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How to Appeal to Emotion on Your Dental Website

How To Appeal to Emotion on Your Dental Website

By PETE JOHNSON

Emotional experiences leave a profound imprint on our short and long-term memories. What separates us from technology is the act of feeling. When users believe there’s a person, and not a machine on the other end of their interaction, they are way more likely to feel at ease. Dentistry and all other healthcare providers must tap into this as patients value trust more than anything when seeking these services.

If you establish trust, you’re way more likely to achieve a conversion, and even better, a lasting and mutually beneficial relationship. Amongst the myriad of practices for patients to instill their trust in, how can you make yours stand out? Stick to these three principles that will enhance your emotional connection.

Maintain Authenticity

When forming new relationships, one of the first characteristics we look for is authenticity. Even when searching for dental services, patients seek a service that feels genuine over something contrived. It’s important to make sure your website is reflective of your authentic nature so users can establish a connection.

Recognize Needs

We value being heard in our daily lives. When our needs are anticipated and we feel understood, a connection is established. On dental websites, it’s important to put yourself in the shoes of patients when describing your services. Tap into possible concerns, questions, and reactions when describing what you do. Not only will your content be informative, but it will also signal to your patients that you understand them.

Establish Your Voice

How you communicate with users says a lot about your relationship with them. Your tone of voice strongly determines your first impression. Typically, a warm and approachable tone bodes well with potential patients. Be sure to show sincerity and confidence without cluttering the copy with technical language.

Now, the key is to apply these concepts to different facets of your website. Different elements must work harmoniously in order to leave a lasting impact

Web Copy

Language binds us as humans. It conveys emotion, personality, conviction, and sentiment. Through words we let people know who we are, how we’re feeling, and why we do what we do. It’s these statements that establish trust between us.

When it comes to dental marketing, this still rings true.

The majority of dental copy is direct, to-the-point, and oftentimes vague. It can lack a human connection in an industry where trust is key. It may feel unnecessary to instill personality into this type of copy, but in a world where users crave authentic connections amid the noise, it’s critical to stand out with a unique voice.

The first step to crafting compelling dental copy is to simply hone in on who you are. Users love authenticity, and the only way to be authentic is to be yourself. Therefore, tap into your practice’s personality and express with passion what you do and why you do it. Let your users know of all of the good you do and what inspires you daily. Whether it be the satisfied smiles of patients, your drive for innovation, or simply your passion for dentistry, be authentic and real when defining who you are.

Additionally, it’s important to write copy that is approachable. Meaning, you want potential patients to feel comfortable and welcome when they land on your site. Conversational copy will put readers at ease. Be sure to avoid difficult medical terminology that may not resonate with those not in the dental field. If a user has to bounce away from your page to look something up, there is a chance that they may not return. Therefore, be sure to be descriptive and accommodating when detailing your services. Technical verbiage and textbook-style rundowns may be informative, but they also lack emotion. Therefore, guide your patients through the procedures with care by using approachable language.

Finally, be sure to smooth out your copy with fluid transitions. Choppy writing and run-on sentences will distract the reader from tapping into your message. A conversational flow that’s pleasurable to read will allow the reader to really absorb what you have to say. Storytelling is an art that is not just reserved for literature. Be sure to tell your story with precision and a bit of flair.

Images

Dental Practice Photo Shoot - Professional
Dental Practice Photo Shoot - Fun!

When it comes to imagery, authentic photos are much more likely to elicit emotional responses. Many dental websites resort to stock photo websites when sourcing their pictures due to convenience and their decent quality. While this solution may feel tempting, consumers are more savvy than ever and immediately recognize when a photo is sourced. Additionally, practices run the risk of using the same photos as other practices when they tap into this pool.

Real photos of real patients, real smiles, and real dentists will separate your practice from the rest. Not only this, but it will also instill a sense of trust and an emotional response.

We are hard-wired to focus our attention on human faces. Interpersonal connection is vital for our happiness, which is why portraits often stop us in our tracks. Adding headshots to your website allows users to feel a human connection to your services. It puts a face to your mission, allowing them to feel more comfortable reaching out.

