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.

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 his business, I told him not to waste his money.  Not only was it completely irrelevant but it would actually give visitors to his site the wrong impression of what the website really was.  Chances are they would just leave before reading on.