Photography is incredibly important.  I’m not sure if I can emphasize this enough so I figured a blog entry dedicated to it might get the point across.  To make the article more comprehensive I’ll include staff and office photos, marketing photography, and before and after photos.

Dental Staff Photos

One of the first things I ask for when talking to clients is “Do you have some staff photos or office photos that we can include in the website?”  And more often than not the answer is “No” or it should be “No” after I see the photos.

For many dentists, a website will serve as a first impression.  And as we all know, “you only get one chance to make a first impression.”  This is especially important for dentists because, unfortunately, most people loathe going to the dentist.  Couple being terrified of the dentist with a poorly lit photo of the dental office and an old, dark photo of the dentist(s) and people are going to close the website and pray they don’t have nightmares.  A slight exxagerration, maybe, but spend the money to get professional photos- even if it means going to your local Wal-Mart and getting some photos taken for $10.  It will be well worth your first impression and you can use the photo in all of your marketing materials.

On a sidenote, I do not recommend taking an all-staff photo.  It’s difficult to get everyone together at once, staff change, and once they do, then you have to get everyone together again on the same day.  Stick with individual photos.

Dental Office Photos

Similar to the doctor/staff photos, you will want to get nice photos of your office- if your office is nice!  If the equipment and furniture are old and the office does not look appealing then steer clear of the office photos and just take pictures of the building.  If the building doesn’t look great, then just use a Google map and call it a day.

The point is to add as much personal and professional touches that you can to give patients an idea of your personality and to make them feel comfortable.

Marketing Photography

Outside of staff and office photos, you will need imagery to fill your site.  People are turned off by all text and they have a higher chance of leaving out of boredom.  At the same time, too much clutter and movement cause people to leave because the website is too difficult to navigate.

Most web companies will supply some stock photography.  Others will offer stock photos at outrageous prices.  My recommendation is to use services like shutterstock.com or istockphoto.com if you are unhappy with your photos and would like to be picky about the imagery you use for marketing purposes.  You can get hundreds of images for under $250 and then use them in all of your marketing campaigns.  These are the photography sites that most professional web development companies use anyway.

The best photography is custom photography but this can be expensive.  If you know a good photographer in your area and you have some marketing shots that you need that you can’t find anywhere else, then call a professional photographer.  Make a list ahead of time of all the shots you want from the photographer so you are prepared for the visit and make the most of your time and money.

Before and After Photos

Most dentists do not take the time to get good before and after photos.  Many will get the camera but won’t take the shots.  Others get the shots but never do anything with them.  These shots serve as your portfolio.  Use them to show people how much they can improve their smile and confidence.  Demonstrate your skill to people so they feel comfortable having you as their dentist.

Before and After photos also serve as great gifts for patients.  Give them to patients so they can laugh about what they used to look like and feel great about how they look now.  Patients will joke or brag to their friends about your skill in dentsitry and potentially send more patients your way.

Steve Presser

New Dental Web

http://www.newdentalweb.com/

One of the biggest mistakes that dentists (or their web designers) make is forgetting to put the phone number at the top of every page.  Make it prominent!  After all, one of the biggest reasons most dentists pay for websites in the first place is to drive new patients to their practice.  Receptionists are already trained to answer the phone, schedule an appointment, and welcome the potential patient to the practice so there is no new training involved.

Why Phone Numbers Should Be Prominent

We live in a fast paced world and technology is getting lightening quick.  If a potential patient searches for a dentist in San Diego, clicks on one of the website results, and doesn’t see what he wants in the first few seconds then he’s going to leave and click on one of the other 2.5 million results that show up.  Now many people may need to be prompted to pick up the phone but just as many will get a good first impression, see the number, and call.

Email Addresses Are Great Too

Some dentists may argue that the whole point of the website is for people to find the site and schedule appointments via email without having to pick up the phone.  Scheduling can be more complex online and will normally result in a phone call from the dentist office anyway.  But if the dentist is insistent and really doesn’t want people calling then replace the phone number with an email address or a link to “Schedule an Appointment.’  The whole point it to create a call to action, which deserves a section for itself.