The benefit of showing off dental results is that you’re guaranteed to also be displaying a smile. While written testimonials can go a long way, providing imagery of results and the satisfaction it leaves on faces is priceless. Users will not only visualize what your care can do for them, but they will also look forward to the same feeling of contentment as seen in your photos. Happiness is contagious. Therefore, spread goodwill and excitement with the authentic photos that you share with potential patients.

Video

Lights, camera, action! Video is more important than ever as it’s been proven to stop a user in its tracks more than any other form of content. It typically features enticing music, smiling faces, and an intriguing dialogue that’s hard to bounce away from. Utilizing video on your website will create an instant emotional connection with your users. There are several forms of dental video marketing, all which exude their own personality and evoke emotional responses.

Practice Overview Video

Practice overviews give dentists the chance to dive into the ethos of what they do. It lends the stage to their mission, motivation, and beliefs. A dentist may begin his practice overview explaining why they got into the field of dentistry and how their practice was formed. An inception story not only evokes nostalgia, but it also relays that the practice has a strong foundation with years of experience. Additionally, it’s important to discuss your driving motivator. If you’re known for your innovative techniques and cutting edge approaches, a video should relay that excitement with impassioned speech and inspired music. Family practices that are known for comfort and accommodating ways should add warmth to their content. Whatever your passion or motivator, be sure to authentically express this in your video to resonate with potential patients.

Patient “Trustimonials” Videos

When aiming to tug at the heartstrings, patient testimonials are your ticket to success. These videos place the spotlight on past and current patients where they can provide an overview of your services and how it has impacted them. Not only are visitors seeing the physical results of your work but they are also witnessing the resulting emotions. Happiness is infectious, especially when you see someone benefiting from a solution you’re interested in seeking.

Procedural/FAQ Videos

Procedure overviews are produced in order to provide a comprehensive and detailed explanation of what a procedure will involve. These videos are the most technical of the bunch but that doesn’t mean they’re void of emotion. Along with informing, these types of content are meant to instill credibility and establish trust. Be sure to speak with conviction and confidence. You’re the expert on the matter and if you present a calm nature, the patient will relax as well. Additionally, it’s important to avoid medical terminology a patient may not understand. Finding a nice balance between approachability and credibility is the key here.

Social Shorts

The types of video that receive the most engagement on Facebook, and other social media channels, are typically short and fun videos. While educational videos are good for showing off your expertise, and help with where Google ranks you, it’s equally as important to take off that white coat and have some fun! Oh and PS: Keep an eye on the app TikTok as a potential new advertising and content distribution channel.

At Get Practice Growth, we believe emotion is the core driver of dental marketing. We offer a range of services that establishes connections and fosters growth. Contact us today to learn more about what we do.

7 Common Mistakes To Avoid on a Dental Website

7 Common Mistakes To Avoid on a Dental Website

By PETE JOHNSON

They say the best way to learn is through our mistakes. At Get Practice Growth, we’re omitting that first step and providing you with a rundown of common errors made on dental websites.

With updated algorithms, technological advancements, and changing consumer mindsets, many strategies are now obsolete. While looking ahead, it’s important to check in on current and past strategies and assess their importance.

We’ve rounded up a few common mistakes so you can skip them.

Using Stock Imagery

Stock websites offer an easy solution when sourcing imagery. Due to their convenience, it’s not uncommon to see the same pictures on different dental websites. The easiest way to set yourself apart from other competing practices is to capture authentic images. Real patients, real smiles, and real dentists go a long way when aiming for conversions. Not only is it more visually appealing, but custom photos instill a sense of trust in users. It fosters a stronger connection that can only be established by a sense of authenticity. When it comes to dentistry, the most important asset a practice can have is trust. Therefore, don’t let generic stock images be the face of your brand. Sport the personality of your practice and you’ll be creating lasting relationships in no time.

Being Mobile-Unfriendly

Did you know that 70% of web traffic happens on a mobile device? Consumers now spend more than five hours a day on their smartphones. Therefore, if your website is not optimized for mobile, you’re missing out on a majority of online activity. Additionally, Google knows what their users want. Therefore, the search engine prioritizes mobile-friendly devices. So, if you’re not optimized, your ranking could plummet. Patients want their practice to be modern and up-to-date. This may mostly apply to services, but they will feel that same sense of relief and trust if your website is current as well.

