Magazine Articles

The 7Ps to personalise websites with Krishan Joshi – featuring in ADAM Magazine

Monday 16th October 2017

 

For potential new patients, all roads lead to your website – either through a Google

search or on the recommendation of a friend or colleague. Which is why your

website has to be designed to make the right impression quickly and to give visitors

the information they are looking for. KRISHAN JOSHI has some valuable tips on

optimising the potential of your website…and they all begin with ‘P’!

 

the 7Ps to personalise websites

Read the full article

Online advertising: Why Facebook matters

Friday 20th March 2015

 

The two largest Internet giants are Google and Facebook, so it is no surprise that billions of actions occur on each site every single day. Through these platforms, there lies the opportunity to advertise your dental services to potential clients.

 

The most popular option is to bid on a click on your advert and only be charged for the click. The click is the action by the potential client accessing your site from the respective platform. This is the pay per click (PPC) model. Advertising this way can be very cost-effective if the right strategy is put in place, as PPC is trackable and measurable and can be focused on a specific geographical audience. Google PPC can also provide instant gratification; by this, I mean if you are willing to offer the highest bid per click you can appear at the top of the page.

While many dentists might have embraced Google PPC in the last five years, not many seem to be aware that there is a similar option available for Facebook. I am not referring to buying likes, which is actually more of a vanity strategy and does nothing to bring value to your patients. Why would one advertise on Facebook, you may ask? Consider that 890 million people (as of December 2014) log on to the social media platform, generating 4.5 billion likes every day. It is estimated that there are 217 million active users in Europe, of which 24 million are active in the UK alone. Worldwide, there are over 1.39 billion monthly active Facebook users. These are impressive figures.

With Facebook PPC, dentists can run trackable, measurable, location-specific campaigns as with Google. There is also a myriad of options to allow one to be more niched and specific. Specifically, dentists can target their audience based on their likes, habits, education, salary levels, and even the phone they are using. Imagine running a campaign for orthodontic treatments targeting Facebook visitors who accessed the site using the latest iPhone. Would it be safe to assume that they have expendable capital and are ideal patients in terms of ability to pay?

Facebook PPC is significantly cheaper than Google PPC. The difference is pennies on Facebook compared with pounds on Google. Aside from having a good call to action, relevant adverts and a strong landing page, dentists should have a responsive site to maximise their success, as the majority of Facebook (and Google) users will most likely engage with them via a mobile device, like a tablet.

Facebook has taken strides in developing the advertising side of the platform for the last two to three years. Ensure your success in online marketing and make sure you are not left behind.

 

For more information call 020 7183 8388, or visit www.dentalfocus.com

 

About the author:

Naz Haque, aka the Scientist, is Operations Manager at Dental Focus. He has a background in mobile and network computing, and has experience supporting a wide range of blue-chip brands, from Apple to Xerox. As an expert in search engine optimisation, Naz is passionate about helping clients develop strategies to enhance their brand and increase the return on investment from their dental practice websites

What is a Custom Google+ URL and Why You Need One

Friday 12th December 2014

You have probably heard about Google+. Hopefully you even have a G+ page set up for your practice? Brilliant. Now it’s time to make your URL yours.

Look at the examples below and think about which one looks better.

Once you create a G+ page for your business, you are automatically given a URL for that page. This URL contains a long sequence of digits, not making it very user-friendly or memory-friendly for that matter!

What are the benefits of having a URL with your business name in it?

  • Easier to remember
  • Easier to share
  • Builds more trust in people
  • Easier to use
  • Inspires online sharing

Please Note: Before you claim your personalised URL there are certain criteria you must meet.

  • Your page must have a profile photo
  • You must have at least 10 followers
  • Your account must be at least 30 days old
  • Your account must be linked to a website (this is important!)

If all of the above gets a tick, well done!

Once you’ve logged in to your G+ page using your Google ID, you should get a notification at the top of the page explaining that you have been preapproved for a custom URL.

 

Click “Get URL” button which will show the screen as displayed below:


Tick the box to agree with the “Terms of Service” and click “Change URL” button. Now the URL will be changed!

Online reviews: Does Google really forget?

Friday 5th December 2014

Negative online reviews can significantly damage someone’s career in dentistry.
(Photograph Daniel Zimmermann, DTI)

 

How is your relationship with Google; do you love or hate it? Does it display negative information about your dental practice? With right to be forgotten legislation, relief from career-damaging reviews now seems to be at hand, but does Google really forget?

