Cut the Fluff: How To Choose Dental Video Topics That Your Viewers WANT To Watch

Cut the Fluff: How To Choose Dental Video Topics That Your Viewers WANT To Watch

By PETE JOHNSON

It’s one thing to produce a video for your marketing campaign. It’s another to create a captivating, visual work of art that makes a lasting impression on your target audience.

A compelling video can open up the portals to an emotional connection. The gravitational pull of an attention-grabbing video can’t be ignored. Users know good storytelling when they say it.

Nonetheless, they’ll stop scrolling through their feeds for a video that’s worth watching.

It’s the valuable takeaways from a video that provide a memorable viewer experience. It’s the “WOW” factor that makes videos go viral, and turns your viewers into brand evangelists who freely share your content.

The key ingredient for that magical experience? Your topics.

For some people, topic ideation can be the toughest part of the content creation process. If you’re feeling stuck (or your content idea bank is running a little low), we’re here to help you out.

With our team’s approach, we’re able to find dental topic ideas in every nook and cranny of the world wide web. Follow our strategies to keep the steady flow of ideas coming for your dental practice.

Cater to Your Patients’ Viewing Preferences

Your patients are your #1 source of inspiration for content ideas. Although it may seem like they wouldn’t be much help, they know the content that they want to see better than anyone else.

They can also provide insight on the topics that hooked them in the first place. That way, you can “rinse and repeat” them to lure more patients in.

If it helps, send a survey, or host a focus group to hear their input and ideas. It’s a valuable investment for your strategy.

Frequently asked questions are another gold mine for topic ideas. Aside from what your patients ask you at appointments or over the phone, you can find other FAQ’s in your email inquiries and social media comments. Keep tabs on them by adding them to a spreadsheet.

Niche groups, Reddit threads, and Q&A websites like Quora are other great places to find good topics. Although the ideas don’t come directly from your patients, they’re at least coming from users who fit your target audience.

See What Your Competitors Are Doing

You can learn a lot from your competitors—including their marketing strategies. Don’t look the other way because of the fact that they’re the “other company.” Evaluating their existing content is a form of competitor research, and you should leverage the opportunity at all costs.

Their public stats (e.g., video views and likes) should be enough to tell you what’s working with their strategies, and what’s not.

Their highest-performing content can be used as inspiration for video topics you haven’t covered—just as long as you make them your own.

As for their lowest-performing videos, find the missing gaps of their content to see if there’s an opportunity to make a better video.

Have a “Brain Dump” with Your Team

The truth is, your receptionists, dental assistants, and associate dentists probably know your patients better than you.

They’re the ones interacting with your patients (and prospects) on a daily basis, including through phone calls and emails.

It helps to appoint them as your eyes and ears for potential topics ideas. Occasional brainstorming sessions are also a surefire way to keep the ideas coming.

Their insider knowledge is more valuable than you can imagine.

Take Notes from the Media

What’s trending in the news about dental care? A buzzing news story is not only timely and relevant. It also serves as the perfect video topic idea.

Keep your eyes peeled for content covering the current events of the dental industry. There’s nothing wrong with repurposing that content for your own benefit. While newsjacking might feel a little copycattish, it really isn’t. Trending topics are fair game in the content marketing world.

If anything, these stories can boost your authority as a dental expert and thought leader. The key to success with newsjacking is to share the facts of a story while putting you own spin on it.

Find Ideas Within Your Data

Your existing content is another thing you can build off of. When it comes to making wise marketing decisions, the answers are in your data.

The best approach to video marketing is a data-driven approach. Before you launch a campaign, it’s important to set up the analytics.

With the information that a data analytics report can provide, you’ll know how to pivot your strategy for better results.

Your top-performing videos can be recycled, and your blog content can be repurposed into videos. Don’t think that since you used the topics once, you can’t use them again. Marketers recycle content all the time.

Your data research efforts aren’t just limited to the analytics for your content. Platforms like BuzzSumo can offer data-driven insights into high-performing videos that other marketers have published.

In turn, you can piggyback off of those ideas and make them work for your brand.

Get Your Wheels Turning!

At Get Practice Growth, we know what it takes to come up with a winning video topic. Enlist our help to get your wheels turning at the office.

Click the button below to schedule a a time to chat with our sales team.