Users should be able to view your website from any device or operating system. When working with a website designer, be sure to view it on phones and tablets to make sure it is as intuitive as possible. Most importantly, make sure your contact page is easy to find so visitors won’t be inclined to bounce away.

A Counterintuitive Dental Website

If a website is difficult to navigate, your bounce rate is guaranteed to skyrocket. Users no longer have patience for poorly designed websites with tricky navigation. Therefore, the first sign of difficulty will just direct them to the next website in their search engine results page. Therefore, make their experience as seamless as possible and outline a simple journey. We recommend a header with all of your services in their appropriate categories, as this is one of the first things your users will search for. People are also used to scrolling down to a footer to access contact information. Your footer should link to your site’s most important pages or a contact form. It’s also wise to offer multiple entry points to your contact page, so users will be reminded to reach out at multiple stages of their visit.

A Lack of Video

Video has been at the tip of every marketer’s tongue for quite some time now. It’s no secret that quality videos stop users in their tracks more than any other form of content. In the dental field, there are a plethora of types of videos to utilize. Explanations of procedures are informative and easy to absorb. Not only are they attention grabbing, but they allow dentists to position themselves as credible voices, instilling trust in users. Another type of video to utilize is a general practice video that details your history, mission, and why you love what you do. This type of video appeals to emotion, and enhances the aforementioned trust that is so critical. Finally, patient testimonials seal the deal when it comes to conversions. Real patients with real results are likely to sway decisions.

Google now prioritizes websites with quality videos. The search engine is smarter than ever and loves to give users exactly what they want. Therefore, by incorporating video you’re not only appealing to potential patients but also to the search engine’s standards.

Poor Branding

Branding is synonymous with personality. When you lack effective branding, you also lack character. A solid brand strategy improves recognition, supports marketing efforts, motivates employees, and instills emotion. When you introduce an original aesthetic and a voice that is reflective of your mission, you’re more likely to be memorable. Cookie cutter layouts and monotonous messages will only make you fall in line with other practices. By maintaining consistency in your originality, you’re bound to be remembered. A brand strategy and outline will also assist in your future marketing endeavors. When working off of a template, stylistic choices will be streamlined and easier to implement.

Utilizing Out-Of-Date Dental SEO Strategies

SEO is constantly evolving. As users become more savvy, Google and other search engines adjust their algorithms to serve the public the best results for their queries. If you’re not up-to-date on Google’s ranking factors, you run the risk of falling in search results.

Google recently released a new requirement that websites be secure. What does this mean? Essentially, Google is making a push to secure and encrypt the Internet. An SSL certificate with an address beginning with ‘https’ is now required. If your site is not yet secured, make this a priority in order to remain relevant in the eyes of Google.

Another recent SEO trend is the rise of “zero-click searches”. Due to SERP features including snippets, Google’s local packs, and knowledge graphs, users no longer have to click links to find answers to their questions. These features display answers on the results page, which means you don’t have to click a link to find the information they seek. This may sound worrisome, as the purpose of SEO is attracting clicks. Before you ring the alarm, there are strategies to curtail this development. First, it’s important to identify which keywords attract visits. Prioritize searches that lead users to your website rather than those that end on the SERPS page. Additionally, it’s important to do all you can to land that coveted spot as a featured snippet. To do this, make sure to optimize your content for relevant searches and structure your data to be compatible with the rich and featured snippets format. 

Using Minimal or Duplicate Content

When crafting copy for a website, it’s important to include ample content for Google to crawl. Many websites make the mistake of letting their images do the talking for them. Google still utilizes the written word to match its search queries to your website. With the rise of voice search, long-tail keywords have increased in relevance. Therefore, it’s important to craft your copy in a conversational way that answers questions naturally. Plugging keywords into headers may have been sufficient in the past, but nowadays, your copy has to speak to the needs of your users. While implementing this, keep in mind that Google values quality and quantity. Therefore, integrating wordy sentences with minimal substance could also be detrimental to your website.

Minimal content may be bad, but duplicate content is even worse. Duplicate content is copy that appears in more than one place on the Internet. Duplicate content can be considered plagiarism, but can also simply be content that is “appreciably similar” according to Google. While you may not be stealing copy from other websites, you could still be creating duplicate content if your writing is unoriginal. Therefore, be sure to use your distinct voice and include personality in your text. Not only will your users appreciate it, but search engines will reward you as well.

