Crafting the Ideal Dental Website in 2024
In 2024, a dental website should be more than just a digital brochure. It needs to be an engaging, informative, and trustworthy platform that reflects the quality of your dental practice. As traditional advertising methods like flyers, radio, or newspaper ads fade into the background, a good online presence has become crucial for attracting new patients and retaining existing ones.
The Website Debate: Template vs. Custom Design
A common misconception in dental website design is that a custom website is always better. However, at RevUp Dental, we have built hundreds of websites for dental offices, ranging from fully custom to templated designs. Our experience shows that template-based designs often yield better results at a fraction of the cost.
Think about Starbucks, for example; their coffee shops look almost identical regardless of their location — whether in New York, Toronto, or New Zealand, it doesn’t matter. Starbucks doesn’t do that because it’s cheap to implement or because it’s low effort; quite the opposite. They do it because they’ve spent a lot of time, money, and effort trying to perfect a store design that just works very, very well. So, no matter where they open up a cafe, they’re going to see really good results and create a very high-level experience for any person who walks through the door.
Now, apply this concept to dental websites. A template-based design, much like a Starbucks store, provides a familiar and efficient structure. It’s a tried-and-tested layout that patients find easy to navigate and use. While every dental practice is unique, the core requirements of a dental website — such as patient appointment function, services offered, and contact details — remain largely the same. A template approach ensures these essentials are presented in an accessible, user-friendly manner.
On the other hand, a custom-designed website is akin to creating a unique coffee shop from scratch. It offers distinct branding and can be tailored to specific needs; however, it comes with higher costs and risks. The uniqueness might appeal to some, but it might also miss the mark in terms of functionality and user familiarity.
Custom Website Design - When It Makes Sense
One example where a custom website design makes sense is if you are running a practice that offers very specific types of dental treatment. If you’re a practice that only does orthodontics, implants, LNAP, or any specialized service, it can sometimes be better to build a unique website that focuses on just that procedure and explains it from different angles, going into a lot more detail.
Another situation where it does warrant spending the money to build a custom website is for any dental office that invests heavily in branding, practice design, style, and aesthetics. Some offices put considerable effort into building a strong brand and creating a unique and appealing practice design. If you’ve invested heavily in having a really beautiful design, then it does make sense to spend a bit more money and build a website that isn’t so templated and cookie-cutter. But for most dental offices, generally speaking, you will just get a better bang for your buck when you’re following a template.
What Works: Building a Patient-Centric Website
When building your website, focus on what truly matters:
1. Google Reviews and Patient Testimonials: In the digital age, social proof is crucial. Your website should prominently feature Google reviews and patient testimonials to showcase real-life experiences from real patients. For example, create a dedicated section for Google reviews, highlighting positive feedback from a diverse range of patients. Incorporate video testimonials where patients discuss their treatment journey, focusing on aspects like comfort, professionalism, and outcomes. These testimonials act as a powerful endorsement, creating a sense of trust and reliability among prospective patients.
2. Educational Content: Your website should serve as an educational hub. Include videos and articles that explain dental procedures in layman’s terms, answer common questions, and address patient concerns. For instance, create a video series explaining the steps of popular procedures like dental implants or Invisalign. Blog posts could cover topics like “The Benefits of Regular Dental Checkups” or “How to Maintain Oral Health at Home.”
You can also include a FAQ section on treatment pages to directly address common questions and concerns. For example, on an Invisalign page, answer questions like “How long does the treatment take?” or “Can I eat normally with Invisalign?” This not only aids in SEO but also helps in building patient trust and confidence. If you want to learn more about how to create FAQ videos, check out our article here.
3. Cost Transparency: Openly discussing treatment costs on your website can set realistic expectations and build trust. Instead of avoiding the topic, provide general price ranges and explain the factors influencing these costs. For example, a page on dental implants could outline the average cost range while explaining variables like the number of implants needed or the complexity of the case. Additionally, including a FAQ section about financing options and insurance coverage can help demystify costs and reassure patients.
4. Awards and Associations: Displaying awards, certifications, or memberships in professional associations reinforces your credibility. For instance, if your practice has won a local “Best Dentist” award or is part of recognized dental associations, these should be prominently displayed on your homepage or about page. Even standard badges like ADA (American Dental Association) membership can reassure patients of your commitment to professional standards and ongoing education.
What to Avoid: Common Website Pitfalls
Creating a dental website that resonates with your audience is not just about what you include but also about what you wisely choose to leave out. Here’s a deeper look into common pitfalls and how to avoid them.
1. Overly Personal Bios: While personal details can add a human touch, excessive personal information can detract from professional credibility. Instead of lengthy stories about hobbies or personal life, focus on your educational background, professional achievements, and dental philosophy. For instance, a bio that briefly mentions a passion for community service, followed by details of dental qualifications and areas of expertise, strikes the right balance.
2. Technical Jargon: It’s essential to remember that most patients are not dental experts. Avoid using overly technical language that can be confusing or intimidating. For example, instead of using terms like “periodontitis,” use “gum disease” and provide a simple explanation. This approach helps make the content accessible and relatable.
3. Graphic Before-and-After Photos: Graphic images, especially in before-and-after galleries, can be off-putting to some visitors. Opt for images that show positive outcomes without being too explicit. For example, use close-up shots that focus on the smile rather than the entire oral cavity, and ensure they are professionally taken to enhance the aesthetic appeal. See below for some examples.
Good Photos:
4. Generic Content: Avoid generic descriptions of services. Enrich your content with specifics about the procedures, the technology you use, and the benefits to the patient. For instance, don’t just mention that you offer dental implants; explain the process, recovery time, and long-term benefits. Adding a FAQ section to each service page can also provide valuable, detailed information to prospective patients.
Final Thoughts
To sum it up, creating a good dental website means finding the right mix of professionalism, sharing information that matters to patients, and authenticity. It’s not just about how your website looks but how it helps and connects with patients. In this digital age, potential patients extensively research practices online, making your website the initial and most influential point of interaction. Remember, patients choose dentists they trust and like.