In May, the EU Court of Justice found in favour of a Spanish citizen who sued Google for listing information about him that he asserted was no longer relevant. He alleged that this information was prejudicial to his selling a property. Fortunately for him, the court approved his appeal, contributing substantially to the right to be forgotten being drafted into European law.

For Google, this ruling opened the floodgate for requests for thousands of links to be removed from its search engine results page from residents in the EU. By July, it was estimated that the company had already received at least 70,000 such requests. Many applicants have made use of lawyers or search engine optimisation professionals, creating a niche for companies, which are charging the price of an implant per month to manage their clients’ online reputation on Google.

The company’s hands are tied in this matter. Regardless of its algorithms’ preference in ranking news and media sites, they have to follow this ruling. Recent threats of financial penalties in various European countries have softened Google’s resolve further, and there is a similar ongoing case in Japan. Is it possibly the end of the line?

For some dentists, this could be the long-awaited answer to their prayers. In an era in which online competition is omnipresent, to the patient’s critical eyes, negative reviews can be very damaging to a business. In the past, a lifelong career could be destroyed by unsubstantiated hearsay online. A seasoned professional’s one error would previously always have been visible on Google, possibly damaging that person’s confidence, career and standing. I have numerous conversations about negative Facebook/Yell/Google reviews on a weekly basis here at Dental Focus and receive a large volume of phone calls about how to be removed from Google for bad press.

What about data on dentists who have been investigated by the General Dental Council and cleared? Is not making this data available fair to them or do patients deserve to know the full story regardless of how much the dentist has invested in developing or redeeming himself or herself? If you were a prospective patient, would you perform a search and be put off by any negative findings?

No doubt, there is a minority who deserve to be highlighted on Google for all their wrong-doings. What is the position regarding having their names omitted?

In the first week of Google making available a means for search removal requests, 22 per cent (the greatest number by nation) of all applications came from the UK. When requesting removal from Google’s search engine results page, the user must not only list all links he or she wants to be removed, but also provide the reason that he or she wants to have such links removed. Invasion of privacy appears to be a popular reason.

Unfortunately, the company has also had numerous cases of fraudulent removal requests from impersonators trying to harm the competition. It seems that there is always good and bad practice, whatever the medium.

In order to manage this, Google states: “We will assess each individual request and attempt to balance the privacy rights of the individual with the public’s right to know and distribute information. When evaluating your request, we will look at whether the results include outdated information about you, as well as whether there’s a public interest in the information—for example, information about financial scams, professional malpractice, criminal convictions, or public conduct of government officials.”

Will you be safe once a link has been removed from Google? There are sites such as hiddenfromgoogle.com that openly display all hidden results. Even if a result has been hidden, the bottom of the results page on Google states that some results have been removed. At times, it even provides a link to hiddenfromgoogle.com.

It appears that, even if something has been deleted, Google still knows everything about you. Everything on the Internet is recorded forever (your party antics, hangovers and selfies), and where one stops tracking, another will take over. If a patient really wanted to dig up some dirt, with a limited bit of knowledge, he or she still could do so.

 

For more information call 020 7183 8388, or visit www.dentalfocus.com

 

About the author:

Naz Haque, aka the Scientist, is Operations Manager at Dental Focus. He has a background in mobile and network computing, and has experience supporting a wide range of blue-chip brands, from Apple to Xerox. As an expert in search engine optimisation, Naz is passionate about helping clients develop strategies to enhance their brand and increase the return on investment from their dental practice websites

Emotionally branded websites – the tipping point : Dental Focus In The Press!

Wednesday 26th February 2014

 

 

 

 

 

 

 

 

How much time do you spend marketing your dental practice? How much energy do you invest trying to generate new leads and find new patients to add to your books? One of the most cost-effective marketing strategies today is to set up in a website.

However, while numerous dental practices now have their own website, many teams still find that their phones aren’t ringing and they’re not generating any leads. Their website may contain all the latest features, but still there’s something missing – that special something to take the website on to the next level.

Click here to read the full article, as seen in British Dental Association News.

 

The Changing World Of SEO : Dental Focus In The Press!

Thursday 20th February 2014

 

 

 

 

 

 

 

 

 

 

(The Changing World Of SEO, Dental Focus, Private Dentistry, February 2014)

 

Are you interested in the changing world of SEO? If so, click below to read our dentaltown blog!