These are just a few common mistakes to avoid when developing your dental website. At Get Practice Growth, the do’s and don’ts of dental marketing is our speciality. If you would like to learn more, contact us today to arrange a consultation.

Dental Marketing 101: Tactics You’ll Need in 2020

Dental Marketing 101: Tactics You’ll Need in 2020

By PETE JOHNSON

2020 is well underway, and with it comes new consumer mindsets and marketing strategies that will appeal to them. Each year, and especially each new decade, users become smarter and savvier, meaning marketers must adjust to appeal to an increasingly discerning audience.

Luckily, we’ve rounded up a few ways to stay relevant in the new decade.

Prioritize Authenticity

Traditional advertising becomes less impactful every day. Now more than ever, consumers are savvy and turn away from blatant advertising with a “salesy” feel. In order to break through the noise and resonate with a discerning crowd, it’s important to offer authenticity.

So, how do you exude authenticity while still maintaining a goal to sell? It’s simple, really. If you’re offering a service that will better lives, then genuinely celebrate all the good you do! The best way to appear authentic is to be authentic. Your dental practice widens smiles every day. Hone in on the good you do and express it through honest and compelling storytelling.

At Get Practice Growth, one of our favorite modes of storytelling is through video. Through patient testimonials, we let customers with real smiles talk about their real experiences. We believe word-of-mouth will forever be the most effective marketing strategy due to its authentic nature. We create high-quality content where users can witness results and connect emotionally with those who have benefited from services.

Another form of video we do is practice overview videos. These clips lend the stage to dentists to talk about their practice, history, and why they’re inspired to do what they do. It offers a chance to tell a story and build an emotional connection with potential patients. Additionally, we also offer procedural/FAQ videos, which directly informs users of what treatments entail and what to expect. Hearing all of this information from a reputable and friendly face instills trust and increases the likelihood of a new patient in a seat.

Another way to instill trust is to ditch the stock photo and opt for custom imagery. Far too many dental websites use the same photos from the same websites. When searching for the perfect practice, a lack of real faces will deter users from trusting a practice.

In 2020, make it a priority to add authenticity to your practice by introducing custom video, photography, and language that celebrates all of the good that you do. The easiest way to boast authenticity is be authentic. At GPG, all we ask is that you be your fantastic selves, and we’ll do the rest.

Utilize Lifecycle Marketing

Lifecycle marketing is a form of marketing that uses a full range of communication channels to reach customers at every stage of their journey.

When introducing a marketing strategy, now more than ever, it’s critical to focus on the customer journey rather than spending all of your budget on one form of marketing. Different platforms, techniques, and strategies meld together to guide a user to their purchasing decision. There’s a beginning stage, many middle touchpoints, and an end to all transactions and it’s important to stay present throughout the entire process.

So, what does this mean for dental marketing? The first stage is attracting customers through a variety of techniques that allow you to target and then retarget. Search engine optimization helps dental practices climb higher and higher in search engine results by utilizing effective keywords and positioning strategies. After a user visits your website, you can retarget them using banner ads and other pay-per-click strategies. Throughout all of this, agencies utilize social media marketing, website refreshes, and other strategies to keep the same users intrigued and looped into their offerings. It’s also important to have a strong and visually appealing landing page and content. Authentic imagery, compelling videos, and catchy writing makes these sites memorable and more likely to receive repeat visits. Finally, it’s important to set yourself up for easy conversions. A clean contact page and form is key as users will bounce away if they have to work hard to reach out.

In summary, it’s critical for all of these aspects to work in tandem in order to reach their full potential. One channel of communication can bolster another, lead a user down a certain path, and build on each other to create leads. In today’s saturated spaces, it’s important to approach the same strong message from multiple angles. A bold lifecycle marketing approach will keep you relevant through a myriad of techniques.

Tap Into Personalization

In today’s saturated market, consumers are seeking their needs to be anticipated and met. According to this study, personalized ads receive ten times more clicks than those that are not. Meaning, an investment in personalization is most definitely worth the spend.

With so much information overload, users are bombarded with digital content. When content is relevant and speaks directly to a need, the likelihood of a conversion is much higher.

