
In this method, you use different versions of a webpage or the whole website and find out which one gives you the optimum results. These versions won’t be drastically different but very similar. After testing the versions, you will be able to identify which one gives a better result. Do this for every new webpage that you add to your website so that you make the best choice.
The one aspect of your website that will actually help you in getting the conversions you are looking for is the call-to-action. A call-to-action in a website could be anything such as subscribing for emails, booking an appointment, etc. Whatever you choose, make it a point to have a prominent CTA. If your CTA blends in the background and is not easy to locate, the chances of the website visitor leaving without taking an action is higher. Always choose a clear and prominent design of call-to-action. Choose the call-to-action colours that are contrasting with the background and sanding out. Also, always stick to keeping only one call-to-action on the homepage to avoid confusing the website visitor.
14. Make it Responsive
Smartphones today have become the perfect companion. Helpful devices indeed. You can call people, message people, listen to music and find anything you need an answer for. That’s right! Today if you want to know something or look for something, you just need to do a quick search on your mobile phone and you get the answer. The search engine you use on your computer and your mobile phone is the same, however, the size of your screen isn’t. Even the UI is different. And if your website is not made responsive to load just as nicely on a mobile phone, then you are in trouble. Firstly, the website will not load properly and secondly, it will take too long, making the patient bounce off from your website. Imagine the number of conversions you will be losing out on just because you did not consider making your website responsive. This is, in fact, one of the key factors to consider if you really want a conversion focused website for dentists. Just imagine, if your potential patient is having a severe toothache, they will definitely check for a quick solution on their phone rather than open their PC, right?
15. Highlight Your USP
You are a dentist. There are many more dentists like you in the whole of Edmonton. Why would a potential patient want to choose you over the many options in front of them? The point that makes you unique. When you are a part of a service that has many competitors, you need to work on finding your Unique Selling Proposition (USP). A USP is a distinct feature about your service that makes you stand out from your competitors. Use this to your benefit. If your forte is cosmetic surgery, let it show on your website. Even if you use a new and advanced technology in general dentistry service or provide emergency services let the people know about it. Make your USP sell you!
16. Connect Personally
A business website needs to be precise and informative enough to pursue a potential customer. However, if you visualize a crowd of people and address to them, then forget about building a connection with the online users. Any website visitor, when they read into your content should feel like the website is referring to them and talking to them. If you generalize all concepts then automatically the engagement factor in your website drops. Make sure your dental website is planned to cater to only the target audience and not every incoming traffic. If you are a dentist who specializes in pediatric dentistry, cosmetic dentistry as well as general dentistry then it is recommended to bifurcate your services from the start and have separate sections for each so that your specific target audience is able to find what they want. This will ease their task of choosing the specific service they came looking for.
17. Decide the Fold
When you open a desktop version of a website, the part of the homepage that is displayed to you is known as the ‘above the fold’ while the part which is visible only after scrolling down is known as the ‘below the fold’. While the ‘above the fold’ part is the most prominent part, the ‘below the fold’ part also gets its share of attention. People are alright with scrolling down if the website has more to offer. However, if you create a website where a user has to keep on scrolling for every little information, you may lose out the attention of the visitor. Therefore, try to keep the important information in ‘above the fold’ to grasp the majority of the visitor’s attention. A smart idea would be to have separate menus for services and other content rather than putting all on the homepage and increasing the scrolls. Keep the homepage simple.
18. Have a Clear NAP
A deal can only be closed when you know who the dealer is and where the dealer runs his business. Similarly, if you plan to get conversions of patients from your website for dentists, you need to let them know where you are. A NAP is hence the most important element of a good website. NAP stands for Name, Address, and Phone number. Basically, having proper contact details on your website is essential to let the website visitor contact you and convert into a customer. Also, make your contact details such as your contact number directly clickable to make calls from mobile devices.
For example, if a person wants to book an appointment through your mobile website, they can directly call by clicking your contact number.
19. Display Trust Factors
To be able to blindly trust someone with your life, you need to be really sure about the person. The medical field is one such field where trust is a very important factor to let someone else be responsible for your well-being. Now, this type of trust is not going to build through word of mouth, you need to have the right credentials to show the people your genuine experience. Include your qualifications and expertise in your ‘About Us’ page to gain the trust of the potential patients. Apart from that, if you are providing latest technology such as laser teeth whitening or Invisalign, add the trusted seal of these services on your homepage to assure them that genuine and trusted advanced service will be provided to them.
