3 Powerful Types of Video to Have on Your Website (and Why They Work)

3 Powerful Types of Video to Have on Your Dental Website (and Why They Work)

By PETE JOHNSON

Someone just moved to town and needs a dentist.

She starts researching on Google, and finds an endless string of dentists’ websites. She has little idea of what separates you from the dentist down the street.           

So she settles for the closest office.

But what if a compelling video montage of you and your staff warmly interacting with your patients had emerged amid the search results? It’s likely she would have clicked on your site, gotten a sense of what your practice is like, and perhaps felt enough of a connection to contact your office.

Sites incorporating video stand out in search results, because Google gives video content more ranking credit (search engine optimization [SEO] benefit) than text. But they also stand out because video because people are much more likely to click on a video search results than on text search results.

Here are suggestions on how and where to incorporate three types of video into your site to great effect. All can be pulled from one longer video.

The most important real estate on your website is your homepage, especially “above the fold” –the part visitors see immediately before scrolling.

A short video looping in the homepage’s header communicates much more than a static image could—and it lets you quickly highlight what you want visitors to know about your practice.

Here are ideas on what to include in your header video.

  • Use B-roll (ancillary footage you can intercut with your main footage) from your practice-overview and patient testimonial videos. Be sure to include footage of you and your staff interacting with patients that communicates how friendly your practice is.
  • If you have a beautiful waiting room, or features like iPads and TVs for patients use, highlight them.
  • Show your connection to the community. If you’re active in your community, you can add clips showing your participation at community events. You could also use drone footage of local scenery or landmarks.

Look at examples for inspiration. Here are examples of video headers:

smiletx.com

mywinningsmiles.com

lorilogandds.com

Custom videography is preferable, but if you don’t have access to any, you can purchase stock video online from sources like Adobe StockGetty Images, and Shutterstock.

A practice overview video is extremely important to creating an emotional connection with potential patients. It’s where you communicate your brand, and why you’re a great dentist.

  • Did something happen that made you want to be a dentist? Share your story.
  • What separates you from your competition?
  • If you’re comfortable with getting your family involved, including them in the video is a great way to show the personal, even vulnerable, side of yourself that makes you relatable.
  • Include your best patient testimonials.

Here are examples of overview videos:

One Fine Smile Overview Video

Winning Smiles Family Dentistry (Dr. Chris Hoffpauir) Overview

Minali Dental Overview Video

Generations Family Dental Overview Video

After the header video, your overview video should be one of the first things people see.

I recommend this be in the section directly beneath your main call to action on the home page. It’s best to include text to the left of the overview to let the viewer know what it is. (People read left to right, so this helps with the user experience).

Online reviews strongly impact your search rankings (in a good way), which helps drive traffic to your website.

But once people arrive at your site, if they find video testimonials, your positive reviews are brought to life. They’ll be able to see and hear your patients share their positive experiences at your practice. This is one of the most effective things you can do with video marketing.

Patient testimonial videos are also the easiest kind of video to create. You can start today—just pull out your phone (after obtaining permission), and record your patients’ testimonials. Most patients will be happy to help and gain a little stardom.

Post video testimonials on your website and social media accounts, and encourage your featured patients to post links on their own accounts.

Examples of Patient Testimonial Videos:

AJS Dental Patient Trustimonial

Austin 3D Dental Patient Trustimonial

Interested in learning more about our different custom video solutions?

Use the link below to schedule a time directly into our calendars or feel free to give us a call at anytime! 

Today’s Top 3 Best Dental Websites

Today's Top 3 Best Dental Websites - Take a look at some of our favorite websites

By PETE JOHNSON

Your website is the first impression your practice makes online.

Why not make your first impression count and put your best foot forward! With people making decisions in a split second it’s becoming increasingly more important to capitalize on those crucial seconds after someone clicks on your link. Aside from being your first impression, your website is the foundation to any strong online strategy. Utilizing best practices in web design will help your website be found in search results and covert that traffic into new patients!

In this blog post we will go over today’s top 3 best dental websites and why we like them.

Why we love this great dental website: This website has multiple to call to actions “above the fold” and does a great job of utilizing “white space” to bring the viewers attention to where we want. In addition to the CTAs, this website has a beautiful video banner instead of a static image, making the first impression much more engaging. The internal pages of the website are easy to navigate to and also feature easy to watch videos giving the viewer the ability to educate themselves on the services available. 

Why we love this great dental website: Like the website above, this website does a great job of utilizing video for the hero section. Video immediately catches viewer’s attention and creates a more engaging experience. Further, this website does a great job of using colors not often found on a dental websites. We are all used to seeing the different shades of blue, while this website uses oranges and shades of grey. The internal pages are rich with content and photos, allowing users to easily navigate and find the info they are looking for. 