There are a variety of ways you can personalize your dental marketing. An automated strategy is to start using chatbots on a site. These automated services speak in real time with potential patients and answer all of their questions. With more and more bots popping up on websites, FAQ pages are becoming less and less relevant in the consumer mindset.

When it comes to search engine optimization, it’s important to isolate common procedures and use proper keywords to let potential patients know you offer these treatments. For example, if your practice has seen a surge in patients interested in Invisalign, incorporate common keywords associated with this topic on your site. You can also post paid ads that highlight this specific service so users in the area can immediately find your practice when seeking it out. In addition, procedural videos offer a direct and transparent answer to their queries.

 Adapt to New Types of Search

 With the advent of voice technology as well as the rise of video, there are new types of searches that are gaining in popularity.

We are all now more than familiar with Alexa, Google Home, and Siri, so much so that a lot of our queries are being spoken to them rather than being typed on a keyboard. Therefore, now is the time to start adapting your SEO strategy to appeal to these searches. When users interact with smart speakers, they do so in a conversational manner. To cater to this, it’s important to craft copy with more natural-sounding language. Long-tail keywords are more important than ever now that less users are typing in blunt search queries. Additionally, most users pose their verbal searches in question form. Add these same questions to your website and then answer them directly and concisely. This way, Google will choose your content as the appropriate response to a query.

In addition to voice search, many users are now turning to video to answer their questions. Did you know that YouTube is the second most popular search engine used today? Users far and wide seek out advice, support, and education through videos. Tutorials, how-to’s, and even emotional support videos provide easy fixes and solutions for problems and queries. When it comes to dental, many potential patients turn to YouTube to research certain treatments and see the results firsthand. Many dental practices position themselves strategically in this space by uploading informative videos. By doing this, you can enhance credibility, build a following, and increase visits to your website. Similar to web copy, it’s important to make these videos searchable and optimized for efficient performance.

Are you ready to conquer the new year with these new marketing strategies? We would be happy to help you out with that. Contact us at Get Practice Growth and we’ll arrange an appointment to answer any questions you may have.

How Custom Video Marketing Improves Your SEO

How Custom Video Marketing Improves Your Dental SEO

By PETE JOHNSON

Video content has been on the tip of every marketer’s tongue for quite some time now. With ever-increasing relevance, video is set to reach its peak in 2020.

As a palatable form of storytelling, it has proven to be more engaging and memorable than other form of content. Once a suggestion, it is now a necessity for today’s marketing initiatives. Dental marketing, specifically, can benefit from the incorporation of video content.

At Get Practice Growth, we craft compelling patient testimonials, practice overview videos, and explanations of procedures that instill a sense of trust in patients. Not only are these forms of media engaging and informative, but they also bolster SEO efforts significantly.

Are you ready to conquer your dental video marketing in 2020? Here are some reasons why your search engine optimization efforts will benefit from a quality video. 

Videos Increase Session Duration

It’s no secret that videos are more attention-grabbing than words. As consumers, we’re more willing to watch a quick tutorial than read a handbook. The same goes for dental marketing. When a potential patient scrolls through a website, they’re more likely to pause for a catchy clip than a wordy paragraph. Attractive visuals, inviting music, and enticing spoken word are all aspects that make video more appealing to the average user. When videos are fully optimized, they will keep users intrigued and tapped into your message.

One of the ways that Google gauges a site’s value is through the average amount of time spent on a website. Videos are attention-grabbing, deterring users from leaving the site quickly. Not only do they attract attention, but they’re more likely to maintain it. According to Vidyard, the average retention rate for videos is 52%. Additionally, about 68% of people will watch a business video all the way through if it’s less than 60 seconds long. If a clip is over 20 minutes, the average retention rate for completion is 25%.

Video has the ability to stop a user in their tracks unlike any other form of marketing. When a user lands on a dental website and is greeted with a smiling face with a great message, they’ll stick around for a while.

Videos Are More Likely To Garner Backlinks

One of the most prized achievements of SEO is the beloved backlink. Backlinks are links that connect users to your content from another website. For example, if a user links to your practice while raving about the experience on Facebook, that’s known as a backlink. When a site accumulates these links, Google sees this as a nod of assurance that your content is credible and meaningful to others. In response, this will increase your ranking on a search engine results page.