The Do’s & Don’ts of Dental Video Marketing

The Do's & Don'ts of Dental Video Marketing - A Quick Overview of What Your Dental Practice Should Be Doing With Video

By PETE JOHNSON

Video marketing is the anchor of today’s digital marketing strategy. With the average attention span being shorter than ever, consumers appeal to videos because of their digestible nature.

Video has proven to be a powerful means for brand awareness, driving solid results for many businesses.

If your practice wants to win with digital marketing in 2019, your strategy should a) do the legwork of building your brand, and b) hook your audience with engaging content.

Video marketing is the perfect medium for killing those two birds with one stone—and then some. It’s so effective that it can convert your website traffic into actual foot traffic.

Not only that, but from a branding standpoint, video can communicate how your practice is different from the competition.

What’s most appealing about video marketing, is the fact that it’s a cost-effective strategy with a high return-on-investment. That is, when it’s done right.

You can’t just throw spaghetti on the wall and see what sticks. You’ll blow through your budget that way—with no ROI in sight.

If you want to set up your video marketing campaigns for success, you have to be strategic with your execution and promotion of them.

Do that, and you’ll have yourself a well-thought-out campaign that cuts through the noise on social media (and possibly the search engines).

To steer your strategy in the right direction, we’ve put together our list of do’s and don’t for dental video marketing.

DO: Publish Valuable Content Your Audience Can Learn From

If you want your videos to get noticed, follow these golden rules: provide more value for your audience than your competitors. Give just enough information away for your audience to keep begging for more. These are the keys to share-worthy video content.

We know that we’re stating the obvious, but time and time again, we see videos with more focus on the companies than the user’s actual needs.

In order to grab the attention of your target audience, it’s important that your videos speak to them directly.

Who are they? What are their pain points? Where are they located? How often should they come in for dental care? Why should they choose your practice over the other ones?

And most importantly, what are the questions that they have that need answering? You need to know your target audience better than they know themselves. With these details, you can target your videos to the RIGHT people—at the RIGHT time.

As a dental practice, you can’t go wrong with educational or informative content. The trick is to focus on audience-captivating topics that are relevant and timely.

Viewers will eat up a good how-to video like ice cream, and newsjacking can position you as a credible source for industry updates. They both count as share-worthy content that could further expose your brand to new faces.

DON’T: Go Overkill with the Promotional Content

Consumers don’t like being sold to—plain and simple. They’re not going to sit and watch a video that screams, “BUY MY PRODUCT,” or “IT’S ALL ABOUT US (meaning your practice).”

Promo-heavy videos are a surefire way to turn them off. The last thing you want to do is make a bad first impression.

As a general rule of thumb, content should be 80% entertaining/educational, and 20% promotional.

You don’t have to promote yourself to sell your brand. The value you provide does a great job of doing that on its own.

DO: Showcase the Behind-the-Scenes of Your Practice

Do you know what differentiates your brand from your competitors? Your team and your company culture.

Unless your dental practice has a signature treatment plan, or your offerings can’t be requested by any other dentist, “knowledge” or “skill set” won’t play that big of a role in your branding strategy.

And if you’re like most practices, your services are no different than the dentists nearby.

By sharing behind-the-scenes videos of your practice, viewers can envision what to expect when they come in. With “day in the life” videos of your staff, they can also get to know your team a little more.

DON’T: Share Videos that Heighten “Dental Phobia”

It’s rare to find people who are excited about a dental visit. In fact, most people are fearful of going to the dentist.

Think we’re exaggerating? Here are the facts: dental phobia affects 75% of the American population.

When sharing behind-the-scenes videos of your practice, it’s important to stay mindful about the angle.

Have you seen those dental videos on YouTube where you can watch all the gruesome details of a surgical procedure?

This is a perfect example of a content strategy that could heighten a person’s dental phobia.

It’s not a bad strategy, but it’s a risky one. Videos like this have gone viral. On the other hand, viral content doesn’t always get patients in the seats.

When a dental phobic person watches these videos, they’re probably doing so to see if they can handle the surgical procedures showcased.

But what if they can’t? What if they’re unconsciously psyching themselves out to avoid facing their fears?

Don’t get us wrong—some viewers are fascinated by these videos. It’s just better to be safe than sorry. Create videos content that eases the viewers’ fears of visiting the dentist. It’s the best way to go.

DO: Optimize Your Videos for Maximum Exposure

Video content is an effective way to get your business found in the search engines (e.g., Google). As for the level of effectiveness, that all depends on your optimization strategy.

