Become a Web Wise Practice - Alfie Jones

It is without doubt that people now use the internet most often when searching for goods and services. In 2013 the total number of Google searches was 2.0287 trillion[1]. When we are interested in a product or service we will use a search engine, browse a number of sites and read reviews before making choices and spending our money. 

Websites are undeniably the most cost effective way of marketing within dentistry and practices need to find a way of attracting and converting patients online. When this is successful these patients then become the greatest promotional asset of all, by recommending the practice by word of mouth.

An informative website provides the initial attraction and interest and its success depends on its ability to engage the right people in the right place. A dental practice website should be designed to deliver high quality content in an eye-catching manner and employ techniques to transform a website visitor into a potential patient.

In order to capture leads and to increase the potential of converting, a patient may be asked to complete an online survey, questionnaire or receive a newsletter. This enables contact details to be collected and identify specific areas of interest, which can be gathered and transformed using a lead management system. Lifestyle Marketing[2] state that using automation to deliver content and nurture leads can deliver a 45% increase in qualified leads.

Introducing an online giveaway or a special offer is an effective way of attracting patients and building a relationship. The offer of a free product sample is a simple but effective method of gaining interest. Testimonials, reviews and referrals can be encouraged online, by offering incentives that also increase business growth as well as the reputation of the practice.

Contextual advertising can also be employed to present patients with advertisements based on their recent browsing behaviour. For example, if an individual reads an article about teeth whitening they are presented with a dental practice advertisement on the same page.

Whichever method is chosen it is vital that practices ensure that their website engages with patients productively. To ensure success, the website must be well managed and maintained meticulously. More importantly, it is essential to employ a reliable lead management system to take advantage of the data and information collected online.

Practices should turn to the experience of experts, such as Dental Focus ® ‘Websites for your profit’, to fully enhance their website. They can support and advise on all aspects of online marketing, and are able to create a bespoke website that complies with GDC standards which is fully compatible with mobile devices such as tablets and smart phones.

As each year passes technology moves on and people find more advanced ways to make their lives easier. Dental practices need to become web wise to take full advantage of the power of the internet and reap the most cost effective rewards from their marketing budget.

For more information call 020 7183 8388 or visit www.dentalfocus.com

About the author:

Alfie Jones is the resident Mobile Web expert and Sales Manager at Dental Focus ® ‘Websites for your profit’. Alfie has worked as a web designer, copywriter, college tutor and charity fundraiser before finding his niche with the team at Dental Focus. As an expert in social media and website technology, Alfie is the first port of call for any dentist who is serious about their online marketing.