So, what does this have to do with video? Videos are much more likely to be shared than other forms of content. According to G2 Crowd, social videos generate 1200% more shares than text and images combined. A user is way more likely to share an engaging video with friends and followers than a paragraph of text or a site itself. Other users and marketers know the value of video, and when they’re unable to make one themselves, they often source quality videos from other websites. Therefore, custom video that is optimized and engaging can generate backlinks for you and benefit other websites — offering a mutually beneficial experience.

Videos Can Easily Be Shared

 Videos on websites can easily be repurposed as marketing material to be utilized across multiple platforms. They can be shared on social media sites like Facebook, LinkedIn, and of course, YouTube. With impressive retention rates, they’re likely to reach and intrigue a new audience on diverse sets of platforms. With optimized links, and the occasional ad spend, you’ll discover a whole new set of potential patients when sharing videos. 

Adding this additional entry point to your content will increase your site’s click through rate. Increased visits tells Google what you’re selling is worth buying, and in return, Google will help you climb higher in search engines. Sharing your own videos can also lead to more shares from other users, increasing the number of backlinks to your site, and its overall value. Sharing your own videos can also lead to even more shares from other users. These new backlinks will nod to Google that your site is worth visiting.

Additionally, using video as marketing collateral across multiple platforms saves time and energy. Marketers can repurpose quality videos instead of using their resources on new content. A strong video can take your message far on its own, so you can focus on providing the quality care you’re known for.

Google Loves Video!

Google loves high session durations, visits to sites, and quality backlinks. On top of all of this, Google also simply loves video! It knows the value of its high retention rates and visual power, and rewards websites that leverage this. If your site features diversified content, such as text, quality visuals, and videos, Google sees it as varied and informative.

Large videos that used to slow down loading speeds and clutter a page may have negatively affected rankings in the past, but in 2020, this is no longer the case. Video integration is now seamless due to recent advancements, so marketers and Google can now simultaneously reap all the benefits of a great video.

Videos Grab Attention & Appeal to Emotion

Videos, especially within dental marketing, can appeal to emotion and retain attention spans more than any other form of content. Patient testimonial videos share stories that are relatable and uplifting, evoking inspiration. A dentist’s personable overview of their practice and procedures can instill credibility and an invaluable sense of trust.

When patients become emotionally invested and trust a practice, they’re more likely to seek it out and return again and again. Video can instill sentiment more than any other form of content. Visuals, real faces, and real emotions convey feeling far more effectively than written word.

Envision a patient seeking treatment for a cracked tooth they have been insecure about for years. If they stumble across a page with a testimonial video, before-and-after imagery, procedure explanations, and real faces projecting real relief and gratitude, they’ll imagine themselves with the same results. The resulting sense of solace and relief is what will make your practice stand out.

Emotion-evoking video is great for your practice and patients because it instills a sense of transparency. It leads to conversions, clicks, and satisfied patients. If a website is attracting more clicks and retaining visitors, it will climb higher in the search results. Google is more savvy than ever and it appreciates sites that it knows its users will love. Gone are the days where keyword stuffing and black hat tricks boost your rankings. Nowadays, authentic content is what matters. If you craft a website that appeals to the needs of your patients, Google will reward you with the ranking you deserve.

Video is the New Search

Did you know that YouTube is now the world’s second most popular search engine? Today’s users are now typing in the same queries they use on Google into YouTube, hoping to find engaging and informative results in video form. Dental research is no exception. Today’s users are more savvy than ever, and perform extensive research before making purchase decisions. The easiest way to learn about dental procedures is through video and the number one place to do that is on YouTube. Posting informative and educational videos on this platform will make your practice a credible voice in the field. Users love to see firsthand the process and results that they’re seeking, and will trust those who provide that information.

Videos can be optimized similar to how web pages are —with search-friendly titles and keywords. If you make a video searchable, relevant, and engaging, you’ll likely attract a variety of visitors through this new and growing form of search.

At Get Practice Growth, we offer a variety of video services. With patient testimonials, practice overview videos, and content that explains procedures, we capture the essence of who you are and all the good you do. Contact us today to see how we can help your practice reach more patients.