By “optimization,” we mean search engine optimization. If you think that one YouTube video will get you found on Google, guess again.

It’s not that simple. Proper video optimization requires an attention-grabbing headline, a killer description, and meta tags that all match the searcher’s intent.

If you’re not confident about your video optimization strategy, our experts at Get Practice Growth can set you up for success. Schedule a time to chat with us about your needs.

DON’T: Prioritize the Algorithms Over the Viewers

In an attempt to “beat the search algorithms” for maximum exposure, some companies go overboard with their SEO strategies. By that, we mean that their content is designed to appeal to the algorithms more than the viewers.

We’re willing to bet that you’ve been a victim of the old “link-bait” trick. If you’ve ever clicked a video with one of those attention-grabbing headlines, but once you clicked over, the content was completely irrelevant to the title, that was link-bait.

It’s a spammy tactic that pisses a lot of people off, but some companies leverage it in a desperate attempt to get views. And surprisingly, it works.

Don’t be the dental practice that posts spammy link-bait. It’s a bad look for your brand. Instead of taking the easy way out, focus on quality more than quantity.

Want More Out of Your Dental Video Marketing Strategy? Call Us.

We hope that our do’s and don’ts for video marketing have enlightened you. Like you, we want your strategy to be a hit!

Click the “Schedule time to chat” button below to learn how we can take your video marketing efforts to the next level.

Avoiding These 5 Video Marketing Mistakes Could Skyrocket Your Dental Practice’s ROI

Avoid These 5 Video Marketing Mistakes - And Watch Your Dental Practice's Marketing ROI Skyrocket!

By PETE JOHNSON

Are you disappointed with the results of your video marketing campaign? If so, have you considered that the quality of your campaign might not be up to par with the highest-performing dental videos out there?

In case you haven’t noticed, consumers are fickle. How you present your dental practice plays a role in how seriously they take you.

People cringe at the sight of a low-quality video campaign. It only takes a second to make a bad first impression, but it’s even harder to win someone over once you’ve turned them off.

The risk of a poorly executed video campaign isn’t worth the consequence. Consumers aren’t as forgiving as they used to be. In some cases, you only have one shot to get them to see your brand in a favorable light.

If your videos aren’t driving the results you expected, it’s time to find the holes that are sinking your strategy to rock bottom.

Here are five common dental video marketing mistakes that could steer your strategy in the wrong direction.

Long-Winded & Boring Videos

Humans are visual creatures by nature. That’s why video content is such an effective marketing tool.

If you think that creating the video content is the hard part, it’s not. The challenge lies in keeping your viewers engaged.

You see, viewers like to be entertained. A boring or long-winded video will cause them to lose interest quickly.

The goal with any video is to get the viewers to watch it until the end. With all of the noise that’s on the internet today, that’s like pulling teeth.

With most platforms (especially with Facebook), you only have 6 seconds to earn their undivided attention. If you pass that test, a long-winded video could still bore them to death…eventually.

Think about your favorite movies and TV shows. Do you know what they all have in common? Highly-engaging content.

The greatest film and TV creators have mastered the art of storytelling. They know what it takes to keep viewers glued to their screens, from the beginning of the production to the end.

When you’re at the theaters, you’ll rarely see a person walking out on a good movie. They’re willing to postpone their plans (and hold their bladder) until it’s over.

You’ll want your videos to have that same effect. They should be so packed with engagement that your viewers won’t want to scroll past them.

Failing to Match the Searchers Intent

Do you want your videos to get found on Google? Then this can’t go unignored.

Google uses your video titles and descriptions to understand what your videos are about.

With this information, their algorithms are able to index your content for the right search terms (a.k.a., keywords).

This ensures that you content appears in search queries that match the searcher’s intent.

Keywords are an essential component of your video SEO strategy. In case you don’t realize it, your keywords are embedded in your video titles and descriptions.

Here’s an example. Let’s say that you published a video with the title, “3 Tips for Whitening Your Teeth.”

“Tips for whitening your teeth” would be the keyword in that title. Depending on its optimization (and the search volume of that keyword), it could earn you tons of traffic by appearing on the first page of Google’s search results.

Unfortunately, some businesses miss the mark with this. They produce content that furthers their own best interests rather than the viewers.

Not putting the viewers’ needs first translates to failing to match the searcher’s intent.

The end result? Low view counts and bottom-of-the-barrel rankings. Thankfully, this can all be avoided with a solid video SEO strategy

Publishing Videos with No Caption

Guess what? Those videos that you put out on Facebook, nearly 85% of the viewers watch them without sound.

