PPC Marketing

Why We May Turn Down a Dental Client

Brian Koenig

By Brian Koenig

Published April 14, 2016
Updated April 16, 2019

3 min read

ppc-marketingMany website providers are willing to sign up anyone and everyone who comes knocking on their door. It’s not easy to turn down business. After all, if there’s a potential sale to be had, why turn it down?

Far too often, business relationships become one-sided. For a relationship to be mutually beneficial, both parties must have something to gain. But with Internet marketers, oftentimes the “seller” is the only winner. This leaves a disgruntled “buyer” that has lost faith in the industry. For this reason, many dentists jump from one website provider to the next only to struggle with another failing website. Or they give up on their online presence altogether.

That’s precisely why the goal of your website provider shouldn’t be to work for you.

Their goal should be to work with you.

We Look for Long-term Relationships

We enjoy long-term relationships with our clients. We work to qualify prospective clients just like a prospective client may qualify us. If we don’t see a good fit, we may respectfully decline, or at least delay the relationship. Here are three reasons we may do so:

  • Too many SEO problems: Unfortunately, many website providers still subscribe to dubious search engine optimization practices that have been flagged by Google. If a client’s website is too damaged by such practices, we would first recommend a “backlink pruning service” to clean up the domain name.
  • A “Dark Arts” philosophy: Inflating search engine rankings through aggressive SEO tactics is something of a dark art. Using exercises to fool the search engines contradicts our SEO philosophy, so we must agree on the practices we pursue to market client websites.
  • Have unrealistic expectations: When it comes to website performance and new patient goals, it’s essential to be on the same page. That’s why we take a consultative approach to the sales process. We aren’t looking to sign on a new client only to have them sign off with us three months later. We take a long-term approach to new patient growth.

We Look for Partnerships, Not Just Clients

We can’t run a patient-generating service if all a client wants to do is throw money at us. It’s like a patient who thinks a semi-annual cleaning from their dentist will fix their teeth so they don’t put forth any effort regularly (i.e. why would I need to floss when I can see you every six months for a good cleaning?).

In order to optimize a client’s website, we must know the “what,” “how,” and “why” of their practice. What are your services? How do you perform your services? Why did you decide on the dental profession? And on and on.

npt-dialBeyond the initial collaboration needed to develop an online dental marketing blueprint, we have to monitor results. This is a duel effort. And we make it easy. Using our New Patient Tracker, dentists can add each new patient as a subscriber to their website. With this information, we can determine which marketing channels are producing new patients, how patients are engaging with the site, and other important metrics.


How to Choose a Website Provider

What kind of philosophies does your current, or prospective, website provider subscribe to? Are they looking to partner with you, rather than simply work for you? Do they have mechanisms in place to track new patient growth? These are just a few questions to ask when deciding on a website provider.

Read below for 6 questions to ask your current, or prospective, website provider.

What to Ask Before Getting a Practice Website »