 

Keep an eye out for this article in this months edition of Private Dentistry too! (above)

 

http://www.dentaltown.com/Dentaltown/Blogs.aspx?action=VIEWPOST&b=141&bp=818

Part 4 of 4: 1st Class Web Design

Wednesday 3rd March 2010

The following article was published in 2007, Aesthetic Dentistry Today.

Website Identity

A successful Internet presence for an aesthetic dental practice would mean that their website is the first point of contact for most new patients. The logo, colour scheme, layout, graphics, photographs and overall look and feel is what creates the website identity. Having a unique, modern and attractive identity is important in establishing credibility in the art of aesthetics. The website identity should match and flow throughout the entire range of printed stationery, welcome packs, signage and newsletters. Consistency in a professional, aesthetic practice image creates familiarity among patients. Tasteful brand recognition improves trust and credibility.

It is important to have a unique identity on the web because visitors are more than likely to compare multiple websites. It is less likely for potential patients to compare multiple welcome packs or brochures. Dental Focus Web Design works closely with Cathy Johnson Design who establish high quality, unique practice identities and welcome packs, which greatly assist in the design of unique first class website identities. Cathy Johnson Design is able to provide instrumental input into the bespoke layout and graphics of the mutual client’s website. A close, trusting relationship between the web designers and graphic designers mean that artwork can be both easily shared and discussed to benefit the mutual client’s web design and flash animation which ensures that the site is brought to life without loosing the original, carefully chosen identity.

Dental Focus Web Design offers new clients a free preview design. This allows both parties to start a relationship based on trust, as there is no obligation at this early stage; this allows the website identity to be established and agreed on in advance.

cathyjohnsondesign www.cathyjohnsondesign.com

Dental Focus Web Design works closely with Cathy Johnson Design which is a great benefit to the mutual client’s website design and flash animation.
circusorthodontics www.circusorthodontics.co.uk

Circus Orthodontics logo of a ‘C’ and ‘O’ is brought to life with flash animation. Colours of the website follow the Cathy Johnson Design welcome pack.
smilespecialists www.walesdentists.co.uk

Dr Jeremy Isaac’s introduction page follows the same style as the Cathy Johnson Design welcome pack front cover but brought to life with flash animation and timed music.
smilespecialists2 www.walesdentists.co.uk

Cathy Johnson Design works closely with Dental Focus Web Design to ensure a flowing and consistent identity through the logo positioning, colour scheme, fonts and photographs.
adrianmullish www.smile4.me.uk

Dr Adrian Mullish’s home page is flash animated and laid out to match the look and feel of the Cathy Johnson Design welcome pack front cover.
shenasdental www.shenasdental.co.uk/

Dr Shenas Dental Studio’s gold foil logo by Cathy Johnson Design is brought to life with a flash animated shine.
dentalandcosmeticclinic www.dentalandcosmeticclinic.co.uk

The Dental & Cosmetic Clinic’s starburst logo by Cathy Johnson Design is brought to life with gentle flash animation. Matching smiling model and strap line is used.

Blowing Your Own Trumpet

The website visitor needs to trust the website before making the decision to trust the dentist and dental treatment. If the cosmetic dentist is not a TV celebrity and is unable to show a powerful video clip then a subtle method is to be associated with high standards by displaying achieved logos such as the BDA Good Practice and Investor in People as well as other recognised associations and brands. It is important to showcase logos for awards like the Dentistry.co.uk Website Awards, Dentistry Awards and Private Dentistry Awards to show recognition by the dental profession for best practice.

It is also useful to shout out on the home page what special interests and featured treatments the dental practice offers. Having clear direct links to popular treatment pages from the home page saves the visitor from wasting valuable time trying to find the right page under the Treatments section, especially if the range of treatments is extensive.

onedentalcare www.onedentalcare.co.uk

One Complete Dental Care increases credibility by clearly showing off the American Academy of Cosmetic Dentistry, BDA Good Practice, Investor in People, Nobel Biocare and Enlighten logos.
dentistsw4 www.dentistsw4.com

Crescent Lodge Dental Practice increases trust by clearly showing off the Dentistry Awards logo and providing a news feature to boast about the professional recognition.
caredental www.caredental.co.uk

Care Dental clearly shows all the Special Interests and Featured Treatments on the home page to ensure that visitors can easily and quickly access the information they desire.