A lot of users like to scroll through their social media feeds at work, at school, or in public places.

Out of consideration for others, they might lower the volume, or put it on mute. And with Facebook’s platform specifically, the videos automatically play with no volume.

That’s why captions are a must-have for your videos. The absence of them can harm your engagement, as the viewers might not be willing to read lips the whole way through.

Limiting Your Video Distribution to YouTube & Your Website

YouTube and your website are the top two places to share your videos, but you’ll need to broaden your distribution strategy to boost your reach.

A cross-channel strategy would do the trick. When it comes to maximum video visibility, opportunity presents itself in the places where your audience likes to hang out online.

Whether it’s Facebook, Instagram, Twitter, email, or a combination of mediums, milk every chance you can get to share your videos.

Unclear (or No) Calls-to-Action

For each video that you produce, there should be a clear purpose behind it. That purpose should compel your viewers to take some sort of action after they watch your video.

Typical calls-to-action range from “Buy Now” to “Schedule an Appointment.” Without a CTA for your video, it’ll leave your viewers confused and unsure of what to do next.

Case in point, it’s a missed sales opportunity.

Do the Right Thing: Get Some Professional Help

There are MANY inexperienced video marketers out there. You’d think that some of these self-proclaimed “video marketing experts” earned master degrees in the niche.

When in reality, they’re expertise is based on their ability to work a smartphone, and the video production apps they’ve learned to use through trial and error.

We’re not kidding. These “experts” talk a good game, which is why they’re able to scam a business so easily.

Depending on their clients’ levels of knowledge with video marketing, it can take them months (or even years) to see that the marketer doesn’t know what they’re doing.

At that point, it’s too late. The marketer has already blown through thousands of marketing dollars, with little-to-no ROI to show for it.

If you’re not careful, this could be you. We don’t want this to happen to you, so we encourage you to place your video marketing needs in the right hands.

Interested in learning more about the Video Marketing solutions GPG provides for dental practices?

Click the button below and schedule a time to chat with us!

How Patient Personas Can Help You Attract Your Preferred Dental Patients

How Patient Personas Can Help You Attract Your Preferred Dental Patients - And Why It's Important To Know Your Target Audience

By PETE JOHNSON

All patients don’t share the same personality traits, pain points, or dental needs. As a dental practice, it serves your best interests to be selective of the patients you attract.

Locals who have an exact need for your dental services are out there, searching for a dental practice that’s just like yours.

And not only that, but they fit the profile of someone who would love to experience what your dental practice offers.

You just have to know who they are and where to find them.

Once you can pinpoint those details, your video campaigns will perform a lot better, and you’ll have an easier time attracting the perfect patient.

Dental Patient Personas Defined

Good video marketing tells an amazing story. And as we all know, a story can’t be brought to life without its characters.

As dental marketers, we identify those characters as dental patient personas. A patient persona represents a fictional profile of a specific market segment.

They help dental practices identify who their niche(s) of ideal patients are, which supports their efforts to attract the patients they really want. On average, most practices have 3-5 personas that they cater to.

If you want your practice growth to soar, you must have clarity on your target audience and the segments that they can be compartmentalized into.

Patient personas are a great way to avoid the “one-size-fits-all” marketing approach. Generic marketing can sometimes send the message that you want to be everything to everyone.

Your marketing materials won’t have the same effect on 55-year-old empty nester with great insurance, and 22-year-old college grad who is unemployed with no insurance coverage. These are two completely different market segments with distinct needs.

The messaging of the campaign might attract one persona, but completely miss the mark with the other. It’s a prime example of generic marketing.

With highly targeted campaigns for each persona, you’ll at least know that the messaging and campaign materials are perfectly tailored to the personas’ needs.

Some consumers act faster when you have video campaigns that speak directly to them. When they’re really feeling those pain points, and they’re looking for a solution that fits perfectly for their needs, why wouldn’t they jump at the offer?

Speaking their language serves as an advantage to both you and them. It’s one of the most effective ways to draw your audience to your practice.

Why They Are Important for Your Dental Video Marketing Strategy

The old saying that “you can’t please everybody” reigns true in the marketing world.

You can be the most brilliant dentist in this country, and yet, some people would still have something to complain about. Thankfully, you can also repel the patients you don’t want through your marketing efforts.

