Ian Eslick looks at how to make sure your website is designed simply enough to attract new patients…
A good website can be one of the most effective ways of attracting new patients. And vice versa – a website that doesn’t work well can have potential new patients clicking off it within seconds.
So how do you make sure your site is working for you and keeping people on it long enough to convince them to make an appointment?
One of the things that can make people switch off is a complicated and messy layout. If your website just feels hard to move around and difficult to find the information they want, users will simply leave.
Simplicity is key when it comes to having a website that works for your practice, rather than against it.
Below are some of the key things you need to include to keep it simple:
A clear message
You need to have a clear message written in the language of the patient (not in dental jargon) in the main header area of your homepage.
The message should be aimed at your core target audience. This is probably new patients, so consider – what do you want them to know instantly? That should be the message they see the moment they land on your page.
You need to get this message across quickly. Ideally, you should try and get it across with a short headline, followed by one or two sentences that expand on what you offer – and maybe a few bullet points if necessary. Also, use a banner image that conveys the message visually.
Easy navigation
You have probably experienced the frustration of visiting a website and being unable to find specific information you’re searching for.
Making it as easy as possible for people to move around your site and find the page/information they want is vital.
Have your navigation menu visible at the top of the page with links to other pages organised in a hierarchical structure. Ideally you would have between five and nine items in the main navigation menu.
Text that is easy to scan
When people land on a dental practice website they are generally not looking to read reams of information.
Make sure any text on your page is easy to scan. You can do this by keeping sentences and paragraphs short – just one to two sentences per paragraph.
You can also use bullet points particularly for things like listing the benefits of a treatment of the services you offer.
Split the text into chunks of information by using sub-headings that give people an idea of the kind of information they will find underneath it.
So, now you know three of the key things an effective homepage should have, take a look at yours – is it working for you? Could a new patient easily and quickly find the information they’re looking for?
If not, maybe it’s time for a refresh.
