When you’re looking to make a purchase or schedule service, what’s the first thing you do? For 85% of people, that thing is surfing the web, according to Kinesis Inc. Your website will often serve as your patients’ first impression. That’s why your website needs to be designed smartly and with intention. Here are a few ways to do so.
Optimize for Your Patients
Consider your website as the 24/7 salesperson, which has the ability to draw patients in and encourage them to schedule an appointment. When designing your site and developing content, you must keep your patients in mind. How can you do this?
- Mind your website’s page speed. Waiting for a page to load can be frustrating, and will often cause your patients to go elsewhere; Hubspot found that even a 2- second delay can result in an abandonment rate of 87%.
- Use strong Calls to Action. Calls to action instruct your patients on what to do – schedule a teeth cleaning, register for an appointment, call for consultation, and more.
- Make it work for mobile. Your website should be accessible no matter the device. Since most people conduct internet searches on a mobile device (about one-third of the population, per Hubspot), being sure your site is optimized for mobile is will help you reach your patients no matter where they are.
Make it Beautiful
Seventy five percent of people judge an organization’s credibility based on its website. Since humans have an attention span of eight seconds, your website should be visually appealing.
- Use white space. Though you may think that white space is a bad thing, HubSpot reports that having it around text and titles can increase people’s attention by 20%. It can also make your site feel open and modern.
- Choose imagery wisely. Though having images on your website is important, be sure to choose photos that are relevant and high quality. As a dental practice, having photos of people smiling is a good choice; adding photos of patients in pain during a dental procedure is not.
- Consider your color scheme. Red is the color of passion, action, and excitement. Green is often associated with growth, harmony, and health. Be sure that you choose colors that compliment your logo and convey the right message.
Keep Content in Mind
Since 47% of people look at 3 to 5 pieces of content before engaging with the organization (Demand Gen Report), having good website content is key.
- Put the important information above the fold. You don’t want your patients scrolling down the page to find out how to schedule an appointment. Put your contact information, calls to action, and other important information close to the top of the page.
- Use bullets or icons. The use of bullets or icons can help your patients find the information they need, fast.
- Make your headings matter. The headings should be driven by what your patients will search for: “schedule an appointment, our services, about us,” etc. Since headings are typically given more weight than other content, using the right heading can help your practice stand out and improve your searchability.
Your website is your practice’s calling card – but with these tips, you can help it get in shape.