Capture Those Conversions
Heavy site traffic is great, but it will mean nothing if your content doesn’t serve your potential patients. You want your site to create leads in the form of emails and phone calls to turn those prospective patients into loyal patients. If your site is in the top five spots in a Google search, you can bet that the person behind the computer (or phone) has already checked out your competitors that are also ranking highly with Google. This means that you have to anticipate the needs of your patients before they even reach your site.
Fortunately, you have already gained the information your patients are looking for with years of schooling and experience. People searching for dental practices may ask, “How much does a dental implant cost?” or “Why is my jaw making a popping noise?” You need to formulate the questions that patients will ask and answer them with your wealth of knowledge. This knowledge will help develop the content that you have on your site. Credibility in your expertise with content that answers questions quickly and with easy-to-understand terminology will ultimately be what keeps your patients on your site.
It is also important to move visitors to targeted information or “landing” pages. People want to be told what to do next or be led to what they are looking for when navigating through sites. You would never invite someone into your home, only to leave them to get their own drink and wander to find the bathroom. You need to be a good website host in the same way. This starts with intuitive navigation buttons. You need to be crystal clear on where potential patients will go once they click. “Dental Solutions” will not suffice. It is not direct and will leave patients searching for what they need, and eventually, they’ll leave your site for one that is easier to navigate. “Cosmetic Dentistry” or “Orthodontics” is more straightforward and gives a clear directive.
While navigation is important, a targeted call-to-action (CTA) is more important. CTA’s are like school zones. They get people to slow down and think about what they will do next. You want your call-to-action to tell people about the most critical parts of your site. If you want your outcome to be an email lead, the CTA might say, “Email Us Today!” You want to be clear this is something patients can click on. It is also essential that people be able to find your office number easily. Typically people expect it to be in the upper right-hand corner of your site.