A good website is a need for almost every business in today’s digital era. It is essential to have a website for dentists as well as they too should move ahead in the race of digital marketing. So do not think twice and create a conversion focused website for your dental clinic. Because if you won’t, your competitors will and make the most of this opportunity to get more patients.
Dentists study hard to take care of the oral health of other people. So they are the experts in oral healthcare but what about marketing? In a given location, there are numerous dental clinics which means a high-level of competition. In such a case, neglecting marketing is a mistake.
While traditional forms of marketing will get you a fair share of attention, dentists today need to really up their game in digital marketing. Why? Because digital marketing can get them a much far-fetched reach and popularity at a cheaper price compared to traditional methods.
Now before we dig deeper into the nitty-gritty of digital marketing strategy for dentists, let us first clear the concept of what digital marketing is exactly. Every form of business promotion that takes place with the help of the internet, whether paid or unpaid is considered to be a form of digital marketing. Now digital marketing is a huge concept which includes the process of using different tactics and ideas to not just bring your dental clinic in front of your target audience but also engage them with your content and get them to avail your services. Here is a step-by-step process of creating a digital marketing strategy for dentists that will give you some helpful ideas to try yourself.
Focus On Patients
Before you kick off your digital marketing strategy, you need to ask yourself why you are doing this. Is it for your own satisfaction that you are making an attempt or is it to actually acquire some interested patients? Presuming that you chose the latter option, you need to choose the right methods to reach out to your target audience. You could write blogs, send out emails or invest in online ads. You can do all this based on assumptions and call it testing the waters. But why test the waters when you can enter the waters prepared. Therefore, always start any marketing strategy by deciding who you are targeting. Who are these people? Where will you find them? What are their interests? These and many other questions need to be answered in the process of audience identification.
To initiate the process of identifying your target audience, you need to start by talking to your existing patients. For an established dentist, you will already have a set of regular patients. But ever wondered how did they find you the very first time and most importantly what made them continue to take treatment from you? This is a piece of very important information that you need to identify so that you know the major source from where your target audience is coming to you. When doing so, you will be surprised to find that sometimes the source you didn’t pay much attention to can get you considerable attention.
The same marketing efforts do not always work for every patient. Even though your main target audience will be people suffering from dental problems, the type of people will still be different. You will have young kids who require cavity treatment as well as old people who may require dentures and other oral treatments. Now, this just broadens the type of target audience you are targeting. So how will you market your clinic to such a varied audience? By having a set persona in mind. A persona is an assumed personality type of your audience that you create to utmost detail so that you can target them with apt content as per their behaviour and preferences.
To create this persona, you need to focus on the demographic, behavioural and psychographic details of your potential target audience. Don’t worry about the geographic detail as a dental clinic will only focus on patients that reside locally or within the same town. You also need to figure out if your target audience is a decision maker or dependent.
For example, if you are focusing on promoting your child dentistry services, you need to create campaigns and content that not only appeals to a kid but to their parents as it is the parent who is the deciding authority in this case.
3. Use Patient Behavior Patterns
Details such as age, gender, etc. can be assumed when you are creating a persona but you cannot simply decide a behaviour pattern based on assumptions. Here you need to put in some research skills. Start from the information you already have. Go back to the details provided to you by your existing patients about how they came to know about your services. It could be word of mouth, online referrals, online search, etc.
Whichever is the most common answer, augment your efforts in that particular source as it could be a rich source of the target audience for your clinic. You could also take it a step ahead by becoming more open to patient feedback to understand more about your patient behaviour patterns.
4. Look Back at Your Conversions
A digital marketing strategy for dentists will first only create awareness about their existence, but that is not the end result expected by you. What you need is eventual growth in the number of your patients. These patients are known as your conversions and to know how well you are converting audience, you need to understand the conversion funnel. It is an important tool that bifurcates the audience’s behaviour at every stage of a sale or conversion cycle to give you a better insight of how your strategy is working. Create a customized conversion funnel, unique to your clinic and analyze the audience behaviour at every stage. We will talk more in detail about this in the later part of this article.
Marketing is not just a word, it’s a strategy. You cannot just start marketing one fine day. What you need is a plan. The money you spend on your marketing efforts is like an investment to get more patients. Would you invest without planning? No! Likewise, to make your marketing strategy work, you need to have a framework of ideas ready to use the right marketing tactic at the right time. So if you plan to spend a small amount on paid ads or a huge sum on a complete digital marketing strategy, do not start without a plan. Always build a strategy with a goal in mind along with an expected return and an analysis method to track your progress.
