6. Poor conversion.
Get everything else right, but overlook what it takes to convert visitors into new patients and you might think online marketing doesn't work. Mastering the art and science of conversion requires a keen understanding of how to enter the conversation going on in the mind of a website visitor.
There are over 30 specific conversion metrics we consider. However, here are the most significant which can profoundly affect whether a website visitor is persuaded to choose you:
- Browsability – Is it easy for visitors to find the information they're looking for on each page? Break up pages with text into shorter chunks with subheadings, bullet points, and graphics to make the text less daunting and more approachable.
- Authenticity – Many practice websites have about as much soul as a press release. This cold and detached tone may be considered "professional," but it doesn't connect with today's new patient. Reveal your personality. Be courageous. Be human.
- Video – As the Internet morphs into television, effective use of video is more and more important. Website visitors appreciate being able to see you and your team and get a feel for what it would be like to be in your practice.
- Photography – High quality photography is a must. It's not surprising that underperforming websites often lack pictures of key team members. Make sure the pictures of your practice have people in them, avoiding the Architectural Digest "neutron bomb effect."
Why an Underperforming Website Is So Expensive
You don’t get a bill in the mail when someone searches the Internet for a dentist, but your practice doesn't show up in the listings.
You don’t get a bill in the mail when a prospective new patient finds your website, but is unimpressed with its superficial content.
You don't get a bill in the mail when a potential new patient visits your website using their phone, but gives up because it takes too long to load.
These are missed opportunities that result from having a website that underperforms and doesn't accurately reflect you or your practice. Each one is a moment in which your website failed to provide a return on your investment.
Learn more about the Smile Marketing new patient website service and what makes our approach different.