Can I be frank? Today’s business can’t thrive or compete without a website.
On the other hand, it’s one thing to have a website. It’s another to have a website that drives results.
If your dental office’s website isn’t converting or getting you found on the search engines, the foundation might be a little rocky.
It might be missing some critical elements that could really maximize your chances of online success.
Search engines continue to raise the bar when it comes to the criteria of an optimized dental website.
If you don’t follow all of their guidelines, you can say goodbye to that first-page ranking you’ve been vying for.
Consumers aren’t as easy to please as they used to be, either. They know that their options for local dental care are plentiful.
One bad impression could take you out of the running as their top contender.
You can’t treat your website like spaghetti that you throw on a wall to see what sticks.
The design, layout, and execution must be well-thought-out if you plan on using it as a primary sales tool.
10 Essential Elements of a Killer Dental Website
A winning website can kill two birds with one stone. If it’s optimized, it can get you found online. If it’s designed to wow your visitors, your website has what it takes to convert them into paying patients.
Is your website checking all of the necessary boxes to get you these results? Let’s find out.
Responsive Mobile Design
Did you know that nearly 70% of all website traffic comes from mobile devices? This is only a telling sign that mobile search is here to stay.
As mobile search continues to grow, Google places a higher priority on responsive websites.
Responsive is another word for mobile-friendly. It basically ensures that your visitors have a pleasant user experience whether their viewing it on a computer, a tablet, or a smartphone.
Google’s responsive web design requirement dates all the way back to 2015. Simply put, the mobile responsiveness of your website can affect your site’s ranking authority.
This algorithm update had a tremendous impact on websites across the board. That’s why many marketers coined it as the Mobilegeddon.
You’re probably wondering, what makes a website responsive?
If the text is large and easy enough to read, and if users can’t scroll horizontally while their browsing on their phones, then you’re headed in the right direction.
Does your website pass the responsive test? Our dental consultants can take a detailed look and give you the final verdict. Call (803) 575-8116 to request a website audit.
A highly-converting website begins (and ends) with powerful calls-to-action.
Common calls-to-action include:
- Buy Now
- Schedule a Consultation
- Read More
- Book an Appointment
- Subscribe Now
- Contact Us
- Download Now
The average website has multiple CTA’s in a few different areas.
You will oftentimes see them in the form of a button, or a short paragraph with direct sales copy.
They are usually placed on website headers, footers, slider areas, and content sections.
A call-to-action is designed to invoke a response from your visitors. With proper conversion tracking, you can gauge whether or not it’s doing its job.
When it comes to a captivating call-to-action, there’s a method to the magic.
You can really entice people to book an appointment with the right color, the right design, and the right messaging.
An SSL Certificate
Every website needs an SSL certificate in 2019.
SSL stands for secure socket layer. The name speaks for itself, as it literally adds an extra blanket of security to your website.
The certificate protects sensitive website data by encrypting the information. This, alone, is a huge plus.
It also serves as a stamp of legitimacy where your business is concerned. More specifically, it authenticates your ownership of the website and domain.
Google even turned the presence of an SSL certificate into a ranking factor. In 2018, they made it a mandatory measure.
Not having one can have a seriously negative impact on your SEO. That’s why it’s better to be safe than sorry.
Core Navigation Pages
The most important pages of your website are your homepage, about page, service page, contact us page, and company blog.
It’s even more imperative that you include these pages in your main navigation menu.
Meta Titles & Descriptions
When your website pops up on a search engine results page, the user will first see a snippet of content that directs them to your actual website.
The content snippet might include your company name, a keyword that matches the searcher’s intent (“Atlanta dentist” being an example), and a succinct description about the page.
We call these meta tags in the digital marketing world.
For every page that’s on your site, there needs to be a meta title and description.
Meta tags are an important element of SEO that can’t be ignored.
An XML Sitemap
Sitemaps provide Google with an outline of your website’s navigation structure.
The sitemap structure looks like a hierarchical layout, depicting the order of importance of your website’s pages from top to bottom.
XML sitemaps are a required step for the search engines to index your site on their platforms.
Why this is important? If the search engines can’t index your site’s pages, then your rankings will suffer.
In Google’s eyes, content is still king.
Lately, they’ve really been cracking down on their search quality guidelines concerning content.
The E-A-T Score—which stands for expertise, authority, and trust—is now a leading factor for your page ranking scores.
Your content must inhabit all three of these traits to rank high in the search engines.
If the quality of your content just isn’t there, you’ll be lucky enough to rank on page three (which is nothing to be proud of).
Embedded Google Map
What’s the first thing that a patient looks for when they book a first-time appointment with you? Usually, it’s directions to your office.
Google knows this, and as we all know, their biggest concern is the user experience.
In addition to Google’s guidelines for global SEO, local businesses must also adhere to their local SEO guidelines.
A site that’s optimized for local SEO will have an embedded version of Google Maps on their homepage, and the contact page.
The map should pinpoint your office location and the area surrounding it.
There are many other uses for your footer than copyright text. For one, it’s an attractive place to add icons that link to your social media profiles.
Your footer should also include written text of your company name, your address, and your phone number. This is known as your schema markup.
Ready to step up your search engine visibility? First things first, we’ll need to check and see if your site is SEO-ready. Click here to schedule a free consultation.
Links & Citations
When other sites link back to your website, Google sees it as a good thing.
It signifies to them that your website has some sort of authority for the keywords that you’re trying to rank for.
Let’s say that you have a service page for root canals.
If your page is optimized for the keyword, “root canals in Sandy Springs,” and you have other sites linking back to that page, the links increase your chances of a higher ranking.
The big question is, how do you get links? Here are a few ideas:
- Write guest posts for other dental blogs and publications
- Maintain an active social media presence
- Pitch stories to local news sites
Local citations are much easier to attain. The more listings and profiles you have on directories and social media platforms, the more you’ll earn.
If you don’t already have a presence on these platforms, Core Dental Solutions can set them up for you:
- Google My Business
- LinkedIn Company
- Angie’s List
There’s a catch. In order to earn the citations, your company information needs to be accurate and consistent across all of your profiles.
Read more about that here.