Web design for dental clinics and practices is a critical part of your marketing strategy as you need to balance representing your brand well, convincing website visitors to book or enquire, making allowances for those with dental anxiety or phobias and at the same time providing all the information and great user experience demanded of by websites in 2018.
Let us begin by differentiating the terms website design and website development. They are two very different yet vital components involved in the overall build process of a website.
Web design refers to the graphical design, positioning and outlay of a website, it is in essence a very much aesthetic exercise. On the other hand, website development is a very technical exercise in coding a website and is completely void of any design work. However, for a high functioning and efficient dental website, both web design and development to a high standard is vital.
At Grow Marketing we have specialist web designers and developers that build our dental clients high functioning, high converting and yet attractive websites.
There are 2 ways to build a website
The wrong way
- Build it yourself free online tools (You get what you pay for)
- Pre-built WordPress or HTML templates
The right way
- Custom hand coded websites, not using templates and minimizing the use of plugins and other heavy, clunky coding methods which weigh a website down and slow it down.
Unfortunately, as the end user (yourself) quite often has no way of knowing, even web designers more often than not use pre-built templates and simply change the color theme and add the content and sell it to you as a finish product. Up to this point it is completely fine as the site is acting like a business card. The trouble comes when a genuine marketing agency such as ourselves is contacted to market the website. More often than not we must advise our clients that the website must be rebuilt ground up.
Some of the reasons necessitating a rebuild are as follows;
- No though has been given to Conversion rates, that is the designer hasn’t thought about things such as Calls to Action, directing focus and value propositioning of a website.
- Website has slow load times for mobile and desktop devices, this may be due to heavy image and clunky coding as well as the extensive use of plugins.
- Outdated design which doesn’t represent the brand of the clinic positively
Furthermore, great thought must be put into the aesthetic structure of the website. Web designers are just that, they are designers. More often than not, a lack of thought is put into the psychology behind the design structure of a website. The placing of different elements, the size of fonts and the calls to action can make a difference in conversion rates of up to 40%.
To put this into perspective lets do some quick calculations between a highly converting website and a website which may look good however hasn’t been given a lot of thought into converting website visitors into bookings, phone calls and online enquiries.
An average clinic may spend anywhere from $1000 per month up to $6000 per month on their clinic. If we assume the average clinic will spend approximately $3000 per month on their online marketing.
Then per year = $3000 x 12 = $36k
Average lifetime of a website = 3 years
$36k x 3 = $108k, which is a rough amount of marketing dollars spent on a dental website in its lifetime.
Given a good marketing campaign will return in excess of $20 per $1 invested.
Quite quickly you can see just how much even a conservative improvement of just 20% conversion rate of your website can make on your $108k investment in its lifetime. This is the single biggest reason to ensure the company building your website is a capable marketing agency first and web design and development second as then proper thought will be given to the conversion psychology of the website.
Lastly the agency building your site should try to hand code as much of the website as much as possible, this may cost a little more however hand coding and minimizing pre-made functions through the utilization of plugins causes bloating of websites leading to slow load times. The extra little bit spent on coding the site correctly ground up will pay itself off many times over the lifetime of a website in increased website traffic through better quality scores in your AdWords campaigns, faster load times leading to better user experience and lower bounce rates as well as higher conversion rates.
Grow Marketing specializes in building websites for our dental clients with a focus on marketing and conversion first, with aesthetic coming second. If you need a well-built website to represent your brand and convert the traffic generated from your marketing channels into bookings and revenue, call our team at Grow Marketing on 1300 669 618. Read More
Just a few of the many happy GROW Marketing, dental clients. We let our client’s results speak for themselves.