The best website designs and structures take into account how your patients process information. Good marketing is aware of how the messages on your website are processed by the patient and the corresponding steps you can take to ensure the correct message is received.
There are five stages of on-site information processing (1):
- Exposure – if your content changes to rapidly in things like banners or adverts or animations then patients calm process the information and take action.
- Attention – the human mind has limited capacity to pick out the main messages from the screen. Keep it simple. Make sure the eye is drawn to the content you want people to see.
- Comprehension – make sure the website is written in patient friendly language not dental jargon, use familiar or standard metaphors to help patients understand what you’re talking about.
- Yielding and acceptance – patients will be more convinced by benefits rather than simple features of your treatments and services. Reinforce your message with images as well as text.
- Retention – this is thinking about how well the customer can recall their experience, backup your website information with calls to action for them to join you on social media and do everything you can to gather their contact details, particularly e-mail.
Each stage is a hurdle and if each hurdle is made too difficult to navigate then the patient cannot progress to the next stage. You have failed!
Have a look at your website now and compare it to the five stages of on-site information processing… Have you succeeded or failed?