Five tips to remember
A successful aesthetic dentistry website needs:

  1. Get the basics right (Read article part 1 of 4)
  2. Stand out on the web (Read article part 2 of 4)
  3. Sell on the web (Read article part 3 of 4)
  4. Have a 1st class web design
  5. Have a 1st class Internet marketing strategy

Download PDF Version of Part 4 of 4: 1st Class Web Design

krish-blogKrishan Joshi is “the Masterat Dental Focus Web Design.

We’d love to hear from you and have a discussion – please leave a comment and rate us!

And remember to subscribe to our blog by e-mail so you can get all our dental marketing ideas immediately – the Internet Marketing Secrets of “WOW websites that find you and convert you!”

If you would like some free advice, Email Us or call 020 7183 8388.

Part 3 of 4: Selling on the Web

Wednesday 3rd March 2010

The following article was published in 2007, Aesthetic Dentistry Today.

Google marketing dental treatments

To sell on the web, a successful aesthetic dental website needs to be found. Google.co.uk is the most popular search engine in the UK and being at the top of Google for any key phrase is possible. Google offers sponsored advertising space along the right hand side of its natural, free listing; sometimes the sponsored adverts also run along the top. Advertisers Pay-Per-Click (PPC) and are provided advanced statistics to monitor campaigns 24/7.

Signing up to Google AdWords allows the dentist to create adverts with specific wording, target specific key phrases, set a daily budget and a maximum Cost-Per-Click (max CPC) budget. Pay-per-click advertising on Google is like an auction. If a competitor sets a higher max CPC then their advert will, in most cases, rank higher. It is important to be on the first page of results in order to improve the Impressions, which is the number of times the advert is shown. It is better to be in the top half of the first page to improve the Click-Through-Rate (CTR), which is the ratio between the number of Clicks on the advert and the number of Impressions. CTR can also be improved by creating well-worded adverts which have a headline that shouts back the search terms used i.e. an advert targeting the search phrase “cosmetic dentist in wales” and using an advert headline “Cosmetic Dentist in Wales” will have a better chance of being noticed and clicked on than if the headline was “Dental Makeover in Wales”. Well-worded adverts with higher CTR are considered good quality adverts and could rank higher without increasing the max CPC.

Creating well-linked adverts is important so that visitor expectations are met quickly. The visitor will click on the most appealing advert expecting to see a website of relevance. By linking the advert to a specific and relevant web page and not necessarily the home or intro page, the advertiser gets straight to the point and ensures that the visitor does not lose interest. For example, if a visitor specifically searches on Google for “tooth whitening in wales” then the advert should link directly to the tooth whitening web page so that the visitor does not have to search for the page of most interest.

Dental Focus Web Design specializes in Search Engine Optimisation (SEO) to rank naturally on the free listing, however, we also offer PPC advertising services so that our dentist clients can rank at the top immediately. We create the initial campaigns, wording, key phrases, and use the client’s credit card on the system so Google bills directly according to the budget and clicks per month. We train our dentist clients on how to take full control of this 24/7 marketing campaign so they can create their own adverts, change wording, choose key phrases, monitor budgets, suspend and reactivate campaigns.

design www.walesdentists.co.uk

Advert is ranked no.3 for “cosmetic dentist in wales” but is most likely to be clicked on because advert wording shouts back same search terms. Advert links to an attractive intro page atwww.walesdentists.co.uk
design
Advert is ranked no.2 for “tooth whitening in wales” but is most likely to be clicked on because advert wording shouts back same search terms. Advert links to whitening web page atwww.walesdentists.co.uk
design Quick intro page
www.walesdentists.co.uk
design Clean treatments page with easy navigation
www.walesdentists.co.uk/treatments.htm
design Power whitening page with 3D animation
www.walesdentists.co.uk/power_whitening.htm
design Bridges web page with 3D animations
www.walesdentists.co.uk/bridges.htm

Selling dental treatments
In this information age, potential and existing patients are making informed decisions on whether or not to have cosmetic dental treatment without even consulting the dentist. People fear what they do not understand. Website visitors need to understand how a treatment is done so that they can feel comfortable and confident in their decision to take up treatment. Visitors will leave the website if they feel they do not have enough information to make a decision; they will further their research by seeking out other dental websites. Websites need to retain visitors by educating them about the treatments.

design Implants web page with 3D animation
www.walesdentists.co.uk/implants.htm
design Veneers web page with 3D animations
www.walesdentists.co.uk/veneers.htm

Successful cosmetic dentistry websites need more than just a few words to describe a treatment. Explaining a treatment in words is great for Search Engine Optimisation (SEO), however, people are not robots and may not have the energy or imagination to understand what the text describes. Before and after photographs of treatments using real patient “smile galleries” are a great way to build credibility and show the benefits of treatment, however, they do not answer the question of what exactly is involved. Staged photographs depicting the entire treatment could be very interesting to dentists but put the visitor off treatment altogether; visitors may not like seeing photographs of real life flesh and blood, metal in the mouth, cut gums with exposed bone, or trimmed teeth. Treatments should instead be explained through gentle illustration.