1. Have a Clear Objective
When you have a set goal for your marketing strategy, it’s easier to give direction to your marketing efforts towards reaching the goal and achieving it. It’s just like following the ray of light at the end of a tunnel, you see no distractions on either side but just your target to reach the light ahead. You need that kind of determined goal so that your strategy does not waver off midway. What should your goals be? It could be anything from getting more patients to making your clinic famous in the whole of Edmonton area. Each of the goals should have a definite end result that has a connection with what your business needs and what your patients needs.
2. Question Yourself
We want definite goals, and we can only have them when we know what are the exact needs for you and your target audience. To do so, you again need to do a little research. First, you will have to identify the current goals of your dental clinic. You may be thinking of increasing your patient count, but maybe that’s not the current need of your dental clinic. Maybe you first need to set goals to spread awareness among your target audience and then eventually aim for getting patients through that awareness. Understand the immediate need of your dental clinic and set goals accordingly.
Next, ask how much time and money you can spend on your marketing efforts. The good thing about digital marketing is that the pricing starts pretty low and also automation makes it much easier to spend less time in the planning process. Finally, you need to identify the realistic results that you can and will achieve through these efforts.
3. Keep Focus on Patient Conversion
Once you have your goal decided, get back to the conversion funnel and put it to use. Whatever be your strategy and whichever type of marketing technique you use, the conversion funnel will come in handy. So when planning the digital marketing strategy for dentists, these four points are important.
In this stage, you will solely work on making the target audience familiar with your brand and what you have to offer. Here you just need to let the customer know that you have the services that they are looking for. Another factor here is to keep your existing patients aware of the new treatments and services if any are added to your existing offerings.
Engagement is a stage where the audience will start reacting to your marketing efforts and try to connect with you at a basic level to understand more about what you have to offer. This is a stage where you will start receiving enquiries about your treatments or subscriptions for your blogs. On your social media front, there is a lot you can do to continue the engagement of not only new prospects but also your existing patients. You can have competitions, question and answer posts, polls, etc. Social media marketing, in fact, gives you one of the best forms of customer engagement opportunity.
Decision-making stage is a crucial one as this is a stage where the prospects decide whether they want to become your patient or not. To close the deal, you need to be quick on your feet and hit when the iron is hot. For your dental clinic, you could use email marketing to target prospects in this stage by offering free checkups and discounted teeth cleaning sessions. You could also reach out to old patients with new treatments during this stage.
Retention is the stage where the patient has already availed your dental services once. Now it’s on you to make them a loyal patient. Offering dental discounts and following up on their upcoming appointments upfront can go a long way in keeping your patients happy and loyal to you.
Decide Your Message
The best way to reach out to another human is by building trust. As a dentist, revenue comes much later for you. What you first focus on is being able to solve the problems of your patients; relieve their pain and discomforts, and build an overall positive experience for a patient who visits you. Keeping this thought, you need to draft your message to the prospective as well as your existing patients in such a way that it cultivates trust. This can only be done if you add a little personal touch to your content and try to bring your story in front of the target audience.
To successfully market your dental clinic, make it a brand and then present the story of your brand to the people. When presenting the story of your clinic, give it a personal touch and bring out the reason why you are doing what you do. Give them an insight of what happens in your clinic. Tell them about the motivation you and your employees have to serve your patients. However, while doing all this see to it that you keep your message short and crisp and don’t make it another lengthy and boring write-up. Try using video content instead. Also, don’t just focus on your dental clinic but rather describe the core values of patient treatment that you believe in. You could also let your happy patients pitch in with their testimonial and experience to enhance the personal touch in your brand story.
2. Converse with Your Audience
Imagine having coffee with your friend and you both have a good conversation, you share your experience about a recent goodwill work you did and even show them a few photos of it. A pleasant scene. Now you wouldn’t just fake attending the event and show a bunch of stock photos to your friend, right? So now, consider your audience as your friend and don’t lie to them. Just be who you are and build a connection. Put real conversational words and images in your content and be what you are in front of your audience. Transparency is the key, my friend!