Create a Call to Action

Phone numbers, email addresses, “View our Online Demos” or “Join Our Mailing List.”  There may be different reasons some dentists build their websites.  For every reason, there is at least one call to action.

If a dentist merely wants patients to join his mailing list so they receive monthly educational newsletters then the website should utilize the top right (or left) of the site on every page and ask patients to “Join the Mailing List.”  Newsletters and email campaigns are excellent tools that can be used to remind patients to schedule a new appointment, to remember their existing appointment, or to upsell patients by showing them monthly specials and new (or unknown) procedures.

Be clear about your main focus for your website and be sure to create a prominent call to action.

Steve Presser
New Dental Web
www.newdentalweb.com

Flash has been used for a million different reasons over the past ten years.  When it first came out, everyone jumped on the band wagon and many made their entire websites in flash.  That ended quickly when Google took over the world and people started paying more attention to Search Engine Optimization.  Now people still use flash but they create hybrid websites (flash and regular HTML) so they can attract visitors with something engaging while still using SEO text to show up at the top of search engines.  NOTE: Google and Yahoo are beginning to read flash files so we may see some new SEO uses for flash very soon.

What are the pros and cons of having flash on a dental website?

Flash banners can be visually appealing, add a level of modernism and professionalism, and capture the viewer’s attention for a few seconds- just enough to encourage them to stay on the page and read or click through to the important parts of your website.  In fact, I usually recommend clients add simple flash to their websites for just those reasons.

Flash can also be used to show animations of complex explanations.  A perfect example is a dental service.  Many people do not know what a root canal procedure is.  All they know is that it’s a scary procedure that people groan about.  By including a step by step animation- that is not gruesome or scary- you educate the patient and alleviate their anxiety. They also come to the office prepared and will better understand any comforting explanations you give them in the office.  Dental Animation Examples: http://www.newdentalweb.com/dental-services/flash-demonstrations/

THERE ARE THINGS YOU SHOULD NOT DO WITH FLASH! I capitalize this for a reason.  You need to be aware of the benefits of flash but you really need to know the top things you should NOT do with flash.

Things You Should Not Do With Flash on a Dental Website

Do Not Create an All-Flash Website

Unless you are a cutting edge, cool media company and/or you have other forms of marketing to bring heavy traffic to your site (and the main point of your site it to be highly interactive and cool) you should not create an all-flash website.

Dentists, especially, should concentrate on search engine optimization and ease of navigation.  Some search engines are just starting to pick up content in flash but most are looking for text, links, headers, and images related to your keyphrases. Cut down on the heavy flash!

Make Your Flash Short and Sweet

Dentists should concentrate on search engine optimization and an inviting, easy to navigate website.  Your website is a reflection on your practice and often patients’ first impression.  Keep the flash short and sweet (a few seconds) to capture the patients eye and then allow them to move on to the important content.

This is especially true for flash on the inside banners.  People are specifically clicking through to areas of your site to read the content on the page.  Do not distract them from the content with long flash banners unless they are very relevant and focus on a key message you are trying to convey.

Make Your Flash Relevant

Flash should be relevant.  Don’t spend thousands of dollars to make an animated dog jump through hoops unless you have a complex viral marketing strategy.  Focus on some main points or your key phrase “We give your family beautiful smiles.”

I recently had a client ask for this long, complex animation that would have cost thousands of dollars.  When he finished the explanation, I asked him what it had to do with his company.  He said that it was something that he had recommended to another client and thought it would be cool to have something similar.  While I would love to take his business and offer him a great flash piece, I told him not to waste his money.  Not only was it completely irrelevant but it would actually give visitors the wrong impression of what the website really was.  Chances are they would just leave before reading on.

