Nick Fitzgerald, President, Dr. Websites
Getting down to it, the goal of dental marketing is to acquire new patients and grow the practice. The majority of today’s dental practices are holding onto traditional marketing methods such as yellowbook entries, mass mailers, billboards, and radio/TV advertisements. This is chiefly due to dentists being too busy treating patients that they are left with little time to explore newer possibilities in dental marketing. The problem with offline marketing is that the investment goes primarily toward increasing brand awareness rather than boosting the dental practice’s revenue directly. In fact, dentists are paying to reach thousands of people, of which only a few might be searching for a dentist at a given moment. Also, potential patients do not see these traditional advertisements, as they are looking for dentists online.
According to the latest industry reports, 86 percent of consumers rely on the internet to find a local business, and 46 percent of the searches on Google are for local information. Predominantly, on internet platforms such as Google, Facebook, YouTube, Yelp, and more, patients research everything about the dental care providers and oral care services they are considering. In such a scenario, dental practices are missing out on several opportunities by not meeting the patients where they are—online, something which traditional marketing cannot achieve. Set against this backdrop is Dr. Websites that helps dental practices increase their online presence and boost patient intake. Through the company’s robust digital marketing services, their clients’ dental practice can be the first website that patients come across in online searches.
Dr. Websites provides digital marketing services such as customized website design, search engine optimization (SEO), and digital advertising services to lead a dental practice toward success with improved business growth.
“Truly, digital marketing is a vast landscape, and removing the burden of marketing from the dentists’ shoulders is Dr. Websites,” says Nick Fitzgerald, president of Dr. Websites. He further explains, “We’re not going to inundate dentists with requests for appointments and discussions, but instead try to create an efficient process that can get things done with minimal effort on their part. This way, we enable dentists to prioritize their patients without having to worry about marketing.”
Dr. Websites recognizes that dental practices typically go after potential patients in a specific and small geographic area around their office. With this understanding, the agency conducts meticulous research on the location where a dental practice operates, in terms of the local population’s attitudes and what they look for. Dr. Websites identifies the best services that dental practices offer, whether it is emergency dental, integrated aesthetic care, implants, orthodontic, or pediatric services. Thereafter, the agency begins optimizing the client’s online presence, while offering reporting options that help the client make sound business decisions.
Enhancing Visibility with Customized Website Design and Local SEO
“Since most online consumer experiences begin with a search engine query, visibility or getting a dental practice’s website to rank higher in search engine results is extremely valuable to attract more patients,” says Fitzgerald. Wisconsin-based Dr. Websites is vastly experienced in digital marketing with a team of seasoned professionals comprising web designers, SEO specialists, digital ad specialists, and writers.
Truly, digital marketing
is a vast landscape, and
removing the burden
of marketing from the
dentists’ shoulders is
The expert team understands that good SEO requires a custom website as “the website is the hub for your search engine optimization,” says Fitzgerald. Dr. Websites tailors a website according to the business branding, and easily modifies and updates it, according to client requirements. This enhances consumer perception and encourages them to stay on the website for a longer duration, which further boosts search engine rankings.
Many practices use third-party agencies to create websites, but these are often not optimized since they have limited SEO knowledge. However, Dr. Websites forgoes the cookie-cutter approach and amasses all the information and capabilities to customize and optimize client websites. Based on the information gathered, the agency tailors marketing strategies for clients instead of adopting an already existing marketing template like most of their competitors do, which may not be suitable for all dental practices.
In addition, Dr. Websites deploys highly advanced technology and strategies for SEO. The agency has capabilities to perform white hat link building, where they develop their clients’ backlink profile manually as opposed to using automated systems. Also, the agency has writers to create better content for websites to attract potential patients. In contrast, organizations without writers ask the dental practices for website content, which gets in the way of dentists’ day-to-day work.
Dr. Websites identifies the services that patients are looking for and then begins optimizing the search presence of a website. For instance, the agency uses industry-leading SEO tools and reports that are tailored to the dentist’s key performance indicators (KPIs) to implement a targeted dental keyword search. Dr. Websites then works with the dentist to brainstorm ideal keywords reflective of their services and creates specific keywords that a potential patient might search. The agency also makes it a point to stay updated with relevant keywords in dentistry as popular keywords and phrasings are found to be constantly evolving. Dr. Websites’ marketing strategy hence involves the development of a custom website displaying what the dental practice wants their patients to see, such as the services they provide according to their specialization.
With rich technical knowledge of website design, ad messaging, and SEO strategies, Dr. Websites’ team ensures patients get access to the required oral care in their vicinity. Also, beyond improving the clients’ website rankings, traffic, and leads, the team designs these websites to be user-friendly, which gives Dr. Websites a definite edge over their competitors.
The website’s design and aesthetics can help assuage visitors’ anxieties, thus improving the website’s conversion of visitors into patients.
Dr. Websites leverages Google and Facebook’s vast network to improve the quality of leads. The agency tests and tracks the data that the networks provide to minimize the cost per appointment for the dentist, all the while working well within the gambit of HIPAA. The agency also conducts a return on investment analysis to provide dentists with constructive information about their work.
Upgraded Digital Advertising
Dr. Websites prioritizes research and geography when it comes to digital advertising. For instance, the agency conducts Google Ads research for a particular geography for the keywords that they would like to pursue. They understand that every location has different levels of competition for different keywords, and so they investigate the costs associated with bidding on individual keywords based on the budget provided by a client.
Driven to continuously improve their clients’ web presence, Dr. Websites collaborates with dentists to put together ad copy based on what the agency perceives as most effective. Variants of ads are then tested to check which ones garner the best response. Digital and paid ads on social media networks further draw visitors to a dentist’s website leading to increased patient footfall.
"We enable dentists to prioritize their patients without having to worry about marketing"
Outperforming the Rest
With a client-facing culture, Dr. Websites is highly responsive to client needs with commendable customer service. The agency has an efficient internal customer service team, and their typical response time for any sort of client request is just 24-48 business hours. This is in contrast to some competitors who tend to outsource everything. This causes a disconnect between personnel such as an account representative and the actual person doing the digital work, leading to slow and inefficient customer service. Since Dr. websites personnel are dedicated specialists, they can reliably have a discussion with the client and answer their queries without delay. “That’s why we’re able to respond and make changes quickly, just because our people are actually on it, and they’re also the ones doing the communication,” says Fitzgerald.
Striding Ahead toward Further Advancements
Dr. Websites is keen on improving their internal processes for enhanced efficiency while maintaining their client-focused structure. The agency’s ability to offer a quality affordable product is a rarity in digital marketing for the dentistry space. Fitzgerald plans to increase the hiring and train recruits to improve their workforce as the agency grows. In order to refine their targeting and offer new capabilities, Dr. Websites intends to develop new marketing tools for clients in the next 12-18 months. “In digital marketing, we’re always keeping our ear to the ground to figure out what’s the next big thing,” concludes Fitzgerald