Focus on Your Website
Having a business website is not a major aspect for your digital marketing efforts but it’s an important one. When you have a website, you exist as a business in the online world. You may have come across some of the most amazing web designs, but the design is not the reason for the website being famous. Behind every famous website is a complete website traffic acquisition strategy. This type of strategy includes a variety of tactics such as content marketing, paid ads, backlinking, content promotion, etc. To give you the gist, here are a few things to consider when working on your traffic acquisition plan.
1. Focus on Patients, Not Traffic
A website is considered to be faring well when it gets a good traffic daily. But not all traffic helps you to increase your revenue. Some web traffic converts while some just become impressions and die down. Not just for your dental practice but any other business, getting conversions from traffic is an important matter. To achieve that, you need to take a look at the kind of sources that can be fruitful in helping you with customer acquisition. For example, you might be getting a good amount of patient traffic and enquiries through your paid ads as compared to your social media efforts. If that’s the case, then you know where you need to invest more. But that does not mean you stop your other efforts completely. To sustain your SEO rank, you need to target your audience through multiple mediums. The only difference is to limit your effort where the scope is less.
A website is similar to road traffic. You can never know from where a user might suddenly turn towards your website or make a sudden exit. This uncertain and unplanned traffic is known as the organic traffic that suddenly turns up on your website one day. But to be honest, it is not completely organic. Some of these come through social media, some because a friend asked them to check your website and so on. On the other hand, there is a more specific paid traffic which lands on your website because you paid a publisher to publish an ad about your services or sponsored a post on social media. The scope of you finding your next patient lies equally in both these traffic, but if you are more inclined towards getting unpaid organic traffic, you should consider traffic drivers such with the help of email marketing, content syndication, search engine optimisation, PR efforts and social media platforms.
3. Pay for Traffic
For my dentist friends who don’t mind spending a little to get the right attention, I would highly recommend considering paid ads. These ads can be in the form of text only classified, banner ads, display ads, etc. You can easily promote your dental services that people are looking for. When people find your services quickly in ads, it motivates them to check the link and visit your website. Here on it’s your task to make an impressive landing page that motivates your visitor to take some action like booking an appointment or leaving an enquiry.
Think Engagement to Conversion
We identified some ways to know your target audience and to get them to your website. But now we need to think of how we can convert that audience with the help of website content. And the cycle doesn’t stop there. You need to continue your efforts to make them a regular patient and build a long-standing relationship.
We have brought the concept of conversion funnel multiple times in this article so let us now talk about it in a little more detail for website conversions. You are aware by now about the four stages that make a conversion funnel. The concept is called a funnel because when your target audience reaches closer to conversion, you keep losing a few prospects, and eventually, the number of conversions becomes much lesser than the actual traffic. This falling out of the target audience is normal, and there is not much you can do about it. Sometimes these people don’t convert as they can’t afford your service while sometimes it’s just sheer disinterest. However, you can reduce the number a little by optimizing conversions.
2. Work on Consumer Optimization
Consumer optimization is the method of salvaging your end result of the customer funnel by using certain concepts. It is a method that is dependent on the following concepts:
Psychology of a patient will change at each level of the conversion funnel. In the beginning, they will just be curious about knowing your clinic and the services you have to offer. Focus on feeding that curiosity with the right message and not a pushy sales pitch, so it compels them to approach you. Similarly, understand the psyche of your target audience at each level to create a message that persuades and not dissuades.
Copywriting is the process of creating to-the-point short content that is hard-hitting and compelling enough to appeal to a patient. With the help of copywriting, you represent your brand in words. Make those words strong. Create impressive website content and ensure to proofread it and check the grammar. Such errors can also bring down your impression.
Marketing is a strategy that gives you a creative edge to create content that is not limited. This means that there are endless types of content you can add to your website. But then how will you know which one works best for you? By testing. With the help of A/B or split testing, you will be able to identify which content and concept types work best for your website.
Every website has a base theme, which includes the design, the structure and the navigation of the website. While a visually appealing design looks great, you need to ensure that it serves the purpose also. Clear call-to-actions, smooth and easy navigation, subtle colour scheme, etc. are some of the things to consider.
3. Have a Convincing Landing Page
A landing page is different from your usual set of webpages. It is a specific webpage that is designed to open when a user clicks an ad or a different link in some content of your dental clinic. These pages are to be strategically created to have the right message that generates leads. Such pages are often lead generation centric. This is one page where having a call-to-action is mandatory.