Why we love this great dental website: Hopefully you are catching on to the theme here… Custom video helps enhance the online patient experience and takes your website’s aesthetics to the next level. This website does a tremendous job of utilizing the different marketing tech at the practice. The schedule now/schedule consultation buttons link directly to the schedule and allows patients to schedule directly into the practice calendar, all without having to pick up the phone. The header prominently showcases all 4 of the practice’s locations, and allows users to easily navigate to that location’s sub-page within the website. The internal pages are rich with video and custom content, to ensure that it ranks well in the search engines. 

Interested in learning more about our custom dental website services?

Use the link below to schedule a time directly into our calendars or feel free to give us a call at anytime! 

How Google Determines Your Site Ranking; and How to Improve Yours

How Google Determines Your Site Ranking; and How to Improve Yours!

By PETE JOHNSON

When you search for something on Google, how does Google determine the order (rankings) of the web pages listed?

It scores sites according to its E-A-T guidelines. The acronym stands for:

  • Expertise (content author’s and site owner’s)
  • Authoritativeness (e.g. other experts refer to you)
  • Trustworthy (e.g. has good reviews, is a secure site).

Because you’re a dentist, you and your site need to have an extremely high E-A-T (score) in order for your page to appear higher in the stack of results.

Here’s why. Google likely categorizes your website as a YMYL (Your Money or Your Life) site; that is, a site offering financial, medical, or legal advice.

Since the quality or accuracy of the information in these types of sites could positively or negatively affect a visitor’s health, wealth or happiness, Google (search algorithms) hold them at much higher E-A-T standards than other types of sites.

Google is constantly changing its algorithm in efforts to improve the quality of its search results. The most recent changes seem to focus on putting even more weight on a sites E-A-T score.

Here are a few things that will improve your and your site’s E-A-T level (to improve your ranking on Google/ site’s SEO).

Example of GPG Client Video SEO Content

  • High quality content. Create well-written content your audience wants and understands. Also, creating a video or podcast that allows you to demonstrate your expertise in a subject and provide answers to frequently asked questions will help establish your expertise.
  • Links to your site from other respected dental-related websites will help establish authoritativeness.
  • Lots of positive reviews (e.g. on Facebook, Google), addressing negative ones; and having a secure website domain (https) increase your and your site’s trustworthiness.
 

Interested in learning more? Use the link below to schedule a time to chat!

How to “WOW” your patients using custom post-op videos

How to "WOW" your patients using custom post-op videos

By PETE JOHNSON

Are you looking for new innovative ways to increase patient loyalty and deliver an unparalleled patient experience?

Sending out short custom videos to patients after they receive your care is a great way to do this! GPG client and Video Marketing enthusiast, Dr. Robert Pick, has been doing this for years. He’s being it for so long that he even coined the term PPP (Pick Post Procedural Video). 

In the video below, you will see an example of what Dr. Pick’s videos entail and get a behind the scenes look at just how easy it is to implement in your office.

Here are some photos of the team creating the video:

So what are you waiting for! Start using video to engage with patients and we GUARANTEE you will see results!

How using video can attract new patients and strengthen your bond with current patients

How using video can attract new patients & strengthen your bond with your patients

By PETE JOHNSON & ERIC BUNNELL

Many practices would love to incorporate videos into their marketing, but assume it’s time consuming and expensive to create them; and that it might not be worth it.

But video can be a powerful tool that can help you stand out among competition, and build a connection with potential and current patients. And there’s an easy way to get the most value out of the time and money spent on producing video: create templates for different scenarios, so one video can be repurposed into separate ones.

Whether they’re professionally produced or homemade, what matters most is you show patients—prospective and existing—genuine concern for your patients, and who you and your practice are.

Here’s what short videos can accomplish for you, and the types of video you can create from one longer one. 

Stand out among competition in search results

People are 80% more likely to click a video search result than a text search result. In order for a practice’s videos to appear in video search results, it needs to use videos frequently in its online strategy.

Here are two types of short videos (that can be broken out from a longer one) that will help potential patients distinguish your practice from others.

Patient Testimonials

When people search online for a new dental office, they usually make a decision after evaluating two to three practices.

Our marketing data shows that the testimonial-video page (of a practice’s website) is one of the most visited types of page before a practice is contacted. Most patients appreciate their dentist, so don’t be scared to ask for a testimonial!

Example of a GPG Client’s Patient Testimonial Video

Get to Know Us

If a new patient searching for a practice sees your videos at the top of a Google search (video search results) with doctor, staff, and patient testimonials and clicks on them, he or she will get a sense of what your practice is like—something not possible with text alone.

Example of a GPG Client’s Practice Overview Video

Let existing patients know you care about them—and their well-being.

Every touchpoint before and after an appointment directly impacts acceptance and return rates.

Here are four kinds of videos (that also can be broken out from one longer one) that can help your patients feel taken care of between visits and after procedures.

Make-An-Appointment

Videos can be used to remind patients why they chose your practice, and remind them to schedule their next appointment. You could take a bubbly “we miss you” approach, or go with a “schedule your next visit” message.

