You’ve probably heard the expression “don’t judge a book by its cover” before. And although you’re told not to judge a book by its cover, initial impressions count. Whether you’re doing a phone interview for a job, swiping through a dating app, or looking for a new healthcare provider, the initial impression affects your decision to proceed.
Various circumstances shape the initial impression, but you likely prioritise some characteristics over others. Take the webpage for your dental office. The design may be exquisite, which is important to certain potential patients, but what about the additional components that not only attract their attention but also spark their curiosity to the point where they surf your website and ultimately choose to make an appointment? Think about these issues:
- How easily can people look for your website in search engines?
- What’s the website experience like?
- Does the website load quickly?
- What type of content is on there, and how current is it?
- What type of patient reviews do you have?
Everything comes together to create an impression that influences whether or not patients select your clinic. These also aid in promoting your practice. If the patient acquisition is a top objective, they are essential since, without them, patients won’t have a simple method to learn about you, which means your practice won’t expand. What can you then do to leave a lasting impression and persuade your potential patients to schedule that appointment?
Develop a baseline understanding of SEO
For your patients to locate you, SEO is required. But what is it exactly? The goal of search engine optimisation (SEO) is to improve your website’s quality and traffic while enhancing your online visibility. More than half of Americans use online search engines to discover nearby companies. Additionally, with over 200,000 dentists in the US, making sure your dental business stands out online is essential for luring new clients and expanding your dental practice. You may boost the number of patients visiting your website and your patient base by implementing an SEO plan.
You may learn more about the fundamentals of SEO by visiting websites like Hubspot, SEMRush, and Moz, among many others. To manage the practice, you don’t need to be an SEO expert in addition to everything else you already do, but having a broad grasp is a fantastic place to start when you’re ready to handle it. With some background information, you’ll be able to have a more in-depth dialogue regardless of whether you handle your SEO internally or with a third party.
Optimise your website with keywords your patients use
Including pertinent, high-intent keywords on your website is one aspect of SEO. These are the search terms that your patients enter into Google or another search engine while looking for a new practice. If you give it some thought, those keywords reveal a lot about the interests of your potential patients. The appropriate keywords may increase website visitors. What is the first step in carrying out your keyword research? A few areas to start your search are listed below.
Google Autocomplete
When you begin typing a search query, Google Autocomplete, a function of Google Search, automatically completes it. Google will forecast your search as you type terms into the search box, which might direct you toward fresh options. This offers you a better idea of what keywords would be useful on your website and is one of the simplest and quickest ways to discover what search phrases patients enter.
Google Search Console
Your website’s performance and search traffic are monitored by Google Search Console (GSC). It displays your site’s keyword ranking, how frequently users click over to view it, and how frequently your site appears for particular keywords. Integrating GSC with other tools like SEMRush, Keywordtool.io, Grepwords, or Ahrefs lets you view all the metrics in one location and learn more about the factors that influence your rivals’ traffic.
Google Trends
Google Trends is a tool for tracking the evolution of search terms and their level of popularity. Using it gives you a sense of the search volume, the terms your patients are using, and where to focus your attention.
Referring to the notion of having a fundamental comprehension of SEO, the following advice should be borne in mind while using keywords in your website content:
- Avoid “keyword stuffing,” which refers to using a certain term in every sentence or area of your website, especially if the word or phrase doesn’t suit you.
- Strategic locations for keywords include the header, title tag, and meta description.
- Only attempt to search for some keywords associated with dentistry. You won’t be able to rank on Google’s first page using various keywords.
- Relevant keywords that you discover should be included in insightful and helpful content. Another factor that raises your exposure is content.
- Your keyword phrase must be wide enough to generate a healthy search volume while being sufficiently narrow to draw in the right kind of visitors for your business.
Although keyword research takes time, if you want to start with the fundamentals, employing these techniques is a fantastic place to start. Want to learn more about conducting keyword research and ranking your business first? To find out more, arrange a consultation with our SEO experts.
Create informative and useful content
Your website’s content may set you apart from competing clinics, especially if it responds to queries or search terms that your clients enter into Google. It may increase website traffic, raise your rankings, and foster patient confidence. Content options include articles for blogs, how-to manuals, frequently asked questions, newsletters, videos, and more. Although this list can seem daunting, you can do it in stages. The secret is to grow slowly and start small.
You can get started by following these three steps:
- Take some time to consider the information you wish to give. Does the material include your services, what to expect during an appointment, and basic spoken instructions for all patients?
- You may determine the format once you’ve determined the themes. Start with 1-2, like a blog post or a FAQ on your website.
- Establish a timetable that works for you. You could write a lengthy blog post every other month or issue a newsletter once a month. Quantity is subordinate to quality and consistency.
Need topics for your writing? When you ask your patients for their opinions or reviews, think about asking. Building trust and gaining visibility on search engines are both accomplished through content.
Focus some attention on local SEO
If a virtual visit is not possible, your potential patients must be able to locate a healthcare practitioner who is close enough for them to see in person. This is where local SEO might be useful. When your website has a local focus, local SEO aids in its visibility in search engines. If you haven’t already, list your dental office on local citation sites, internet directories, and dental associations. Yellow Pages, Yelp, and ZocDoc are a few directories. When looking for a healthcare provider nearby, some patients look in these places.
Additionally, if you are already listed, ensure the data is accurate across the board. Create a reminder to check that all the information about your practice is accurate on the different local sites every few months or once every three months. Location convenience is important to customers. Otherwise, you risk losing business from local clients. But if you have a significant online and local presence, patients may occasionally travel for you. However, you can take advantage of the ones close by.
Maximise your Google Business Profile
Since when was your Google Business Profile updated? A Google Business Profile is a powerful tool for increasing patient awareness of your clinic. There are several methods to keep your profile updated, including updating it with important details like office hours, including holiday hours, reviews and comments to them, images of your clinic, and helpful connections like a scheduling link. Additionally, it shows a practice concerned with giving people the knowledge they need to pick their healthcare provider.
Get more reviews from patients (and respond to them)
Consumers claim to trust internet reviews 79% of the time. Most likely, you also trusted them before purchasing a good or service. You’ve already completed half the effort if your practice already provides a way to gather feedback. Reviews are displayed on your website, Google Business page, Yelp, and social media platforms for more exposure. Keeping your patients informed is vital since they’re looking for advice in all of these locations. In addition, set aside 30 to 60 minutes to develop a strategy for managing patient feedback if you need a mechanism to collect reviews.
Reviews effectively show prospective clients that your business provides top-notch treatment and will take care of them no matter the problem. When patients seek a dentist, SEO makes it easier for them to be discovered and creates a stronger, more enduring impression. A well-designed website and a solid SEO plan will improve your online presence, encourage patient confidence, and boost the number of patients visiting your office. Patients are more likely to connect with you and make purchases if they can locate you readily and easily explore your website.
Keep in mind that SEO takes time, much as cultivating enduring patient relationships. Building your patient base is essential if you’re in a growth phase so that your practice is prepared for sustainability and profitability in the long term. Your practice will lose out to those in your area without a strong and active patient base.