Engage with Content Marketing
Content marketing is a strategy which engages your target audience with the help of your words, images, videos and much more. It is not a direct marketing tactic, so you do not pitch to your target audience but rather mention your services in a subtle manner within your content. If you plan to use content marketing, take it up as a serious commitment and not just something new to try your hands on.
When you take up content marketing for your dental clinic, you decide to become an influencer as you want to have a lasting impression on the minds of the audience before converting them. That is a big responsibility. You should not focus on selling, you just need to create an awareness about dental problems and showcase your expertise in your profession to build a trust among the audience. When doing so, keep a conversational tone and make a connection with the reader for better results.
When we hear content marketing, the first thing that comes to mind is blogging. Of course, blogging is an important part of content marketing, but it is not the only type. You can get creative and try different types of content to reach a diverse audience. Videos are known to work wonders these days. Uploading dental care and demonstration videos can get you a good attention from the masses. Infographics are also preferred by people who are not much into reading. In fact, the younger masses may actually follow the instructions of an infographic much better.
3. Consider Content Redistribution
Content creation is just one part of content marketing. The major game changer is how you promote and distribute it. The blog section on your website will be a constant place for distribution. However, if you really want to grab some extra eyeballs, consider distributing it further on third-party blog websites. You should also get interested users to sign up for your email subscription and use email marketing to increase your popularity.
Spend on Paid Advertising
You can call it search engine marketing, pay per click advertising or simple online advertising, it all stands for paid advertising. The idea is simple, just like your traditional ads, these are text or image-based ads that you need to pay to place them strategically in front of your target audience. The good thing about paid advertising is that with proper planning you end up getting a good ROI at minimal cost.
1. Know the Different Models
Paid advertising has different models to cater to the different needs of different businesses. Each of these models is dependent on different aspects. Let us take a quick look at a few.
PPC is the most basic model of paid ads in which you pay a predetermined fee to the ad publisher for every click that you receive on your ad. Such a model is great if you are really keen on driving traffic to your website. These ads can be text only or with images.
In this model, you are charged for every thousand views of your ad. These ad views are known as impressions. Since the costing is based on just the viewing of your ad, the cost is generally cheaper.
2. Decide Ad Network
To advertise your paid ads, you have multiple options such as search engine advertising, LinkedIn ads, Facebook ads, etc. But you need to decide an ad network based on:
How well you can target dental patients through the network?
How the ad network aligns with the type of user experience you plan to give?
How many types of ad formats are available for use?
Social media marketing is one avenue that has opened up hoards of opportunities for businesses throughout the world. If you move past posting simple content on social media and start to strategise it smartly, you can actually attract a huge traffic and end up becoming the king of customer engagement. So if you have not started yet, it is not too late to start now.
Twitter – Twitter is a microblogging website that gives you an opportunity to create a buzz about some news like a new blog post or an event at your dental clinic. It gets good publicity for your website, events and blogs. However, sometimes you need to be careful not to confuse while trying to fit a longer message in the limited characters.
LinkedIn – LinkedIn is a good platform to advertise and post content about your dental practice if you want the attention of the working class. You could also use it to your benefit for collaborating with professionals of a similar field. For example, if you receive a patient looking for plastic surgery services, you can collaborate with a plastic surgeon through LinkedIn and they may refer patients to you for cosmetic dentistry in the future.
You also have the option of using Instagram for your dental clinic, find out more about it here.
Before you start your social media strategy, just be mindful of the following:
Don’t just do social media, plan before you begin.
Do not create a business profile on every social media platform, choose a few which will actually help your dental practice.
Post content that your audience will like and not what you think they will like. Do some research regarding this.
Utilise social media pages to get email subscriptions and sometimes even direct conversions. That’s right! You can add a ‘book an appointment’ button on your Facebook page. Learn how.
There are times during the day when the audience is most active and least active. Use analytics and insights to find this information and post content accordingly.
Don’t just post about dental problems and solutions. Crack a joke and have some fun, it’s social media.
Use polls, online events and sometimes just the comment section to engage with your patients.
Don’t forget to measure the results of your social media marketing efforts.
According to Dan Zarrella, marketing without data is like driving with your eyes closed. So it all comes down to one aspect, researching for data and acquiring it before you start digital marketing for dentists. We went through different ideas of doing digital marketing for dentists in this article but if you indulge in it, make sure you evaluate every effort and accordingly mend it if need be. To know more about digital marketing in detail, get in touch.
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.