Dentists often make the mistake of assuming that the success of a dental website is based solely on being visually “attractive” and “modern”. However, this is not the truth and is the main reason why most websites fail.
That doesn’t mean that websites for dentists can’t be visually attractive. But the best dental websites are focused on turning visitors to new patients. They mainly focus on conversion before appearance.
Your dental practice’s website is your main source to drive new patient growth.
What Is the Purpose of Your Dental Website?
Your dental website can answer questions for your current patients, give more information about certain procedures, or even provide the ability to log into their patient portal. But a dental office website’s primary focus is to motivate potential new patients to take action and schedule an appointment.
Your dental website should be the cornerstone of your dental marketing strategy. Dental paid ads, such as Google ads, Facebook ads for dentists, online reputation and reviews, and even traditional advertisements such as flyers and billboards will all drive visitors to your dental website.
Once visitors get there, it’s your website’s job to convert them to new patients. If your website isn’t giving visitors what they’re looking for, they will click on the next dental practice in their search results and you lose a potential new patient.
The Top 10 Reasons Dental Websites Fail
The key to a successful dental website is to focus on what makes your dental website stand out from your competitors. Once you do that, patients can see the difference in your dental practice website compared to many of the other dentists they see in their search results.
What are the most common mistakes most dentists make on their practice’s website?
1. Using Too Many Stock Photos
Stock photos are everywhere and are incredibly easy to use on a dental website. As a result, a lot of dental websites have these photos and patients don’t see anything unique.
While the photo below might look “nice”, it doesn’t make a patient want to choose your dental practice instead of another practice with a similar stock photo down the street.
Stock photos don’t motivate patients to trust your dental practice or make them feel like they can get to know the staff.
We always encourage our clients not to use many stock photos. Instead, we use real photos of the dentists, staff, and patients. These types of photos are very powerful for potential new patients to see on the homepage of your dental website.
2. The Dental Practice’s Phone Number Is Hard To Find
You’d be surprised how many dentists forget to make their phone number visible on their dental website’s home page.
The phone number of your dental practice needs to be easy to find on your dental website home page and also every other page of your site. It also must be clickable on a mobile phone.
3. Lack of “The Standing Out” Factor
What makes your dental practice stand out? That means something about your practice that makes you different from other dentists. Differentiators are the key to a dental website that converts visitors to new patients.
Many dentists use punchlines like “the best dental experience” or “we care for your smile” but that doesn’t set you apart. Any dentist can claim to have “the best new patient experience” or something similar.
What successful dentists do is highlight certain features about their dental practice such as:
• Open 7 days a week
• One-Day Dental Implants
• Emergency Same-Day Appointments
• Sedation Available for Anxious Patients
• Financing Options for Patients Without Insurance
• Early Morning or Evening Appointments Available
• Special Discounts for New Patients.
4. Patients’ Lack of Trust in the Dental Practice
When Patients visit your dental website, they need to see proof that they can trust your practice. Potential new patients need to believe that you can do what you claim to be able to do.
If your dental practice has any awards, you need to highlight it on your dental website’s homepage. Being accredited by the Better Business Bureau or other similar agencies help boost trust in new patients.
Also if you’re affiliated with any dental associations such as (The ADA, Academy Of General Dentistry, American Academy Of Implant Dentistry, etc.) be sure to add them to your dental website as It will help increase your credibility.
5. Keeping Patient Reviews on the Testimonial Page Only
Many dental websites have a testimonials page that lists patients’ reviews. However, this may not be enough.
Having written reviews from people who a dentist claims to be a patient is not going to make new patients trust your dental practice.
Reviews featured on your dental website need to include:
• A star rating
• A photo of the patient who left the review
• A 3rd party logo where the review was originally published (Google, Yelp, Facebook, etc.)
This type of review proves to your potential patients that It’s not something you made up, it’s a real patient review.
It’s also highly recommended to have the reviews featured prominently on your homepage, not just on a testimonial or reviews page.
6. Failure to Advertise Special Offers
Almost every dentist has some type of discount or special promotion. However, many don’t post them on their website. This is a huge missed opportunity to attract new patients! Special offers need to be on both the homepage and on a dedicated special offers page on a dentist’s website.
You may want to consider the following special offers suggestions to get started:
• New Patient Discounts
• Free Cosmetic Dentistry Consultation
• Free Teeth Whitening with Cleaning
• Complimentary Sedation for Pediatric Patients
• $500 Off Invisalign Treatment
7. Not Sharing Photos of the Dental Staff
It is important to include photos and bios of your staff on your dental website such as your front desk staff, doctors, and so on. New patients will likely speak to your staff before they have an appointment with you, so having a face to connect with on your website makes them feel more comfortable and also helps them begin to trust your practice before booking an appointment.
It’s recommended to display your staff prominently displayed on the homepage and dental service pages. Don’t just keep staff photos to the “Meet The Team” page.
8. Using Generic Content for your Dental Website
Dentists everywhere use shortcuts to explain the services they offer on their dental websites. It’s really easy to just use generic information about your procedures and paste it on a dental practice website.
However, potential patients might find this as a turn off. Seeing the same generic content on your dental website that they see everywhere else doesn’t make them view your dental practice as trustworthy.
Because so many dental websites are created this way, it means that you can quickly stand out from the competition. Use unique content about the services you offer that doesn’t sound like the same text patients are seeing on every dental website.
9. Not Having Many Options to Book an Appointment
Allowing patients to book directly onto your practice’s calendar through your dental website makes the whole process convenient. It also decreases the possibility of them clicking off your website and forgetting to call your practice to schedule. Giving patients more than one way to schedule an appointment increases the chance they’ll schedule with your dental practice.
Many people don’t want to pick up the phone and schedule an appointment anymore. Patients are looking for convenience and comfort by avoiding phone conversations.
By offering the ability to schedule an appointment directly on your dental practice website, you can set your practice apart from your local competitors.
10. Not Having Enough Video Content
More and more dental practice websites are starting to feature video content. There are a many ways you can use short videos to convert your dental website visitors to new patients such as:
• Testimonial Videos
• Before & After Videos
• Videos Explaining Simple Procedures
• An Office Tour Video
If you need to redo your dental website, make sure you hire a dental web design company that has the expertise to make your website stand out. Zivvy is one of the fastest growing dental web design agencies and our team has tens of years of experience in dental web design. Let’s help you create a dental marketing strategy including a website that is conversion focused. It’s time to turn those visitors into new patients!