Successful persona targeting (mainly) falls on the messaging. Before a consumer buys from you, they want assurance that you get them, and that your solutions are designed to solve their problems once and for all.

To potential patients, impactful messaging is relatable. It feels like a one-on-one conversation between them and the brand.

That’s why dental patient personas are so important. They serve as a guideline for how to communicate effectively with each persona.

What Patient Personas Can Tell You About Your Target Audience

Now we’re getting to the fun part. Patient personas are easy to create, and the process is quite enlightening.

They provide clarity on the following details about your target audience:

  • Demographics (e.g., age, gender, education, occupation)
  • Psychographics (e.g., hobbies and interests)
  • Geographics (e.g., location)
  • Behavioral Traits (e.g., personality and demeanor)

While they’re written on paper, personas describe the characteristics of an actual person. That’s why it’s common for them to have real-life names.

Getting your staff members involved with this process would help you tremendously. They know your customer base really well. As a result, their input could provide some valuable insight into your target market.

A big pow-wow would be good for the purpose of communicating your goals, and making sure that you team is on the same page with the people that your practice is targeting.

How to Communicate Effectively to Each Persona

Once your personas are brought to life, you’re ready to craft your messaging. The messaging should clearly communicate their needs and desires, and make it known that their pain points are ultimately understood.

A successful messaging strategy could be your biggest sales machine, converting your prospects into patients with ease. In order to succeed at this, separate messaging strategies are necessary for each persona.

Patty the preteen will speak a different language than Betty the baby boomer. Breaking those language barriers are exactly how you’re going to knock down those barriers, one-by-one.

The Power of Digging Deeper Into Their Pain Points

Connecting with a viewer not only requires that you speak their language, but you also have to get into their minds.

What is it that they want? What makes them tick? What are their values? Who is the villain in their story that’s stealing their peace of mind?

By knowing the answers to these questions, you can better determine whether your practice would be the right solution to their problems.

Be the Happy Ending In Your Patient’s Story

It pays to have a firm grasp of who your target audience. In the eyes of a marketer, knowledge of your patient personas is pure gold.

It’s the secret ingredient for a memorable user experience that lures them in, and converts them into raving fans.

With better targeting comes better results. Your patient personas will make a significant impact on your marketing goals.

If you’re unsure of how to create these patient personas on your own, our team of video marketing experts can help you get the ball rolling.

The Do’s & Don’ts of Dental Video Marketing

The Do’s & Don’ts of Dental Video Marketing

By PETE JOHNSON

Video marketing is the anchor of today’s digital marketing strategy. With the average attention span being shorter than ever, consumers appeal to videos because of their digestible nature.

Video has proven to be a powerful means for brand awareness, driving solid results for many businesses.

If your practice wants to win with digital marketing in 2019, your strategy should a) do the legwork of building your brand, and b) hook your audience with engaging content.

Video marketing is the perfect medium for killing those two birds with one stone—and then some. It’s so effective that it can convert your website traffic into actual foot traffic.

Not only that, but from a branding standpoint, video can communicate how your practice is different from the competition.

What’s most appealing about video marketing, is the fact that it’s a cost-effective strategy with a high return-on-investment. That is, when it’s done right.

You can’t just throw spaghetti on the wall and see what sticks. You’ll blow through your budget that way—with no ROI in sight.

If you want to set up your video marketing campaigns for success, you have to be strategic with your execution and promotion of them.

Do that, and you’ll have yourself a well-thought-out campaign that cuts through the noise on social media (and possibly the search engines).

To steer your strategy in the right direction, we’ve put together our list of do’s and don’ts for dental video marketing.

DO: Publish Valuable Content Your Audience Can Learn From

If you want your videos to get noticed, follow these golden rules for share-worthy content:

  • Provide more value for your audience than your competitors
  • Give just enough information away for your audience to keep begging for more

We know that we’re stating the obvious, but time and time again, we see videos with more focus on the companies than the user’s actual needs.

In order to grab the attention of your target audience, it’s important that your videos speak to them directly.

Who are they? What are their pain points? Where are they located? How often should they come in for dental care? Why should they choose your practice over the other ones?

And most importantly, what are the questions that they have that need answering? You need to know your target audience better than they know themselves. With these details, you can target your videos to the RIGHT people—at the RIGHT time.

As a dental practice, you can’t go wrong with educational or informative content. The trick is to focus on audience-captivating topics that are relevant and timely.

