Are you looking for the quickest most cost-effective way to attract the right type of new patients in to your practice?
Perhaps you want more people to take action from your website, rather than just read it and bounce away again?
Making your website work for you is a simple way to ensure you have a marketing machine that works 24-hours a day, even whilst you are asleep and on holiday.
The 5 Key Performance Areas of a Dental Website
There are five key performance areas of a website, each of them need to be working in order to get the best result:
How easy is it for people and search engines to find your website? Is it search engine optimised adequately?
How easy is it for people to navigate your site, read the content, engage with the content and find what they want?
The easier your website is to share the more people will do so and recommend it to others, this is the power of online referral marketing, are you making it easy?
How effective is your website at informing, educating and getting people to take action and come to the practice as a patient? Is it conversion optimised adequately?
A poor website allows people to bounce away, how good is your site at capturing attention and engaging over the longer term? Absolutely vital in the arena of relationship marketing.
Overt the next few blog posts I will be going through each of these areas individually, this time it is findability that I will focus on.
Meta data on your website
The simplest place to start is with the meta data on your website. At the most basic level of optimisation you need to ensure that these elements include geographical locations and specific treatments e.g. teeth whitening London.
The specific meta data that needs to include these terms are:
- <title> – This is the main browser title that will be shown when each individual web page opens, each page will more than likely have the same geographical location but have a different treatment.
- <description> – This is what Google will probably use to describe your website in the search results.
- <h1,2,3> headers – These are the headings and subheadings within the main content of your page.
- <alt> image alternate tags – These describe each image in a couple of words, they will be used on a website if the image is unable to be shown for any reason.
Main Body Text
You will also need to ensure that the main body text of each individual page includes words and phrases that patients will use to search, you should think about different geographical locations and also different ways that patients may phrase treatment.
Some examples of how patients may phrase different treatments, using orthodontics as an example.
- The cost of teeth braces
- invisible braces near me
- tooth braces at home
- cheap braces
If you are to be found for these various search phrases then you need to ensure that they are included on your website somewhere.
You can also use bullet points, numbered lists and bold text to highlight phrases that you want the search engines to pick out. (Scanned through this blog post to see which words I have made bold or used in bullet points or numbered lists)
Other factors which ensure your website ranks highly
We all know the importance of referrals for a dental practice. You know that if a patient refers a friend to you then that is a good recommendation. Google also knows this, if someone talks about you online then Google views this as a referral or vote, in search engine optimisation speak we call this an ‘inbound link’.
The more votes/inbound links you have (people talking about you) the more likely your website is to rank highly as Google will view it as a good website. After all, it must be good as people are talking about it!
But as you know, not all referrals are good. You may have a patient that sends very bad friends to you that don’t pay or don’t respect your fees… Not all referrals are created equally and in the same respect not all votes are created equally.
Google recognises that different votes have different qualities, in summary, Google will look for:
- Total number of inbound links (votes) – You ideally want the maximum number of links from good quality sources. Just having quantity is not good enough, they must be quality also.
- Links follow/no follow – In the code of a link it is possible to tell Google not to follow the link to another website, as a human you will simply see a link, but behind that link is a little bit of code. If that code has rel=”nofollow” then Google will disregard that vote. Many low quality websites use no follow links.
- Link authority – If the website that links to you has high authority, such as the BBC or a recognised university then that link/vote will be worth more than if it comes from an unknown or less respected website. One link from the BBC could be worth 1000 links from poor quality websites.
- Varied anchor text on links – The anchor text on a link are the words that the link is constructed from. If all of your links say “Dentist in London” then it is clear to Google that this is not natural and that you are trying to fool the system. If people are genuinely talking about you then these anchor texts will be varied.
As you will know, good quality articles and academic pieces will be well referenced. This demonstrates that you have researched your subject and also makes the page more informative if you have linked to other articles.
Each page on your website should be a source of information to answer people’s problems, part of answering their problems will be referencing back to your own website (perhaps to previous articles you have written on your blog) and to other external websites which provide useful resources.
Take a look back through this blog post, you will see that I have linked to external websites to provide information which backs up what I am saying. I have also provided links to other useful articles that I have written in previous blog posts and to useful resources within my main website.
More help and advice on making your website more findable
How well does your online marketing and website work and could it be improved? This comprehensive website audit will give each of the five key areas of performance a rank so that you can take action.
What’s included in the audit?
46 individual elements of a successful website will be assessed and ranked in the following key performance areas:
Within each of these Key Performance Areas I will rank 46 Individual Elements, each element will be given a score.
These 46 individual elements will then come together to give you an overall score for each of the key performance areas.
You can then see which area of your website needs the most attention to ensure you get the maximum return on anything you spend.
What do you do with the audit?
Once the audit has been completed you can either make the changes yourself, send them to your web designer for their opinion or contact me and I can make the changes for you as part of my Light Package – I’ll then refund your £35 audit fee.
The audit forms the basis of the overall Light service. When you ensure these five key performance areas are performing to the maximum and you have an active, engaging and effective social media stream you will find that your marketing efforts begin to work 24/7/365.