Your orthodontic practice’s website has a direct impact on the success of your business. Strategic online marketing activities are key to attracting and retaining patients. Content marketing is an inexpensive way to generate new leads and a fabulous way to develop a relationship with your clients while providing educational information. If neither you nor anyone on your staff is comfortable writing content, you can hire the work out to a company like Strategy Driven Marketing for less than you would spend on most traditional marketing campaigns.
In addition to creating and following an awesome content marketing plan, there are some foundational elements you can establish on your website that are sound practice for effective orthodontic marketing. Read on to learn how your website can be a reliable source of new patient inquiries and an informational resource for existing and potential clients.
A talented web designer can help you build a website that reflects the philosophy of your practice and is aesthetically pleasing. The layout, color schemes, and font choices should follow your branding guidelines to make sure your online material works seamlessly with your print material. A professional designer will guide you through the process of determining which color and font choices make your content best stand out and present the information in the most legible way possible. He or she will help you understand how you can most effectively integrate images and videos to make your site as engaging as possible and will also ensure everything is best optimized to allow your site to rank well with Google and other search engines.
In today’s mobile world, it is important that your website is device responsive and mobile friendly. A responsive website changes based on the parameters of the device being used and depends on mobile operating systems. A mobile-friendly website does not rely on mobile operating systems as it presents the pages in exactly the same way across all devices. Consumers have come to expect a consistent experience regardless of the device they are using to access your site and not providing that type of functioning will chase people away to a competitor who has jumped into the 21st Century.
The path to move from one web page on your site to the next should be clear and easy to navigate. A proficient designer will make sure that your website features intuitive and user-friendly navigation. It is also important to provide easy to use calls to action whether that be signing up for a newsletter, contacting a staff member, or setting up an appointment. The forms that display after a call to action button is clicked should be straightforward and ask only for the information that is necessary to complete the desired action. The ability to contact your office should also be simple – post multiple contact channels on every page so existing and potential patients can call or email you with ease.
BEHIND THE SCENES
Search Engine Optimization
There are a number of factors search engines consider that should be optimized in order for your website to rank as high as possible on organic searches. A professional designer will help ensure that things like website architecture, page title tags, meta descriptions, and site content are search engine friendly and that your website is working hard to gain new patients.
The measurability of inbound marketing is one of its most powerful features. Analytics can be a bit tricky as most popular systems for patient records management do not provide seamless integration with marketing platforms. This just means that it will require a bit more effort to synchronize marketing and patient data. Regardless, it is important to utilize marketing analytics tools to understand the results of your online efforts. Tools like HubSpot and Google Analytics will provide the information you can use to keep doing what works and to address areas of your website that are not functioning as well as they could be.
For Specific Patients
You’ll find minimal success if you try to create content that speaks to everyone at the same time. Instead, write for specific patient types each time you blog or post something on your site. Parents of teens will read a piece focused on the benefits of braces in regards to childhood sleep breathing issues. Adults who are finding their teeth have shifted over the years after their original orthodontic work will be interested in a piece that discusses retainers and invisible type treatments for their newfound issues.
To Encourage Conversions
A persuasive call to action is part of all great marketing content. Ask new patients to provide feedback on their inaugural experience. Provide the opportunity to download free eBooks that discuss treatment options, case studies, or “safe” food to eat while wearing braces. Target specific components of your audience with different landing pages and call to action buttons to make it crystal clear what that person should do next to make the most of the services you offer. Most people will provide, at the very least, an email address to receive something from you so make the most of these opportunities to grow the list for your email campaigns.
Client testimonials are a powerful resource when it comes to attracting new business. Social proof such as testimonials and client reviews help build trust with new and potential clients and help to solidify the loyalty of existing customers. Feature text reviews, video testimonials, and “braces off” types of celebration images on your website (and use them for your social media accounts, too).
THE PEOPLE PART
Speak to Multiple Audiences
An orthodontic practice has three main categories within their target audience – referring dentists, parents of children in need of an orthodontist, and adults who need orthodontic work for themselves. Your website should speak to all three groups at some level. You can designate a unique landing page for each sector of your target audience or clearly break apart web pages so that specific sections speak to different portions of your clients. Referring dentists will want to know more about your training and any research you have published. Parents will most likely want to be assured that you have experience working with children and that your services are affordable. Most adult patients will want to know about your “invisible” options and will probably seek the quickest treatment route available.
Showcase Your Expertise
Your website content should include “About Us” sections that offer a brief biography, training, education, and areas of expertise of your orthodontists and staff. Highlight the aspects that make your practice stand out from the competition and help visitors to your site understand who you and your staff are as people.
Images and videos speak more loudly than plain text. Show before and after images (with permission from the clients, of course). Display sincere testimonials with the images. Find clients who might be open to responding to an email message from a potential client.
While it may seem like an overwhelming amount of work and a myriad of details to keep track of, not to worry. The experts at Strategy Driven Marketing would love to help you make the most of your website. Their design, SEO, and marketing experience will provide you with a digital masterpiece that will allow you to create a healthy flow of customer inquiries and sustainable practice growth. Contact us today!