Viewers will eat up a good how-to video like ice cream, and newsjacking can position you as a credible source for industry updates. They both count as share-worthy content that could further expose your brand to new faces.

DON’T: Go Overkill with the Promotional Content

Consumers don’t like being sold to—plain and simple. They’re not going to sit and watch a video that screams, “BUY MY PRODUCT,” or “IT’S ALL ABOUT US (meaning your practice).”

Promo-heavy videos are a surefire way to turn them off. The last thing you want to do is make a bad first impression.

As a general rule of thumb, content should be 80% entertaining/educationaland 20% promotional.

You don’t have to promote yourself to sell your brand. The value you provide does a great job of doing that on its own.

DO: Showcase the Behind-the-Scenes of Your Practice

Do you know what differentiates your brand from your competitors? Your team and your company culture.

Unless your dental practice has a signature treatment plan, or your offerings can’t be requested by any other dentist, “knowledge” or “skill set” won’t play that big of a role in your branding strategy.

And if you’re like most practices, your services are no different than the dentists nearby.

By sharing behind-the-scenes videos of your practice, viewers can envision what to expect when they come in. With “day in the life” videos of your staff, they can also get to know your team a little more.

DON’T: Share Videos that Heighten “Dental Phobia”

It’s rare to find people who are excited about a dental visit. In fact, most people are fearful of going to the dentist.

Think we’re exaggerating? Here are the facts: dental phobia affects 75% of the American population.

When sharing behind-the-scenes videos of your practice, it’s important to stay mindful about the angle.

Have you seen those dental videos on YouTube where you can watch all the gruesome details of a surgical procedure?

This is a perfect example of a content strategy that could heighten a person’s dental phobia.

It’s not a bad strategy, but it’s a risky one. Videos like this have gone viral. On the other hand, viral content doesn’t always get patients in the seats.

When a dental phobic person watches these videos, they’re probably doing so to see if they can handle the surgical procedures showcased.

But what if they can’t? What if they’re unconsciously psyching themselves out to avoid facing their fears?

Don’t get us wrong—some viewers are fascinated by these videos. It’s just better to be safe than sorry. Create videos content that eases the viewers’ fears of visiting the dentist. It’s the best way to go.

DO: Optimize Your Videos for Maximum Exposure

Video content is an effective way to get your business found in the search engines (e.g., Google). As for the level of effectiveness, that all depends on your optimization strategy.

By “optimization,” we mean search engine optimization. If you think that one YouTube video will get you found on Google, guess again.

It’s not that simple. Proper video optimization requires an attention-grabbing headline, a killer description, and meta tags that all match the searcher’s intent.

If you’re not confident about your video optimization strategy, our experts at Get Practice Growth can set you up for success. Schedule a time to chat with us about your needs.

DON’T: Prioritize the Algorithms Over the Viewers

In an attempt to “beat the search algorithms” for maximum exposure, some companies go overboard with their SEO strategies. By that, we mean that their content is designed to appeal to the algorithms more than the viewers.

We’re willing to bet that you’ve been a victim of the old “link-bait” trick. If you’ve ever clicked a video with one of those attention-grabbing headlines, but once you clicked over, the content was completely irrelevant to the title, that was link-bait.

It’s a spammy tactic that pisses a lot of people off, but some companies leverage it in a desperate attempt to get views. And surprisingly, it works.

Don’t be the dental practice that posts spammy link-bait. It’s a bad look for your brand. Instead of taking the easy way out, focus on quality more than quantity.

Want More Out of Your Dental Video Marketing Strategy? Call Us.

We hope that our do’s and don’ts for video marketing have enlightened you. Like you, we want your strategy to be a hit!

Top 3 Most Common Errors on Dental Websites

The Top 3 Most Common Errors on Dental Websites - And What To Do About it!

By JULIA THOMAS

As primary point of contact for practices here at GPG, one of my main objectives is to help guide practices through the design and creation of their new site. While ensuring an optimal end product, equipped for the highest level of user experience and overall aesthetic, the Account Management team spends countless hours understanding the goals of the practice, their values, and their targets for conversion.

With the average user having a mere 15-second attention span on a site, it’s pivotal to attract the user’s attention from the moment they visit your practice’s site, and create a compelling, interactive, and personal experience in order to keep them there. With such a small window for conversion opportunity, it’s imperative that practices avoid, or remedy, the Top 3 Most Common Errors on Practice Sites.

