Using Dental Website Marketing to Expand Your Practice
In the modern age, it’s not enough to launch a website and hope it attracts clients. When every mom and pop shop on the corner has a beautiful, mobile optimized website, you’ll have to put a bit more work into staying ahead of the competition.
Here are some tips to ensure your dental website marketing is on the right track:
Launch a Separate Website Page for Every Service You Offer
One of the challenges of optimizing your dental website marketing is helping Google understand the structure of your site—and therefore what products and services your business offers. An easy way to help search engine bots understand your professional services is to create separate content pages on your site that details your service with specific talking points. For example, if you specialize in Pediatric Dentistry, Cosmetic Dentistry, and Check-ups, create a separate page for each item and talk about the various ways your practice is different than the practice down the street. Pro Tip: You can easily structure your site by creating a “Services” tab to house a drop-down list of all your most popular services!
Optimize Every Webpage for SEO
SEO (or Search Engine Optimization) is a marketing strategy that allows Google and Bing to prioritize your website over others. By creating valuable content with the right number of keywords, your website is more likely to appear on the first page of search results. SEO is extremely tricky to maintain, as changes are made to the algorithms constantly, but you can still take some basic steps to give your website a fighting chance. Pro Tip: Ensure that all of your pages have at least 300 words of content and use the same keyword in the URL, page title, and at least once in your paragraphs.
Create Meta Descriptions for Each Page
As you create your content, do not forget to add meta descriptions themselves! A meta description is a snippet of HTML that displays on search results, and it should contain the main point of your page. Creating an effective meta description is more of an art than a science. Basically, they are limited to 155 characters and should contain a hook or headline that encourages your patients to click on your page. To determine whether a meta description is working effectively, be sure to look at your click through rates (CTR). If no one is clicking to on your links, you may want to test another version. Pro Tip: If you’re working with a marketing industry expert like ProSites, we will monitor your click through rates and website traffic to ensure that your patients are engaging with your content.
Add Your Contact Information to Your Footer
Since dental website marketing is ultimately based around local SEO or search engine optimization, you want to ensure both users and Google bots know where to find you This will make it easy for clients to pull up directions wherever they are on your site—and it will help Google understand what zip codes or local neighborhoods your dental marketing is targeting. Pro Tip: To ensure Google knows where you’re located when scanning through each page, simply add your contact information to your website footer.
Include Photos and Add Alt Text
As you build your site, adding photos or videos is a great way to both build familiarity and optimize your SEO. Be sure to include photos of yourself, office staff, location and your waiting room to attract new patients and show off the highlights of your office. As you add these to your website, don’t forget to add the alt text to each image to help with your SEO or search rankings. This alt text should clearly show what the photo is, along with your practice name and location. Pro Tip: Here’s an example of the alt text you would add to a Dentist’s photo: Jay Smith DDS, Smith Family Dental, San Diego California.
Add Testimonials from Clients
As you set up your dental website marketing, you want to include as much social proof as you can, as this provides your dental practice with credibility. By highlighting how much others love your services, you help establish trust with new patients before they even make an appointment. Reach out to your longtime clients and ask if they’d be willing to write a testimonial to help support your dental website marketing. Pro Tip: You can add these individually as design elements on important pages, and create a dedicated Testimonials Page to house a full list of all your reviews!
Don’t Neglect Your XML Sitemap
With thousands of new pages being added to the web every day, there is no actual person moderating or reading this content. Ultimately, search engine bots are what decide whether a page will rank or not. To help assist these bots, an XML Sitemap is automatically created for every new site. This sitemap lists out every page in a coded tree. But just having your pages listed on here is not enough to support your dental website marketing. Your team should go through and rank the importance of each page, on a scale ranging from 0.1 to 1.0. 1.0 is the most important, so this should only apply to your homepage. Service pages, About Us, and Reviews pages can rank anywhere from 0.5-0.9, depending on what’s most important to bring in traffic. You should also tell your sitemap how often you make changes to each page. Is it weekly, monthly, or yearly? Pro Tip: if you have a dental website marketing service like ProSites, we can help you create and maintain your XML Sitemap so you don’t have to worry about this step.
Monitor Your Dental Website Marketing Traffic
In order to stay ahead of your competition, you should constantly monitor the performance of your dental website marketing. Your website performance includes reviewing your audience, monitoring your click through rate, page rankings, and conversions to ensure there are no dramatic drops in your performance. If something suddenly loses traction, it may be a sign that Google has implemented an algorithm change, and you’re being penalized for something like keyword stuffing, outdated pages, or not posting new content. If you work with a marketing team like ProSites, they will monitor your site for you, send monthly updates, and proactively make necessary SEO changes. Pro Tip: we recommend running your stats at least once every two weeks to ensure your website is healthy!
If you have a website, be sure to check out our tips above to make sure your website is working for you. In other words, is your appointment book full? If you do not have a dental website marketing in 2020, you’re going to quickly fall behind your competition. Industry marketing experts like ProSites have dedicated marketing advisors that know exactly what it takes to launch a beautiful, SEO-optimized website with local search for your dental practice. Our digital industry advisors at ProSites are ready to help. If you have any questions about how to beat the competition in your area, reach out to us at (888) 932-3644 or click here to see ProSites in action.