Your dental website wears many hats. It conveys a first and lasting impression to first-time visitors about you, your personality and your dental practice. It plays the role of a smiling assistant that quickly and clearly provides answers, gives directions, offers a business card and sets appointments. Your website is a friendly sales person that may only get one click at new visitors and convert them to new clients.
If you want your dental website design or redesign project to be successful and drive prospects to your brick-and-mortar office, use these important features for web design best practices.
First Impressions: Responsive Web Design
When a visitor lands on your website, you certainly want to convey a positive first impression. After all, visitors to your website are just a click, tap or swipe away from moving on to the next search engine result. To appeal and respond to the needs and expectations of your website visitors, your website must instantly respond to the device that they are using at any given time.
Responsive dental website design automatically adjusts the layout of your website’s content to optimally fit the screen size of the device being used, whether a desktop, laptop, smartphone or tablet. This helps ensure that your website makes a great first impression on any device or devices your potential customers may be using.
Responsive web design is not only user-friendly for your visitors using mobile devices, it’s also search-engine friendly. As of April 21, 2015, Google changed its algorithm to reward mobile-friendly websites, stating “This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”
Smiling Assistant: Engaging Content
Content is everything encountered by visitors to your website that is visual and/or aural, such as text, images, videos, animations, colors and even your copyright symbol. Content can be your valuable assistant that greets everyone with a warm and inviting smile, or content can be your temp-agency employee that is always unorganized, cluttered and just “too busy” to bother. Consider these content tips:
- Write concise content using informal or casual phrases and language.
- Do not use stock images of people. Be yourself!
- Typography, images and videos should enhance your message — not distract from it.
- Consider writing a blog page with weekly posts. (Fresh content keeps your website fresh to search engines!)
Friendly Sales Person: CTA
As a small business, your entire dental website design should be a CTA. More literally, a CTA is a “call” for your website visitors to take an “action.” A CTA may be your office phone number prominently displayed on each web page. You may place CTAs in blog posts. A CTA could be a text button reading “Schedule Appointment,” “Our Services” or “Download Our E-book” regarding an E-book on a specific dental procedure or product, for example.
Keep your CTA above the fold, which is within the top 3 to 4 inches of your web pages, or on the first page when viewing on a mobile device.