Dental Focus Web Design creates all new websites with High-Definition (HD) 3D animations from MEDiVision’s latest WebPak. The new flash animations are of high quality and are quick to download. If a picture is worth a thousand words then a 3D animation must be worth a million. Within 30 seconds, a treatment can be explained to visitors in a memorable fashion that awakens their interest. The animated illustrations entertain and educate without seeming gory or unnatural. Visitors begin to find it easier and exciting to explain to family and friends how a treatment is done. Whilst finding comfort in their knowledge, the visitor makes the decision to contact the practice to become a patient.

Hearing about dental treatments

Nothing grabs attention more than sound. Choosing the right melody to play when the visitor arrives on the home page allows the website to stand out and become memorable. Matching the tune with existing on-hold telephone music creates consistency of branding. The on-hold telephone narration may also be suitable, after cropping the sound files, for the website to complement wording and images. Not all visitors will want to read, especially whilst surfing the web in the evening after a long day at work. Listening to a professional, soothing voice can awaken interest and take the strain off the eyes so that learning about the aesthetic dental treatments becomes easy. Cosmetic dental websites should see how best to incorporate sound so that it attracts interest and does not drive visitors away.
Dental Focus Web Design includes music and narration as an option. An on and off button is available and the website can remember visitors’ preferences throughout the stay and even when they return.

Developing relationships
Out of sight, out of mind. A successful Internet marketing campaign involves e-mailing patients on a regular basis. Keeping in touch with patients, keeps them up-to-date in an affordable and efficient manner that reminds them of the cosmetic dentistry and facial rejuvenation services on offer. Maintaining a relationship with patients improves communication and loyalty. Directing patients to the website for further information allows the emails to be short and catchy, which increases readership.

Capturing website visitors’ email addresses and sending out e-mails is an effective method of building up relationships as well as increasing trust and credibility with potential patients over time. Web visitors tend to browse, compare and wait before making a decision. Emailing fortnightly tips and short e-newsletters is a way to stand out and keep in touch.

Sending out emails is an effective ‘word-of-mouth’ marketing tool, which allows subscribers to easily forward the e-mail onto friends and family. This is the viral effect of email marketing and the benefits are immediate.

The Dental Focus Email Marketing package contains a HTML e-mail template so that e-mails match the look and feel of the website, in keeping with the identity and branding of the cosmetic dental practice. Training and support is available so clients can take control of the e-mail management system 24/7. An e-newsletter sign-up facility is made available on the website to entice visitors to leave their e-mail address.

design Close-up: MEDiVision 3D bridge animation
design Close-up: MEDiVision 3D implant animation
design Close-up: MEDiVision 3D veneer animation
design The Neem Tree
www.theneemtree.co.uk

Each page invites the visitor to leave their email address

Five tips to remember
A successful aesthetic dentistry website needs:

  1. Google adverts to be well-worded and key phrase specific
  2. Google adverts to be linked directly to the most relevant web page
  3. Visitors to learn how treatments are done using 3D animation
  4. Music and narration to attract patients, not drive them away
  5. E-mail marketing in order to develop relationships

Download PDF Version of Part 3 of 4: Selling on the Web

krish-blogKrishan Joshi is “the Masterat Dental Focus Web Design.

We’d love to hear from you and have a discussion – please leave a comment and rate us!

And remember to subscribe to our blog by e-mail so you can get all our dental marketing ideas immediately – the Internet Marketing Secrets of “WOW websites that find you and convert you!”

If you would like some free advice, Email Us or call 020 7183 8388.

Part 2 of 4: Standing out on the Web

Wednesday 3rd March 2010

The following article was published in 2007, Aesthetic Dentistry Today.