My best advice is to create your website WITHOUT flash in mind.  Once you’ve completed your website, you can then add flash in to draw the reader in without pulling away from the important information on your pages.

Steve Presser
New Dental Web
www.newdentalweb.com

Template Websites vs Custom Websites

There are a number of website types available- custom, template, blogs, forums, social networking, video, and more.  Most of those categories can become sub-categories of websites as well so for now we’re going to keep it simple and concentrate on “template websites” vs “custom websites”.

Both options have their advantages so I’ve decided to make a quick top five list for both.  This post will cover custom websites.

Custom Websites

1. Continue current branding efforts
   
   Custom websites should be created from scratch based on your current branding efforts.  This creates a seemless transition between your office, business cards, brochures, and website.  By doing this, you create brand recognition and patients, and potential patients, will begin to recognize your brand around town.

   Often with template websites it’s “what you see is what you get” design.  You need to look at the options and hope that one of them fits your practice.

2. Unique website
   
   A custom website means a “one of a kind” website.  You can feel confident that you will never open another website that looks almost exactly like your own.

   While this is very important in some industries, I do not think this is quite as important for local dentists.  Competition for most dentists will only involve the dentists nearby.  If your practice is in Ohio and a dentist in Virginia has the same design with their own information then it shouldn’t pose as much of a threat.

3. Complete website ownership

   A custom website should mean that the design is solely owned by you so that no other company can use your design.  It should also mean that the files that are created can be downloaded by you and/or put on your own server if you would like to host your website elsewhere.

   I recommend clarifying with the company who builds your website to ensure that the files will be yours once the design is complete.  This does not include the production files as most companies will never release those.  Just be sure that you can download the website files in case you decide to switch to another host.  Be prepared to pay for your project in full before companies will transfer your website.

4. Unlimited website options

   Some template websites can be restricted by the template.  However, if you create a custom website from scratch, the website tools and designs are unlimited.  Unfortunately, this often means that your budget needs to be unlimited.  As with most things in life, you get what you pay for.

5. One time cost

   If you plan on having the same website for 10 years (very difficult to do that based on our rapidly changing internet tools) then you may be able to save money by going with a custom website.  It’s the same idea as buying vs renting.  If you buy a house with cash then it’s paid for and you don’t ever have to worry about payments.  You merely have to worry about upgrades and occasional fixes or changes to the website.

   On the other hand, if you purchase (rent) a template website then you have a low monthly cost that will eventually add up over time.

There is no clear cut answer as to which option is better.  Some prefer custom websites and others see the advantage of a low monthly cost that should pay for itself each month.  At the end of the day, you have to figure out what your goals are for the website and choose the option that helps you achieve those goals.

Steve Presser

New Dental Web

http://www.newdentalweb.com/

Template Websites vs Custom Websites

There are a number of website types available- custom, template, blogs, forums, social networking, video, and more.  Most of those categories can become sub-categories of websites as well so for now we’re going to keep it simple and concentrate on “template websites” vs “custom websites”.

Both options have their advantages so I’ve decided to make a quick top five list for both.  This post will cover template websites.

Template Websites

1. Low Upfront investment

   Perhaps the biggest advantage of template websites is that you do not need to make a large initial investment.  So many dentists have been burned by companies who charge $10,000, that soon turns into 6 months and $20,000, for a website that doesn’t turn out how they envisioned.

   Template websites usually run in the neighborhood of $39 to $599 per month with a setup fee.  Setup fees can run anywhere from $200 to $2,000 so be careful.  Additionally, the $39 template websites can be very lacking and cookie cutter with little to no support so be sure the extra $100 or $200 a month you save isn’t costing you hundreds of hours of self-help and stress.

2. More bang for your buck

   Generally you get more bang for your buck with template websites.  By this I mean that you get more tools included.  Content Management Systems that allow you to update your own content, email forms, dental service pages, etc… that would normally cost you thousands of dollars are part of the templates that are offered.

