How to create an award-winning dental website
 

Dental News
Article detail

See the following article detail about

How to create an award-winning dental website

0845 527 9810

Article details for

How to create an award-winning dental website

 

How to create an award-winning dental website

I feel extremely privileged to be asked to write an article for www.dentistry.co.uk following the success of TheSmileLounge.org.uk website at the 2010 awards in December – Best Website and Best Specialist Referral Website awards.

It's not possible for me to write about ‘What makes an outstanding website' without touching on some fundamentals of individual marketing and design. This will become apparent later but, for now, let's consider why having a good website is essential.

Why have a website?
Consider how many times a month someone recommends a product, service or offer to you about anything from the latest gadgets to fashion, furniture, business or a holiday. Now recall the ‘digging' you do without fear of hard sell from staff or feeling like you have to book that haircut because ‘you're here now'.

That's right, in our own time, at our leisure, anonymously; we all ‘surf'. On computers, laptops even phones and now via the TV. Customers can compare competitors, prices and service standards without even giving you, your team or the expensive new refurbishment the chance to wow them! Consumer e-integration is growing fast. Your competitors have websites, Tweet patients, have apps supporting and educating viewers, why? Simple. To remain at the forefront of people's minds when choices are made about where to invest.

But not just any website!
The worldwide web is a technological phenomenon. That means competition. A search for ‘dentist' in any town of any developed country will produce numerous results for consumers to sift prior to any commitment. I visit lots of practices and see numerous websites. I have concluded that there are generally three bands (excluding not having a website!) that dental websites fit into:
• Extraordinary/innovative
• Common
• Unbecoming.

Unbecoming websites
You do not want one of these. They are more damaging than no site at all. We would all drive past a car showroom if its forecourt presented dented, damaged stock, without even bothering to find out what they may have inside. Add a large dollop of ‘this is my personal healthcare we're talking about' and you see my point.

Common websites
These websites tend to be ‘nice'. Pleasant to look at, generally [generically] informative and structured noticeably similarly. I have wondered whether some sites are identical with the exception of the logo.

Developers need to be competitive and profitable and templates enable reduced build-time, therefore increased profits. This is not a criticism, merely an observation, but it won't create an upper echelon site.

Extraordinary, innovative websites
If a website captures imagination, a desire to view more, has clear navigation, provides everything the viewer expects, and more, then you will have a successful website. This is achieved differently depending on the business. For example, Amazon's website (give or take a fantastic business model) isn't highly defined with design – it doesn't need to be. It does what I identify above by offering loads of products on a personalised basis at low prices. Compare this to the latest Audi UK website, full of design and looking very innovative.

So, how does Fruit do it?
When we start a website project, we always use a set process, because it works. We will always create a new design and a uniqueness to a site to prevent slipping into the ‘common website' category.
I have always developed a site the same way and I keep it simple. We work with clients along two strands:
• Objective elements: These are not specific to the creation of your website, but without consideration your website will certainly fail. Each element impacts upon the other and ultimately creates, at the core of your business, your brand.
As a synopsis, in order for your practice to be a success, you must clearly establish what products/services you provide. In turn, you must determine who you wish to target your products/services at and you must ascertain the most appropriate message to send to your audience. This is a good time to also point out that the very best website alone won't ensure your business will succeed. Brand strength will. This will form the subject of a later article in its own right. However, we are happy to support you with all branding issues.
• Creative elements: These are specific to the creation of your website. Each element impacts on the other and these are all ultimately controlled at their core by a budget.

Our secret...
Once a budget is established, our process begins with content. We entirely disregard design or structure at this stage. Depending on the amount of content, and how it is to be presented we then review the budget; and then consider a structure and navigational path for the site, pages, etc. Only towards the end of this stage do we then start to consider design artwork concepts. The three elements then come together to form the completed site.

While we work, we overlay the two strands of elements. Your message forms how content is delivered; your products/services determine the structure of the site, and the design aims to attract the appropriate audience.

Take, for example, an orthodontic practice, similar services but the message would be entirely different if we were creating for a children's NHS practice, as opposed to a private practice aimed at career adults, while design would differ again – although maybe not the message – if the orthodontist had chosen to target young adult actresses and dancers.