Standing Out: On Your Website

The World Wide Web has provided both existing and prospective patients with a shrewd tool to compare dentists without physically visiting the practice, meeting or talking to staff. It is essential for a private aesthetic dentist to demonstrate credibility through a reassuringly modern and up-to-date website in order to satisfy the expectations of existing patients and make it easy for them to choose to continue their custom, never mind recommend the practice to family and friends. Standing out amongst competitors on the Web is important for any dentist serious in attracting new aesthetic patients.

An easy way to stand out is to stand for something. A dental website should be targeted to a specific patient profile; every practice has unique patient demographics depending on the location, modernity and treatments of the practice so it is important to realise what type of patient the practice feels confident in successfully attracting and tailoring the website to do just this.

Some practices will find most of their patients are elderly whilst other practices will have younger patients; photos of smiling models should illustrate the desired patient profile.

If the dentist feels the treatments are most appreciated by the elderly then displaying photos of young families is not going to help the website stand out to an elderly audience.

design Dr Basrai
www.basrai.co.uk

On the homepage of Dr Basrai’s website, appealing photographs of smiling models are flash animated to both represent and make a connection with his target audience. The website also has “9 Reasons to Choose Dr Basrai” which identifies his USPs and addresses affordability.
design

Every cosmetic dental practice needs Unique Selling Points (USPs) and msost importantly needs their website to be able to convey their USPs quickly and clearly. The average website visitor may only stay for 5 or 6 pages and within that time the prospective patient needs to grasp a significant feature to be able to remember you.

Affordability is an essential message on the Web and a USP that every practice can adopt. The Web has become known as the place to find the best price. Experienced surfers expect to find out information about fees and be able to include payment information in their decision making process when comparing dental websites. A new website visitor is most likely going to compare at least two or three dental practices. It is a good idea to consider visible adverts indicating special offers unique to your website. Information on interest free credit and discounts will help make your website memorable.

An indication of treatment fees should be displayed. The benefits of showing a comprehensive list of fees includes building credibility in terms of transparent pricing and the ability to divert telephone enquiries to your website for payment information and charges, thus freeing up valuable reception time. The benefits of not revealing any fees is that the price-astute web visitor is unable to easily compare on the basis of price however this only stays a benefit as long as the practice is able to entice the visitor to attend a consultation to discuss individual treatment plans and affordable methods of payment. There is no point in shying away from stating fees on the website if all is revealed immediately over the phone.

Websites need to be kept up-to-date with opening hours, dentist and staff profiles, emergency information, and fees among other topics. Fees should be stated to be correct as at a specific date so that the dentist is not accused of misleading the patient if there happens to be different quotes within the practice without updating the website. Stating that prices should be used as a “guide only” and are “from” a specific amount allows flexibility and helps screen patients who can’t even afford the basic treatment costs. However, if transparent fixed prices are adopted then even more regular and timely updates must be made. An online cost calculator, which only works out the cost of the individual visitor’s treatment, is a useful means of providing transparent pricing without providing a fully accessible list of all fees; cost calculators can serve as a user friendly method as it provides the user only the information they require without overwhelming the page with information.

design Fee Calculator
www.stephenbyfield.co.uk

Dr Stephen Byfield www.stephenbyfield.co.uk provides a fee calculator for both patients and referring dentists to obtain a quote without being overwhelmed with a full table of prices, especially complicated when quotes are dependent on the number of implants required as well as the number of missing teeth.Keeping Up-to-Date
Dental Focus Web Design provides its clients with an annual hosting and maintenance package, which includes unlimited minor updates to text and images on existing web pages. Updating fees is treated as a priority.

Standing Out: On Other Websites

Appearing on Web directories and portals that are naturally high ranking on Google.co.uk for dental or location related keywords is an essential task for any cosmetic dentist that wishes to enjoy new patient enquiries from the Web. In the short-term, these priority listings and featured web pages, which advertise the practice, will simply increase your website’s visitors as a result of flow through traffic i.e. visitors search on Google, find the high ranking directory/portal and thus find the link to your dental website. In the long-term, these inbound links to your website from search engine optimised sites will improve your own ranking on Google for the location and dental related key phrases.

It is beneficial to follow the above strategies on all free and paid-for Web directories and portals for which your website has a priority listing or featured page. Dental Focus Web Design liaises on its dentist clients behalf to ensure that their details on 3rd party websites follow the same principals of identifying with the patient, marketing the winning aspects of the practice, addressing affordability and being kept up-to-date.

design Top Search Engine Ranking
Google.co.uk

The image above shows www.basrai.co.uk ranking no.1 on the natural, free listing of Google.co.uk for “cosmetic dentist essex”. Increasing the number of relevant in-bound links to Dr Basrai’s website from optimised featured pages on web portals and directories improves search engine ranking.