3. Many template websites come with some support

   Custom websites can cost thousands of dollars and once they are complete, you are paying $50 to $150 an hour for updates.  Many template websites (not necessarily the ones that cost $39 to $59/month) will have a certain number of support hours per month that are included or designers and programmers who will help you make simple texst and image updates or changes to your site.

4. Content Management Systems

   This is a big one.  Template websites usually come with content management systems (CMS) that allow you to make updates to your website.  Rather than submitting a request for changes, you can login to your site and make changes just as you would on a Word Document.  The same integrated CMS may cost $1,500 to $5,000 alone for custom-built websites.

5. Ability to get a new website for a low cost

   A number of template companies allow you to switch colors or designs on the fly or by submitting a request.  A low setup fee of $250 may apply.  However, custom websites will often require a complete rebuild for another $5,000 to $10,000 only two years later when your site is out of date.

   Make sure to ask about programs or the ability to switch to a new template two or three years down the road.

In a sense, templates are like leasing a car.  The monthly is more expensive but you don’t have the huge upfront costs and you can trade it in for a small fee for a new one any time.

Steve Presser

New Dental Web

http://www.newdentalweb.com/

Creating a Dental Website

Part 2 - Hosting

You decided on your domain name and purchased your domain, now it’s time to find hosting.

Hosting will allow you to create emails (DrJoe@joedentistry.com) and store the files for your website.  Some people prefer to separate the two so they have control of their email and just point their domain name to another hosting company.

The main things to consider for most companies will be:

• How much space do I get?
• Do I get email and can I control my email?
• What is included with my hosting?
• Is it Windows or Linux hosting?

What is the difference between Linux and Windows Hosting?

The type of programs and programming you use on your site will determine whether you need one or the other.  To really oversimplify things, if you have programs that use ASP or Coldfusion then you may opt for a Windows server.  Linux servers seem to be much more stable and are ideal for PHP or Perl script.

My recommendation is to find a web development company first and let them decide.

NOTE: If your website is on a Linux server then it is usually pretty easy to transfer to a Windows server.  The other way around is not true.

What hosting company should I choose and how much should I pay?

There are a number of companies out there such as GoDaddy.com and NetworkSolutions.com that offer hosting for as low as $5/month.  However, unless you know what to do with the hosting, chances are you should find a website company first.  Many of them have their own hosting so purchasing a separate hosting package may be a waste of money.

Payment will depend on what the hosting includes.  Some companies offer support and a certain number of hours of website creation per month as part of their monthly package.  Other companies create custom websites for $5,000 to $25,000 or more and then include a lower monthly hosting cost.

Template companies often create websites for a very low price and then charge a higher monthly fee ($49 to $599) that will pay for the website over time.

All of these are great options- it really depends on what you hope to achieve with your website.  Just be sure to ask about monthly hosting costs and find out what is included.

Steve Presser

New Dental Web

http://www.newdentalweb.com

Creating a New Dental Website

Part 1 - Domain Names

“We need a website but we have absolutely no idea where to start or what we need to make it happen.  Can you help?”

I run across this question constantly so I’ve decided to answer this question as thoroughly as possible while keeping things very simple.

The first thing you need to decide on is a domain name.  This seems minor but I urge you to put some thought into it before you proceed.

Choose a Domain that is Memorable

People will either find your site by typing in the URL, clicking on an advertisement, or using a search engine.  The first method involves typing in the URL so people need to remember the name and it should not be too hard to spell.

Keep the Domain Name Short

It’s becoming much harder to keep the domain name short because so many names have already been taken.  Patients need to type in the domain name without making an error so lock down TemeculaDentist.com instead of TemeculaCaliforniaDentistry.com.  This will also come in handy when people need to type your email address or, worse yet, when you have to type your own email address 4,000 times in the next couple years.