Our secret is that we don't rush the process. If you expect a site in a week, there are people out there who can and will do that and create one of the first two categories I mention, but we did create the best website and best specialist referral website in the UK!

There is a raft of data used to measure the success of websites. How many new visitors it achieves, how long they spend on each page, and so on. In a nutshell, the more time someone spends on your website, the more likelihood of them investing in your business or returning in future to invest.

Imagine your website is the window to your business. If there isn't one – or people don't like what they see – they won't come through the door!

Fruit Business Management

Martin began supporting dental practices following a career as a police officer. He now focuses on private sector business management, working with small and medium enterprises where employee numbers may be restrictive and roles shared – often at the expense of business basics or business progression. The restrictive nature of dentistry soon became clear, where the need for complete customer dedication in treatment rooms to ensure income generation, left little time for practice owners to really focus on the performance of their business or implement essential changes where necessary. Today, Fruit Business Management Ltd provides clients with long-term ongoing business support with their practices, implementing the many requirements for any modern business. For more information, email martin@fruitbusinessmanagement.com.

 Posted on : Thu 24th - Feb - 2011

 

Call Dental Support UK

Premium IT Support

  • All Servers & workstations covered..
  • Saturday Cover INCLUDED.
  • Telephone support.
  • Remote support.
  • 4 hour on-site Server response.
  • System monitoring.
  • Network monitoring and security.
  • Anti-Virus & Application updates.
  • Unlimited Remote Server Data backup.
  • Loan equipment on hardware failure.
  • Reduced rates for PC parts supply & installations.

No matter how big
your practice you
pay the same
price!!


ONLY

Click here for more info
Dental News Archives 2017

September - 2017
August - 2017
July - 2017
June - 2017
May - 2017
April - 2017
March - 2017
February - 2017
January - 2017

Dental News Archives 2016

December - 2016
November - 2016
October - 2016
September - 2016
August - 2016
July - 2016
June - 2016
May - 2016
April - 2016
March - 2016
February - 2016
January - 2016

Dental News Archives 2015

December - 2015
November - 2015
October - 2015
September - 2015
August - 2015
July - 2015
June - 2015
May - 2015
April - 2015
March - 2015
February - 2015
January - 2015

Dental News Archives 2014

December - 2014
November - 2014
October - 2014
September - 2014
August - 2014
July - 2014
June - 2014
May - 2014
April - 2014
March - 2014
February - 2014
January - 2014

Dental News Archives 2013

December - 2013
November - 2013
October - 2013
September - 2013
August - 2013
July - 2013
June - 2013
May - 2013
April - 2013
March - 2013
February - 2013
January - 2013

Dental News Archives 2012

December - 2012
November - 2012
October - 2012
September - 2012
August - 2012
July - 2012
June - 2012
May - 2012
April - 2012
March - 2012
February - 2012
January - 2012

Dental News Archives 2011

January - 2011
February - 2011
March - 2011
April - 2011
May - 2011
June - 2011
July - 2011
August - 2011
September - 2011
October - 2011
November - 2011
December - 2011

Dental News Archives 2010

December - 2010
November - 2010
October - 2010
September - 2010
August - 2010
July - 2010
June - 2010
May - 2010
April - 2010
March - 2010
February - 2010
January - 2010

Dental News Archives 2009

December - 2009
November - 2009
October - 2009
September - 2009
August - 2009
July - 2009
June - 2009
May - 2009
April - 2009
March - 2009
February - 2009
January - 2009

Dental News Archives 2008

December - 2008
November - 2008
October - 2008
September - 2008
August - 2008
July - 2008
June - 2008
May - 2008
April - 2008
March - 2008
February - 2008
January - 2008

Dental News Archives 2007

December - 2007
November - 2007
October - 2007
September - 2007
August - 2007
July - 2007
June - 2007
May - 2007
April - 2007
March - 2007
February - 2007
January - 2007

Dental News Archives 2006

December - 2006
November - 2006
October - 2006
September - 2006
August - 2006
July - 2006
June - 2006
May - 2006
April - 2006
March - 2006
February - 2006
January - 2006

Dental News Archives 2005

December - 2005
November - 2005
October - 2005
September - 2005
August - 2005
July - 2005
June - 2005
May - 2005

hide toolbar
Would you like weekly updates on our latest offers? If so enter your email :
Quick Remote Dental Support