Dental Website Design

Dental Website Branding [A Simple Guide]

In today’s world of online marketing, having a web presence is more important than ever. People are browsing the internet and using their smartphones to look for doctors and book their appointments. Therefore, for a dental or medical office to be successful, quality online branding is essential.

The look of your website, the content and the persona it conveys are vital parts of building your business. While it only takes 0.05 seconds for users to form an opinion on whether they like your website, visitors’ first impressions are lasting. So, building a recognizable brand is an essential aspect of online marketing.

To better your success rate at this process, we’ve compiled some of the best practices to engage in branding and marketing your dental and medical websites.

Understand Your Audience

The “are/are not list” is one of the easiest methods to discover who your target patient is. Once you determine who you are most trying to communicate with, you can decide how your website should look and the manner in which you want to communicate.

Start by imagining your ideal patient, and identify qualities such as age, gender, education, and financial status.

For example, as a prosthodontist, Dr. Smith’s list may be:

  • Our patients are concerned about their appearance.
  • Our patients are wealthy.
  • Our patients are educated.
  • Our patients are not rash.
  • Our patients are not modest.
  • Our patients are not youthful.

From this, Dr. Smith can better understand that her audience is likely older, thinks through their decisions, and is willing to spend more money on a top-quality esthetic service.

Make your Dental Website Design a Priority

One of the most important factors to check when designing a branded website for your dental practice is the user experience. After defining and understanding your prospective audience, you want to make sure that visitors can easily navigate your website and also find the kind of information they seek.

A great way to get a working concept for a practice website is to imagine what your office lobby space might look like if you were to extend it into the virtual world. Note the layout and colors that suit your brand.

Mind your palette! Poor color choices can send the wrong message or make a site look unprofessional, while over-reliance on flashy features can convey lack of substance.

Take some time to think about the image you want the website to project. Chances are that competence and professionalism are high on the list of things you want to convey.

Extravagant animations, an excessive amount of pictures, and cluttered looking web pages are unlikely to help you with that. Keep it simple and avoid anything that might distract visitors from the intent of your page.

Keeping things simple does not mean making your website drab or dull. It means reflecting your business positively and accurately without distractions. The emphasis should be on important aspects of your services. The design should engage your visitors while representing your brand.

Find Your Voice & Define Your Style

There are many proven exercises that will help you discover the tone you want your practice to project, and the following creative processes will help you find your voice.

Understanding your ideal patient will help you formulate the type of grammar, vocabulary, and tone that will resonate best with them. Define where your style will fall somewhere between each of these extremes:

Formal                                                                    Conversational
Detached                                                                                   Warm
Professional                                                                         Playful
Serious                                                                             Humorous
Relaxed                                                                                 Anxious

If you determine that your style should be more conversational, warm, and playful you will want to use a vocabulary and sentence structure that supports this style.

Creating a recognizable tone that speaks to your target market will help you stand out as a provider they can trust. When researching your services, prospective patients don’t select a provider solely based on the appearance of their website or their flyer. Prospects are going to choose the practice that has the attributes they are looking for in a provider, and communicating effectively can help you win over your desired market.

Maintain Your Voice

Once you begin to develop your practice style and voice, it’s important to consistently communicate in that voice. Remember, each time you publish something online or create a new business card, mailer, etc., ask yourself, “Is this consistent with the tone of voice I’ve branded my practice with?”

If you find yourself answering, “No,” reassess the publication and try to cast your voice into the piece.

Function Over Form

You can have the most elegant office front on the street, perfectly manicured lawn with a meticulously tended flower garden, and squeaky clean tinted glass windows that reflect the sunny day like a mirror, but if nobody can find the door, you are not going to get any patients. It’s the same with your website.

It doesn’t matter how beautiful it is, if people can’t find their way around. Clear focused webpages and calls to action are vital to turning your web browsers into patients.

Writing some of your own content or hiring someone to create unique focused content that helps patients understand what to expect if they were to make an appointment with you. Additionally, it can benefit your online visibility (move your website up in search results) as it will likely appear more credible to the search engines than other websites full of stock.

Concluding Remarks

When launching or re-launching your website, the key to remember is that a brand is not just a logo or a color scheme. A brand should represent your personality and encourage clients to call. If success in today’s online marketing world is the goal, make sure to have a uniquely branded web presence that allows clients to get to know you while showing them a clear path to your physical door.

While it only takes 0.05 seconds for users to form an opinion about whether they like your website, visitors’ first impressions are lasting. And, building a recognizable practice image is an essential aspect of online marketing. Beyond having an esthetically pleasing website, you can further enhance visitors’ first impressions with branded content. In fact, studies indicate that 38% of a prospect’s first impressions are based on the tone in which your brand communicates.

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