Use Keywords or Phrases in the Domain When Possible

Try to use words that patients will search.  For example, if you specialize in TMJ treatment and you want patients to find you if they search for “TMJ treatment” then TMJdentist.com or TMJtreatment.com are great domain names.  If you have a practice in Omaha and your practice name is “Best Dental” but http://www.bestdental.com/ is already taken then try domains such as http://www.omahadentist.com/.  Chances are that if your website is optimized well and the domain name is not too competitive then you may jump right to the top of the search engines for the key phrase “Omaha dentist”.

Purchase Your Own Domain Name or Verify that You Have Complete Ownership

There are a number of web development companies who purchase domain names and hold them for ransom if you decide to use another web development company.  You should always have complete ownership of your domain.

To purchase a domain you can visit large hosting companies such as http://www.godaddy.com/ or http://www.networksolutions.com/.  You can also use the web development company who will create your dental website but MAKE SURE YOU HAVE COMPLETE OWNERSHIP.  In addition, check to see if that company will charge you a fee for the domain name should you decide to leave.

Assuming you are using one of the companies mentioned above, you will search for the domain name that you desire and verify that it is not already taken.  If the domain is available, purchase it!  Once purchased, you can then look into web development companies and later point your domain to their hosting servers.  NOTE: You do not need to purchase a hosting package immediately.  You just want to secure your domain name (usually about $10/year.)

If your desired domain name is taken but it is not being used, then it is often for sale.  Most of these companies are holding the domain name hostage to resell at a higher price.  If you are dead set on the domain name or if it’s a highly desirable domain name that already shows up at the top of search engines, then it may be worth investing a lot more money to secure the name.

Remember, this is a domain name that you will eventually use on all of your marketing materials, use for your email address, and announce over the radio or in passing to friends, patients, and potential patients.

Steve Presser

New Dental Web

http://www.newdentalweb.com/

Videos

Videos are powerful tools that can be used by dentists to help personalize websites.  By posting videos, dentists can put their best foot forward to create a first impression or further their existing doctor-patient relationship.  Flash is used to post a lot of videos as are QuickTime, Windows Media Player, and others.  YouTube is also a great tool and can be used to take advantage of the massive amount of traffic at www.youtube.com.

Videos can be relatively inexpensive or very costly so make sure you look around before choosing an expensive video house.

New Dental Web would like to announce our latest Orofacial Pain dental website: www.wexleymedical.com. 

Victoria Wexley, DDS has been in practice for more than eighteen years specializing in diverse treatments of various pain disorders of the face and neck.  She provides structured treatment programs with focus on state of the art pain management of headache, face, neck, TMJ pain, and related disorders.

Dr. Wexley wanted a clean design that welcomed patients to her website using happy families and light imagery.  She also wanted visitors to immediately know that her practice dealt with life-altering, pain-relieving treatments.  Lastly, New Dental Web offered Dr. Wexley the ability to add and edit content easily.  One of the primary reasons she wanted a website was to add material to help educate visitors and patients.

Already, Dr. Wexley is showing up at the top of Google for treatment of orofacial pain, headache treatment los angeles, and more.  We are very happy with the immediate success we have had and hope to see more of the same in the future.  To learn more about what we can do to help market dentists online, please visit our dental websites section.

Victoria Wexley
Board Certified in Orofacial Pain
Fellow of American Academy of Orofacial Pain (AAOP)
739 N. Fairfax Ave.
Los Angeles, CA 90046
Tel. (323) 655-3933
www.wexleymedical.com

Yes.  We use a very simple and robust content management systems for our dental practice websites.  Clients are able to login securely and easily to their website from anywhere in the world.  All clients need is an internet connection.  Once logged in, clients can browse their dental website, just as a visitor would browse the website, and click on a small edit button at the top right of each page.  Clients can then edit their dental website content just as they would edit an email or Microsoft Word document and click SAVE.

We have video tutorials available and staff on hand to help clients make updates to their websites. 

If you have more questions about our orofacial pain websites, please feel free to call New Dental Web sales at 888-937-5552.