Is your website being held hostage? Have you entrusted your practice to a company that is unresponsive and unwilling to keep your website current?
Unfortunately, many dental website companies consider themselves finished as soon as a website goes live. The problem is, there’s no such thing as a “finished” website. Maintaining a website’s new-patient-producing power requires ongoing maintenance.
In this article, you’ll learn the customer service requirements needed – both pre-launch and post-launch – to ensure a successful, patient-producing site.
Building a website can be a tiresome process, even if you’ve hired someone to do it for you. Sure, you can hire a designer who templates your website with bland content and a cookie-cutter design.
But if you want your website to stand out, in a way that it will entice prospective patients, you must have at least some level of involvement. This requires two things of your provider: 1) They will make your website unique to your practice; 2) They offer a seamless development process that is responsive to your needs.
For example, you’ll need to work with your provider on the following details before your website goes live:
- Colors: There are many elements of branding. The colors you choose to represent your practice should be consistent. Your logo, signage, marketing materials, and website should demonstrate harmony. Your provider should work with you to preserve your brand image.
- Content: The content on your site is the leading factor in what converts web traffic into reception-room traffic. Your provider should interview you so they understand the personality and distinct characteristics of your practice.
- Imagery: Most likely, you're competing with dozens of other dental websites, all of which target the same people. This competitive factor is why stock imagery isn’t sufficient. Your provider should include professional photography in your design to differentiate your practice.
There are many other details that must be ironed out to make your website stand out from the crowd. Your provider should work with you to build a website that you’re comfortable with and excited to show both current and prospective patients.
There are many reasons why your website requires post-launch activities. After all, a website with out-of-date content will quickly turn off patients. Here are a few reasons your website might need updates:
- New office hours
- New address, phone number, or other contact details
- New services or a changes in existing services
- New staff members or a members who have left your practice
The last thing you want is for a patient to visit the wrong address or call a phone number that is out of service.
In addition to these more basic details, you might also have some exciting new developments you’d like to share. Maybe you have a new piece of equipment you’d like to feature on your site. Or you’d like to share details about an annual event. Or you’d like to let patients know of a new charity you contribute to.
Your dental website company should be ready and willing to make these changes in a prompt manner.
The Website “Product” Vs. The “Service”
Generally speaking, products are one-time purchases that consumers take full ownership of after the point-of-sale. Services, on the other hand, require ongoing work on part of a provider.
Most websites are designed as products. A company or local designer builds your website and then wipes their hands clean of it. Of course, what do you do when your website needs updating?
Some companies offer website products, disguised as services. Meaning, they claim to offer support, but they’re either unresponsive or they take days to make simple changes.
It shouldn’t take 15 days to change your office hours. Or to upload the photo of a new staff member. You should be able to call or email your provider’s customer service team and have these updates accomplished within hours (maybe even minutes!).
Or, if you’re a do-it-yourselfer, you should have access to the workings of your site with a simple, easy-to-use interface.
78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.
Shopping For a Dental Website Service
Selecting a new dental website service provider can be a trying task. You’re buying a professional service, where a team of experts should be dedicating time to plan, design, and manage your website over the long haul.
Before hiring a new provider, it’s important to know who will be serving you, what are their qualifications, and how they’ll be serving your needs. If you want a website that is more than just a place people can find your office, you must partner with a website service that is on the same page, with the same goals: To keep and get more new patients for your practice.
Before signing an agreement, here are seven difficult questions to ask your prospective website provider:
- Who are you endorsed by?
- Who will write the content for my website?
- How will you handle my SEO?
- How will you assure me page-one Google rankings?
- What will you expect me to do before the website launches?
- What will you do after my site goes live?
- How will I know my website is working?