Pre-Op/Post-Op

It’s frustrating when patients forget to take pre-meds before coming to their appointments, or call the office asking questions because they didn’t read post-op instructions.

Short videos sent with your appointment reminders can truly help get your patients prepare. Longer ones can serve as guides after procedures.

Pre-and-post op videos are most effective when sent to the patient as a text message that links to the video.

Example of a GPG Client’s Video SEO

Consultation Follow-Up

Consult follow-up videos are a strong way to increase acceptance rates for larger cases. They’re similar to pre-op/post-op videos, but work better when the video is customized to a patient.

For someone who received two implant consults, it may be difficult to determine which office is better. But he or she can determine which practice cares more. Sending a custom video recapping a consult and offering to answer questions will go a long way towards acceptance in high-value cases.

Random Acts of Kindness

A happy-birthday video sent via email is more memorable than an email or card. You’ll find that patients will mention your birthday video, and how nice it was.

Customizing each is unrealistic, so it’s best to make a fun and genuine, but generic video. Sending celebratory videos for a newborn or graduation is a nice touch, too.

Injecting video into your marketing and patient communications will strengthen your practice’s presence to potential and existing patients. If created with heart and honesty, you’ll likely find creating your video was well worth the time spent and investment.

TDA Perks Webinar – Custom Website Giveaway!

How to Validate Your SEO Company's Performance—Two Volunteers Needed!
Free Custom Website for Volunteers

Go behind the scenes with GPG’s Cofounder, Pete Johnson, and get an exclusive look at everything your marketing & SEO company doesn’t want you to know. 

By PETE JOHNSON

Are you brave enough to volunteer?

Get Practice Growth is looking for two volunteers to participate in their upcoming webinar with TDA Perks on Friday, July 26th at 12pm CDT.

GPG will be leading a live session on “How to Validate Your SEO Company’s Performance” on July 26th at 12pm CDT. We are looking for two brave participants to volunteer their website for a live in-depth analysis during the webinar. And the cherry on top… the two participants will be given a brand new custom website, with ZERO strings attached, for participating.

Some of the topics we will be covering include:

  • How to check your website for stock or duplicate content
  • What's NAP and how to check if it's up to snuff
  • How to check the Schema Markup of your website
  • How to check the overall health of your online presence

Click the button below to reserve your spot as as a volunteer and get a free custom website!

The first two participants to volunteer their website will be selected, so don’t wait on this opportunity to earn a free custom website!

DIY: Search Engine Optimization (SEO)

DIY: Search Engine Optimization (SEO)

Search Engine Optimization (SEO), or the pursuit of increasing visibility of a website in search engine results, can lead more potential patients to your practice website.

By PETE JOHNSON

We’ve created three easy and actionable steps to make sure your site’s SEO basics are in place.

Ensure your name, address, and phone (NAP) are accurate and consistent.

Your practice name, address, and phone (NAP) should be accurate and consistent across ALL online sources—including online directories you know about, and those you don’t.

It’s easy to brush this step off—many businesses do. But without NAP accuracy and consistency, Google gets confused about your contact information, which creates a negative impact on your Google rankings.

You can enter your website in this free online tool to receive a comprehensive directory listings report.

Don’t use stock or duplicate content.

Stock or duplicate content is extremely common in the dental industry. Your website might contain it without you realizing it. We’ve seen it numerous times—two practices in the same town using exactly the same content on their websites. This is one of the most damaging things that can be done to a site’s SEO.

Without unique and branded content, Google has no way to differentiate your site from your competitors’.

As I sit banging my keyboard, I understand why many shy away from the idea of sitting down and writing thousands of words for their websites. However, I highly recommend you take the time to write your own content, or find a marketing agency that can do it for you.

You can also copy the text from your services-offered page, and paste it within parenthesis in Google (e.g. “website text”). If you see search results other than your own site, your content is likely stock or duplicate content.

You can enter your website URL in this free tool to check for stock and duplicate content on your site.

You can also copy the text from your services-offered page, and paste it within parenthesis in Google (e.g. “website text”). If you see search results other than your own site, your content is likely stock or duplicate content.

Check for schema markup.

If your website uses schema markup—a standardized vocabulary understood by major search engines—it will rank higher in search engine results than websites that don’t.

Schema markup lets search engines know what kind of information is on a page. For example, if your site contains hours-of-operation information, if that content is tagged with the “openingHours” property, search engines would understand the information is about your hours of operation, instead of view it as random text.

Backend web development quality can greatly vary between marketing agencies. How can you tell if your agency did a good job on your site? It’s not easy to tell at a glance, but not many sites take advantage of this SEO booster. So if yours contains schema markup, it’s a good sign your site was well constructed.

Enter your website’s URL in this free tool to see if there are any errors or warnings for your website’s schema markup.