Online marketing budgets need to be created and in some situations a redistribution of funding may be the only way; shifting financial resources from the usual paper-based advertising (i.e. in Yellow Pages, local newspaper, etc) to online advertising (i.e. on Yell.com as well as other popular directories and portals, etc). Dental Focus Web Design secures special discounts for high-ranking directories and portals to provide real savings for its dentist clients and a Web marketing presence that works.

design designWeb Portal Content

The information displayed on a high ranking web portal to advertise www.basrai.co.uk clearly explains the USPs of the cosmetic dental practice, in Grays, Essex, what it can offer and addresses affordability.The effects of such a featured page with links to www.basrai.co.uk is (1) increased visitors and (2) improved search engine ranking for Dr Basrai’s website.

The web page on a different high-ranking web directory is also optimised for the Grays, Essex, location as well as dental key phrases and thus helps with Dr Basrai’s own website’s ranking.

Google Pay-Per-Click (PPC) Advertising

The wording on PPC sponsored adverts on Google.co.uk should be thoughtfully chosen and, if possible, address affordability. Improving the wording on PPC adverts will improve the Click-Through-Rate (CTR) regardless of the actual ranking; a sponsored advert will attract more clicks if the wording is relevant to the search. “Quality & Affordable Dentistry” are the words used by www.densmile.co.uk to attract patients looking for a general “coventry dentist”.Dental Focus Web Design provides campaign management and training services for Google AdWords pay-per-click advertising.

design Affordability Awareness

The Neem Tree www.theneemtree.co.uk and Whippendell dental Clinic www.watforddental.co.uk provide visible adverts throughout their websites indicating special offers.information on interest free credit and discounts help make their websites
design www.watforddental.co.uk

Large professional photographs are animated at the top of the website to provide a virtual tour of the practice.


Five tips to remember
Your website should:

  1. Target specific patient profiles and relate to them
  2. Convey your unique selling points quickly and clearly
  3. Appear affordable to the price-conscious web user
  4. Be kept up-to-date and state the date at which fees were last updated
  5. Duplicate these points on top directories, portals and pay-per-click advertising

Download PDF Version of Part 2 of 4: Standing out on the Web


krish-blogKrishan Joshi is “the Masterat Dental Focus Web Design.

We’d love to hear from you and have a discussion – please leave a comment and rate us!

And remember to subscribe to our blog by e-mail so you can get all our dental marketing ideas immediately – the Internet Marketing Secrets of “WOW websites that find you and convert you!”

If you would like some free advice, Email Us or call 020 7183 8388.

Part 1 of 4: Introduction to the Web

Wednesday 3rd March 2010

The following article was published in 2007, Aesthetic Dentistry Today.

Recent statistics indicate that 14.3 million households use the Internet and 69 per cent have a broadband connection. 78 per cent of London households with Internet access actually have broadband, which is approximately half of all households in the London region.

A website is essential for any private dentist that is serious in marketing to their existing patients, especially in London. The website should convey professionalism in both its design and content. Patients should be immediately impressed at first sight and want to recommend your website to family, friends and colleagues. Flash animation should be considered to bring the site to life especially as most households have broadband.

The website should be mentioned on all stationery, signage and reminders. Each patient should be shown the website by the dentist on a surgery computer before starting treatment. By personally going through the website with your patients, not only do you have an opportunity to personally inform them of the various aesthetic treatments you offer but you are also teaching them how to demonstrate the website to others; an important training session for your free ‘word of mouth’ marketers.

Once the website design and animation has captured the patient’s immediate attention, the usefulness of the site’s content is extremely important. Content needs to be educational but not boring. Professional photographs of the building, reception, waiting room and surgeries should be available, especially to show off new or refurbished practices. Brief descriptive text should be complemented by well cropped before and after photographs. Morphing the before and after photographs in a gentle flash animation provides an exciting, visual impact to the patient’s understanding of the treatment.

Attracting prospective patients

The general public is now used to watching smile makeover programmes on television and reading various articles on cosmetic dentistry in newspapers and magazines. Everyday, people turn to the most popular search engine, www.google.co.uk, and search for a dentist in their location, either near their home or work.

design Dental Focus Web Design
www.dental-focus.com

The Dental Focus website showcases its portfolio of dental websites. All our dental practice websites have their own bespoke look and feel to match their existing branding and identity.