1. Lack of Call to Action

Example of a Dental Website with Call to Actions Optimized for Conversion

A Call to Action, or CTA, is a crucial component of any effective website. A CTA encourages users to engage with the site, often positioning the user to convert into a revenue opportunity for a practice. A CTA can be anything from an engaging piece of content, an opportunity for the user to learn more, or an immediate conversion through a Schedule Now or Contact Us option.

In my time reviewing sites, the most common error I’ve come across is practices lacking Call to Actions, specifically within the first “fold” of their website. In order to capture the user’s attention, and encourage them to connect with your practice, the site must contain ample call to actions – the most effective and crucial call to action residing in the header and top fold of the site. Whether it’s a “Schedule Now” icon, a clickable “Call Us” button, or a “Learn More” icon, a call to action must be visible when the user first arrives to your site.

Example of a Dental Website with Call to Actions Optimized for Conversion

After establishing compelling call to actions on the initial view of the website, it’s also imperative that these call to actions continue through the rest of the site. Every “fold”, or scroll, of a site should have a least one call to action connecting the user directly to the practice, or guiding them through different areas of the site. These call to actions should be standardized sitewide, either in a header, footer, or embedded within the internal pages of the site.

By strategically including call to actions on your practice’s site, you are welcoming and embracing the user, and ultimately increasing the chances of that user becoming a new patient to your practice.

2. Lack of Personalization

Whether a user is visiting your website for themselves, or on behalf of a loved one, it’s essential that the user feels a connection to the practice, and to the doctor. One of the most common errors found on practice websites is a lack of personal, compelling content. While reviewing practice sites, we often find that practices have failed to include information about themselves, the team, and practice philosophy.

Example of a Dental Website that is Personalized

At GPG, we put heat maps on all of our dental websites in order to collect data on the most visited sections of a dental practice’s site. More often than not, the most visited section of the site is either the Meet the Doctor page, or the Meet the Team page. This shows us that, even more than services offered or patient resources, users are looking to connect with the doctor and team in order to feel confident in their decision to choose your practice.

Example of a Dental Website that is Personalized

In order to ensure this connection to users, practices must “humanize” themselves. This humanization can be displayed strategically, through personalized bios, family photos, and emotionally driven dental practice content. Whether it’s including fun facts about your team, the origin of your practice and what it stands for, or personal photos and/or videos, presenting yourself and your team as warm and welcoming is an effective way of establishing an instant connection with a user.

3. Lack of User Experience

To put it simply, if your website isn’t designed with a heavy emphasis on user experience, a user will find a site that better fits their needs and connects with them on a level a “boring” site just does not offer. Far too often, we see sites that are difficult to navigate, hard to read, overwhelming, and faulty. This type of site experience discourages a user to stay on a site, and ultimately runs the risk of losing a potential new patient.

Most importantly, the site needs to be easy to navigate. You can ensure an easy browsing experience for your user by having a simple, organized menu bar, clear call to actions, and streamlined content. The information on your site, whether it’s service-related, contact information, or resources, should be easily accessible and digestible for a user. The information should be organized within the menu bar and should be linked methodically throughout any corresponding pages. The user should know, without a doubt, how to access the information they’re looking for, and should be prompted to access this information throughout various areas of the site.

Once the site is organized, it’s important to review the aesthetics of the content presented. The color scheme of your site should be optimized for user experience, making it easy to read and effective in highlighting the most important information and calls to action. Text should be moderately large, clear, and placed on a complimentary background to ensure readability. While bold colors are engaging and compelling, it’s important to use them sparingly as not to overwhelm a user. Bright pops of color, clear font, and strategic use of white space help guide the user’s eye throughout the site, and ultimately draw them to the call to action and conversion opportunities.

Once the site is organized and optimized aesthetically for readability, the content must then be streamlined for user experience. A site that is too “text heavy” is incredibly overwhelming for a user. It’s important to display the text in a way that’s easily digestible for a user, and use design elements (like bold headers, graphics, animations) to convey information without making the user feel discouraged. Examples of how to create engaging, readable content are:

Use of Interactive Text Boxes

Format Custom Content in Question & Answer Style

Use of Graphics & Icons to Call Out Services Most Important to Your Practice

By including call to actions, personal content, and optimizing your site for user experience, you’re setting your practice up for success, and welcoming new patients into your doors. Avoiding the Top 3 Most Common Errors on Practice Sites will position your practice as a compelling option for users, and can further the prosperity of your practice as a whole.