Beautiful websites have elegance and style with professional photographs. Gentle flash animation is used for the logo, photos and music to bring the site to life.

A popular search phrase is “dentist clapham”. Surprisingly, statistics show that this phrase is used twice as much as “clapham dentist” and is four times busier than “dentist in clapham”. The first page of results for “dentist clapham” has over 20 different website descriptions and links out of a possible 108,000 web pages.

The top three websites on the natural, free listing of Google.co.uk are dentistsw4.co.uk , tendental.com and dentalclinique.co.uk . All these websites are search engine optimised by Dental Focus Web Design who continually strive to improve the websites’ credibility, relevancy and popularity in the eyes of the search engine i.e. improving the site’s content, inbound and outbound links, structure and accessibility. Flash animation should be used carefully as flash is not search engine friendly.

Some prospective patients are willing to travel to see a cosmetic dentist anywhere in London so they may search for ‘cosmetic dentistry london’. This keyphrase is nearly eight times more competitive as ‘dentist clapham’ as the results provide 827,000 web pages. The No.1 website on the natural, free listing is cosmeticdentistrylondon.co.uk ,  an information portal and directory of dentists, which is owned and search engine optimised by Dental Focus Web Design.

On Google there is the free, natural listing and the paid sponsored listing. Whether your website is the main free listing or in the pay-per-click listing, it is essential that it is visible at the top of the 1st page of Google.co.uk for the key phrases related to you.

The Neem Tree
www.theneemtree.co.uk

The Neem Tree website is dark and chic. The home page allows the visitor to choose the location of their 2 practices easily.
design Great Smiles Dental Spa
www.greatsmiles.co.uk

The Great Smiles Dental Spa is minimalist and white as well as gentle and calming. A photo of a beautiful smiling model is used.

The benefits of Pay-Per-Click advertising are that high rankings can be achieved immediately and the wording for the link description is fully customisable. On Google AdWords Pay-Per-Click advertising, you create an advert with your chosen wording and link, specifying the keywords you wish to target. You set a maximum Cost-Per-Click (CPC) e.g. 20p per click or £2 per click and adverts are then ranked like an auction. Other factors besides CPC can affect your ranking on the sponsored listing but generally you need to set a higher CPC than your competitors to be ranked higher than them. You set a daily budget and your advert is shown until the budget has been used up with the equivalent number of clicks.

Contact by prospective patients

A professional and user friendly website that can be found on the 1st page of Google.co.uk is essential for any facial aesthetic dentist that is serious in attracting new patients. The website’s home page should instantly

design The Neem Tree
www.theneemtree.co.uk

Large professional photographs are animated at the top of the website to provide a virtual tour of the practice.

google

google

design The Rosebank Dental Practice
www.rosebankdental.co.uk

Written testimonials are complemented with full face and close up before & after treatment photographs, flash animated.

The website needs to provide clear details on how to find, telephone and email you. Your telephone number and address is best placed on every page to make it extremely easy for both existing and prospective patients to contact you. Visitors should be able to email you especially if they are surfing whilst at work or at night when you are closed. The main email address should be professional and go hand-in-hand with the web address, i.e. a web address www.dental.co.uk should promote the email address info@dental.co.uk . It is important not to use a personal or free email address such as  @hotmail.com or @btinternet.com. This simple consistency is important for credibility.

design Whippendell Dental Clinic

Your website should use an online form as the means for visitors to email. The form should request simple contact details, information on how they found you, as well as preferred day and time of appointment with space for additional comments. Online forms make emailing you easy whilst allowing you to capture relevant data, which may not be provided otherwise.

Emails should be checked at least once a day and genuine hot enquiries should be responded to as soon as possible with a phone call to secure and confirm an appointment. Prospective patients are likely to email more than one dental website. Thus new patient leads need to be acted on immediately otherwise there is no point in even marketing the website.

Five tips to remember
Your website should:

  1. be attractive, educational and impressive, not boring
  2. be easily found on Google.co.uk through the natural or pay-per-click listings
  3. increase credibility using dentist profiles and testimonials
  4. allow you to be contacted easily, especially by email
  5. have advanced web statistics

Download PDF Version of Part 1 of 4: Introduction to the Web

krish-blogKrishan Joshi is “the Masterat Dental Focus Web Design.

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